structured roadmap
Prepared for EPC Improvements90-Day RoadmapiD30 Renewable Growth
A 90-day plan to build EPC's growth engine.
Not just campaigns — a complete, ready-to-launch customer acquisition system across Heat Pumps, Solar & Battery and Tesla Powerwall. Paid, tracking, landing pages, CRM follow-up and reporting.
delivered in parallel
campaign-specific
acquisition end-to-end
Overall objective
Build the system, not just the campaigns.
The aim of the first 90 days is to build a complete, ready-to-launch customer acquisition system — not just individual Google or Meta campaigns.
Focus goes to work most likely to generate the quickest commercial return first: paid lead generation, tracking, landing pages, CRM follow-up, conversion improvements and sales visibility.
By the end of Month 3, EPC will have a structured lead-generation system across priority services, with campaign-specific landing pages, CRM automation, tracking, reporting and a clear read on which journeys are producing the strongest opportunities.
The four core workstreams
Four streams, running in parallel.
SEO and AI search matter, but paid lead generation and conversion come first — they give faster commercial feedback and clearer sales data.
Growth Strategy
Monthly marketing plan, priorities, commercial focus, campaign direction, reporting and review.
Lead Generation
Google Ads, Meta Ads, remarketing, YouTube where relevant, LinkedIn for B2B / commercial opportunities.
Website & Conversion
Landing pages, quote form improvements, CRO, tracking, lead source visibility and CRM handoff.
Long-Term Visibility
SEO, AI search visibility, blog/content planning, technical improvements and authority building.
The 90-day roadmap
Build → Launch → Optimise.
A visual view of what happens each month, and how each workstream progresses.
01Month 1
Foundations
Build the foundations
Plan, set up tracking and structure, and prepare the first priority campaigns before increasing ad spend.
Jump to detail02Month 2
Launch
Launch the first acquisition funnels
Get campaigns live with dedicated landing pages, forms, tracking and CRM follow-up. Start collecting real performance data.
Jump to detail03Month 3
Optimise
Optimise, expand & improve conversion
Use real data to improve campaigns, landing pages, forms and CRM follow-up. Optimisation and expansion — not just more activity.
Jump to detail
Month 1Month 2Month 3
Growth StrategyPlanReview + spend splitReallocate + expand
Lead GenerationCampaign planningGoogle + Meta liveOptimise + scale
Website & ConversionWireframes + formsLanding pages liveCRO + new pages
Long-Term VisibilityScoping onlyData collectionSEO / AI roadmap
Month-by-month detail
What happens, week to week.
Month 1 01
Build the foundations
Plan, set up tracking and structure, and prepare the first priority campaigns before increasing ad spend.Growth Strategy
- Confirm first priority services: Heat Pumps, Solar & Battery, Tesla Powerwall
- Agree target locations, lead quality criteria and ideal customer types
- Map customer journeys from enquiry → CRM → booked survey
- Agree monthly reporting structure and review cadence
- Define what counts as a good lead, booked survey and sales opportunity
Lead Generation Planning
- Google Search for high-intent enquiries
- Meta Ads for education, awareness and lead capture
- Remarketing audiences for site visitors & form abandoners
- YouTube / video where suitable assets exist
- LinkedIn only if targeting commercial / B2B
Website & Conversion
- Landing page wireframes for 4 priority services
- Quote form field requirements & CTA planning
- Lead source and campaign tracking requirements
- CRM field requirements: enquiry type, product, source, follow-up
CRM & Automation
- Lead capture, source tracking & product interest
- Automated email + SMS response
- Follow-up reminders and survey booking stages
- Sales visibility and reporting by campaign/source
End of Month 1 — OutcomeAgreed 90-day roadmapPriority campaigns plannedFirst landing pages structuredTracking + CRM journey mappedInitial creative direction agreedFirst Google & Meta campaigns ready to build/launch
Month 2 02
Launch the first acquisition funnels
Get campaigns live with dedicated landing pages, forms, tracking and CRM follow-up. Start collecting real performance data.Google Ads — Go Live
- Heat Pump Replacement — high-intent search, grants, boiler replacement
- Solar & Battery Storage — savings, packages, finance-led
- Tesla Powerwall — premium homeowners, self-builders, renovators
Meta Ads — Go Live
- Heat pump education & reassurance
- Solar & battery benefits
- Tesla Powerwall awareness
- Retargeting for website visitors
- Soft lead capture + traffic-to-LP tests
Landing Pages Live
- Heat Pump Replacement — grants, finance, suitability, survey CTA
- Solar & Battery — savings, packages, finance, quote CTA
- Tesla Powerwall — premium, energy independence, specialist CTA
CRM Workflows Live
- Instant email + SMS confirmation to lead
- Internal sales notification and follow-up task
- No-response nurture sequence
- Survey-booked stage & status tracking
- Lead source / campaign data preserved for reporting
End of Month 2 — OutcomeFirst Google campaigns liveFirst Meta campaigns liveInitial landing pages liveCRM follow-up workingLead source tracking in placeEarly reporting on volume, cost and qualityImprovement list ready for Month 3
Month 3 03
Optimise, expand & improve conversion
Use real data to improve campaigns, landing pages, forms and CRM follow-up. Optimisation and expansion — not just more activity.Google — Optimisation
- Search term & negative keyword review
- Ad copy refinement & bidding adjustments
- Prioritise campaigns producing booked surveys, not just form fills
Meta — Optimisation & Expansion
- Test new creative & split by service interest
- Build remarketing audiences
- Test Lead Forms vs landing page traffic
- Add objection-handling and FAQ-style ads
Landing Pages & CRO
- Headline, CTA and trust-signal improvements
- Sales-informed FAQs and finance messaging
- Mobile form UX + short vs long form tests
- Plan Commercial Solar, Servicing and Full Home Energy pages
Long-Term Visibility (Kick-Off)
- Keyword opportunity + content gap review
- Technical SEO priorities
- AI search visibility: FAQs, expert content, structured info
- Blog / content topics aligned to commercial intent
End of Month 3 — OutcomeLive acquisition system across priority servicesCampaign-specific landing pages live & improvingImproved quote forms + CRM nurture in placeReporting on enquiries, quality and booked surveysSecond wave of creative & campaign improvementsSEO / AI search roadmap startedNext 90-day growth plan ready
Priority landing pages
A page per service, built to convert.
Heat Pump Replacement
Gas/oil boiler replacement, grants, finance and booked survey.
- Problem/solution
- Grants + finance
- Suitability reassurance
- Survey CTA
Solar & Battery Storage
Reducing energy bills, 0% finance and solar/battery packages.
- Savings-led
- Package positioning
- Finance messaging
- Quote CTA
Tesla Powerwall
Premium home energy independence, solar storage, high-value homeowners.
- Premium positioning
- Energy independence
- Solar compatibility
- Specialist CTA
Commercial Solar
ROI, desktop appraisal, ESG and business energy savings.
- B2B ROI focus
- Desktop appraisal
- ESG angle
- Business savings
CRM & Automation
No lead sits in an inbox.
Every enquiry gets acknowledged instantly, routed to sales, and tracked from source to booked survey.
What EPC has by Day 90
The foundation of a proper growth system.
Not just campaigns — the system that shows what's working, what's producing real sales opportunities, and where to scale next.
Clear monthly marketing roadmapPriority service campaigns built and launchedHeat pump landing pageSolar and battery landing pageTesla Powerwall landing pageCommercial solar route planned or launchedCRM lead capture and follow-upAutomated SMS and email responseGoogle Ads trackingMeta trackingLead source visibilityCampaign reportingWebsite conversion improvementsFirst creative asset libraryRetargeting audiencesEarly SEO and AI search roadmapNext-stage growth plan based on real data
Next steps
Ready to build the engine.
If this roadmap looks right, the next step is a short kick-off call to confirm priority services, target areas and lead quality criteria — and we start Month 1.