Every solar installer eventually faces the same choice: keep buying leads from a supplier, or invest in running your own ads. Bought leads are simple and immediate. Your own ads take more effort but build an asset you control. The right answer depends less on the price per lead than on how many leads turn into installations, and on how much control you want over your pipeline.
What bought solar leads cost in 2026
| Supplier type (examples checked) | Published price | Notes |
|---|---|---|
| Solar PV lead supplier | £8 to £15 per lead | Plus a separate weekly campaign retainer; exclusive "where agreed" |
| Pay-as-you-go lead supplier | From £25 standard, £35 branded | Also offers booked appointments at around £130 each |
| Trade platforms (e.g. MyBuilder) | Variable; can start from about £7 | Price shown before you respond |
| Directories (e.g. Checkatrade) | Membership, growth tier from £59 a month | Priced by postcode and lead volume |
Source: Whito, renewables leads cost UK, checked on suppliers' own websites, 3 September 2026. Prices change often.
The questions to ask any supplier
- Is the lead exclusive or shared? If shared, with how many installers?
- How is it verified? Phone verification, homeowner check, postcode check?
- What counts as a bad lead, and what credit do you get?
- How old is the lead when you receive it? Minutes or days?
- What did the homeowner see? An ad promising "free solar" produces very different buyers from one showing prices.
- Is there a retainer or minimum order?
What running your own ads costs
With your own Google and Meta campaigns, you pay the platforms for clicks or impressions, plus management time or fees. Google Search usually gives higher-intent, exclusive leads at a higher cost per lead; Meta usually gives more volume at a lower cost per lead, with more qualifying needed. For context, WordStream's US benchmarks put home and home improvement cost per lead at $90.92 on Google Search (2026 report) and $41.26 on Facebook lead campaigns (2025 report). UK solar costs vary by area and offer.
Compare on cost per installation
| Bought lead (cheap) | Bought appointment | Own Google Ads | Own Meta Ads | |
|---|---|---|---|---|
| Cost per lead or appointment | £15 | £130 | £70 | £30 |
| Installation rate | 1 in 12 | 1 in 4 | 1 in 5 | 1 in 10 |
| Cost per installation | £180 | £520 | £350 | £300 |
Illustrative figures to show the method. Your rates will differ; measure them.
On these example numbers, cheap bought leads look best, but notice what the table leaves out: shared leads take more sales time per installation, supplier prices can change overnight, and the leads stop the moment you stop paying. Own campaigns build data, brand searches and retargeting audiences that make every future month cheaper.
Hidden costs of bought leads
- Sales time: calling 12 leads to win one installation costs hours.
- Race to respond: shared leads go to whoever calls first, often the biggest call centre.
- Price pressure: homeowners comparing four installers push quotes down.
- No asset: you do not own the audience, the data or the brand awareness.
Hidden costs of own ads
- Learning period: new campaigns take weeks to settle.
- Skills or fees: keywords, negatives, creative, tracking and landing pages all need managing.
- Landing pages: you need pages that convert, with prices, savings and proof.
A sensible transition
- Keep bought leads running while you launch your own Google campaign in your core area.
- Track every lead's source through survey, quote and installation.
- After 60 to 90 days, compare cost per installation and sales time per installation.
- Shift budget from bought leads to your own ads as they prove themselves.
- Keep a small bought-lead budget to fill gaps in quiet weeks if it still pays.
For channel details, read Google Ads for solar companies and solar leads on Facebook.
Frequently asked questions
How much do solar leads cost in the UK?
Published September 2026 checks of UK suppliers found prices from around £8 to £15 per lead plus retainers, £25 to £35 per lead on pay-as-you-go, and around £130 per booked appointment.
Are bought solar leads worth it?
They can fill gaps quickly, but leads may be shared and you own no data or audience. Compare cost per installation and sales time against your own ads.
Is it cheaper to run your own solar ads?
Often in the long run, because you build exclusive leads, brand searches and retargeting audiences. In the first months, own ads can cost more while campaigns learn.
How should I compare solar lead sources?
Track every lead through survey, quote and installation by source, and compare cost per installation, sales time and average system value.
Related guides
Sources
- Whito, renewables leads cost UK (checked September 2026)
- WordStream / LocaliQ, Google Ads Benchmarks 2026
- WordStream, Facebook Ads Benchmarks 2025
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