Solar installers · Residential
A Meta lead-form pipeline and 30-day nurture for residential solar
For a residential solar installer we built an opt-in pipeline in GoHighLevel (GHL) that a Meta lead form feeds, and a nurture that follows each homeowner for 30 days before passing them to the installer's newsletter. The ads that feed it are live, and we changed the setting that was letting leads in from outside the service area.
The job
From a tap on an ad to a consultation
A homeowner scrolling Facebook sees a solar ad, taps it, and fills in a Meta lead form without leaving the app. Ten minutes later they are back to their feed, and the form is the only trace they leave. The installer has to reach that person while the ad is still in their head, then keep showing up until they are ready to sit down for a consultation.
In the build, each lead-form submission becomes a contact and lands in an Opt-In Pipeline with five stages: New Lead, Contacted, Consultation, Wrap Up and Closed. Each stage name says what has already happened to the lead. Anyone on the sales team can open the pipeline and see who still needs a first conversation and who is waiting on a decision.
Behind the pipeline sits the opt-in nurture: seven sets of messages spread across 30 days. When the 30 days run out, the lead moves to the long-term newsletter the installer already sends, so the first month after the form is the nurture's job and everything after it belongs to the newsletter.
We built the pipeline and the automations, moved the whole build into the installer's own HighLevel agency account, and recorded one walkthrough of the setup and another of the automations. The installer owns the account, the contacts and the history.
The ads are part of the same job. They lead with a power purchase agreement (PPA), and the video ad we made for this installer is running. When leads started arriving from outside the service area, we switched Advantage+ audience off on the ad set and limited the location to people who live in the area. That kind of change is made ad set by ad set, so each ad gets checked on its own.
What we set up
What the residential build includes
- Meta lead-form submissions arriving in HighLevel as contacts with an opportunity
- The Opt-In Pipeline: New Lead, Contacted, Consultation, Wrap Up, Closed
- A 30-day opt-in nurture in seven sets, every message written out in the plan before it was built
- A hand-off to the installer's long-term newsletter once the 30 days end
- A knowledge base written from a digest of the installer's website
- Meta ads with a PPA angle, including a video ad we produced
- Ad set location tightened so leads come from the area the installer serves
- Recorded walkthroughs of the setup and of the automations
How a setup runs
How the residential build comes together
A 1:1 with Rob
Thirty minutes on your lead form, your ad account and what happens today after a homeowner presses Submit. Rob works from your real account, not a slide.
Every message on paper first
The plan document lists each nurture text and email, each AI prompt and each knowledge-base entry in its final wording. The build starts when you approve it.
Build, then walk through it
We connect the form, set the pipeline stages and build the nurture, then record walkthroughs so your team knows how each piece behaves.
Handover with proof
The QA report shows evidence for every part of the residential build, with screenshots, so you can check it yourself.
Changes after launch
Ask for a change and you hear first whether it fits the agreed scope or is new scope. Work starts after that answer.
What you bring
What we need from you
Ad account and pixel access
Access to the Meta ad account and the pixel. Your Facebook Page can stay with your own Page admin; we do not need it.
Your service area
The towns and counties you install in, so the ad set's location and the knowledge base match where you work.
Your newsletter
Where your long-term email list lives, so the 30-day nurture has somewhere to send leads when it finishes.
One approver
The person who signs off the plan document. Their approval is what starts the build.
Where it stops
No AI calls go out to your Facebook leads. Chat is set to suggest replies on text and social messages, and a person on your team decides what gets sent. The build carries a lead to the consultation; the sale is your team's.
Services used
Setups this job relies on
A2P 10DLC registration
Brand and campaign registration filed from your IRS EIN letter, and rejected campaigns fixed at the field the rejection code names.
See A2P 10DLC registrationMeta Conversions API setup
Conversion events sent from HighLevel workflows, with one primary event on the deepest paid step and each event tested in Events Manager.
See Meta Conversions API setupQuestions
What installers ask about this build
Will an AI call our Facebook leads?
Does the AI answer our leads' texts on its own?
Why were we getting leads from outside our service area?
What happens to a lead after the 30 days?
Who owns the HighLevel account when you are done?
Can the nurture match the offer in our ads?
Who you talk to
Rob Eason
Rob runs HLAI Experts and takes the 1:1 calls himself.
He is a HighLevel Certified Admin with the second-most reviews in HighLevel's Certified Admin Directory worldwide, all of them 5 out of 5.
He won HighLevel's Top New Subaccounts via AI Employee award in its 2025 Summer of AI Awards and taught HighLevel's official masterclass on its AI Employee.
Before HighLevel, he co-owned a 60-employee financial services firm and sold his share.
On the call he looks at your account, not a script.
5/5 across 83 reviews in HighLevel's Certified Admin DirectoryShow Rob where your Facebook leads go now
Bring your lead form and ad account. Rob will trace what happens to a homeowner's form today and where a pipeline and a 30-day nurture would take over.