The Dial AgencyInsights · 7 min read
Facebook and Google ads for solar installers.
Ads work for solar when they reach homeowners in the right regions, send them to a page made for one offer and are judged by booked visits, not clicks.
Set up tracking before the first euro
Install the Meta pixel and Google conversion tracking on the page where enquiries arrive, then test them by sending a form yourself. If you can, also send enquiries through the Meta Conversions API, so fewer are lost to browser privacy settings. Without tracking, the platforms cannot learn which people become enquiries.
Google: reach people who are already searching
Search ads appear when someone types phrases such as "solar power plant price" or "solar panels for home" in your area. These people are already looking, so clicks cost more, but the intent is strong. Start with a small set of phrases about price, installation and your regions, and add negative keywords such as "jobs" or "DIY" to stop wasted spend.
Facebook and Instagram: create demand
Most homeowners are not searching for solar today. Meta ads reach them earlier, with a clear reason to think about it now: rising bills, a new support call or a neighbour who has already installed. Use real photos and short videos from your installations, and target the regions you cover rather than the whole country.
Lead form or landing page?
Meta lead forms are quick to fill in, so they bring more enquiries, but often less serious ones. A landing page with a calculator brings fewer, better enquiries. Many installers start with a landing page, then test lead forms with one or two qualifying questions.
Plan around subsidy calls
When a support call for household solar opens, interest rises quickly, and so does competition for attention. Have your page, ads and reply process ready before the call opens, and explain clearly how you help with the application. Always check the current rules on the official APVA website before you mention amounts or deadlines in an ad.
Judge ads by booked visits
A cheap click that never becomes a site visit is expensive. Each week, compare spend, enquiries, booked visits and signed projects for each campaign. Keep what brings visits, cut what does not, and test one new message at a time. Ads only pay off when the reply and follow-up work too, so read why solar enquiries do not become projects.
More customers from the same enquiries?
Send us your website. Within two business days you get a five-minute video that shows where enquiries are lost, with three fixes ranked. Free, and yours to keep.