Structure
Campaign Architecture
We build separate campaign structures for residential, commercial, and research-stage audiences, so each has its own budget, messaging, and bidding strategy instead of competing internally.
Solar - PPC
PPC for Solar Companies
Solar paid search is expensive. CPCs run $8-$25+ on competitive terms, and a poorly structured campaign burns through budget on clicks that never had a chance of converting. We build and manage solar PPC programs designed to keep cost per lead in check while filling your pipeline with qualified inquiries.
Why PPC Works for Solar Companies
Organic search takes months to produce results. PPC is the channel where a solar company can turn on qualified lead flow quickly, provided the campaigns are structured correctly for the economics of the market. The math works because average installation value is high: a residential system sale typically runs $20,000-$35,000, and commercial projects are often multiples of that. Even at a cost per lead of $150-$250 on the residential side, a well-run campaign produces strong ROI on a reasonable close rate.
Approach
Our Solar PPC Approach
Targeting
Keyword Strategy
We build keyword lists from actual search volume and conversion data, and apply a thorough negative keyword strategy from day one to exclude research queries and competitor brand terms.
Messaging
Ad Copy Built to Pre-Qualify
We test messaging around financing accessibility, incentive urgency, and credibility signals like NABCEP certification, so ads self-select for serious buyers.
Conversion
Landing Pages
Dedicated landing pages matched to ad intent, with the financial opportunity and trust signals visible immediately. If your site has an ROI calculator, we integrate it into the conversion path.
Local ads
LSA Management
Google's verified badge signals legitimacy to buyers skeptical of solar companies after years of aggressive sales tactics. We manage LSA setup and bidding alongside your search campaigns.
Solar-Specific PPC Considerations
Seasonality shapes budget allocation
Residential solar PPC tends to peak in spring and summer, when homeowners are thinking about energy costs. We plan campaign budgets with seasonal patterns in mind rather than running flat spend year-round.
Incentive changes affect messaging quickly
When federal or state solar incentives change, ad copy and landing page messaging need to be updated promptly. Outdated incentive claims reduce conversion rates and can raise compliance concerns.
Geography matters at a granular level
Net metering policies, utility programs, and state rebate availability vary by state and sometimes by utility district. For multi-market installers, targeting and messaging reflect each service area's specific landscape.
Commercial requires longer nurture thinking
Commercial buyers with 3-12+ month sales cycles rarely convert from a single ad click to a quote request. Commercial solar PPC benefits from content offers, nurture sequences, and remarketing that stay in front of decision-makers.
Budget
Solar PPC Budget Framework
Realistic starting points based on the solar campaigns we manage today. Actual spend depends on your market size and competition.
Brand and awareness
Light coverage and retargeting in a single market
$500+/mo
Ad spend
Residential, single market
Google Search + LSA targeting homeowners in active buying mode
$2,500-$5,000/mo
Ad spend
Residential, multi-market
Multiple service territories with geography-based segmentation
$5,000-$12,000/mo
Ad spend
Commercial solar
Longer nurture cycle with remarketing and content offers
$3,000-$8,000/mo
Ad spend
Management fees are scoped separately from ad spend and scale with campaign complexity. All programs are scoped and confirmed in a free consultation before any budget is committed.
Not sure which tier fits?
Send us your project and we'll scope it straight -- no pushy sales.
Related Solar Services
From our blog
Reading for solar
Deeper reads pulled from our blog, all written with solar in mind.
Good to know
FAQ
How much does solar PPC cost?
Solar PPC programs start as low as $500/month for branding or awareness campaigns. Residential lead-generation programs typically require $2,500-$5,000/month in ad spend for a single market to be competitive, given solar's CPC range of $8-$25+. Multi-market and commercial programs scale from there. Management fees sit on top of ad spend and are scoped based on campaign complexity.
Why are solar CPCs so high?
Solar installation is a high-ticket service, which means installers can afford to pay more per click, driving up auction prices for everyone. CPCs on competitive solar installation terms run $8-$25+ depending on geography and keyword specificity. That economics is manageable when campaign structure, ad copy, and landing pages are built to convert.
How quickly can we see leads from solar PPC?
Leads from a well-set-up campaign can start flowing within the first 2-3 weeks of launch. The first 30-60 days are an optimization period where we gather conversion data, refine negative keyword lists, and improve landing page performance. Cost per lead typically improves meaningfully in months 2-3.
Do you manage Google Local Services Ads for solar companies?
Yes. LSA is a high-value channel for residential solar specifically, and we manage it alongside traditional Google Ads as part of a coordinated program, including initial setup, verification support, and ongoing bid management.
Can you run PPC for both residential and commercial solar?
Yes, and we recommend structuring them as separate campaigns with separate budgets rather than combining them. The search behavior, keyword set, ad copy, and landing page design are different enough that mixing the two into one structure produces worse results for both audiences.
Still have questions? We're happy to answer them, let's connect.
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Ready to fill your solar pipeline with paid leads?
Tell us about your project and we'll take a look. No pushy sales, no wasted calls.