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Compliance-Safe Copy, Tracked Installs

Google Ads For Solar Companies

SkilledDesk runs Google Ads campaigns built specifically for solar installation companies — compliance-safe ad copy that stays inside Google's solar-advertising policy, keyword sets split by cash, loan, and lease/PPA financing intent, and results tracked through to an installed system, not a raw

lead count.

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Qualified Solar Leads
146
+24% MoM
Financing-path leads, last 8 weeks
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What Every Solar Campaign Ships With Before Launch

130+
Brands Served
14+
Countries Reached
2019
Founded In Wyoming, USA
1:1
Direct Founder Access

What A Solar Company's Google Ads Account Actually Needs To Get Right

Start with the finance path. A solar installer needs cash purchase, solar loan, lease and PPA each running as its own Search campaign. Each written to stay inside Google's stricter rules on savings and cost claims. Each geo-fenced to the counties or utility territories you actually install in. And each tracked from first click through site visit, finance approval and permits to a finished install, rather than stopping at a raw lead count the way most solar accounts do.

SkilledDesk is a Wyoming-registered company running these accounts for solar installers and other home-services trades. The variable specific to solar is keyword competition. It runs higher here than in almost any other local trade. National installers and lead marketplaces like EnergySage, SolarReviews and Solar.com all bid the same local install terms. That drives cost per click well above what a roofing or HVAC account sees. That is the starting condition. Not a reason to sit out Search and rely on canvassing or purchased leads. That account structure repeats across the other trades our Google Marketing work covers. That includes roofing and general contractors. Solar's financing-path split and ad-policy restrictions still set this account apart from either.

The Problem

What's Actually Driving Up Your Cost-Per-Install

Solar Keywords Are Priced Like The Highest-Competition Category They Are

National installers and lead marketplaces — EnergySage, SolarReviews, Solar.com — all bid the same local install-related terms a regional company needs, pushing cost-per-click on core solar keywords well above what a roofing or HVAC campaign typically sees. Without a tightly scoped, compliance-safe keyword set, a real share of that budget goes to clicks a small installer was never going to out-bid anyway.

The Industry's Door-Knocking Reputation Follows Every Ad Into The Auction

Years of aggressive canvassing and telemarketing have left homeowners skeptical of solar ads before they even click — copy leaning on "$0 down" or an unqualified savings number doesn't just underperform, it also risks running into Google's solar-advertising policy, which restricts exactly this kind of unsubstantiated claim.

A Signed Contract Is Months Away From The First Click, And Most Tracking Stops At "Lead"

Between site assessment, financing approval, permitting, and utility interconnection, a solar deal can take two to four months to actually install. An account measured only on cost-per-lead has no way to tell which keywords are producing completed systems and which ones are producing leads that stall out in financing or permitting.

Free Tool

What Your Ad Budget Actually Turns Into, Lead By Lead

Set the slider to a monthly Google Ads budget. You see the estimated qualified-lead range, then what that range typically becomes once site assessment, financing approval and permitting are factored in.

Monthly ad budget$6,000
$1,500$15,000
18–42
estimated qualified leads / month, ~$230 average cost-per-lead
after site assessment, financing, and permitting
1–7
estimated installs / month, ~$857–$6000 implied cost-per-install

Estimate based on a typical solar-company Google Ads cost-per-lead of $140–$320, once national-installer and lead-marketplace bidding is priced in, run against a 10–18% lead-to-install close rate common for digital solar leads. Actual results vary by market saturation, financing options offered, and how tightly campaigns are geo-targeted.

Will Marketing Make My Company Look Like Every Other Pushy Solar Sales Outfit?

Most solar owners ask this first. The trade's door-knocking history has left homeowners primed to distrust a sales pitch. An ad leaning on inflated savings claims only confirms that instinct. The honest difference is intent, and it is not a small one. Someone searching solar installer plus a service area is already weighing the buy on their own clock, months before anyone knocks on a door. That is a different buyer from a cold door-knock. Campaigns get written to stay inside Google's solar-advertising policy from the first draft. No unqualified $0 down. No guaranteed-savings language. They earn an in-market visitor's trust with a specific number rather than a pitch. You work through the actual ad copy directly with the founder, and the portfolio stays open to review before anything goes live.
What We Do

Marketing Built Around How A Solar Deal Actually Gets Signed

Accounts costed on installed systems

Google work priced against installs rather than leads, in an auction where lead costs are notoriously high.

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Landing pages leading with the bill saving

Pages addressing payback period and incentives directly, because that is the only question that matters.

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Paid social held across months of research

Meta campaigns that stay present across a months-long consideration window rather than expecting a same-week close. Lead quality is reviewed against install rates, not just cost per lead, since the cheapest leads in this category are frequently the ones that never clear a credit check.

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What Is Verifiable Before You Sign

Solar's sales reputation means homeowners assume every claim is inflated until it is checkable. So no solar figure is invented here, and the real ad accounts sit on the portfolio.
See Our Full Portfolio
FAQ

Common Questions About Google Ads For Solar Companies

Yes. Google enforces tighter rules on solar and clean-energy claims than on most local trades. Limits on bare savings numbers, on $0 cost wording, and on anything hinting at a government program. It can also demand proof of the claim before an ad runs. Campaigns get written to stay inside that policy from the first draft, not fixed after a disapproval notice arrives.
Each financing path gets its own ad group and landing content. A homeowner searching solar loan no money down and one searching buy solar panels outright compare different numbers. Google's rules on finance wording also land differently than on a plain cash-purchase pitch.
Budgets for solar accounts usually run $2,500 to $12,000 a month. That covers management, call tracking and checked landing pages. The real swing factor is how much of that chases finance searches, meaning loan, lease and PPA, rather than cash buys. Those keyword sets carry different competition levels. The exact split comes out of the free consultation, not a fixed package price. Ours opens at $595 a month, though in solar the cost per installed system matters far more than the fee sitting underneath it.
A marketplace lead usually gets resold to several installers, who then bid each other down on price. An owned Google Ads account puts your company in front of a homeowner who searched specifically for your service area. Nobody else's proposal lands in that same inbox at the same time.
Call tracking per ad group, plus a shared tagging system, follows a lead from first click to an actual install date. Budget then shifts to the keywords that produce finished systems, not the ones with the most form fills.
A checked account can go live within about two weeks, once ad copy and landing pages clear Google's policy. A solid read on which keywords produce installs takes a full sales cycle. Two to four months, usually. That is how long finance and permits take before a lead becomes a working system.
Most general agencies run a solar account on the same broad-match keywords and bare savings claims they would use for a roofing client. That is the exact claim Google's solar rules restrict, and it can get the ad pulled. This account gets built around those rules, and the finance-path keyword split, from the start. And you work with the founder directly, not a rotating account rep.

Ready To Stop Losing Qualified Solar Leads To The Marketplace Bidding War?

No pitch deck, no pressure — just a straight conversation with the founder about your budget, your financing-keyword split, and whether your install territory can actually support the volume you're asking for.

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