Industries · Solar
Solar has a lead quality problem, not a lead volume problem.
You can buy a thousand solar leads tomorrow. Most of them rent, most of them have a shaded roof, and most of them will not remember filling in the form.
Four things that decide a solar account.
Volume is the trap
Solar attracts the worst lead-gen practices in local services — incentivised forms, shared lists, quiz funnels. They produce huge lead counts and terrible set rates. The only number worth optimising toward is sat appointments, and further down, closed installs.
Homeowner status decides everything
A renter cannot buy solar. Neither can someone with a roof that needs replacing first, or a utility bill too small to justify the system. Qualification has to happen in the ad and on the page, not on the phone after you have already paid for the lead.
Incentive deadlines drive urgency you don't have to invent
Federal and state incentive timelines are real, dated, and public. That is genuine urgency — you never have to manufacture a fake countdown, which is good, because homeowners in this category have been burned enough to recognise one.
The consultation is the conversion
Nobody buys solar from a landing page. The entire job of the campaign is to book a qualified in-home or virtual consult with someone who owns their roof and pays a real power bill. Track that, not form fills.
02
What the searches look like
High-intent searches — solar panel cost, solar installers near me — are expensive and competitive against national lead brokers. Incentive and rebate searches convert well and cost less because they read as research. Meta carries most of the volume here, but only with tight qualification, because interest targeting will happily find you renters.
Specific to this trade.
- 01Qualification built into the ad and form: homeowner, roof age, average bill
- 02Appointment-set and sat tracked as the conversion, not form submissions
- 03Incentive and rebate messaging tied to real, dated programs
- 04Meta prospecting from installed-customer lookalikes rather than broad interest
- 05Lead scoring so sales calls the qualified ones first
04
What ads can’t fix
Paid media cannot make an unqualified market buy. If your service area is mostly rentals, mostly shaded, or on a utility rate where the payback runs past a decade, the campaign will underperform no matter how it is built. We will look at your area before quoting.
Fifteen minutes on your solar market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.