Google Ads for solar and energy
How do solar and energy installers win high-ticket leads on Google Ads?
High-ticket installs, long sales cycles. This page answers that question in full: the auction you compete in, what I change in the first thirty days, and how an engagement runs.
The auction
The auction in solar & energy
Lead resellers outbid you
You are not only bidding against other installers. A large share of the auction is lead generation companies who collect an enquiry and sell it to several installers at once, and they can pay more per click than you can because they monetise the same lead more than once. Competing with them on the broad terms is a losing position.
Rebates drive demand
Demand moves with rebates and electricity prices rather than with anything you control. Changes to federal incentives or a state scheme shift enquiry volume within days, and a chunk of the traffic that arrives is researching the rebate rather than shopping for an installer. Those two intents look identical in a keyword report and behave completely differently afterwards.
Geography decides viability
Install viability makes geography unusually important here. Roof type, property age, strata arrangements and grid constraints mean whole postcodes convert poorly no matter how good the ad is. Targeting by service radius alone spends real money on quotes that were never going to proceed.
First thirty days
What I change first
- Postcode-level targeting based on where installs actually complete
- Rebate-research traffic separated from purchase intent
- Optimisation toward booked site assessments rather than form fills
- Qualification questions on the form, so lead quality is visible
The work in this sector
How the work runs here
High-ticket installs, long sales cycles.
No named client story is published for this sector yet.
How an engagement runs
01
Read the account
Search terms, wasted spend and whether the tracking is honest.
02
Cut the waste
Losing queries and dead campaigns go before anything new starts.
03
Rebuild structure
Campaigns rebuilt around margin, intent and geography.
04
Report plainly
One page a month. No jargon, no theatre.
I work with businesses spending$2,000+a month on ads
Management from $1,280/month. No lock-in.
Send me your account, or tell me where you're starting from. I'll tell you what's working, what isn't, or how to get going.
- where your spend is going to waste (if you're already running ads)
- whether your tracking is telling the truth
- the three fixes that matter most, or the right way to start if you're not running ads yet
He put together a really detailed audit and plan to optimise the account, and we saw profit improvements pretty much straight away after he took over.
Jason · Oz Loading RampsAlready running ads? I'll audit the account. Just getting started? I'll tell you what to set up first. Either way, it's free.