Renewable energy
Challenge:
Generate qualified B2C and B2B leads for solar PV systems and battery storage.
Approach:
- Google Ads account audit
- Keyword strategy
- New ads and extensions
430%
Increase in leads from Google Ads
Read the full case study
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From zero to 38 first-page keywords in six months
How we built Google visibility from scratch for Sunscape, a developer of solar PV and agrivoltaic plants that looks for land across Italy: a region-by-region SEO architecture, Google Ads campaigns aimed at landowners and tracking rebuilt from the ground up.
38 of 143
tracked keywords on page one (up from 1)
5,809
organic impressions in August 2026 (329 in March)
×4
monthly organic clicks, from 46 to 195
144
enquiries from Google Ads in 2026
The starting point
With Sunscape, we started from zero
Sunscape develops solar PV and agrivoltaic plants across Italy. To do that it needs land: its customer is not someone buying energy but the owner of a field who wants to sell or lease it to a solar operator.
It is a small niche, spread by region and with a language of its own: "vendo terreno per fotovoltaico" (selling land for solar), "affitto terreno agricolo per fotovoltaico" (leasing farmland for solar), "agrivoltaico veneto" (agrivoltaics Veneto). In March 2026 Sunscape did not appear on Google for any of these searches.
01
Zero organic visibility
In March 2026 the site gets 329 impressions and 46 clicks in a month, almost all on the company name. No page answers the searches of people who have land to offer.
02
Tracking that first counted everything, then nothing
In 2024 the Google Ads account recorded 1,487 "conversions" in a month at €0.61 each: technical events, not enquiries. From May to November 2025 the opposite: €1,500 a month in spend and zero conversions tracked.
03
Demand that changes from region to region
Landowners search using the name of their region and the term they know (sell, lease, agrivoltaics). A single generic page does not capture any of these searches.
Starting from zero has one advantage: there is nothing to defend, only something to build in the right order.
Tracking first, then page architecture, then budget. Reversing the order would have produced unmeasurable traffic to pages that did not exist.
- Client
- Sunscape S.r.l.
- Industry
- Solar PV and agrivoltaic plant development
- Period
- March to August 2026 (SEO), since January 2026 (Google Ads)
- Services
- SEO, Google Ads
The work
Four steps, in this order
Each step sets up the next: without clean conversions you cannot scale the budget, and without pages built around intent SEO has nowhere to land.
01
Tracking rebuilt from scratch
In December 2025 we redefined the conversions in Google Ads: only real enquiries count. From that month the account once again had a signal to optimise for.
02
Regional keyword research and SEO architecture
We mapped the searches made by landowners in every Italian region and built the site architecture around two intents, selling and leasing, with pillar pages and dedicated transactional pages.
03
Google Ads aimed at landowners
Campaigns, sitelinks and keywords designed for people who want to sell or lease, not for people looking for a solar system. A steady budget of €1,500 a month from January, raised to €3,000 by August as enquiries held up.
04
Tracking and next steps
Since July 2026 we have been tracking 143 category keywords. The 2026-2027 plan adds Meta Ads retargeting and link building on renewable energy publications to consolidate the rankings gained.
SEO results
From 329 to 5,809 impressions a month
The bars show monthly organic impressions on Google, the orange line the clicks. Six months since the new architecture went live.
Organic impressions per month Organic clicks
| Search query (Italian) | Impressions (Jun-Aug 2026) | Average position |
|---|---|---|
| vendo terreno per fotovoltaico | 279 | 6.6 |
| agrivoltaico veneto | 80 | 8.6 |
| valore terreno per fotovoltaico | 65 | 9.5 |
| vendere terreno per fotovoltaico | 91 | 12.2 |
| affitto terreno per fotovoltaico | 119 | 16.7 |
From 1 to 38 first-page keywords in two months of tracking
Tracking of the 143 keywords started on 9 July 2026, when the pages had only just gone live. At the start only one was on page one and 46 were in the top hundred; by September 38 are on page one and 112 in the top hundred.
Clicks are still mostly on the brand name: the regional pages are only now reaching page one, and non-branded traffic follows the rankings rather than arriving with them. Meanwhile the site already appears as a source in AI assistants, with 50 sessions from ChatGPT and similar tools between June and August.
Ranking distribution
Tracked keywords by ranking band, September 2026.
No keyword is in the top three results yet: that is the goal of the 2026-2027 link building plan.
Google Ads results
144 enquiries while SEO grows
The bars show monthly enquiries, the orange line the spend. From January to August 2026: €15,451 invested, 144 enquiries, €107 per enquiry.
Enquiries per month Monthly spend (€)
The budget was doubled between May and August only after the cost per enquiry had stabilised. July closed at 31 enquiries at €78 each, the best month in the series. With landowners as the target, every enquiry is a potential site: a conversion is worth far more than it costs.
Key takeaways
What we would do on a project starting from zero
Tracking first, then everything else
An account that counts everything or nothing cannot be optimised. Rebuilding conversions takes a week and makes every euro after that measurable.
One page for each intent and each region
If demand is local and uses different words (sell, lease, agrivoltaics), you need different pages. A generic page will not reach any first page.
Ads and SEO on the same audience, on different timelines
Google Ads brings in enquiries from the first month; SEO from the sixth. Starting them together avoids switching off the budget before organic results have arrived.
Starting from zero on Google?
A new site that does not show up for any search, a Google Ads account counting conversions that do not exist, a niche nobody knows how to search for. If you recognised your situation while reading this page, the advantage of starting from zero is that you can build in the right order.
In 30 minutes we review your site and your account together: what your customers search for, which pages are missing, what is being counted as a conversion. You will leave with recommendations you can put to use straight away to improve your account's performance.
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