Stop Paying for Solar Leads Three Other Installers Are Also Calling
Shared leads burn your sales team's time and your margin. Build your own flow of homeowners who found you, trust you and want a survey booked.
Solar installer marketing is a different game from most home services. Clicks are expensive, the sale takes weeks, and the homeowner will probably get three quotes. If your pipeline depends on bought leads, you are racing other installers to the same phone number, and the fastest dialler usually wins, not the best installer.
We build the opposite: a steady flow of enquiries from people who searched for what you do, in the areas you actually install. That means tightly built Google Ads, local SEO that puts your company in front of homeowners comparing installers, and landing pages that answer the questions they are really asking about cost, payback, batteries and finance.
Then we fix the part most agencies skip: what happens after the form is filled. Calls tracked, leads answered in minutes and every enquiry followed up, so the ad spend you already pay for actually turns into signed surveys.
Why Solar Installer Marketing Costs So Much Per Click
Solar sits among the most expensive categories in paid search. SurgePV's 2026 solar PPC guide, written by a solar-software vendor, puts typical Google Ads at $8 to $22 per click and $80 to $250 per lead, with California around $18 to $22 a click. Other sources quote wider ranges, so treat every number as directional. For comparison, WebFX's 2026 benchmarks put the all-industry search click at roughly $2 to $4.
That gap is why sloppy campaigns bleed money so fast. When one click costs what a coffee run costs, a broad-match keyword that drags in renters, DIY builders and job seekers can waste a large share of budget before you notice. SurgePV says accounts without negative keywords can waste 20 to 30 percent of spend.
The answer is not to spend less. It is to know your real cost per signed contract, not your cost per click. A $200 lead that closes one time in five is a very different number from a $90 lead that never picks up the phone.
- Judge campaigns on cost per booked survey and cost per signed contract, not CPC
- Exclude DIY, jobs, repair, used and free searches from day one
- Split residential, commercial and battery campaigns so budgets and bids match intent
- Review the search terms report every week while spend is still small
Not sure what your last 100 leads actually cost you per signed job? We'll work it out with you.
Google Ads for Solar Companies That Pay for Themselves
Google Ads for solar companies works when you only bid on people close to a decision. Searches like "solar installers near me", "solar panel installation cost in [city]" and "battery backup quote" are worth paying for. Broad searches like "how does solar work" are better served by content than by ads.
We structure campaigns by intent and by service area, so you are not paying California prices for clicks outside the postcodes you can actually reach. Each ad group points to its own landing page that repeats what the homeowner searched, shows your accreditations and reviews, and puts a short survey request above the fold.
SurgePV notes that phone calls make up around 40 to 50 percent of solar leads, so call tracking is not optional. If you only count form fills, your reports will tell you the wrong campaigns are winning.
Expect a learning period. Solar campaigns usually need several weeks before the data is good enough to optimise hard, and anyone promising instant cheap leads is selling you something.
- Intent-tiered keywords with exact and phrase match first, broad only after conversion data exists
- Geo-targeting by the postcodes and counties you install in
- Call tracking and call recording so phone leads are counted and coached
- Google Local Services Ads where your region supports them, tested alongside search
- Dedicated landing pages for residential, commercial and battery enquiries
Want to see where your ad budget leaks? We'll audit your account and show you.
Solar SEO for Installers: Be the Name Homeowners See Before They Compare Quotes
Solar SEO for installers is slow compared with ads, but it is the channel that stops you renting your pipeline forever. Homeowners research for weeks. They look up cost, payback, roof suitability, battery storage and local incentives long before they request a quote. If your site answers those questions, you are in the conversation before the comparison starts.
The foundation is local. A separate page for each service and each area you cover, such as residential solar in a named town, commercial rooftop solar for local businesses and home battery installation, gives Google a clear reason to show you for "solar installer near me" searches. WebFX's solar SEO guide makes the same point about service-specific, location-focused pages.
Then comes content that earns trust: honest cost guides, finance and ownership explainers, and real project write-ups with photos, system size and location. Use your own installs, with permission, never generic stock claims.
- One page per service and per service area, not one catch-all solar page
- Cost, payback and battery guides written for your region, not copied from a national blog
- Project pages with real photos, system sizes and roof types
- Clean technical foundations so calculators and quote forms don't cause indexing problems
- Local links from builders, estate agents, HOAs, housing groups and community sponsorships
We'll show you which searches your competitors are winning in your area.
Local SEO for Solar Installers and Your Google Business Profile
When someone searches "solar panel installers near me", the map results often get the first look. A complete, active Google Business Profile is how you earn a place there, and for an installer it is also your most visible trust signal.
Choose the right primary category, list every service you offer, add real photos of crews and installs, answer questions in the Q&A, and reply to every review, good or bad. Keep your name, address and phone number identical everywhere your company is listed, and remove duplicate listings.
Reviews matter more in solar than in most trades because the purchase is large and the homeowner is nervous. Ask after commissioning, when the customer has just watched their first generation figures come in, not at contract signing. A simple review request by text or email, sent automatically, will do more than any badge on your website.
- Correct primary category plus every service and service area added
- A review request sent automatically after commissioning
- Replies to every review, including the awkward ones
- Consistent name, address and phone number across directories
- Regular photo and post updates from real installs
Curious how your profile stacks up against the installer down the road? We'll compare them side by side.
Solar Company Landing Pages That Convert Cold Clicks Into Booked Surveys
A solar company landing page has one job: get a homeowner from a worried click to a booked survey. Most underperform because they try to say everything. They list panel brands, company history and a mission statement, and bury the form.
Start with the homeowner's question. Is solar worth it for my house, what will it cost, what happens to my bill, who installs it and how long does it take? Answer in plain language, show your accreditations and real reviews near the top, and make the next step small: a short form or a tap-to-call button.
SurgePV recommends dedicated pages rather than the homepage, with load times under 2.5 seconds and the form above the fold. We go further with testing, tracking how many visitors reach each step, so we change what the data says is broken, not what we guess.
- A headline that repeats the search, such as the service and the town
- Accreditations, warranties and reviews placed next to the form
- A short form plus click-to-call on mobile, where most searches happen
- Plain explanations of finance, ownership options and timelines
- Heatmaps and form analytics to find where homeowners drop out
Want to know how many enquiries your site is losing? We'll show you.
How to Get More Solar Leads After the Tax Credit Changes
Incentives change what homeowners ask and how they buy. EnergySage reported record homeowner engagement in the second half of 2025 as the federal residential tax credit neared its end, as covered by pv magazine in March 2026. Since then many installers have leaned harder on leases, power purchase agreements and battery add-ons.
For your marketing, that means the questions on your site need to change. Homeowners now search for lease versus loan, battery backup, and what a system costs with and without incentives. Pages that explain your options honestly, without overpromising savings, win trust and filter out tyre-kickers before they reach your sales team.
Check current federal, state and utility rules yourself before publishing numbers, and avoid savings or payback promises on your pages. Solar advertising is subject to consumer protection and platform rules, so claims need to be specific, accurate and supportable.
- Content for lease, PPA, loan and cash buyers, kept up to date
- Battery storage and backup power pages as their own search targets
- Accurate, regularly reviewed incentive information with dates
- No promises of savings, payback periods or bill reductions you cannot support
Worried your site still talks like last year's market? We'll tell you what to change first.
Speed to Lead: The Cheapest Way to Get More Solar Customers
Most solar installers do not have a lead problem. They have a follow-up problem. A homeowner fills in three forms, and the first company to call with something useful gets the survey. If your enquiry sits unanswered until tomorrow morning, you have already paid for a lead someone else will win.
We connect your forms, calls and chat to your CRM so every enquiry is logged, assigned and answered fast. An instant text or email confirms the enquiry, a booking link lets them choose a survey slot, and reminders cut no-shows. Quotes that go quiet get a short sequence of follow-ups, instead of dying in someone's inbox.
This is also where reporting finally becomes honest. When every call, form and quote is tracked to its source, you can see which campaign produced signed contracts, not just enquiries, and move budget accordingly.
- Instant confirmation by text and email when an enquiry arrives
- Online survey booking with automatic reminders
- Follow-up sequences for quotes that have gone quiet
- Source tracking from first click to signed contract
Want your next enquiry answered in minutes, not hours? We can set that up.
What's holding growth back, and how we fix it
The problems we hear most from Solar Installers, and what we change first.
We keep buying shared leads and the same homeowners have already spoken to three other installers.
We build exclusive demand you own: Google Ads and local SEO that capture homeowners searching for your company in your service area, so you are not competing on a phone-call sprint.
Our cost per click is huge and half the clicks look like tyre-kickers.
We rebuild campaigns by intent, add negative keywords for DIY, jobs and free searches, tighten geography and point each ad to a matching landing page, then report on cost per booked survey.
Homeowners ask for a quote and then go silent.
We add instant replies, survey booking links, reminders and quote follow-up sequences, so interested homeowners hear from you at the right moments without your team chasing manually.
Big national installers outspend us on every search.
We focus on what a national brand cannot copy: local area pages, local reviews, real project photos and a Google Business Profile that proves you are the installer down the road.
Incentives and financing keep changing and our website is out of date.
We rework your pages around the questions homeowners ask now, covering cash, loan, lease and battery options, and set a review schedule so incentive information never goes stale.
I can't tell which marketing actually leads to signed contracts.
We set up call tracking, form tracking and CRM source reporting so every contract can be traced back to the channel that produced it.
Services that move the needle for Solar Installers
Start with the one that fixes your biggest leak. Each one plugs into the same growth plan.
- Google Ads ManagementIntent-tiered solar campaigns that spend on homeowners close to booking, not browsers.
- Local SEO ServicesGet found in map results and local searches across every area you install in.
- Landing Pages & FunnelsDedicated pages that turn paid clicks into booked surveys.
- Conversion Rate OptimisationFix the steps where homeowners abandon your quote form or call.
- Marketing AutomationInstant replies, reminders and follow-ups so no enquiry goes cold.
Your questions, answered
Something else on your mind? Ask us directly
It varies widely by region and channel. SurgePV's 2026 guide, from a solar-software vendor, puts Google Search leads at roughly $80 to $250, with Local Services Ads lower, while other sources quote higher ranges. Treat these as directional and judge your own accounts by cost per signed contract, not cost per lead.
Combine Google Ads aimed at local, high-intent searches with local SEO, a strong Google Business Profile and landing pages built for each service. Add fast follow-up so enquiries turn into booked surveys. It takes longer than buying leads, but the demand is yours and you are not splitting it with competitors.
Yes, for most installers, because homeowners research cost, batteries and finance for weeks before asking for quotes. SEO is slower than ads, and results depend on competition and effort, but it builds demand you do not pay for per click. It works best alongside paid search while organic rankings grow.
It can be, if campaigns are built around intent, geography and tracking. Clicks are expensive, so loose keywords waste money quickly. Strong negative keywords, dedicated landing pages and call tracking matter more than budget size. Expect a learning period before performance settles.
Give battery storage its own pages and its own campaign, separate from panels. Homeowners search for backup power, outage protection and battery quotes with different intent. Explain what the system does, how it works with and without panels, and what the process looks like, without promising savings you cannot support.
Commercial buyers are business owners and facilities managers who research for months. Build a separate commercial section with project pages, financing options and clear next steps. Combine search ads on commercial terms with LinkedIn outreach and email follow-up, and track each enquiry through a longer sales cycle.
Pick the correct primary category, list all services and areas, add real photos of installs, answer Q&A, and reply to every review. Keep your name, address and phone number consistent across directories. A steady stream of recent reviews from completed installs is one of your strongest local trust signals.
Paid search can produce enquiries within days, but most campaigns need several weeks of data before costs settle. SEO usually takes around three months or more before early results show. Anyone who promises specific lead numbers or rankings by a set date cannot honestly promise them.
Get your free growth audit
Send us your website. We will show you where enquiries are leaking and what to fix first.
- Where your site is losing enquiries, page by page
- How visible you are in Google and AI answers
- The first three fixes, in the order we would do them
Who it is for
Businesses with an established offer that want more of the right enquiries, in the US, UK, Canada, Australia, New Zealand and Nigeria.
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