What is the best acquisition pipeline/channel for generating leads for a solar business?
Hi everyone. I'm trying to do a little research for a prospective client who operates in the solar panel space. I don't think people are going to see our stuff on social media and impulsively reach out to book an installation. I am also considering ruling out…
Hi everyone. I'm trying to do a little research for a prospective client who operates in the solar panel space. I don't think people are going to see our stuff on social media and impulsively reach out to book an installation. I am also considering ruling out search for now, because it's a small outfit and can't compete with the heavy hitters in this region. So, I am wondering what is the best pipeline that we can explore; do we collect emails? book a consultation, or? Would love to hear from anyone.
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I wouldn’t rule out search. I’d run an RSA campaign with demand gen and segment categories for search campaigns with an ad group per campaign to give full conversion path coverage, bidding strategy max clicks until some conversions come through with goals set, then switch to max conversions. Right now you’re going to want to really watch tCPA, especially if you are running AI Max with or without custom text/URL expansion. Run Pmax with data signals from conversion event platform. I definitely would not discount search. On the other hand, I think meta with lookalike targeting could outperform. In any case, you will want media assets for the demand gen and pmax on search, and Meta visual media in a dynamic campaign for high range of variability testing.
imo, quote request tied to a solar savings estimate tends to outperform a plain email capture since people will trade an address and bill info for a real number back, and that's also a natural setup for a booked consultation once you follow up fast. Referral and partner channels with roofers or local contractors are worth leaning on too since solar sales cycles are long and trust matters a lot here, and those leads usually close better than anything paid. If budget allows even a little, local map pack visibility and reviews can chip away at the bigger players without needing to outbid them on search terms.
As someone who does freelance lead generation for companies across UK. I would focus on meta ads 80%, 20% PPC. If doing PPC, it is best to do comparison website ("Get best solar price after form submit") Its the only industry i've worked in that comparison is the best option for cost per sale on PPC. You want to collect phone numbers, phone the leads and then book a survey from there.
I've seen people succeed with Google, Facebook ads, and YouTube ads for this niche . Regardless of platform, you do need a healthy budget to compete
I think you should hand the client off to someone experienced who knows how to run the account.
Build local SEO and GBP first since installs are trust driven
Search can work if you're extremely targeted and can stand out as local. Focus on the fundamentals like nailing QS, your messaging and offer. Meta will work well if you can pair it with an offer.
i'd actually push back on ruling out search so fast. yeah the big installers are gonna outspend you on broad stuff like "solar panels [city]" but thats not the only way search works. go long tail and specific, like "solar panel cost for [type of roof]" or "[city] solar rebate 2026" type searches, the big guys usually dont bother writing ads for that stuff because the volume is too small for them to care about, but for a small outfit thats exactly the kind of traffic you want, people whove already started actually researching instead of just seeing an ad and clicking. for the actual pipeline part, dont send people straight to "book a consultation," thats too big of an ask for someone who just found you. put something smaller in front first, like a quick savings estimate calculator where they punch in their roof size or their electric bill and get a rough number back, then you collect their email/phone right there to "send the full breakdown." That gets you the contact info even from people who arent ready to talk yet, and solar specifically has a pretty long decision time so having their info means you can follow up over weeks instead of losing them the second they close the tab. the other comments in here are throwing around alot of jargon about bidding types and audience settings which honestly doesnt matter much if the offer and the landing page arent set up right first. get the calculator/estimate thing dialed in before worrying about which bidding strategy to pick, that part barely moves the needle compared to giving people an easy first step.
I do Google ads and meta ads for a large UK solar installer. You can buy a similar number of leads from each, in some ways meta might be more scalable if video was easier and cheaper to produce…. But…. The quality through the funnel is definitely with Google. Cost per sale is consistently lower on Google. The sales team have to work the meta leads and there are lots of them but they are more in the window shopper curiosity camp than the intent you get from Google.