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Get results in days, not monthsResults in days, not monthsWhy the click is the easy part
A homeowner who types "solar panels near me" is rarely ready to sign. Most are comparing installers, reading about batteries, wondering what their roof can carry and asking a spouse. The sale runs through a consultation, a look at an electric bill, a roof and shade review, a design and proposal, financing, permits and an agreement with the utility. A pay per click account that treats a form fill as the finish line will happily buy the wrong clicks for months.
That is why paid ads for a solar installer need more care on the receiving end than on the search side. The keyword list matters, but the page a homeowner lands on, the speed of the first callback and the way outcomes get fed back to Google decide whether the account improves or just spends.
The searches themselves fall into a few groups. Local buying phrases such as "solar installers near me" and "solar company in [town]" carry real intent. Cost and savings questions ("how much do solar panels cost for a house") come from people earlier in the process. Add-on searches for home battery backup, solar with a new roof and ground mount systems reach owners with a specific project. And there is a large pile of searches that will never become a customer: students, renters, shoppers for portable panels, job seekers and people hoping for free systems.
Seasonality is milder than in outdoor trades but real. Interest tends to rise when electric bills climb, when a roof is being replaced and when incentive news is in the headlines, so a wise account watches its own calendar of calls instead of assuming a fixed busy season. Spend that follows those swings, rather than a flat daily number, usually matches how homeowners actually behave.
Two cautions before any ad is written. Incentives, net metering rules and financing terms change, and they differ by state and utility, so ad copy should stay general and leave specifics to the proposal. Google also expects claims about savings to be supportable, so read the current advertising policies before promising anything a homeowner could hold you to.
Measurement
| Event | Where it gets recorded | Why it matters | Common trap |
|---|---|---|---|
| Phone call from an ad | Call tracking number or Google forwarding number | Many homeowners call before they fill anything in | Counting every call, including wrong numbers and vendors, as a lead |
| Call that lasts long enough to qualify | Call platform with a minimum length set | Separates real conversations from hang-ups | A threshold set so low it counts voicemail |
| Estimate or consultation form | Form submission event on the thank-you page | Captures people who prefer typing to talking | Leaving the form open to anyone, renters included |
| Utility bill or address submitted | Extra step or field in the form | Shows the homeowner is serious enough to share details | Adding friction without checking that volume stays workable |
| Consultation booked on the calendar | Scheduler or CRM stage change | Marks a person who agreed to a real conversation | Never passing the stage back to the ad platform |
| Site visit or design completed | CRM stage | Tells you which ads send homeowners with usable roofs | Only the sales team can see it |
| Proposal sent | CRM stage | Shows how many conversations became a real offer | Skipped because the stage is not in the CRM |
| Contract signed | CRM stage imported into Google Ads | The outcome you actually want more of | Waiting months to review and never importing it |
Landing pages and phones
Match the search
A homeowner who searched for battery backup should not land on a general quote page. Separate pages for installation, batteries, roof-plus-solar and commercial keep the message tied to the query and give you cleaner data on which project types pay.
Serve your territory
Open with a field that checks whether you install where they live. It saves outside-territory visitors the effort and keeps your team from calling people in states or utility areas you do not cover.
Both ways in
Offer a call button that works from a phone with one tap and a form that asks for what the first conversation needs: name, address, phone, whether they own the home and a rough electric bill range.
Keep renters out
Ask plainly whether the visitor owns the home. A single question beats cleaning up a call list afterward, and it keeps the ad platform from learning that renters are good leads.
Trust without bragging
Show the contractor license number, relevant certifications and manufacturer partnerships you actually hold, and photos of your own installs. Visitors check these before they hand over a phone number.
No surprise promises
Explain that options exist and are reviewed in the proposal. Avoid quoting incentives or monthly payments on the page unless someone owns keeping them current.
Minutes, not days
A solar form fill goes cold quickly because the homeowner is also filling in forms for other installers. Decide who calls, how fast, and what happens when nobody answers.
Qualify warmly
The person answering needs to confirm ownership, roof type, rough usage and timing without sounding like a survey. Then book the consultation, which is the real goal of the call.
Account build
Write it down with the sales team: owner-occupied, in your territory, a roof that can be worked with, a decision-maker on the call, and a project type you want. Everything else follows from that list.
Set up call tracking, form events and the consultation event. Test each one by making a call and sending a form yourself, then confirm both show up in the account.
Start with installation intent, then add battery and storage, roof plus solar, and commercial if you serve it. Each gets its own keywords, ads, budget and page.
Block jobs, DIY and kits, school projects, solar lights and portable generators, window film and screens, and free system searches before the first click, then add more from the search terms report.
Draw the map around your real service territory and licensed states. Schedule or adjust bids around the hours someone can pick up, and decide what an after-hours form fill gets.
Look at search terms, calls and forms every week. Because the cycle is long, resist rebuilding after a short stretch of weak numbers, and judge by consultations and proposals, not form counts alone.
Once consultations, proposals and signed contracts are logged, import them so bidding learns from real outcomes instead of the cheapest form fills.
Working with GetPhound
Solar ad questions
Management starts at $895 a month for one platform, $1,595 for two and $2,295 for three, with ad spend paid separately to the platform. There is no setup fee and no contract. How much to spend on clicks is a separate decision that starts with what a signed system is worth to you and how many consultations it takes to close one.
Count it, but label it as the start of the funnel. A form fill from a renter or an out-of-area visitor looks identical in the report to one from a homeowner you can serve. Add qualification questions and track consultations, proposals and contracts so the ads learn from the later steps, not just the first one.
Only where you are licensed and can install. Utility territories and local permitting also vary, so many installers build the target map around the areas they truly serve. Ads reaching people you cannot help waste budget and frustrate callers, and an exact radius or list of counties is easy to set once you know the territory.
The first weeks show whether tracking works and which searches match your project types. Because solar decisions take a while, signed contracts lag the clicks. Expect to judge early on call quality and consultations, and later on proposals and signed work. No one can promise a timeline.
Eligibility depends on your category and location, so check whether your business can qualify in your area. Where available, they can sit beside search campaigns as another source of calls, judged by the same signed-contract numbers rather than by call volume. Ask us to check eligibility when we review your account.
Be careful. Incentives and rates change and vary by place, and Google expects claims to be supportable. Keep ad copy general, send people to a page you maintain, and read the current Google Ads policies before making savings statements. The proposal is where numbers belong, because that is where your team can tie them to the specific roof, usage and utility.
Start with jobs and careers, DIY and kits, school or science projects, solar lights, portable power stations, window film, free solar and stock searches. Then use the search terms report every week to find terms unique to your market, such as local nicknames for utilities or neighboring towns you do not serve.
Usually yes. A homeowner searching for battery backup or storage has a different question than one asking about a rooftop system, and mixing them blurs both the message and the data. Separate campaigns also show which project type is worth more of your budget, and let you cap one without starving the other.
They do different jobs. Search ads reach homeowners who are looking for you at that moment and give you the call yourself. Shared lead lists can fill a gap but are sold to several installers. Compare either by cost per signed contract, not cost per lead.
Worth comparing
Want the whole picture for solar company? There is a full solar company marketing site at solarcompany.getphound.com.
Want the organic side or the lead side too? See getting more leads, buying leads, lead generation programs, SEO, internet marketing, and best keywords for solar company.
Get in Touch
Call 610-825-4363 or email hello@getphound.com and we will look at your ads, your landing pages and what happens to a call after it comes in.