317 leads in the first 34 days.
An Arizona maker of solar water pumps for ranches and off-grid land.
- Meta ads
- Static ads
- Website rebuild
- Lead tracking
Read it with: lead generation for a product sold by quote and phone, outside our usual Shopify work. Summer is their busy season, so not all of the lift is from ads. One client’s history, not a forecast.
Water where the power lines stop.
Sun Pumps has made solar submersible water pumps in Arizona since 2000. Ranchers, homesteaders and off-grid owners use them to water livestock and land the grid never reaches.
A pump system is a considered buy. The buyer needs the right pump for their well depth and water need, so most sales start with a call or a quote request. The goal of the ads was leads the sales team could close, not checkouts.
Good product, quiet phone.
Site first, then ads.
Website rebuild
Contract signed. A new site built on staging, with a quote form that sends every lead straight into the CRM.
Launch
Fifteen static ads live on Meta in two styles, bold graphic and photo. The budget flows to whatever ranchers respond to.
Budget trimmed
Daily spend cut 42% to stay inside the monthly budget. Leads per day fell only 28%, and cost per lead dropped 15%.
Google added
Google Search campaigns and call-first ads added for buyers who search for a pump by name.
Leads per month, before and after launch.
New leads per month, 2026
One line did the work.
Fifteen ads went live. Five weeks in, one had earned 72% of the spend.
“Off-grid doesn’t mean off-water”
The top two ads carried the same line. The first drew 70 Meta leads at a 5.7% click-through, the second 21 at 5.2%.
Meta-reported · Jul 10–Aug 12, 2026
Before and after
The dry trough and the full one, on the same land. The chore it ends is hauling water by truck.
Grid vs solar
Trenching power to a far pasture costs more than the pump. A side-by-side makes that plain.
The pain point
Pain-first ads got clicks but few leads. Meta moved their budget to the top two within weeks.
Four lessons for lead generation.
Subtract the baseline
Count only the leads above your pre-launch rate before you judge the ads.
The line beats the picture
Both winners shared one headline. Next month’s ads built on it.
Launch wide, then let it pick
Fifteen ads at launch found the winner in five weeks.
Match leads to orders
Check real orders, not pipeline stages. Many leads bought before anyone updated them.
