Driving Leads for Green Projects Group’s Free Lightbulb Program
Project Snapshot
We collaborated with Green Projects Group to run ads to promote their Free Lightbulb Program to local customers, gaining thousands of leads directly on Facebook.
Client Overview
Green Projects Group partners with utility companies, municipalities, and organizations to create energy efficiency programs that benefit communities and the environment. One of their most impactful initiatives—the Free Lightbulb Program—helped Michigan residents swap out old incandescent bulbs for energy-saving LEDs at no cost, funded through utility rebate programs
The primary goal was simple: get free lightbulbs into the hands of as many residents as possible while helping utility partners meet their energy efficiency goals. Green Projects Group handled all of the rebate paperwork, making the program easy peasy for both utilities and customers.
Project Goals
Spread Awareness
Spread awareness about the program in participating cities.
Drive Qualified Leads
Drive qualified leads via Facebook Ads using location targeting.
Keep the Process Simple
Keep the process simple with easy-to-complete lead forms, asking only for essential information.
Here's What We Did
Over the course of three years, we worked alongside Green Projects Group to execute hyper-targeted digital ad campaigns designed to maximize engagement and minimize cost per lead. Our approach included:
Location-Based Facebook Ad Campaigns
- Created tailored campaigns for each participating municipality to reach local audiences
- Highlighted the "free lightbulbs delivered to your door" offer front and center
- Refreshed creative regularly to maintain engagement and relevance
Streamlined Lead Capture
- Built lead forms directly in Facebook, eliminating extra clicks
- Only requested necessary information: name, address, utility provider, and contact details
- Prioritized ease of completion to lower barriers and increase submissions
Ongoing Optimization
- Monitored lead costs and performance by city
- Adjusted budgets and creative based on results
- Focused efforts on the best-performing areas while testing new municipalities
Follow-Up
And Now... The Results!
The campaign delivered a significant impact across multiple communities. Below are just two examples:
Holland BPW
(October 2022 - December 2023)
Facebook Leads Generated
3,631
Average cost per Lead
$6.84
Total Ad Spend
$24,820
We supported Holland BPW in meeting energy efficiency targets while providing tangible value to customers.
Portland, Michigan
(August 6-21, 2022)
Facebook Leads Generated
70
Average cost per Lead
$1.47
Total Ad Spend
$103
Demonstrated how smaller communities could see high engagement at an extremely low cost.
Interested in running an efficient lead generation campaign like this? We’d love to help.