Solar PPC that pays for consultations, not curiosity
Solar clicks are expensive and many searchers will never install. We build Google Ads that target buyers looking for installers, screen before and after the click, and measure campaigns against consultations held and contracts signed.
Why solar ad accounts burn money
Solar has some of the most expensive clicks in home services, and some of the widest gap between searching and buying. Broad campaigns on "solar panels" or "solar energy" attract students, renters, people pricing DIY kits, people reading about how solar works and people in areas you do not serve.
Even buyers with genuine intent take a long time to decide. An account judged only on leads produced this week will usually look worse than it is, and one judged on lead volume alone will drift toward cheap, unqualified leads. Solar Google Ads works when targeting is tight, screening is built in and results are measured over the real sales cycle.
How we build a solar Google Ads account
Built to qualify early and measure against signed work.
Installer-intent keywords
Searches for solar installers, solar quotes and installation companies in your area, rather than broad informational terms.
Separate campaigns by offer
Residential installation, battery storage and commercial solar each with their own budget and landing page.
Screening in the ad copy
Messaging aimed at homeowners in your service area, so renters and out-of-area searchers are less likely to click.
Negative keywords from day one
DIY kits, solar jobs and training, portable panels, solar lights and generators, and free-panel scam searches excluded before launch.
Qualifying landing pages
Forms that ask about homeownership, roof, location and rough electricity spend. See solar website design.
Tight geographic targeting
Campaigns limited to areas you install in, with care around border areas and utility territories where it matters.
Measuring over the real sales cycle
We track consultation requests, consultations held, proposals sent and contracts signed, and tie them back to campaigns wherever your CRM allows. That usually means connecting the ad account to your CRM so signed contracts can be imported as offline conversions.
With that data, bidding can optimise toward the kinds of leads that actually sign, rather than the ones that simply fill in a form. It also lets you judge campaigns fairly: a campaign with fewer, better leads can be the most profitable in the account.
What we track
Measured against signed contracts, not form fills.
Qualified requests
Leads that pass your screening questions.
Consultations held
Assessments or design reviews completed.
Proposals to signed
Tied back to campaigns where possible.
Cost per signed contract
The number we report against.
Battery storage and existing owners
Battery storage often deserves its own campaign. Some buyers are adding storage to a system they already have; others want panels and a battery together for backup power. Both search differently from first-time solar buyers, and both respond to different messages — reliability and backup for one, system design for the other.
Existing solar owners are also a distinct audience for service, monitoring and expansion, including owners whose original installer is no longer in business. Separate campaigns and landing pages for these groups usually produce cheaper, better-qualified leads than folding them into a general solar campaign.
Ad copy that stays on the right side of the line
Solar advertising is easy to overstate. Headlines promising specific savings, "free" panels or guaranteed incentives attract the wrong clicks and create risk. We write ads around what you genuinely offer — local installation, a clear process, real assessments, the financing options you provide — and keep savings and incentive language general. Ads that set honest expectations tend to produce leads that are easier to close.
Solar PPC pricing
A one-time $499 setup, then monthly management based on ad spend under management. Ad spend is paid directly to Google.
Starter — $650/mo
For ad spend around $500 to $2,500 a month. Campaign management, keyword research, ad copy and testing, conversion tracking, negative keyword and budget optimisation.
Growth — $950/mo
For $2,500 to $7,500 a month. Adds multiple campaigns, landing page recommendations, advanced conversion optimisation and advanced reporting.
Scale — $1,500/mo
For $7,500 to $15,000 or more. Adds competitor and market analysis and priority optimisation.
We will review search terms, screening and CRM tracking, and show you where budget goes to leads that cannot install.
Google Ads for solar: questions
Straight answers. Anything not covered here, ask on the phone.
01Do Google Ads work for solar companies?
They can, when targeting focuses on installer searches, screening is built in and results are measured over the full sales cycle rather than by lead volume.
02Why are solar clicks so expensive?
Solar projects are high value and many companies compete for the same searches. That makes screening and conversion tracking especially important.
03How do I stop paying for renters and DIY buyers?
Negative keywords for DIY and informational searches, ad copy aimed at homeowners and landing page questions that screen before a consultation is booked.
04Should I import signed contracts into Google Ads?
Yes, where your CRM allows it. It lets bidding optimise toward leads that sign rather than leads that simply fill in a form.
05How long before I can judge solar ads?
Usually at least one full sales cycle. Early signals such as consultation rate help, but signed contracts take time.
06How is this different from your general Google Ads service?
The method is the same; the application is solar-specific. Our general Google Ads page covers the cross-trade approach.