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Industry PPC · Solar Installation

Solar Installation PPC agency

Solar installation PPC is one of the most research-intensive purchase cycles in home improvement. Homeowners typically spend weeks comparing installers, financing options, and incentive programs before requesting a quote — which means the search journey starts long before someone is ready to sign. Campaigns that capture mid-funnel researchers alongside ready-to-quote leads consistently build a stronger pipeline than those that only target bottom-of-funnel buyers.

Plans for the USAudit · $297
5.0 on Fiverr Pro · 723 reviewsGoogle Partner$4.4M in ad spend managed a year (USD)

Local solar installation guides by city

43 cities in all. Each guide covers local costs, strategy and demand.

How We Help Solar Installation Businesses Get More from Google Ads

Your campaigns get structured around the solar buyer's actual journey — from early awareness searches like "how does solar work" and "solar tax credit 2025" through to high-intent quote requests like "solar panel installation cost" and "solar companies near me." Each stage of the journey gets its own ad group and landing page, so your budget doesn't treat a researcher the same as someone filling out a quote form. This reduces cost-per-qualified-lead while keeping your pipeline full at all stages.

Seasonality in solar follows a distinct arc. January through March drives strong search volume as homeowners review their energy bills after winter — making Q1 one of the highest-opportunity periods for capturing in-market buyers. Summer heat spikes also drive interest in solar as high utility costs create natural motivation. Your bidding strategy gets adjusted to front-load budget during these windows, with device bidding skewing toward desktop for longer-consideration searches and mobile for lower-funnel local queries. Federal and state incentive changes create time-sensitive spikes that responsive campaigns can capitalize on quickly.

Start with an account audit — we'll show you exactly where your current campaigns can improve.

Search data · Google Keyword Planner

What solar installation clicks cost across the US

Across the US, solar installation searches on Google add up to about 545,010 a month, and a click at the top of the page costs $2–$20; demand peaks in January.

Cities with the most solar installation searches
CityMonthly searchesTop-of-page CPCCPC vs USPeak month
San Jose, CA3,550$7–$34+69%December
The searches behind the US figure
SearchMonthly searches (US)Top-of-page CPC
solar panels246,000$2–$14
home solar panels90,500$2–$15
solar panel installation74,000$4–$31
solar company22,200$5–$39
solar installation22,200$5–$39
solar companies near me14,800$5–$41
solar battery14,800$0.59–$6.08
solar installers near me12,100$5–$42

Source: Google Keyword Planner (Google Ads), Google Search, English, Oct 2025 – Sep 2026. Monthly searches add up a fixed set of commercial solar installation searches; CPC is the top-of-page bid range weighted by volume. Cities in the table have their own figures; metro-area and indicative ones are left out. How we collect these figures.

Our solution

Our solution for

Solar Installation PPC

ManagementGoogle and Meta, managed →Plans from $590 a month, set by your ad spend.Audit · $297Account audit →A one-off review of your account: a document, a video and a 30-minute call.Tracking · $500Tracking setup →Server-side tracking, Consent Mode and offline conversions from your CRM, where it allows it.
Why choose us

What Most Solar Installation PPC Campaigns Get Wrong

PPC campaign Audit & Setup

Your solar campaigns get organized by buyer stage and query type: bottom-funnel quote requests, mid-funnel comparison searches, financing-intent keywords, and commercial solar for businesses running separate from residential. Each group carries its own creative and landing page — a quote-request ad group doesn't compete with an educational content group for the same budget.

Negative keywords block informational terms, DIY queries, and product-only searches that attract researchers rather than buyers. In solar, where lead volume can look impressive but qualified volume tells a very different story, match type discipline on high-value keywords keeps your spend focused on the searches that actually produce site consultations.

Your campaigns reach homeowners ready to get a quote — not people still deciding if solar is even worth researching.

Ongoing PPC Management

Solar searches are heavily desktop-oriented during the comparison phase — homeowners comparing quotes, reviewing incentives, and running cost calculators tend to do that work on a laptop or desktop. Your device bidding reflects that reality, with desktop weighted higher for mid-funnel and quote comparison keywords. Mobile bids increase for local intent searches like "solar installer near me" where someone is closer to making contact.

Dayparting runs campaigns fully through evenings and weekends, when working homeowners are doing home improvement research. Q1 bid adjustments increase budgets during January through March when utility bill reviews drive elevated search volume. State and federal incentive announcement windows get responsive budget increases to capitalize on time-sensitive spikes in search demand.

Your budget front-loads the moments when solar buyers are most actively searching — not spread thin across flat calendar months.

Conversion Rate Optimization

Solar conversions come in multiple forms: quote request forms, phone calls, and scheduling tools for in-home consultations. Each gets tracked separately, with form leads attributed to the specific keyword and ad group that generated them. Call tracking records inbound calls from ads with keyword-level attribution, so you can see which searches produce phone inquiries versus form submissions.

CRM integration connects ad platform data to your sales pipeline, enabling true cost-per-consultation and cost-per-closed-deal reporting — not just cost-per-click or cost-per-form. For solar, where the average ticket is substantial, downstream attribution from first search to signed contract is the metric that actually tells you whether your ad spend is working.

Every quote request and consultation call gets traced back to the exact search that started it — so your reporting reflects revenue, not just traffic.

Why choose us

What Your Solar Installation PPC Campaigns Deliver

Lower Cost Per Lead

Solar CPL is driven by landing page relevance, buyer stage targeting, and negative keyword discipline. When campaigns treat all solar searches the same, informational queries inflate apparent lead volume while driving up cost-per-qualified-lead for the homeowners who are actually ready for a site consultation. Separating the funnel reduces wasted clicks on low-intent traffic.

Financing-intent keywords often produce lower CPL than pure installation terms because fewer competitors target them specifically. Finding and scaling those pockets of higher-efficiency traffic is part of what ongoing campaign management delivers — not just setting budgets and leaving them flat.

Your pipeline fills with quote-ready homeowners — at a cost-per-lead that reflects actual buyer intent, not mixed-intent traffic volume.

Higher Quality Leads

A solar lead is only as valuable as the homeowner's actual readiness to move forward. Your campaigns qualify traffic before the click through precise keyword selection and negative keyword sets — keeping researchers, renters (who can't purchase solar), and commercial searches out of residential campaigns that aren't built to serve them.

Landing pages match ad messaging precisely: a quote-request ad leads to a quote form, not a blog post. A financing-intent ad leads to a page that addresses monthly payments and incentives. That alignment lifts conversion rates and filters out clicks that would have bounced regardless of how good the product offer is.

Your quote requests come from homeowners who own their home, understand solar, and are ready to talk — not people still in early research mode.

Your Data, Your Account

Businesses that don't own their ad accounts often start over when they change agencies — losing months of conversion data, audience lists, and the Quality Score history that keeps click costs down. In solar, where a campaign needs at least a full seasonal cycle to calibrate performance properly, that data loss is a real competitive setback.

You keep full ownership of your Google Ads account. Your leads, your remarketing audiences, your consultation conversion data — all of it stays with your business and can travel with you if your agency relationship ever changes.

Your conversion history, your remarketing audiences, your Quality Scores — they belong to your solar business, not to an agency.

PPC benchmarks

Solar Installation PPC Costs & Strategy Guide

How Much Does Solar Installation PPC Cost?

Solar installation PPC operates in one of the more competitive home improvement verticals, where click costs reflect the high ticket value of the average installation. Campaigns targeting comparison-stage and quote-request keywords typically see higher click costs, while mid-funnel and financing-intent terms often offer better efficiency for qualified traffic.

The wide range in solar CPCs — from lower-competition educational terms to premium placement costs for high-intent local searches — means campaign structure has a larger-than-usual impact on overall cost-per-lead. Well-segmented campaigns that separate buyer stages and use strong negative keyword lists consistently produce lower CPL than single-campaign approaches. Conversion rates of 6.5–9.0% (tracked quote requests and consultation bookings) are achievable on well-managed accounts, but depend heavily on landing page relevance and how tightly the campaign targets homeowners at the decision stage rather than early researchers. The real return calculation for solar isn't cost-per-click — it's cost-per-signed-contract relative to average installation revenue.

What Google Ads Strategy Works Best for Solar Installation?

The most effective solar PPC strategy segments campaigns by buyer stage — capturing quote-ready homeowners with bottom-funnel keywords while nurturing mid-funnel researchers with comparison and financing-intent ad groups that move them toward a consultation.

Search campaigns drive the majority of qualified solar leads, particularly for local intent queries. Performance Max adds reach across Google's network for awareness and remarketing, but performs best after the account has accumulated significant conversion data. Responsive Search Ads allow testing of multiple value propositions — energy savings, tax credits, financing — to identify which messages convert best by market and season. Remarketing to previous site visitors who didn't convert on their first visit is especially effective in solar, where purchase cycles are long and multiple touchpoints are typical. Q1 budget increases should be planned in advance to capitalize on the January-March search volume surge driven by homeowners reviewing their winter utility bills.

How Do You Measure Solar Installation PPC Success?

Solar PPC success is measured in consultations booked, proposals sent, and ultimately contracts signed — not clicks or impressions. The primary conversion metric is cost-per-qualified-lead, where a qualified lead is defined as a homeowner who owns their property, passes basic eligibility screening, and is actively considering an installation timeline.

Secondary metrics include lead-to-consultation rate (how many form fills or calls result in an in-home or virtual site assessment), consultation-to-proposal rate, and ultimate cost-per-closed-deal. Attribution between search keywords and closed revenue requires CRM integration, but it's the only way to know whether your PPC spend is generating installations or just quote volume that doesn't convert. Seasonal reporting should compare Q1 performance to Q3 separately rather than averaging across the year — the demand curves are different enough that flat averages obscure what's actually working.

Plans · the US

One monthly fee, set by your ad spend

Activation $500 oncetracking included

Start

$590$990/month

1 platform · Google or MetaGoogle + Meta
Ad spend
up to $3,000
New creativesmade by us
Google + Meta only4 a month
Book a call · Start

Growth

$790$1,290/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$3,000 – 10,000
New creativesmade by us
Google + Meta only6 a month
Book a call · Growth

Scale

$1,140$1,940/month

1 platform · Google or MetaGoogle + Meta
Ad spend
$10,000 – 25,000
New creativesmade by us
Google + Meta only8 a month
Book a call · Scale
In every plan
  • Management of campaigns, creatives and budget
  • A monthly report: what changed, what we decided, what we did
  • One call a month, in your time zone
  • Accounts in your name: our access you can revoke
Three-month minimum, then month to month.

ChatGPT Ads: a separate pilot, $250/month, added to a plan. See the pilot →

How we start

From application to first campaigns

  1. Book a 20-minute call.Five questions about your market, spend and platforms, then pick a time.
  2. Call with Matteo.20 minutes on your account. Pick a time in your own time zone.
  3. Activation.In month one we set up the accounts and the tracking. $500, once.
  4. First campaigns.They go live on the new data, with the first creatives of the month.
FAQ

Questions before you book a call.

How do we start?

Book a 20-minute call with Matteo and answer a few questions. If it fits, we agree the plan, then activation: account setup and tracking in month one, first campaigns right after.

What is the activation fee?

$500, once, in the first month. It covers account setup and the tracking setup.

Is there a contract?

A three-month minimum, then month to month.

I only run Google (or only Meta). Can I start with one?

Yes. That is the “1 platform” price on every plan.

Who makes the ads?

We do: 4, 6 or 8 new creatives a month on Google + Meta plans, by tier.

What do I get every month?

Campaign management, a monthly report and one call.

Who owns the ad accounts and the data?

You do, always. Google Ads, Meta, GA4 and the tracking container are in your name. We have access you can revoke; if you leave, everything stays with you.

Do you work in my time zone?

Pick a time in your own time zone when you book. We answer in writing within one working day.

Other industries

Managed on numbers you can check.

Plans for the US