Google Ads for solar installers that fill your survey diary

Yes. Google Ads for solar panels work when the account is built for a slow, high-value sale. Solar buyers compare quotes over weeks, so judge ads on cost per booked survey and signed job, not clicks. They struggle when panels, batteries and commercial share one budget, when free-panel searches go unblocked and when enquiries wait days for a call back. Our case studies show how we report.

Both can work, for different jobs. Google Ads catches people already searching for installers or battery prices, so intent is higher and leads cost more. Facebook and Instagram ads reach homeowners who were not looking yet, so leads are cheaper but need more qualifying. Most installers start with Google, then add Meta once tracking is solid.

Add negative keywords for jobs, careers, apprenticeships, training, courses and salary, and check the search terms report every week for new ones. Avoid broad match on short terms like “solar installer”, which often reads as a job search. Ad text that mentions prices or home surveys also puts job hunters off clicking.

Usually the wrong searches, the wrong page or no tracking. Look at the search terms first: DIY kits, grants and research queries eat clicks. Then check the landing page loads fast on a phone and asks for little. Finally, make sure forms and calls are tracked, because an account that cannot see leads cannot bid for them. A free audit checks all three.

Work back from the surveys you want. Once you know roughly how many clicks one enquiry takes and what a click costs in your area, the daily figure follows. Very small budgets, such as £10 a day, rarely gather enough data for smart bidding to learn. So we agree a starting spend in week one and review it every month. Our free tools include a marketing budget calculator.

Start where people already look: Google Search for installers and battery prices, backed by a strong Google Business Profile with reviews. Add a website with a page per system and honest price ranges, then SEO for steady enquiries later on. Paid social and referrals come next. Quote sites can fill gaps, but those customers stay theirs.

Bought leads are quick to switch on, but many are shared with other installers and you never see what the homeowner searched. Your own Google Ads take more work to set up, yet every enquiry is yours alone and the data builds over time. Some installers keep buying leads while their own campaigns bed in.

Yes. Battery buyers often already own panels, so they search differently and respond to different offers. Giving battery storage its own campaign, budget and landing page stops it competing with panel searches and shows its true cost per survey. Batteries fitted in homes also carry 0% VAT until 31 March 2027.

Enquiries can start in the first week, but solar is a slow sale. Homeowners compare several quotes and often wait weeks between the survey and the signature. So early on we watch cost per booked survey, then cost per signed job. Commercial PV takes longest of all. We judge the account at 90 days.