Elite Energy are renewable energy specialists, delivering high-quality private installations designed to help UK homeowners cut energy bills, improve efficiency, and future-proof their homes.
This created three key challenges
- A limited window to maximise lead volume while grants were still available
- The need to reduce CPL to maximise leads without increasing budget
- A strategic pivot was needed toward private energy offerings
We implemented a performance-driven meta strategy built around:
- Ongoing creative testing: We tested new ad formats and messaging, including short-form, reel-style creatives for the first time that achieved a CPL 24% below their account average.
- Urgency-led messaging: Ads highlighted the limited availability of grants to increase conversion rates during the final months
- Refined targeting: Location targeting was tightened to hone in on eligible areas reducing wasted spend.
- Campaign consolidation: We simplified the account structure to reduce audience overlap and allow Meta’s algorithm to optimise more effectively.
- Planned pivot to private services: Once grants ended, we quickly transitioned to private offerings, using proven creative templates and learnings to start off in the best position for performance from day one.
By combining clear messaging, structured testing, and campaign management, we maximised results over Q1 leading up to the end of the grants and succesfully transitiones the account towards private services resulting in*:
- 32% increase in total leads
- 38% decrease in total CPL
- 60% increase in leads from priority grant cmapaigns
- 78% reduction in CPL for private leads
*Q1 2026 vs Q4 2025
