Citadel Roofing & Solar
Helped Citadel Roofing & Solar become California’s #1 solar installer by cutting lead costs, raising conversion rates and scaling growth.
Outcomes
The result
In July 2024, Solar Power World named Citadel 2024’s #1 California solar and storage provider by kilowatts installed.
The need
Citadel needed high-quality leads reliably sourced from paid search. It didn’t need impressions or visibility. It needed leads that turned into appointments and sales, without relying on third-party lead providers or making the sales team filter low-quality form submissions.
The process
Working in Google Ads and Bing, RELLO grew what worked and cut what didn’t. Together with the Citadel team, we identified which ad paths drove real results, and focused every campaign’s goals on the conversion events that moved the needle.
Where the gains came from
Cost per click down
We reduced the account’s average cost per click by eliminating low-performing keywords.
Click-through rate up
We supported what was working with new variations, A/B testing and budget adjustments.
Qualified leads up
A contact only counted as qualified after a Citadel salesperson confirmed solar eligibility. With ad spend equalized, qualified leads rose 62% year over year.
More case studies
See all workCommercial solar
Solect Energy
Helped Solect Energy increase leads by 372% and cut cost per lead by 74% with a high-performance digital marketing strategy.
Residential and commercial solar
Gardner Energy
Helped Gardner Energy double their leads and reduce cost per acquisition with a data-driven marketing strategy.
Residential and commercial solar
Solar Union
Helped Solar Union reduce cost per lead by 68% while increasing lead quality and sales.
Let’s Talk
Tell us how you get customers today.
Share a few details and a strategist will tell you what we’d look at first.