For independent and regional installers
Google Ads for solar installers who want their own leads.
Door knocking is slower and shared leads go to other companies too. We run Google Search ads in your account, so the homeowner who searched talks to you.
- Built around lease, PPA, cash or loan, whatever you sell
- Your zip codes only
- Every lead texted to you and nobody else
What changed in 2026
Selling solar got harder in 2026.
995 MW
US residential solar installed in Q2 2026. Down 12% from a year ago, the lowest quarter in 5 years.
14% → 41%
Share of installers quoting a lease or PPA on EnergySage, 2H 2025 to 1H 2026.
$0.84/W
Projected 2026 cost to win a customer, up from $0.60/W in 2025 (Wood Mackenzie).
- 01
The homeowner credit is gone.
The 25D credit ended for systems installed after Dec 31, 2025. Leases and PPAs still carry a credit, claimed by the financier.
- 02
Most quotes are leases now.
If you sell through a platform like Palmetto LightReach, your ads have to sell a monthly payment, not a sticker price.
- 03
Big names went bankrupt.
SunPower, Sunnova, Mosaic, PosiGen and Freedom Forever all filed between 2024 and 2026. Their customers still need someone to call.
- 04
Deals take longer to close.
Industry reports point to longer sales cycles and lower close rates. The company that calls first has the edge.
What we run for you
Searches from homeowners shopping in your area.
Four keyword groups, each with its own ads and budget, limited to the zip codes you install in.
Near me buyers
- solar installers near me
- solar company [your city]
- solar panel installation near me
They want a local installer today. This is the core of the account.
Lease and $0 down
- solar lease
- solar with no money down
- solar PPA [state]
Matches what you can sell after the credit change.
Cost shoppers
- how much do solar panels cost
- solar panel cost [city]
- is solar worth it [state]
Earlier in the decision. The landing page asks bill and homeowner status before they reach you.
Orphaned owners
- sunpower service
- sunnova panels not working
- solar panel repair near me
Owners whose company went under. Only if you do service or takeover work. Brand names stay in keywords, never in ad text.
Searches we block
- free solar
- solar tax credit
- solar jobs
- diy solar kit
- solar for rv
- how to become a solar installer
Added as negative keywords before launch, then checked against real search terms after launch.
Three ways to fill a calendar
Knocking, buying, or owning.
SolarReviews says its average lead goes to 2.3 buyers. Industry estimates put door to door at 30 to 40% of residential sales. Keep the doors if they work. This adds homeowners who asked first.
What a lead looks like
Texted and emailed to you in seconds.
Darnell R. · Mesa, AZ
- Owns the home
- Bill about $210/mo, higher in summer
- Wants a lease quote, $0 down
- Roof is 9 years old
Searched: “solar company near me”
Illustrative example. Not a real person or a real result.
The form asks homeowner status, bill, and lease or buy before it asks for a phone number. Your rep knows what to pitch before dialing.
- 1The homeowner fills out the form on your landing page.
- 2The lead hits your phone and inbox. Nobody else gets it.
- 3You call while they still have the page open.
- 4You mark sat and signed. We send that back to Google so it finds more like them.
Fit check
Is this for you?
Good fit
- You install in a set service area
- You sell a lease or PPA, or plan to
- Someone can call a lead back within 5 minutes during business hours
- You can fund about $3,000 a month in ad spend
- You want the ad account in your company's name
Not a fit
- You want the cheapest shared leads you can find
- You need a guaranteed number of leads or appointments
- You sell nationwide with no install crew
- You want ads that say free solar or promise the 30% credit
Setup
$500
one time
Management
$1,500
/mo, after your first sale
Ad spend
$100/day
minimum, paid to Google
FAQ
Questions
Do you only run lease and PPA ads?+
No. We build the ads around what you sell. Cash and loan work too. Most installers now lead with lease and PPA because that is what still carries a credit.
Should we stop door knocking?+
Not if it works for you. Google ads bring in homeowners who asked to hear from you. Many teams run both and send ad leads to their best closers.
Can you target owners of SunPower or Sunnova systems?+
Yes, as keywords, if you do service or takeover work. We never put another company's name in the ad text or suggest you are them.
How fast do leads reach us?+
Seconds. Each lead is texted and emailed to you as soon as the form is sent. Sat appointments and signed deals you mark go back to Google as conversions.
What does it cost?+
Setup is $500. Ad spend is at least $100/day (about $3,000 a month), paid to Google on your card. Our $1,500/mo fee starts the month after your first signed contract from the ads.
Keep reading
Sources
- Mercom: US residential solar Q2 2026 (SEIA/Wood Mackenzie data)
- Mercom: EnergySage marketplace report, 1H 2026 (TPO share, prices, batteries)
- IRS: FAQs on 25D changes under Public Law 119-21
- Utility Dive: residential third-party ownership and 48E
- pv magazine USA: Freedom Forever files Chapter 11
- Canary Media: Sunnova and Mosaic bankruptcies
- Wood Mackenzie: residential solar customer acquisition costs set to rise 40% in 2026
- SolarReviews: solar leads (buyers per lead)
- Webtonic: solar sales channel statistics (industry estimate)
Free market check
See what solar searches cost where you install.
Five quick questions. We pull real keyword volume and click costs for your area and walk you through them on a call.
Built by the team behind FEXads, which runs ads in clients' own accounts for insurance agents.