More people search for solar leads to buy than search for a solar marketing agency to hire. That is the category you are advertising in: one where the demand itself has been packaged and resold, usually three or four times over, before it reaches you.
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When we pulled the search data for this page, roughly 60 percent of the solar marketing volume was lead-buying intent, not agency-hiring intent. "Solar leads" and "solar lead generation" alone run about 590 searches a month, against 70 for "solar marketing agency".
That is not a market where the winner has the cleverest ad copy. It is a market where most installers have outsourced demand entirely, are paying broker prices for leads that three competitors also bought, and have no channel of their own when the broker raises the price.
We run solar accounts nationwide, and the campaign is not the same everywhere. These are the three market types that change how the account gets built, and the metros where each one applies.
California and Florida only
Solar Energy Contractor is a Local Services Ads category, but Google restricts it to these two states. If you install here you can carry the Google Guaranteed badge and buy per lead above the regular results. Nobody else in your market is likely to know that.
Phoenix, Las Vegas, Austin, Dallas, Houston, Denver, San Diego, Sacramento
High irradiance, high cooling load and established installer competition. Expensive clicks, educated buyers, and a market where financing terms and equipment brand matter more than a generic savings claim.
Boston, New York, Newark, Chicago, Atlanta, Raleigh, Richmond, Baltimore
Adoption driven by electricity prices and state programmes rather than sunshine. Longer education cycle, more objection handling on the page, and cheaper traffic than the sunbelt.
Each of these breaks even at a different price, so each gets its own campaign, its own bid and its own landing page. Run together, the cheapest work wins the budget every time.
A considered five figure purchase with a months-long cycle. Clicks are expensive and the page has to survive comparison against three other quotes, so it needs financing, equipment and timeline answers rather than a savings headline.
Increasingly the reason a homeowner buys at all, especially where outages are common. Frequently bundled into the main campaign when it deserves its own, because the buyer motivation is resilience rather than savings.
An old roof has to be dealt with before panels go on. Bidding the combination catches a buyer at the exact moment both decisions are live, and it is a much larger job than either alone.
Facilities managers, warehouses and farms working on payback periods and tax treatment rather than monthly bill savings. Low volume, very large contracts, and very little competition in the auction.
Existing systems underperforming, inverter faults, monitoring failures. Low cost traffic that most installers never bid, and a direct route into replacement and battery retrofit work.
Someone with panels who needs a new roof. Almost nobody advertises it, the customer has few options, and it opens a relationship with a system owner.
A household that just bought solar is the most likely household to want a charger. Cheap to reach, easy to sell, and a reason to stay in contact after the install.
Lease, PPA and loan buyers are a genuinely different segment from cash buyers and respond to different messaging. Worth separating rather than averaging.
Solar Energy Contractor is a real Local Services Ads category covering panel installation and battery storage systems. But Google restricts it, along with Drain Expert and Home Insulation, to California and Florida. The restriction is firm and there is no announced expansion timeline.
So if you install in Arizona, Texas, Colorado or anywhere else, Local Services Ads are not available to you and any agency offering them has not checked. Your channel is Google Ads and Google Business Profile. If you install in California or Florida, you have an option most of your competitors do not know exists.
Ask these before handing over the ad account. The answers separate most agencies faster than any case study will.
A brokered solar lead has usually been sold to three or four installers before it reaches you. You are not buying a customer, you are buying a place in a queue.
The category is restricted to California and Florida. Anyone selling it elsewhere has not read the category list, which tells you what else they have not checked.
A homeowner comparing monthly savings and a facilities manager modelling payback are not the same buyer and should never share a bid or a landing page.
Storage is increasingly the reason people buy. An account with no separate battery campaign is competing on savings alone in a market that has moved on to resilience.
Solar clicks are among the most expensive in home services. A percentage fee on that budget is the most costly version of this arrangement you can sign.
Solar has a long cycle and a brutal lead-to-sit-to-close funnel. Cost per lead tells you almost nothing. Cost per signed contract is the only number that survives the sales cycle.
Your ad budget is separate and billed by Google directly to you, so you can see every dollar of it. We never take a percentage of spend.
No setup fee, no minimum term, month to month. The Google Ads account and any Local Services Ads profile stay in your name.
Only in California and Florida. Solar Energy Contractor is a genuine Local Services Ads category covering panel installation and battery storage, but Google restricts it to those two states along with Drain Expert and Home Insulation. The restriction is firm and Google has announced no expansion timeline. Everywhere else, solar runs on Google Ads and Google Business Profile.
No. We are not a lead seller and we never resell anything. Solar is the category where that matters most: most of the search demand in this market is installers buying brokered leads that were already sold to three or four competitors. We build and run the ad account in your name, so every lead is exclusively yours and the channel stays yours if we part ways.
Google Ads management starts at $695 a month, flat by ad spend tier rather than a percentage of your budget, which matters in a category with clicks this expensive. Local Services Ads management is $445 a month where the category is available. Landing pages are included with no design fee. Ad spend is separate and billed by Google directly to you.
Because solar has some of the highest costs per click in home services. A percentage of spend on an expensive category compounds into a large invoice that grows whether or not the extra spend produced signed contracts. Flat fees remove that incentive entirely.
To signed contract, not to lead. Solar has a long cycle and a punishing lead-to-appointment-to-close funnel, so cost per lead is close to meaningless. We wire conversion tracking through to the outcomes your CRM records and bid against those.
No. Month to month, no setup fee, no minimum term. The Google Ads account and any Local Services Ads profile stay in your name, so if we part ways you keep the account, the history and the landing pages.
Same approach, different economics. Each page carries the cost and job value data for that trade.
We do not sell solar leads and we do not resell them. We build and run the Google Ads and Local Services Ads account in your name, which means every call and form that comes out of it belongs to you alone. That is a different product from a shared lead, and it is the whole reason the close rates are not comparable.
We provide exclusive solar leads in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and in roughly 50 United States metros in total. Campaigns are managed remotely, so the market is set by where your crews work rather than where we sit.
Blue Grid Media has worked with 10+ solar companies across the team's career. That is the number worth asking any agency for, because it tells you whether the person building your campaigns has seen your job types, your seasonality and your margins before, or is about to learn them on your budget.
Not on the list does not mean not covered. We run solar accounts nationwide across the United States, including smaller and rural markets where the auction is usually cheaper than any metro above.
Solar buyers compare three or four quotes over weeks and want financing terms, equipment brands and a realistic timeline before they speak to anyone. The page has to survive that comparison, which a generic savings headline does not.
Most contractor searches happen on a phone, so the page is built to load fast there. Faster pages convert more of the clicks you have already paid for.
Every call and form is connected to tracking from day one, so you can see which ads and which pages actually produce booked work rather than just traffic.
On-page SEO and local schema markup so the site earns map and organic visibility over time instead of only working while the ads are switched on.
30-minute call, operator to operator. We look at your account, tell you what we would change, and you decide whether to continue. No pitch deck.
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