Our first move wasn't touching their Google Ads. We ran a technical audit and found the problem within hours. A "solar savings calculator" with a 2.4MB JavaScript file was loading on every single page of the site instead of just the calculator page where it belonged. It added over 8 seconds to load time, crashed on mobile browsers, and blocked other critical resources. Nobody had caught the configuration error. We fixed the loading to only trigger on the calculator page, stripped out 14 unused plugins, compressed all images, and implemented lazy loading across the site. The page weight dropped from 8MB to 1.2MB before we touched anything else.

We created dedicated Google Ads landing pages with a mobile-first approach and a single focus: the quote request form. No distractions, no animations, no heavy scripts. Just fast, clean pages that load in under 2 seconds on 4G. The previous setup had landing pages bloated with content and zero mobile optimization. We rebuilt from scratch.

We restructured the ad groups around high-intent keywords and implemented proper conversion tracking that the previous setup was missing. Set up an A/B testing framework and launched new campaigns pointing to the optimized landing pages. The goal was simple: get qualified prospects to a form that actually loaded fast enough for them to fill it out.

Within 72 hours of launch, SunEnergy's sales team reported a spike in qualified leads. Within 30 days, they hit their quarterly lead target. The technical cleanup delivered immediate impact on conversion rates and cost per lead. The previous agency wasn't wrong about competitive markets. They were just optimizing the wrong thing. Fast sites convert. Slow sites burn budget.