Google Ads gives solar installers something bought leads and social ads cannot: homeowners who are actively searching for an installer, in your area, right now. Those leads are exclusive and usually further along in their decision. The challenge is that solar searches also attract DIY kit buyers, people researching garden lights and tyre-kickers chasing "free solar". A good account is built to separate them.
The market in numbers
- MCS certified around 123,000 solar installations in the first half of 2025, a record for that period.
- Typical 2026 installed costs: £6,500 to £8,000 for 4 kWp, £10,000 to £14,000 with a battery (Heatable).
- The 0% VAT rate on domestic solar in Great Britain runs until 31 March 2027 unless extended (Solar Energy UK).
Campaign structure
| Campaign | Example keywords | Landing page |
|---|---|---|
| Solar panel installation | solar panel installers [town], solar panels fitted near me, solar panel installation cost | Packages, prices, savings, survey booking |
| Batteries | solar battery installation, add battery to solar panels, home battery storage installer | Battery options, retrofit process |
| Retrofit and repairs | solar panel repair, inverter replacement, solar panel cleaning (if offered) | Service page, call-out pricing |
| Commercial solar | commercial solar panels, solar for business, farm solar installation | Commercial case studies, ROI |
| Brand | Your company name | Homepage |
Negative keywords that protect the budget
- Products and DIY: kit, DIY, Amazon, B&Q, Screwfix, camping, caravan, motorhome, garden lights, fountain, charger for phone
- Free and grants (unless you offer them): free solar panels, government free solar, ECO4 (if you are not an installer under the scheme)
- Jobs and training: jobs, course, training, salary, MCS course
- Information only: how do solar panels work, are solar panels worth it reddit (consider a separate cheap campaign for content)
Ad copy that builds trust
Example ad
Solar Panel Installers in Leicester | MCS Certified | 4 kWp Systems From £6,750
Free remote survey from photos. Battery options. Local team, no subcontractors.
Illustrative copy. Use only claims you can support.
Avoid "free solar" and unsupported savings claims. Advertising rules require claims to be accurate, and exaggeration attracts the wrong enquiries.
Landing pages for solar
- Headline matching the search and area.
- Price ranges for common system sizes.
- Estimated savings, with the caveat that they depend on usage and tariffs.
- Photos and short case studies of local installations.
- Certification you genuinely hold (e.g. MCS) and warranties.
- A short multi-step form: homeowner? roof type? monthly bill? battery interest? postcode.
- Online survey booking.
Budget
| Monthly ad budget | Typically supports |
|---|---|
| £800 to £1,500 | Installation campaign in one county, plus brand |
| £1,500 to £3,000 | Installation and battery campaigns, remarketing |
| £3,000+ | Several areas, commercial, Performance Max test |
Starting points. Adjust by cost per installation after 60 to 90 days.
Tracking to installation
Solar sales take weeks. Track calls and forms as conversions, but also record survey, quote and installation against each lead. Google lets you upload offline conversions for up to 90 days after the click, which covers most solar sales cycles. Once enough installations are uploaded, bidding can shift towards the searches that produce buyers.
Google, Meta or bought leads?
Google brings fewer, more serious enquiries; Meta brings more volume that needs qualifying; bought leads bring quick volume with less control. Published September 2026 checks found bought solar leads from around £8 to £35 per lead depending on supplier (Whito). Compare all three on cost per installation. See bought solar leads vs your own ads.
See also our digital marketing service for solar companies.
Frequently asked questions
Do Google Ads work for solar companies?
Yes. Search reaches homeowners actively looking for installers, and leads are exclusive. Results depend on strong negatives, a landing page that explains cost and savings, and tracking leads through to installation.
What keywords should solar installers bid on?
Service and location terms such as "solar panel installers [town]", "solar battery installation" and "solar panel installation cost", with separate campaigns for panels, batteries, repairs and commercial.
What budget do solar companies need for Google Ads?
Around £800 to £1,500 a month supports an installation campaign in one county; £1,500 to £3,000 adds batteries and remarketing.
How long does it take for Google Ads to produce solar installations?
Enquiries can start within days, but installations often follow weeks later. Upload installations as offline conversions, which Google accepts for up to 90 days after the click.
Related guides
- How to Get Solar Leads in the UK
- Bought Solar Leads vs Your Own Ads
- How to Generate Solar Leads on Facebook
Sources
- ITV News, record solar, battery and heat pump installations in H1 2025 (MCS data)
- Heatable, solar panel costs UK (updated 13 October 2026)
- Solar Energy UK, VAT on solar and battery storage
- Whito, renewables leads cost UK (checked September 2026)
- Google Ads Help: Offline conversion imports FAQs
Want solar enquiries from homeowners ready to buy?
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