Quick answer: Solar is a high-ticket, research-heavy purchase with a lot of lead-seller competition. Use Google Search for high-intent installation and battery searches, Facebook for education and offers, and qualify by homeownership, roof and bill size. Keep every savings and rebate claim accurate and current.
Solar buyers are bombarded with ads promising “free solar” and huge savings. Honest, specific advertising from a real local installer stands out, and attracts better leads.
What ads cost for solar installers
| Benchmark | Avg. cost per click | Conversion rate | Avg. cost per lead |
|---|---|---|---|
| Google Search: Home & Home Improvement | $8.33 | 8.05% | $90.92 |
| Facebook and Instagram lead ads: Home & Home Improvement | $2.23 | 5.22% | $41.26 |
There is no separate solar line in WordStream’s 2026 report; it sits within Home & Home Improvement ($8.33 per click, $90.92 per lead). Solar leads usually cost more than that average because systems are expensive and buyers compare several quotes.
Which channel to start with
Channel roles:
- Google Search for “solar installers near me”, “solar battery installation” and brand-of-panel searches
- Facebook and Instagram to explain how solar and batteries work, with real customer stories and bill comparisons
- Remarketing across 30 to 90 days
- Lead forms with qualifying questions (homeowner, average bill, roof type)
Google Ads keywords for solar installers
Focus on installation intent.
- “solar panel installation”, “solar installers near me”, “home solar quote”
- “solar battery installation”, “home battery storage”
- “commercial solar installation”
- “solar panel cost”, “solar battery cost”
Negative keywords to add on day one
jobs, solar panel course, DIY, kit, portable, camping, garden lights, calculator only, free solar, second hand, used.
More on this in negative keywords explained and choosing keywords.
Example ads you can adapt
Any rebate, incentive or savings figure must be accurate for the viewer’s location and current at the time the ad runs. Link to the official program where you can.
What the landing page needs
- Real installation photos and the panel and inverter brands you use
- Warranty terms in plain English
- Explain how quotes are calculated (bills, roof, usage)
- Accreditation and licence details
- Form with qualifying questions: homeowner, monthly bill, roof type
Full list: landing page checklist.
Track the right things
- Qualified leads (homeowner, suitable roof) as the main conversion
- Site assessments booked
- Contracts signed and system size per campaign
Platform rules that apply to solar installers
- Financing offers fall under Meta’s Financial Products and Services Special Ad Category, which restricts age, gender and location targeting.
- Savings, rebate and “free” claims must be accurate and substantiated; misleading claims break both platform policies and consumer law.
- Don’t imply government affiliation unless you have it.
Common mistakes
- Unqualified forms flooding sales with renters and apartment owners
- Out-of-date rebate claims
- Competing with lead sellers on the same broad keywords
- Not following up within minutes
How much to spend
Work backwards from the number of enquiries you can handle. Monthly budget ≈ target leads × expected cost per lead. At the Home & Home Improvement average of $90.92 per lead, 20 leads a month is roughly $1,818 in ad spend before management fees.
Solar installers often need $3,000 to $10,000 a month to generate enough qualified leads in one region. Measure cost per signed contract.
Frequently asked questions
Are Facebook ads good for solar?
Yes, for education and generating qualified leads with lead forms, as long as you ask qualifying questions and keep claims accurate.
Why are my solar leads poor quality?
Usually broad targeting, “free” style messaging and forms with no qualifying questions. Tighten all three.
Can I advertise rebates and incentives?
Yes, if they are accurate, current and apply to the people seeing the ad. Link to the official program.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- WordStream by LocaliQ: Facebook ads benchmarks 2025 (lead campaigns)
- Meta for Developers: Special Ad Categories (housing, employment, financial products and services)
Want a second opinion on your solar ads? Get a free ad review and you will get a short written breakdown of what to fix first.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →