Bought solar leads are often shared with other installers and may be days old. Generating your own takes more setup, but the leads are yours alone, they asked for you by name, and you control the quality. Here is a simple system to build.
What you need
- A source of traffic
- A landing page with one job
- A form that qualifies
- Fast follow-up
- Tracking from click to install
Step 1: Choose your traffic
Start with one paid source and one free source.
- Paid: Google Search ads for installation searches in your area, or Meta ads to local homeowners.
- Free: a Google Business Profile with reviews and install photos, and a few guide pages on your site.
Do not start with five channels. Get one working first.
Step 2: Build a landing page with one job
The page exists to get an enquiry. It needs:
- A headline that says what you install and where
- What the customer gets: a survey and a written quote, for example
- MCS certification and your consumer code membership
- Photos of local installs
- Two or three reviews
- A form above the fold on mobile
Leave out menus and links that take people away.
Step 3: Use a form that qualifies
Ask for the facts that decide whether a survey is worth it: homeowner or tenant, roof type and direction, approximate electricity bill, timescale, postcode and phone number. A slightly longer form brings fewer, better leads.
Step 4: Follow up fast
Call within minutes during working hours. Send a text and an email straight away confirming you have the enquiry. If there is no answer, try again later that day and the next. Most installers give up after one call.
Step 5: Nurture the ones who are not ready
Solar buyers take time. Send a short series of emails covering cost, payback, batteries and what the install day looks like. Ask again after a month.
Step 6: Track to install
Record the source of every lead, then mark each as surveyed, quoted and installed. After two or three months you will know your cost per install by source.
Why your own leads cost less in the end
A bought lead may be cheap, but if four installers ring the same person, fewer of them close. Your own lead has only heard from you. Compare the two on cost per install, not on price per lead.
Common questions
How long until this works? Paid ads bring enquiries in days. A dependable cost per install takes a few months of data, because solar sales take weeks to close.
Do I need a big budget? No. Start in a small area and widen it when the numbers work.
Related guides
- How to Generate Solar Leads on Facebook
- Google Ads for Solar Installers: Keywords and Budget
- Solar Lead Cost: Bought Leads vs Running Your Own Ads
- Is Google Ads Worth It for a Small Business?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on marketing for solar companies for how we work.