Solar Advertising
Google Ads for solar companies that produces site surveys, not tire-kickers.
Search and Performance Max campaigns for residential and commercial solar installers competing against national lead sellers in every zip code.
ROAS, Solar Installer
Tracked Revenue, Solar Installer
Conversions, Solar Installer
Offline Conversion Import
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Why Solar businesses choose us.
Solar is one of the most contested lead-gen auctions in Google Ads. National installers, lead aggregators, and finance companies all bid on the same handful of terms, and a homeowner who fills out a form on a comparison site gets sold to four installers at once. The way to win is not to outspend them. It is to own the queries the aggregators cannot answer: your city plus solar installer, your state's incentive names, battery and backup queries, roof-type and panel-brand searches, and the homeowner who has already had a quote and is checking a specific company's reviews. We build solar accounts around those queries, track calls and survey bookings back to the keyword, and manage them daily through Ad Campaign Concierge™ so the budget follows what actually books site surveys.
Sound Familiar?
Common solar advertising challenges we solve.
Aggregators resell your leads
Comparison sites bid on solar terms, collect the form, and sell it to several installers. We build direct campaigns with your name, reviews, and local footprint in the ad so the homeowner contacts you, not a marketplace.
Renter and DIY traffic
Solar panel kit shoppers, apartment renters, and students researching photovoltaics all click solar ads. We negate those intents daily and layer household-income and homeownership signals where the platforms allow.
Incentive changes swing demand overnight
Federal credit deadlines, state rebate programs, and utility net-metering changes move search volume in days. We watch the search term reports and rewrite copy and keywords around whatever the current incentive language is.
Long cycle, no feedback to the algorithm
A solar sale closes weeks after the click. Without offline conversion import the platform optimizes for form fills, not signed contracts. We connect your CRM so Smart Bidding learns from surveys and closes.
Proven Results
Solar campaigns we've delivered.
Solar: across 1 account, $171K in ad spend managed, $1.0M in ad revenue, 6.1x aggregate ROAS.
Frequently Asked Questions
Solar advertising — answered.
Very. Solar sits with legal and insurance among the most expensive lead-gen categories because national installers and lead aggregators bid on the same broad terms. The answer is to avoid fighting on those terms and instead build depth on local, incentive, product, and brand-plus-review queries where the auction is thinner and the intent is stronger.
Yes, when the CRM allows it. We set up offline conversion import so that site surveys, signed contracts, and installs flow back into Google Ads. That is the single biggest lever in solar accounts because it lets Smart Bidding optimize for revenue instead of raw form submissions.
Only after Search is stable and there is enough conversion data to feed it. Solar PMax without brand exclusions, search themes, and a lead-quality signal will spend heavily on Display and YouTube inventory that produces unqualified forms. Our published solar account runs Search and PMax together with those controls in place.
Not directly; the ad platforms do not offer a verified homeowner segment and restrict some demographic targeting for solar as a financing-adjacent category in certain regions. We approximate it with keyword intent, household-income bid adjustments where available, negative keywords for renters and kits, and landing page qualification questions.
Cost per site survey and cost per signed contract. A cheap lead that never schedules a survey is a loss. We report the full funnel so you can see cost per lead, cost per survey, and cost per install by campaign, and we make budget decisions on the last two.
Ready to grow your solar business?
We accept a limited number of new clients each quarter. Apply today and we'll review your solar business within 24 hours.