Solar is a large, considered purchase. A homeowner researches for weeks, asks for several quotes and wants to trust the installer. Getting solar leads is therefore two jobs: reaching people while they research, and qualifying them before you send a surveyor.
1. Google Search ads
People searching "solar panel installers near me" or "solar panels cost [town]" are already in the market. Search ads put you in front of them. Keep installation searches apart from research searches such as "are solar panels worth it", which need a guide, not a quote form.
2. Facebook and Instagram ads
Most homeowners are not searching for solar today. Meta ads let you reach owners of houses in your area with a clear offer, such as a free survey and savings estimate. Leads are cheaper and colder than search leads, so follow up fast and qualify hard.
3. Your own website and guides
Pages that answer real questions bring search traffic for years: cost, payback, batteries, the Smart Export Guarantee, planning rules. Add a savings calculator or a quote form to each.
4. Referrals
A happy customer with panels on the roof is an advert to the whole street. Ask for a review at handover, offer a referral reward if you wish, and put a board outside during the install.
5. Partnerships
Roofers, electricians, builders, heat pump installers and EV charger fitters all meet your customers. Agree to pass leads both ways.
6. Bought leads
Lead companies sell enquiries. Some are exclusive and some are sold to several installers. They can fill a diary, but check how the lead was generated, how old it is and how many others received it.
Qualify before you survey
A survey costs time. Ask these on the form or first call:
- Do you own the property?
- What type of roof, and which way does it face?
- Roughly what is your electricity bill?
- Are you looking to install in the next few months?
- Postcode
Homeowners with a suitable roof and a near-term plan go to survey. The rest go on an email list.
Show the proof buyers look for
- MCS certification, which customers need for Smart Export Guarantee payments
- Membership of a consumer code such as RECC or HIES
- Warranties on panels, inverter and workmanship
- Photos and reviews of local installs
Measure cost per install
Cost per lead means little in solar, because lead quality varies so widely. Track leads to surveys, quotes and installs, and judge each source on cost per install.
Common questions
Which source brings the best solar leads? Referrals and search usually bring the most committed buyers. Meta brings volume.
Can solar installers use Local Services Ads? Solar was not on Google's UK list when we checked.
Related guides
- How to Generate Solar Leads Without Buying Them
- How to Generate Solar Leads on Facebook
- Google Ads for Solar Installers: Keywords and Budget
- Google Local Services Ads UK: What They Are, Who They Suit and What They Cost
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.