The Halo Strategic Approach to Solar and Battery Lead Qualification

Solar is not a new market for Halo Strategic’s founder, even though it is a new vertical for the Lead Exchange. Fabien Alexander ran paid-social lead generation across solar, conservatory roofs, kitchens, double glazing and other home-improvement trades for six years before Halo existed as a consultancy, for clients including Mercedes-Benz Trucks & Vans, AJ Renewables and TQL Kitchens.

Across that combined work — not solar alone, and not a Lead Exchange result, since the Lead Exchange has run no solar campaigns yet — total ad spend ran to roughly £102,663, producing 15,797 leads at a blended £6.50 cost-per-lead. Real cost-per-lead ranged from £2 to £20 depending on the trade and audience, and could swing by a factor of ten on the same day for the same trade, purely from targeting. The figure that mattered most from that period wasn’t the average: it was how much variation sat underneath it, and how little that variation had to do with the enquiry’s quality versus simply who it was shown to.

Why qualification criteria come before volume, by 2024

By 2024, that earlier work had shifted to qualifying leads on cost-per-acquisition, conversion rate and lifetime value before ever discussing volume with a client. That ordering — criteria first, scale second — is the same discipline carried into how the Lead Exchange is being built for solar: agree what a valid enquiry looks like (property type, postcode, genuine interest in solar, battery, or both, timeframe) before any enquiry is generated at scale, not after.

What this means in practice for solar

It means the questions a solar installer answers before buying an enquiry (what counts as valid, what’s your actual coverage, what’s your capacity) come first, not as an afterthought once volume is already flowing. It also means we won’t publish specific solar conversion or volume figures for the Lead Exchange itself until there is real, documented performance to report — the historical figures above are from Halo’s founder’s earlier agency work, offered as the reasoning behind the approach, not as a substitute for the Lead Exchange’s own track record.

Solar is the Lead Exchange’s next vertical, after spray foam removal. If you’re a solar or battery installer and want to register interest ahead of that launch, get in touch.