Google Ads for solar installers.

You're not overpaying for clicks. You're overpaying for the wrong people.

Solar is one of the few home service verticals where a single install can be worth $20,000–$40,000 in contract value. That should mean you can afford $50 clicks all day. Instead most installers we audit are bleeding out because half their traffic is renters, people with 480 credit scores, or homeowners on a roof that needs replacing before a panel ever touches it.

The fix isn't cheaper clicks. It's a funnel that disqualifies the wrong homeowner before your sales team ever picks up the phone — because a sales rep's time on a bad lead costs more than the click that produced it.

Not all solar searches are worth the same click.

Assumes an average system contract of $28,000 and a 12% close rate from booked appointment to signed install. Adjust your ceilings to your actual close rate, not ours.

How we structure a solar Google Ads account.

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  Roof and ownership screening on the landing page

  Before a form submits, we ask if they own the home and roughly how old the roof is. Renters and homeowners needing a re-roof get routed to a nurture sequence instead of your sales queue.

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  Credit-tier messaging split by campaign

  Cash-buyer and lease/PPA searchers behave differently. We run separate ad groups and landing pages so a homeowner who wants to own the system never sees lease-first copy, and vice versa.

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  Geo-fencing by utility territory, not city limits

  Solar economics change block by block depending on the utility and its net metering rules. We build geo layers around utility territory boundaries, not zip codes, so the offer math in the ad matches what's actually true where the click lands.

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  Call tracking tied to appointment-set, not just call count

  A call isn't a win. An appointment on a rep's calendar with a qualified homeowner is. We tag every call for outcome and kill keywords that produce calls but not sets.

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  Weekly disqualification audit

  Every week we pull the closed-lost reasons from your CRM — bad roof, bad credit, renter, shading — and feed the pattern back into negative keywords and form logic.

What a healthy solar Google Ads account looks like.

Not sure whether your funnel or your traffic is the problem? Read how to kill bad solar leads before they cost you a rep's afternoon. And if you're weighing Meta against Google for solar, here's the Meta side of the equation.

Solar Google Ads questions

Why is a solar click so expensive?

Because everyone bidding on 'solar panels cost' is either a national aggregator reselling your lead five times or a competitor with a bigger fund than you. Expect $25–$60 a click on core terms nationally. That's not a reason to quit — it's a reason to stop wasting clicks on people who rent, have bad credit, or have a shaded roof.

Should I bid on 'solar panels cost' or something narrower?

Both, but not with the same budget split. 'Solar panels cost' pulls tire-kickers doing homework. 'Solar installer quote [homeowner intent]' and financing-specific terms pull people three steps closer to signing. We push 70% of spend into the terms that mention financing, ownership, or a specific install timeline.

How do I qualify for roof and ownership before the call?

A pre-call form or IVR script that asks three things kills most junk: do you own the home, is the roof under 15 years old, and is your average monthly bill over $120. Anyone who fails two of three isn't worth a truck roll. Pair this with a hard look at your lead quality funnel so you know where the junk enters.

What's a realistic cost per appointment?

In most metros, $180–$400 per set appointment is realistic once you've cut the dead weight, versus $500-plus when the account is still bidding blind. Below $150 you're probably buying volume, not qualified homeowners.