Google Ads and Marketing for Solar Installers
Solar is a large, researched purchase: homeowners compare savings estimates, financing, panels and installers for weeks before signing. Luceds builds solar campaigns that reach owners with suitable homes, qualify them on bill size and roof before a design call, and nurture them through a long decision.
- Free audit
- No long contracts
- Calls and leads tracked
- Plans from $250/mo
Google Ads benchmarks for Home & Home Improvement. Source: WordStream by LocaliQ, Google Ads Benchmarks 2025 (US medians).
Be the first name they see when they are ready to buy.
These are real searches people type when they need a solar installer. We build your ads, pages and Google profile around them.
- solar panel installation near meHigh intent
- solar installers near meHigh intent
- solar panels cost
- solar battery installation
- home solar quote
- best solar company near me
Why marketing gets expensive for solar installers
Lead quality varies widely
Renters, people with shaded roofs and those just curious about savings all click solar ads. Without qualifying questions, sales teams spend time on homes that cannot go solar.
Shared leads and aggressive competitors
National installers and lead resellers buy heavily in solar. A local installer needs to show local reviews, installs and service to compete.
Long research and changing incentives
Buyers research for weeks and incentive rules change. Marketing needs to stay accurate and keep reaching people until they are ready.
How we grow a solar installer
Four parts, working together. Each one is run by a specialist and reported on every month.
High-intent solar search
Campaigns for installation, battery storage and quote searches, with negatives for jobs, DIY kits and free panel scams, and conversion tracking tied to qualified appointments.
About Google AdsHomeowner targeting and nurture
Facebook and Instagram campaigns aimed at homeowners in your service area, using lead forms with qualifying questions and remarketing through the research period.
About Meta AdsEducation content that ranks
Pages on savings, batteries, financing and the local installation process that rank in Google and appear in AI search answers as homeowners research.
About SEO and AI searchA qualifying quote experience
A quote flow that asks about ownership, roof and monthly bill, with local install photos and reviews to build trust before the design call.
About WebsiteHow solar installers compare on Google Ads
Your industry against the average of all 23 industries in the WordStream 2025 study. Use it as a starting point; your city and offer will move these numbers.
Source: WordStream by LocaliQ, Google Ads Benchmarks 2025 (US medians). Figures in US dollars.
Numbers that show real business, not just clicks
Cost per qualified appointment
Only homeowners with a suitable roof and bill are worth a consultant's time, so this is the number that matters.
Appointment to signed contract rate
Connects marketing spend to installations, not just booked calls.
Cost per installed system
The truest measure of acquisition cost in a high-ticket, long-cycle sale.
Battery attach rate from ads
Battery add-ons raise project value and show which messages bring better buyers.
Common mistakes in solar installer accounts
- Using "free solar panels" style messaging that attracts unqualified leads and erodes trust.
- Running lead forms with no ownership or bill questions.
- Optimising campaigns for raw lead count instead of qualified appointments.
- Letting incentive claims on ads and pages go out of date.
Questions solar installers ask us
Still have a question? Talk to our team and get a straight answer.
Talk to a specialistHow do you improve solar lead quality?
We add questions about home ownership, roof and electricity bill, send results of sales calls back to the ad platforms and optimise toward qualified appointments rather than raw form fills.
Should solar installers use Meta Ads or Google Ads?
Both have a role. Google catches people actively searching for quotes, while Meta reaches homeowners who have not started searching yet. Most installers do best combining them.
How long does it take for solar campaigns to show results?
Leads usually begin quickly, but signed contracts take longer because of design, financing and approvals. We review lead quality weekly and judge contract results over a longer window.
Get a free audit for your solar installer
We show you where your budget leaks and what we would fix first. Management from $250 a month.