Solar PPC Agency
Solar PPC Agency That Drives Installations, Not Just Enquiries
Specialist Google Ads management for solar panel installers. Postcode-precision targeting that reaches homeowners in your coverage area, seasonal budget management that follows demand, and installation-value tracking that optimises for revenue - not lead volume. Senior specialists only. No contracts.
Companies we've worked with
How Interlinked Wellness Stopped Paying for Google Ads
Niko's wellness clinic was fully dependent on paid Google Ads across two metros. Twelve months in, the local SEO foundation was compounding hard enough that paid spend was paused entirely - the clinic now books out a month in advance from organic alone.
Rankings
Organic appointments
Ad spend (was full dependency)
Booked out
Sound Familiar?
Solar PPC Problems We Fix Every Week
The most common issues we see in solar installer Google Ads accounts.
CPCs Rising Faster Than Energy Bills?
Solar PPC is one of the most competitive verticals in Google Ads. National installers and lead aggregators with enormous budgets dominate the auction. Without proper bid strategy and quality score optimisation, your cost per lead climbs while conversion quality drops. Solar PPC demands specialist management.
Leads Outside Your Installation Area?
Solar companies have strict service areas. Every lead from outside your coverage zone is wasted budget. Generic geo-targeting isn't enough - solar PPC needs postcode-level precision, radius targeting around depot locations, and negative location lists that prevent spend on areas you can't serve.
Lead Aggregators Outbidding You?
Companies like Checkatrade, MyBuilder, and solar-specific lead gen platforms spend millions on Google Ads selling leads to multiple installers. Competing head-to-head on generic terms is expensive. Solar PPC strategy needs to target the intent signals and keywords aggregators can't replicate.
Seasonal Demand Destroying Your Budget?
Solar enquiries spike March-September and drop sharply in winter. Without seasonal bid management, you overspend when demand is low and underbid when demand peaks. Solar PPC needs dynamic budget allocation that matches the buying cycle, not flat monthly budgets.
No Idea Which Campaigns Generate Installations?
Leads aren't revenue. A £30 lead that never converts to a survey costs more than a £80 lead that installs a £12k system. Without tracking from click to completed installation, your Google Ads optimises for enquiry volume rather than actual installation revenue.
Generic Agency Doesn't Understand Solar?
Solar PPC has unique considerations: MCS certification messaging, government incentive awareness, roof assessment qualification, battery storage upsells, and the technical language homeowners use when searching. Generic PPC agencies miss these nuances and waste budget on poorly targeted campaigns.
"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been a catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."
Sean Ball
Director of Marketing, durhamlane
"Working with Chris has been incredible, he has achieved more than I ever thought possible and after working with him for 3 years, I can honestly say he is an exceptional SEO and I couldn't recommend him high enough."
Dani S
Director, The Real World
Our Approach
Solar PPC That Optimises for Installations, Not Enquiries
What separates specialist solar PPC from generic Google Ads management.
Installation-Value Tracking, Not Just Leads
Solar PPC success is measured in installations, not enquiries. We track from ad click through to completed installation.
CRM integration feeds installation data back into Google Ads so bidding algorithms optimise for leads that actually convert to surveys and installations - not just form fills. A £80 lead that installs a £14k system is worth more than ten £20 leads that never progress past initial enquiry.
Postcode-Precision Geo-Targeting
Solar companies can't serve everywhere. Every lead outside your coverage area is wasted budget that a generic agency won't prevent.
Postcode-level targeting, radius overlays around depot locations, and negative location lists that exclude areas you can't install in. We also adjust bids by area based on property type data - targeting postcodes with higher proportions of detached and semi-detached homes with suitable roof orientations.
Seasonal Budget Architecture
Solar demand follows predictable seasonal patterns. Your PPC budget should follow demand, not run flat across the year.
Dynamic budget allocation that ramps spend from March, peaks through summer, and scales back for winter. Winter budget focuses on battery storage, commercial solar, and lower-competition terms. Spring budget captures the annual demand surge before competitors react.
Qualification-First Landing Pages
Not every homeowner can have solar panels. Your landing pages should qualify before they convert - saving survey costs.
Postcode checkers, roof orientation questions, property type selectors, and EPC rating guidance built into landing pages. Leads arrive pre-qualified: they own their home, have a suitable roof, and are in your coverage area. Survey-to-installation rates improve dramatically.
Expert Insights
How Solar Installers Beat Lead Aggregators on Google Ads
Solar lead aggregation is a multi-million pound industry. Companies like Checkatrade, MyBuilder, and solar-specific platforms spend enormous budgets on Google Ads, then sell each lead to 3-5 installers. Competing head-to-head on broad keywords like "solar panels" or "solar panel installation" is a losing strategy for individual installers - the aggregators have deeper pockets and more sophisticated bidding.
The winning solar PPC strategy targets intent signals aggregators can't replicate. Searches like "MCS certified solar installer Guildford", "solar panel survey booking near me", or "south-facing roof solar assessment" indicate a homeowner ready to choose an installer - not compare quotes from five companies. These long-tail, location-specific searches have lower competition, lower CPCs, and dramatically higher installation rates because the searcher wants a direct relationship with their installer.
Brand-building search campaigns also create a competitive moat. When homeowners search your company name after seeing your van, your yard signage, or a neighbour's installation, those branded searches cost pennies and convert at 40-60%. Aggregators can't intercept branded intent. The combination of long-tail intent terms and branded search creates a sustainable solar PPC strategy that doesn't depend on outbidding companies with 10x your budget.
What's Included
Everything Included in Solar PPC Management
Campaign Management
- Solar panel installer search campaigns
- Battery storage lead generation
- Commercial solar B2B campaigns
- Government scheme & grant campaigns
- Postcode-precision geo-targeting
- Seasonal budget management
- Solar remarketing sequences
- Competitor monitoring & defence
Solar Operations
- CRM integration for installation tracking
- Qualification-focused landing pages
- Monthly performance reviews
- Cost per installation reporting
- Seasonal strategy adjustments
- Ad copy testing (MCS, savings, ROI)
- Negative keyword governance
- Direct access to solar PPC specialist
Seasonal Intelligence
Seasonal Budget Management for Solar PPC
Solar panel enquiries follow a predictable annual cycle. Demand begins rising in February as daylight hours increase, peaks between April and July when homeowners are thinking about energy bills and summer projects, and drops from October through January. Most solar installers run flat monthly budgets that ignore this pattern entirely - overspending when demand is low and underbidding when the market is hottest.
Effective solar PPC management reallocates budget to match demand. Winter months (November-January) get reduced residential solar spend, with budget pivoting to battery storage searches (less seasonal), commercial solar enquiries, and brand-building campaigns that reduce CPCs year-round. Spring budget ramps aggressively from February, capturing the early wave of enquiries before competitors react. Peak summer months get maximum budget to dominate when buying intent is highest.
The financial impact is significant. Solar installers using seasonal budget management typically see 30-50% improvement in annual cost per installation compared to flat-budget approaches. More importantly, installation capacity is better utilised - the pipeline fills during peak months when teams are available, rather than scrambling for leads in quiet periods when homeowners aren't buying.
Services
Solar Google Ads Services
Campaign types and capabilities for solar panel installers.
Solar Search Campaigns
High-intent search campaigns targeting homeowners actively looking for solar panel installation. Keyword strategies covering 'solar panels [location]', 'solar panel installers near me', MCS-certified installer searches, and cost/savings queries.
Solar Lead Generation
Direct lead generation campaigns designed to compete with aggregator sites. Qualification-focused landing pages, click-to-call extensions, and form submissions that capture property details for pre-survey qualification.
Battery Storage Campaigns
Dedicated campaigns for battery storage - both standalone and solar+battery bundles. Targeting homeowners with existing solar looking to add storage, and new customers wanting complete systems.
Commercial Solar PPC
B2B campaigns targeting businesses, landlords, and commercial property owners. Longer sales cycles, different keyword intent, and ROI-focused messaging around energy cost reduction and carbon targets.
Solar Remarketing
Multi-stage remarketing for the solar buying journey. From initial research through to survey booking and post-quote follow-up. Solar purchases take 4-8 weeks - remarketing keeps you front-of-mind throughout.
Government Scheme Campaigns
Campaigns targeting homeowners searching for government solar incentives, grants, and schemes. SEG tariff searches, ECO4 eligibility, and BUS grant queries that drive qualified leads from incentive-aware homeowners.
Our Process
How We Build Solar PPC Campaigns
Solar Market Audit
Complete audit of your current campaigns, competitor landscape, seasonal performance patterns, and coverage area analysis. We identify wasted spend, missed opportunities, and the specific keywords driving installations - not just enquiries.
Coverage & Geo Setup
Postcode-level geo-targeting configured to your exact service areas. Depot-radius targeting, negative location lists, and bid adjustments based on property type density. Every pound of budget reaches homeowners you can actually serve.
Campaign Architecture
Separate campaign structures for residential solar, battery storage, commercial solar, and government scheme traffic. Each campaign type has distinct keywords, messaging, landing pages, and conversion goals aligned to installation value.
Qualification Landing Pages
Custom landing pages with built-in qualification: postcode checker, property type, roof orientation, and ownership verification. Leads arrive pre-qualified - reducing survey costs and improving installation conversion rates.
Seasonal Bid Management
Dynamic budget allocation following solar demand curves. Budget ramps from March, peaks through summer, and reallocates to battery storage and commercial in winter. No flat-rate monthly budgets ignoring seasonal reality.
Installation Attribution & Optimisation
CRM integration tracking leads through to completed installations. Bidding algorithms optimise for installation revenue, not enquiry volume. Monthly reporting shows cost per installation, not just cost per lead.
Average ROAS for Solar Clients
Cost Per Installation Reduction
Solar Ad Spend Managed
Long-Term Contracts
"Chris is a pleasure to work with. He has vast knowledge which he uses to get the best results. He continues to come up with new ways of succeeding and always has our goals top of mind."
Kate Shopper
Marketing Director, Novidea
"Chris is a very knowledgeable PPC consultant. I enjoyed working with him, and he helped us unlock growth we previously thought wouldn't be possible."
Alison Goulbourne
Director, Naturisimo
"Ended up just stopping the ads because demand is so high. We're booked out for at least a month."
Niko
Founder, Interlinked Wellness
Rocketseed: All-Time Google Ads Lead Record in 3 Months
Rocketseed's previous freelancer had drifted the account into a spam-optimisation loop - the bid algorithm was learning from form fills the sales team wouldn't action. We reset conversion tracking upstream with offline conversion uploads from the CRM, then rebuilt campaign architecture and audience layering around qualified-lead value.
Rebuild window
All-time lead volume
Quality reset
Sector
Why Us
Why Solar Installers Choose Visionary
Solar Market Knowledge
We understand MCS certification, government incentives, seasonal demand patterns, and the competitive landscape solar installers face against aggregators and national chains.
Installation Tracking
CRM-connected attribution from ad click to completed installation. Budget decisions based on installation revenue, not enquiry volume or lead count.
Geo-Precision
Postcode-level targeting ensuring every lead is within your service area. Bid adjustments based on property type density and roof suitability data.
Seasonal Expertise
Dynamic budget allocation following solar demand curves. Maximise summer peaks, pivot to battery storage in winter, and maintain pipeline year-round.
No Contracts
Month-to-month management. Solar is seasonal - you need flexibility. If we're not delivering installations, you can leave. Results retain clients, not contracts.
Senior Specialists
Your campaigns are managed by senior PPC specialists with renewable energy sector experience. No junior account managers learning on your budget.
Qualification Systems
Landing pages that pre-qualify leads: property ownership, roof type, postcode coverage, and EPC data. Your sales team spends time on viable installations, not dead leads.
Aggregator Strategy
Targeted keyword strategies that compete with lead aggregators on terms they can't replicate - local, MCS-specific, and high-intent installation searches.
FAQ
Solar PPC Questions
"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been a catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."
Related Services
Related Services
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Last reviewed: by Chris Coussons, Founder.