Google Ads for Solar: How to Boost Your Solar Business with Proven 2025/2026 Strategies
A practical, ROI-first system for **installers and EPCs** to get more **qualified solar leads** with Google Ads. We’ll cover campaign structures, keyword frameworks, ad copy, landing pages, call tracking, and dashboards that make optimization simple and predictable.
Why Google Ads Still Wins for Solar in 2025/2026
Search captures **active homeowner intent**—people looking for installers, quotes, and financing today. Pair Search with PMax for incremental reach; use remarketing only to **nurture** (not to fix poor targeting).
The Campaign Structure That Protects ROAS
Recommended setup
- Search — Exact: “solar installers near me”, “residential solar quotes [city]”.
- Search — Phrase: discovery on mid-tail with negatives enforced.
- Performance Max: incremental reach; seed with installer/financing signals.
- Call-Only (peak hours): 9am–7pm, geo-fenced around target ZIPs.
Budget split (starting): 50% Search Exact, 25% Search Phrase, 20% PMax, 5% Call-Only. Rebalance weekly via CPL and qualified call rate.
Keywords & Negatives That Filter Tire-Kickers
High-intent themes
- “solar panel installers [city]”
- “residential solar quote” / “free roof assessment”
- “solar incentives [state]” / “0% solar financing”
- “solar EPC near me”
Exact-match negatives (examples)
- jobs, careers, salary, course, training
- DIY, kit, wholesale, cheap parts
- panel repair only, inverter repair
- commercial RFPs (if residential focus)
Ad Copy & Extensions That Book Assessments
RSA framework
- Headline bank: “Home Solar With $0 Down”, “Book a Free Roof Assessment”, “Claim State Incentives Today”.
- Descriptions: “Local installer • 25-year panel warranty • Utility bill analysis included.”
- Extensions: Call, Location, Sitelinks (Financing, Incentives, Warranty), Lead Form (Pre-qual).
Use **Countdown** for seasonal incentives and **IF functions** to tailor copy by device/geo.
Landing Page Blueprint (Mobile-First)
Above the fold
- H1: “Get a Free Solar Roof Assessment in [City] — See Your Bill Savings”
- Short form (Name, ZIP, Phone, Email) + consent checkbox
- Sticky call button; click-to-scroll to form
Trust & friction reducers
- Local badges, license #, 25-year warranty, NABCEP installers
- Before/after bills, homeowner testimonials
- Financing explainer and incentive calculator
Performance requirements
- LCP < 2.5s, CLS < 0.1, mobile score 90+
- Compress hero image, lazy-load below-the-fold
- Server-side form validation + thank-you event
Tracking & Lead Qualification
What to track
- GA4 Purchase/Lead events with transaction_id (or lead_id)
- Enhanced Conversions (hashed email/phone)
- Call tracking: unique numbers per campaign; qualify by 90s+ duration
- CRM stages: MQL → SQL → Appointment Booked → Closed-Won
Import CRM milestones (Appointment, Won) back into Google Ads to optimize for **qualified** outcomes—not just raw form fills.
Dashboard & Scaling Rules
Looker Studio view
- New vs Returning lead ratio
- CPL (raw) vs CPL (qualified calls ≥ 90s)
- Appointment rate and Show rate by ZIP
- Blended MER = Revenue ÷ (Google Ads + LSAs + Meta)
Scaling
- After 40–60 qualified events in 14 days, increase budgets by **10–20%**
- Duplicate best ad groups to new ZIP clusters; pause underperformers >1.5× target CPL
Ready to scale qualified solar leads?
We optimize for **booked assessments**, not vanity clicks. Transparent dashboards, weekly QA, real outcomes.
FAQs
What budget should I start with?
$100–$250/day per metro is a healthy start. Split across Exact/Phrase/PMax and rebalance weekly by qualified CPL.
What locations should I target?
Cluster by ZIPs with rebate programs and favorable roof stock; exclude low-yield geos early to protect spend.
Can I run LSAs with Google Ads?
Yes—treat LSAs as incremental. Keep attribution separate and compare by Appointment rate & Show rate.
Google-Partner performance team focused on **profit** for Solar, Home Services, Travel & E-com. 9+ years, U.S. LLC.