Facebook and Instagram can bring solar leads in volume, because you can reach homeowners in your area before they start searching. The catch is quality. This guide covers how to set up campaigns that bring enquiries you can turn into surveys.
Who to target
Meta has removed many detailed targeting options, so keep it simple:
- Location: the towns and postcodes you install in
- Age: the range where people tend to own homes
- Let Meta's delivery find responders, and exclude people who have already enquired
Then build audiences from your own data: website visitors, past enquiries and a lookalike audience based on customers who bought.
What to show
- Real photos and short videos of your installs on local houses
- The installer on site, not stock images
- A plain explanation of what happens: survey, quote, install
- A customer talking about their experience, with their permission
Avoid savings claims you cannot support. Advertising rules in the UK require you to be able to prove what you say, and solar savings depend on the home.
Instant form or landing page?
- Instant forms open inside Facebook and pre-fill the person's details. You get more leads and lower intent.
- A landing page asks more of the person. You get fewer leads and higher intent.
If you use instant forms, choose the "higher intent" form type, which adds a review step, and add your own questions.
Questions that filter
- Do you own your home?
- What is your roof type?
- What is your average monthly electricity bill?
- When are you looking to install?
Anyone who rents or is "just curious" can go to a nurture email list, not a surveyor.
Follow up in minutes
Meta leads cool quickly. Connect the form to your CRM or phone so you are alerted at once. Call, then text if there is no answer. Mention the ad they responded to, because many forget they filled it in.
Track properly
Install the Meta pixel and the Conversions API so that fewer conversions are lost when browsers block tracking. Send back which leads became surveys and installs, so Meta can find more people like them.
Retarget
Show reviews, install videos and answers to common questions to people who visited your site or opened the form and did not finish.
What to measure
Cost per lead, share of leads you reach by phone, surveys booked, installs and cost per install. Expect a low cost per lead and a lower contact rate than search.
Common questions
Are Facebook solar leads worth it? They can be, if you qualify on the form and call fast. Without those two things they are often poor.
How much should I spend? Start small in one area and scale once cost per install is acceptable.
Related guides
- Google Ads for Solar Installers: Keywords and Budget
- Solar Lead Cost: Bought Leads vs Running Your Own Ads
- How to Get Solar Leads in the UK
- Google Ads vs Meta Ads: Which Is Better for a Local Service 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 Meta Ads management for how we work.