Demand generation proposal

Two hundred advertisers are selling the same rebate. Here is how you stop competing on it.

A campaign that takes cold Meta traffic, puts it in a room for forty-five minutes, and hands your team booked site assessments from homeowners who already understand what they are buying.

Prepared for Plus Xnergy Holding Sdn Bhd

~210live Malaysian ads selling the same rebate

~19ads you are running, across 7 messages

0 of 30of those advertisers run a webinar

31 Decthe rebate deadline

What is in here

Your market, as it stands today. What every competitor is saying, and what it is costing them.
01–02
What we would run instead. The webinar, the funnel, the ads and the page.
03–07
Proof we can run it. The ad account and CRM from a campaign we ran in July.
08
Numbers and cost. What to expect each month, and what it costs.
09–13

01 · What the category looks like today

Everyone found the same message at the same time

On 10 August we pulled the live Malaysian ad set from the Meta Ad Library. Around 210 active ads mention the SuRIA rebate. They are, with very few exceptions, the same ad.

Verdant Solar"Secure Your RM3,000 SuRIA Rebate"
Voltek Energy"BONUS: REBAT TUNAI RM3,000 MENANTI ANDA!"
SOLS Energy"Sign Up to Qualify for RM3K Solar Cashback"
Plus Xnergy"Get up to RM3,000* today!"
GetSolar"Kerajaan bayar anda balik RM3,000 untuk pasang solar."
TERA"Up to RM3,000 Cash Rebate. Limited quota, first-come first-served."
Solar Wise"Power your home with solar and claim up to RM3,000 in rebates"
ONE SOLAR"Limited SuRIA rebate quota available!"

When the message is identical, the only thing left to compete on is the number. That has already started:

Vestech stacks its own on top: RM6,000 total rebates Alpha Solar: tanpa deposit, RM161/bulan ONE SOLAR: from RM285/month SOLS: "the LOWEST prices till date" Maqo: RM5,888 Merdeka rebate

Meta Ad Library search results for SuRIA rebate in Malaysia, showing eight competing advertisers running near-identical creative

Exhibit A. Meta Ad Library, Malaysia, active ads, 10 August 2026. Eight advertisers, one message. Most of them end at the same place: a WhatsApp button.

Why this matters more this year than last. The rebate has a hard end date of 31 December 2026, and a fixed RM150 million pool behind it. Every advertiser knows it. Between now and December the bidding gets more crowded and more expensive, not less. A price war on a deadline is the worst possible fight for whoever has the higher build quality.

02 · Where that leaves you

You have the strongest argument in the category and the least room to make it

You are running roughly nineteen ads across seven different messages: the instalment plan, the Merdeka package, the ATAP explainer, the 95% bill cut, the rebate tiers, a brand video, and after-sales protection. Every one of them ends in "contact us now" or a WhatsApp button.

Meta Ad Library page for Plus Xnergy showing around nineteen live ads across seven different messages

Exhibit B. Your live set, same day, same source.

The one that is actually yours

Your newest ad asks: what costs are covered if the system needs repairs, is labour covered, will the provider still be there in ten years. Behind it sits a four-hour response commitment, onsite inside two business days, Tier 1 BloombergNEF batteries and a nine-step delivery process.

No competitor in the set we pulled is saying any of that.

And why it is not working yet

That argument needs about four minutes to land. A Meta feed gives it about three seconds, next to a competitor offering RM161 a month.

Quality arguments lose in a scroll and win in a room. Everything that follows is built to get your buyer into a room.

03 · The proposal

Stop competing for the click. Compete for the hour.

Every ad in this category asks a stranger for their phone number so a salesperson can call them. Buyers know exactly what that costs them, which is why the price has to keep dropping to buy the click.

"Come and learn what actually moves your bill" is a far cheaper yes — and it is the only format with enough room to make your case.

It suits what you sellYour advantage is explanation-dependent. A webinar is forty-five minutes of explanation, delivered once, to a hundred people at a time.
It creates urgency without a discount31 December is a real, government-set date. You can be the company that explains the deadline instead of the one that undercuts on it.
It builds an asset you keepRegistrations become a list you own. Today your leads live in a WhatsApp inbox and cannot be counted, segmented or re-contacted.

Ryan's instinct was right. The research backs the webinar. What we would change is where it aims: teach the bill first and let solar be the conclusion, rather than teaching solar to people who have already decided.

04 · The event

Before You Install Solar: what actually cuts your TNB bill

Forty-five minutes, live, free. Built so the first four segments are useful to someone who never installs anything, and the fifth is the reason they choose you.

01
Why your bill went up in the first placeThe July 2025 restructure scrapped the tiered domestic rates. Above 1,500 kWh a month a home pays the higher energy rate and gets none of the efficiency incentive. Pure value, no pitch.
02
The four levers that move a bill, ranked by ringgitHabits, efficiency, load shifting, then generation. Being honest that some cost nothing is what buys the right to sell the fourth one.
03
Solar ATAP and SuRIA, worked live on a real RM900 billWhat the rebate pays, what export is worth now that NEM's one-to-one offset is gone, and why same-month credits change the sizing.
04
Solar alone, or solar with storageRoughly 75% off a bill versus roughly 95% — your own two options, given the airtime to be understood rather than skimmed.
05
The six questions to ask before signing anythingRepairs, labour, year eight, who is still trading. Your differentiator, earned in front of an audience rather than asserted in a caption.
06
Live Q&A, then book an assessmentAttendees bring their actual bill. The booking link goes up at the end and stays up.

The price war works for you here. By segment five, every cheap competitor ad the attendee has already scrolled past becomes evidence for your case rather than against it.

06 · The creative

Six ads, built to look nothing like the wall

Only one of them mentions the rebate, and it reframes it from claim this to understand this. None of them asks for a phone number so a salesperson can call. Three languages, because a large part of the live competitor set advertises in Malay and Chinese.

Ad: Your TNB bill didn't go up. The way it's counted did. — 01 · The tariff cliff

Ad: The cheapest solar quote is usually the most expensive one. — 02 · The buying trap

Ad: Learn how solar works before anyone tries to sell you some. — 03 · No salesperson

Ad: The RM3,000 rebate ends 31 December. Understand it before you spend RM15,000. — 04 · The deadline, reframed

Ad in Malay: Bil TNB naik? Faham dulu, sebelum keluar duit. — 05 · Bahasa Melayu

Ad in Chinese: the cheapest solar quote is usually the most expensive. — 06 · 中文

Mockups. Brand colours are sampled from plusxnergy.com and the wordmark is set in type — the live build would use your own brand assets. Every claim on these is one you already make publicly, except the tariff mechanics, which are from the July 2025 restructure.

07 · The landing page

One page, one action, five fields

A corporate site has to serve everyone: homeowners, commercial buyers, investors, job applicants. A campaign page only has to do one thing. That is the whole difference, and it is why this sits alongside your site rather than inside it.

Built mobile-first. Most of this traffic will never see a desktop.

What it asks for, and what it does not

Name, WhatsApp number, email, property type, monthly bill. Property type and bill size are there so your team knows who is worth an assessment before they pick up the phone.

It does not ask for an organisation name, a billing address, a subject line or a message, and there is no CAPTCHA in front of it. Everything asked for either delivers the join link or qualifies the lead.

The page also disqualifies people, out loud: under RM200 a month, renters, high-rise without roof access. Turning away the wrong registration is cheaper than sending your team to the wrong roof.

It is a working page, not a picture of one

Open it on your phone. The form validates, rejects a bad number, and confirms. Live, it posts to your CRM and fires the Meta registration event so the ad account can optimise against real signups.

Open the live page

A note before this section

Everything up to here has been about solar. This one section is not. It is the last campaign we built, in a different industry, and it is here so you can judge whether we can actually run what we just described. Solar resumes in section 09.

08 · Can we actually do this

The same machine, already built and already run

In July we ran this exact sequence for a management training programme: cold Meta traffic, a registration page, a live room, a booked appointment. Below is that ad account and that CRM, unedited. Read it for the mechanism, not the industry — the buyer and the price are different, the machine is identical.

127leads in 8 days

RM17.91blended cost per lead

20ad versions tested

RM2,274total spend

Meta Ads Manager showing 20 ads with spend, leads, cost per lead and CPM for each

Exhibit C. Meta Ads Manager, 21–28 July 2026. Twenty versions ran. Most were switched off inside 48 hours; one produced a single lead at RM49.66 and was stopped in two days. Finding the winner cheaply is the work, and this is what that looks like from the inside.

The part that matters for you

Two angles ran side by side. Same week, same audience, same registration page. One named a problem only the buyer feels. The other described what the product does. The difference was not the cost per lead. It was who answered.

The winning ad creative, which names the buyer's own problem

Angle A · names the buyer's problem

SpendRM1,323.28
Leads83
Cost eachRM15.94
Decision makers72%

The losing ad creative, which describes the product's features

Angle B · describes the product

SpendRM442.35
Leads24
Cost eachRM18.43
Decision makers39%

The winner was cheaper, produced three and a half times the volume, and nearly doubled the share of people who could actually sign. That is the whole job. It is also why cost per lead on its own is a poor score, and why we report booked appointments instead.

This is the transferable part. Meta offers no income or job-title targeting in Malaysia, so audience settings alone cannot find a homeowner who can afford a system. The creative has to do the filtering. For you that means stating the conditions in the ad itself — landed property, a bill above a named figure — which costs reach on purpose.

08b · The room

Registering is easy. Turning up is the real test.

79 of 130 registrations attended live — 61%, against a 20 to 40 percent norm for a free webinar. Job role was a required field at registration, so every attendee was graded one by one.

Exhibit D. 47 of the 79 people in the room could authorise a purchase, including 28 owners. Seniority did not reduce attendance: owners turned up at 62% and directors at 63%, against 61% overall.

Retention chart: the room peaked at 75 people at 8:31pm and still held 96 percent thirty minutes later

Exhibit E. Minute-by-minute attendance. The room peaked at 75 people at 8:31pm and still held 96% of them half an hour later, 79% an hour after peak. The session ran two and a half hours. People stayed — which is the only reason a forty-five minute argument about build quality is worth making at all.

Back to solar

That was a management programme at a management programme's price. What it tells you is that the sequence works and that we can run it — not what a solar lead will cost. The next section is our estimate for your campaign, built from scratch and modelled harder than the numbers above.

09 · What to expect

A model, with every assumption visible

The middle column is the case we would plan against. The outer two are the honest edges. Every registration figure here is modelled worse than the RM17.91 we actually achieved, because solar is a crowded auction and your first month is not our fifth.

Monthly ad spend

At RM5,000 ad spend	Cautious	Planning case	Good
Cost per registration	RM40	RM30	RM20
Registrations	125	167	250
Turn up live (we hit 61%)	40% · 50	48% · 80	55% · 138
Book an assessment	20% · 10	25% · 20	30% · 41
Fast lane, skipping the class	6	8	12
Booked site assessments	16	28	54
All-in cost each (fee + spend)	RM729	RM418	RM220

Total cost for the month: RM11,850 — RM6,850 fee plus RM5,000 of ad spend.

At RM10,000 ad spend	Cautious	Planning case	Good
Cost per registration	RM40	RM30	RM20
Registrations	250	333	500
Turn up live (we hit 61%)	40% · 100	48% · 160	55% · 275
Book an assessment	20% · 20	25% · 40	30% · 83
Fast lane, skipping the class	12	17	25
Booked site assessments	32	57	108
All-in cost each (fee + spend)	RM518	RM297	RM157

Total cost for the month: RM16,850 — RM6,850 fee plus RM10,000 of ad spend.

Doubling the budget does not double the cost. Our fee is fixed, so it spreads across more appointments: RM418 each at RM5,000 of spend, RM297 each at RM10,000. That is the argument for starting at the top of the range rather than the bottom, and it is the only reason we would push for it.

Read this as a range, not a promise. The nearest real Malaysian anchor we have puts cost-per-appointment on a comparable funnel between RM228 and RM449, and that figure excluded management. The first thirty days exist to replace this model with your numbers. We report the real ones whether they flatter us or not.

10 · The split

What we run, and what stays with you

This adds a lane. It does not take anything over.

Decode Modus

Campaign strategy, angles and audience build
All ad creative, in English, Malay and Chinese
Landing page, confirmation page and thank-you flow
WhatsApp and email reminder sequence
Meta pixel, events and conversion tracking
Daily budget management and creative rotation
Weekly numbers, and a monthly read on what to change

Plus Xnergy

The presenter — Ryan, or a senior engineer
The webinar slot and the Zoom room
Technical accuracy: sizing, pricing, rebate mechanics
Sign-off on claims before anything goes live
The sales team that runs the assessments
Brand assets, portfolio photos and testimonials
Ad spend

Your marketing manager keeps the brand. Positioning, tone, product truth and final approval stay in-house. What we take off their desk is the part that eats a week every month: building creative, rebuilding pages, chasing reminders and pulling numbers.

11 · Getting started

The first thirty days

Days 1–3Positioning and claims lockWe agree what can be said about savings, payback and the rebate, and we get it signed off once so nothing stalls later.
Days 4–10BuildLanding page, confirmation flow, reminder sequence, tracking, and the first six creatives in three languages.
Days 11–14Traffic onSmall budget across all six angles. We are buying information, not appointments, in this window.
Day 21First live webinarYour presenter, our room management, reminders and follow-up. We watch where attention drops.
Day 30The real numbers replace the modelCost per registration, show-up rate, cost per booked assessment, and which of the six angles is carrying the campaign. Then we decide together whether to scale it or stop.

12 · Commercial

What it costs, and what has to happen for it to pay

Monthly management fee RM6,850 per month, plus ad spend of RM5,000–RM10,000 paid directly to Meta

Campaign strategy, angles and audience build
All ad creative, in English, Malay and Chinese
Landing page, confirmation and thank-you flow
WhatsApp and email reminder sequences
Tracking, pixel and conversion events
Daily budget management and creative rotation
Weekly numbers and a monthly read on what to change

What has to happen for it to pay for itself

FeeRM6,850

Ad spend, at the lower endRM5,000

Total cost for the monthRM11,850

Your published starter packagefrom RM15,000

One system covers the month.

On the planning case of 28 booked assessments, that is a close rate of about 3%. At RM10,000 of spend it is 57 assessments and about 2%.

RM15,000 is your own published Merdeka figure and it is revenue, not margin — your gross margin decides what the rest is worth. The point is only the height of the bar. Your team will know whether closing three in a hundred attended assessments is a low one.

Ad spend is yours and goes straight to Meta. We never mark it up and you hold the account, exactly as you do now.

Three-month minimum. A single month cannot produce a reliable cost per appointment in a vertical this competitive. We would rather say that now than explain it in week five.

Everything we build belongs to you — pages, creative, sequences, audiences and the registration list. If we stop working together, none of it leaves with us.

The fee does not move with spend. Scaling the budget improves your cost per appointment rather than ours.

Invoiced by Fastcom PLT (202204000698 · LLP0030970-LGN).

13 · Straight answers

What your team will ask when you forward this

"We already run ads and we already get leads."You do, and some of them are good. They arrive in a WhatsApp inbox, spread across seven competing messages, with no landing page and no measurable conversion step. The leads are real; there is no system around them to make them countable or repeatable.
"Do webinars actually work in Malaysia?"Section 08 is the ad account and the CRM from one we ran on 28 July: 130 registered, 79 attended, 47 of them able to authorise a purchase, and the room still four-fifths full an hour after peak. Different industry, same mechanism.
"RM6,850 a month is more than we spend on marketing now."Against your own published RM15,000 starter package, one system covers the fee and RM5,000 of ad spend together. On the planning case that is closing about three assessments in a hundred. Everything above that line is yours.
"Why not hire someone in-house instead?"You should, eventually. A junior marketer at this cost will spend their first six months learning what section 08 already cost us to find out. Use this to prove the channel works, then hire against a machine that is already running.
"Why not just push the rebate offer harder?"Because 210 advertisers are already pushing it, and the discounting has started at RM161 a month. That fight is decided by whoever can afford to lose the most money.
"Is this replacing our marketing manager?"No. Brand, product truth and approval stay in-house. We run acquisition — creative, page, traffic, reminders, reporting.
"You have not done solar before."Correct. The industry knowledge comes from you, and we would not pretend otherwise in front of your customers. What we bring is the sequence: cold traffic into a room and out as booked appointments.
"What if the numbers do not work?"Then day 30 says so plainly and you stop. We would rather lose a retainer than defend a campaign that is not producing.

Two hundred advertisers are selling the same rebate. Here is how you stop competing on it.

Everyone found the same message at the same time

You have the strongest argument in the category and the least room to make it

The one that is actually yours

And why it is not working yet

Stop competing for the click. Compete for the hour.

Before You Install Solar: what actually cuts your TNB bill

Cold traffic in, booked assessments out

Six ads, built to look nothing like the wall

One page, one action, five fields

What it asks for, and what it does not

The same machine, already built and already run

The part that matters for you

Registering is easy. Turning up is the real test.

A model, with every assumption visible

What we run, and what stays with you

Decode Modus

Plus Xnergy

The first thirty days

What it costs, and what has to happen for it to pay

What has to happen for it to pay for itself

What your team will ask when you forward this