Holgate Renewables
Dan Holgate · onboarding call 16 July · shoot 4 AugustThe business in a paragraph
Solar panels, battery storage and electrical work, run out of Shoreham and covering East and West Sussex. Dan's granddad started the firm over forty years ago, his dad still works on jobs and his brother does solar installs. They are electricians first, which is the point: the wiring behind the system is done to the standard they'd rewire a house to. Twenty two five star Google reviews and no bad ones. They can handle two or three installs a week and are currently doing one or two a month, so there is a lot of room.
The money
- Installs run £6,000 to £14,000. The minimum package is about £5,000.
- The job Dan wants most is a Fox inverter, six to eight panels and a 5kW battery. Around £5,000 to £6,000, roughly £2,000 profit, done in two days.
- Customers typically save £100 to £150 a month and pay the system back in three to seven years.
- Every install is finished inside a working week.
Who we are talking to
Reasonably well off Sussex homeowners who are careful with money. They want energy independence and lower bills, and most have already been put off once by a pushy salesman from a national solar firm.
The towns Dan named on the call were Worthing, Littlehampton, Brighton, Peacehaven, Saltdean and Newhaven.
The angles that work
- The real number. Not a brochure figure, a payback worked out from the customer's own bills.
- Speed. Full system fitted inside a week.
- Family run, forty years. No call centre, no commission salesman.
- The winter myth. Panels run on UV, not heat, and still produce about sixty percent of summer output.
- Aftercare. Dan revisits within a week of every install. The big firms don't.
Roughly ninety percent solar, ten percent battery. The competitor to watch is AllSolarWorks, who run about a dozen Meta ads.
Four things that must never appear in an ad
- No warranty length. Dan says five years, his own supplier quote says two. Unresolved, so say nothing.
- No finance APR. The rate has never been confirmed.
- Savings must be worded as estimates. They are projections, not measured results.
- The Shoreham job is 58 percent, £151.21 down to £63.39. Dan said eighty percent in a voice note. He was wrong.
Where the ads point
Worth noticing on that map
A good third of the 40km circle is the English Channel, and the top of it takes in Crawley and Horsham, which Dan never mentioned. It also happens to overlap the old agency's targeting. This is one of the things we'd like your read on. Tighter and coastal, or wide and let Meta sort it out?
The footage, in Google Drive
Six finished cuts from the 4 August shoot, exported landscape (LF) and vertical (PV). Plus b-roll, stills and edited photos.
The six cuts are: how solar works all year plus export payments · what solar actually costs plus finance · the Garrett install, 8kW and a Tesla Powerwall · a Sussex homeowner Q and A · payback in seven years · Tony's flat roof job in Shoreham.
The account, as it stands today
| What | Value | State |
|---|---|---|
| Ad account | act_1271348984731854 "Holgate Renewables WBT", GBP | Active |
| Business | 607966834648132 Holgate Electrical Ltd | OK |
| Facebook page | 100334855969318 Holgate Renewables | Shared to us |
| @holgate_electrical | Not shared | |
| Pixel | 1433589724853763 | Old agency's |
| CRM | GoHighLevel Hc91DABej7tECwddDfFf | Built |
| Pipeline | gMpvMxYnO4u8v36UNdAl "Sales (Solar)", 7 stages | Name clash, see below |
| Landing page | Perspective 6a85b3bc52d6fea225edc439 | Draft |
| Page preview | hv-funnel-holgate-renewables.pages.dev | Mockup only |
| Campaign | None built by us | To do |
| Account timezone | Etc/Greenwich, not Europe/London | Check reporting |
Two live problems in this account
The old agency's work is still in there. Two campaigns, "WBT Full Funnel LP" and "WBT Full Funnel LP v2", both set to £30 a day. They are paused at campaign level, but the ad sets and most of the ads underneath are still switched ON. One wrong click starts £30 a day pointed at Horsham. There is also an active lead form on the page, "WBT Solar Installation Form", with zero leads.
Two pipelines with confusingly similar names. "Sales (Solar)" is Dan's real seven stage pipeline. There is also a leftover four stage one called just "Sales". Our automations look for a pipeline named exactly "Sales", so on this account they will find the empty one and Dan's leads will never appear. It needs renaming or deleting, and pipelines can only be deleted by hand in the interface.
What we planned to build
| Setting | Value |
|---|---|
| Campaign name | Holgate Renewables, Solar & Battery | Energy Payback Meeting |
| Ad set | Solar & Battery | East & West Sussex 40km |
| Budget | £40 a day at ad set level |
| Location | Brighton, 50.8225 / -0.1372, 40km, home and recent |
| Audience | 18 to 65, all genders, Advantage+ on |
| Placements | Facebook and Instagram |
| Headlines | Free Energy Payback Meeting · Sussex Solar: Know Your Real Payback · Solar & Battery Across East & West Sussex |
| Description | Family-run electricians fitting solar and battery storage across East and West Sussex. 22 five-star reviews, no hard sell. |
The shoot plan originally proposed three geographic ad sets. We collapsed it to one, because £40 split three ways is about £13 each and none of them would leave the learning phase. The scripts are already written in matching blocks, so splitting later is a copy of the ad set with a different pin, not a rebuild.
Lead form questions, agreed with Dan
- Name, email and phone, filled automatically
- Why do you want solar? Bills / Independence / Property value / Environment
- When do you want it? ASAP / Within a month / 1 to 3 months / 3 to 6 months
- Do you own the property? Yes / No, I'd need to speak to the landlord
- Which town or area is the property in?
- What type of property is it?
- What type of roof covering does it have?
Paste this into AI if you need help
Everything we learned from the onboarding call and the in person meeting, in one block. Drop it into ChatGPT or Claude before you ask it to write copy, plan angles or critique the setup.
HOLGATE RENEWABLES — CLIENT BRIEF FOR META ADS Prepared by Hunt Visuals, 27 August 2026. Sources: onboarding call 16 Jul 2026, in person meeting 4 Aug 2026, video shoot 4 Aug 2026, plus a live read of the ad account. THE BUSINESS Holgate Electrical & Renewables. Owner: Dan Holgate. Based in Shoreham-by-Sea, West Sussex. Services: solar PV installation, battery storage, general electrical work. Family run. Dan's grandfather founded the firm over 40 years ago. His father still works on jobs and his brother works on solar installs. They are electricians first and solar installers second, so the wiring behind a system is done to full rewire standard. Accreditations: MCS, HIES and NICEIC. Octopus Trusted Partner. Accredited to all leading solar manufacturers. Reputation: 22 five-star Google reviews, no negative reviews. Capacity: can handle 2 to 3 installs a week. Currently doing 1 to 2 a month, so there is significant room to grow. SERVICE AREA East and West Sussex. Priority towns named by the client: Worthing, Littlehampton, Brighton, Peacehaven, Saltdean, Newhaven. Current ad targeting: a pin on Brighton (50.8225, -0.1372) with a 40km radius, home and recent residents. PRICING Installs range £6,000 to £14,000 depending on system size and brand. Minimum package around £5,000, which includes panels, mounting, battery, electrical work, bird protection, DNO certification, building regs and a workmanship warranty. Best margin job: Fox inverter, 6 to 8 panels, 5kW battery storage. Costs about £5,000 to £6,000, roughly £2,000 profit, completed in about 2 days. A Tesla system is about £8,000 (premium brand, larger battery). A Fox inverter is about £2,000 for the same core function. Finance available through Phoenix Financials. The APR has never been confirmed, so never state one. Install time: 1 to 2 days typically, 5 days maximum. Always inside a working week. CUSTOMER OUTCOMES (all figures are estimates from Pylon projections, always keep the word "estimated") Typical saving £100 to £150 a month, up to a 90 to 95 percent cut in electricity cost. Payback in 3 to 7 years depending on system cost. Lifetime saving of £100,000 to £150,000 over 20 to 30 years on an average 3 or 4 bed property. Winter output is about 60 percent of summer. Panels run on UV, not heat or direct sunlight. Real example, Hassocks: 8kW solar, Tesla Powerwall 3 and an EPS system so the house keeps running in a power cut. About £180 a month down to about £20. Estimated payback just over 7 years. Real example, Shoreham: completely flat roof, Van der Valk mounting system so no drilling through the roof covering, 5kW solar and a Fox battery. £151.21 a month down to an estimated £63.39, a 58 percent reduction. Real example: one install completed about 14 months ago has generated £1,450 of total savings, roughly £100 a month. Homeowners can track savings in the manufacturer app with charts and environmental data. TARGET CUSTOMER Reasonably wealthy homeowners in Sussex who are smart with money. Motivated by energy independence, the rising cost of living, environmental values and export tariff income. Usually put off previously by pushy sales tactics from large national solar companies, or overwhelmed by complicated qualification processes. Time wasters to filter out: wanting an install 6 or more months away, poor communication after a quote is sent, not interested in investing in their property. DIFFERENTIATORS Family run with 40+ years of heritage, three generations on the tools. No pushy sales. Consultative and face to face. Electricians first, so the electrical work is done to a higher standard than a typical solar-only installer. Full manufacturer warranties, and the work is covered under the consumer code if the business ever became insolvent. A follow-up visit within about a week of install to confirm the system is performing. Only recommends systems matched to the customer's actual usage. Will not oversell. Dan is installing solar on his own home, so he can speak from direct experience. OBJECTIONS AND MYTHS TO ATTACK IN ADS "Solar doesn't work in winter" — panels still produce about 60 percent of summer output, and they run on UV rather than heat. "It's too expensive" — £5,000 minimum system, payback in 3 to 7 years, £100 to £150 a month saved. "Installation takes ages" — a full system goes in within a working week. "A big national firm will look after me" — poor workmanship and no aftercare is the standard complaint about the large installers. HARD COMPLIANCE RULES, DO NOT BREAK THESE Never state a workmanship warranty length. Dan says 5 years, his own Pylon quote says 2. Unresolved. Never state a finance APR. The Phoenix Financials rate is unconfirmed. Always word savings figures as estimates. The Shoreham job is a 58 percent reduction, £151.21 to £63.39. Dan said 80 percent in a voice note. That figure is wrong. THE OFFER WE ADVERTISE "Free Energy Payback Meeting", sometimes called an Energy Payback Cost Meeting. Deliberately renamed from "free quote" so it does not read like every other solar advert. Dan comes to the house, looks at the roof and the customer's actual usage, and works out their real payback. FIXED AD COPY (identical on every ad, only the video and the opening line change) Headline 1: Free Energy Payback Meeting Headline 2: Sussex Solar: Know Your Real Payback Headline 3: Solar & Battery Across East & West Sussex Description: Family-run electricians fitting solar and battery storage across East and West Sussex. 22 five-star reviews, no hard sell. Closing line appended to every primary text: "Tap below and book a free Energy Payback Meeting. Dan will look at your roof and what you actually use, and tell you the real number." LEAD FORM QUESTIONS AGREED WITH THE CLIENT Why do you want solar? (Reduce my energy bills / Energy independence / Increase my property value / Be more environmentally friendly) When do you want it? (As soon as possible / Within 1 month / 1 to 3 months / 3 to 6 months) Do you own the property? (Yes / No, I'd need to speak to the landlord) Which town or area is the property in? What type of property is it? (house, bungalow, commercial) What type of roof covering does it have? COMPETITORS AllSolarWorks, also trading as AllSparksWorks. Runs roughly 12 Meta ads. adcbrighton.com M.J. Humphrey Ltd on Instagram. CURRENT SETUP Meta ad account act_1271348984731854, GBP, under business Holgate Electrical Ltd (607966834648132). Timezone is Etc/Greenwich, not Europe/London. Facebook page 100334855969318 "Holgate Renewables". No Instagram asset shared, so ads run Facebook branded. Pixel 1433589724853763, inherited from the previous agency. GoHighLevel sub-account Hc91DABej7tECwddDfFf. Real pipeline is "Sales (Solar)" with 7 stages: New Lead, Contacted, In Person Booked, Quote Sent, Follow Up 1, Follow Up 2, Closed. A leftover 4-stage pipeline called "Sales" also exists and needs deleting. A Perspective landing page funnel exists but has never been published. Two legacy campaigns from the previous agency are still in the account, paused at campaign level with their ad sets still switched on, targeting Horsham (29km) and Uckfield (20km). Planned test budget: £40 a day, one ad set, broad 18 to 65, Advantage+ audience, Facebook and Instagram only. FOOTAGE AVAILABLE Six finished video cuts from the 4 August shoot, in landscape and vertical: how solar works all year and export payments; what solar actually costs and finance; the Garrett install with 8kW and a Tesla Powerwall; a Sussex homeowner Q and A; payback in seven years; Tony's flat roof job in Shoreham. Plus b-roll, stills and edited photos.
