The price of a solar lead tells you very little. What matters is what you pay for each install after counting the leads that never answer, never qualify and never buy. This guide shows how to compare bought leads with leads from your own ads on that basis.
The two models
Bought leads. A lead company runs the adverts and sells you the enquiry. Leads are either shared, meaning sold to several installers, or exclusive, meaning sold only to you at a higher price.
Your own ads. You pay Google or Meta for clicks, and the enquiries come to your own page. You also pay for the page, tracking and whoever manages the account.
Work out cost per install
Use this sum for each source:
Cost per install = total spend ÷ number of installs
To get there you need to know, for each source:
- Leads received
- Leads you actually spoke to
- Surveys booked
- Quotes sent
- Installs won
A worked example
These numbers are made up to show the method.
Shared bought leads: 50 leads at £30 each is £1,500. You reach 25, survey 8 and install 2. Cost per install: £750.
Own search ads: £1,500 of ad spend brings 20 leads. You reach 16, survey 8 and install 3. Cost per install: £500, plus your management cost.
In this example the cheaper lead produced the dearer install. Your own figures may point the other way, which is why you need to count.
What changes the result
- Sharing. If four installers call the same homeowner, each wins fewer.
- Age. A lead that is days old has often already chosen.
- How it was generated. A lead from a "free solar panels" advert is not a buyer.
- Speed. Whoever calls first has an advantage on any lead.
- Your close rate. A strong sales process makes every source cheaper.
Questions to ask a lead seller
- Is the lead exclusive or shared, and with how many?
- How was it generated, and can I see the advert and form?
- How old is it when I receive it?
- What is the returns policy for wrong numbers and tenants?
- Can I set postcodes and volume?
When buying leads makes sense
- You have sales capacity today and no adverts running
- You are testing a new area
- The seller offers exclusive leads with a fair returns policy
When your own ads make sense
- You want leads that only you receive
- You plan to be in the market for years
- You have, or can pay for, someone to manage the account and tracking
Many installers use both for a while, then shift budget to whichever gives the lower cost per install.
Common questions
What is a good cost per solar lead? There is no single figure. Set your limit from your profit per install and your close rate.
How long should I test a source? Long enough for leads to close. In solar that usually means two to three months.
Related guides
- How to Get Solar Leads in the UK
- How to Generate Solar Leads Without Buying Them
- How to Generate Solar Leads on Facebook
- How Much Does It Cost to Advertise on Google in the UK?
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.