Are Google Ads Worth It for Solar Businesses?

As a solar business owner, you're always looking for ways to reach new customers and stand out in a competitive market. With so many marketing channels available, it's easy to wonder if Google Ads are truly worth the investment for your business.

Solar installations are high-value services, so attracting the right leads can be the difference between growth and stagnation. Google Ads promises targeted traffic and measurable results, but is it the right choice for a solar business?

In this blog, we’ll explore whether Google Ads can provide a worthwhile return for solar companies, and how to make the most of your campaigns.

What Are Google Ads?

Google Ads, formerly known as Google AdWords, is a pay-per-click (PPC) advertising platform. It allows businesses to display ads on Google's search engine results pages (SERPs), YouTube, and partner websites. You only pay when someone clicks on your ad, making it a performance-based advertising method.

The Benefits of Google Ads for Solar Businesses

Solar businesses often face high competition, whether locally or nationally. Google Ads can give you an edge by targeting the right audience at the right time. Here are the main benefits of using Google Ads in the solar industry:

Immediate Visibility

One of the most significant advantages of Google Ads is instant visibility. Unlike SEO, which can take months to rank your website organically, Google Ads allows you to appear on the first page of search results within hours of launching a campaign.

For solar companies, this means you can quickly connect with homeowners, businesses, or organisations searching for solar solutions.

Highly Targeted Advertising

Google Ads offers advanced targeting options, allowing you to reach people actively searching for solar panels, installations, and energy-saving solutions. You can refine your ads based on:

• Geography: Target specific cities, states, or even neighbourhoods.
• Demographics: Focus on age groups, income levels, and household ownership status.
• Keywords: Show ads only to users searching for terms like “solar panel installation,” “solar energy savings,” or “renewable energy solutions.”

This level of targeting ensures that your marketing budget is spent only on people who are genuinely interested in your solar products or services.

Scalability

As a solar business grows, so can its Google Ads campaigns. Whether you’re a local solar installer or a nationwide provider, Google Ads is flexible enough to scale with your business.

You can start with a modest budget, testing different ad campaigns, and increase your investment as you see more return on ad spend (ROAS).

Measurable Results

Google Ads provides real-time analytics and insights, enabling you to track every click, conversion, and euro spent. For solar companies, knowing exactly how much you’re spending to acquire a lead (cost-per-lead, or CPL) and how much revenue each lead generates is invaluable.

This data helps you fine-tune your campaigns for better performance and ROI over time.

Local Search Advantage

Solar businesses often serve specific geographic areas, and Google Ads allows you to dominate local searches. If you’re targeting people in a particular city or region, your ads can appear in “Google Maps” results or local search queries like “solar panel installation near me.”

This localised advertising approach is particularly beneficial for solar companies focusing on a defined service area.

Are Google Ads Worth the Cost for Solar Companies?

While the benefits are clear, it's crucial to weigh them against the cost. Google Ads is not cheap, especially in competitive industries like solar energy, where keyword competition is high. Here's what you should consider when assessing the cost:

Cost-per-Click (CPC) in the Solar Industry

The cost-per-click for solar-related keywords can be high. Keywords like “solar installation” or “solar panel companies” often have high competition, leading to CPCs that range from €3 to €10 or even higher.

However, this cost is balanced by the potential value of each lead—installing solar panels is a high-ticket service, with profits often ranging in thousands per customer.

Lifetime Value of a Solar Customer

While the upfront cost of Google Ads can be significant, the lifetime value of a solar customer is much higher. A single solar installation contract could be worth several thousand euros, making the cost-per-lead via Google Ads justifiable.

In some cases, solar companies have reported an ROI of 200% to 300% on their Google Ads campaigns.

3. Budget Flexibility

Google Ads allows businesses to control their spending. You can set daily budgets, bid amounts for specific keywords, and adjust based on the performance of each campaign.

For solar companies, it’s wise to start small, test different ad creatives and keywords, and gradually increase the budget based on results. This flexibility ensures you only spend what you’re comfortable with, reducing the risk of overspending.

How to Make Google Ads Work for Your Solar Business

To ensure that your Google Ads campaign yields a high return on investment, consider the following strategies:

Keyword Research

Successful Google Ads campaigns begin with in-depth keyword research. Identify keywords that potential customers are searching for, such as “solar panel cost,” “best solar companies near me,” or “solar energy rebates.”

Use tools like Google’s Keyword Planner to find cost-effective keywords that are less competitive but still relevant.

Create Compelling Ads

Your ads need to stand out to attract clicks. Focus on writing compelling ad copy that emphasises the benefits of solar energy, such as cost savings, environmental impact, and government incentives.

Including a clear call-to-action (CTA), such as “Get a Free Quote” or “Claim Your Solar Discount,” can improve click-through rates.

Landing Page Optimisation

Even the best ad campaigns can fail if your landing page isn’t optimised for conversions. Ensure your landing page is fast-loading, mobile-friendly, and offers valuable information about your solar services.

A clear CTA like “Request a Free Consultation” can turn visitors into qualified leads.

Use Retargeting

Not all users who click on your ads will convert immediately. Retargeting allows you to show ads to people who have visited your website but didn’t take action.

This is an effective way to stay top-of-mind and encourage them to return to your site when they’re ready to purchase solar solutions.

Monitor and Adjust

Google Ads requires ongoing monitoring and adjustment. Pay close attention to which ads are performing well and adjust the underperforming ones. You can tweak keywords, adjust bids, and even change your targeting to optimise results over time.

Final Verdict: Is Google Ads Worth It for Solar Businesses?

So, are Google Ads worth it for solar companies? In most cases, the answer is yes—especially when campaigns are well-optimised and targeted. The potential for immediate visibility, highly targeted ads, and measurable ROI make Google Ads an excellent choice for solar businesses looking to grow their customer base.

However, it's essential to manage costs carefully and continuously refine your campaigns to maximise the return on your investment.

If you're a solar business looking to boost your visibility and acquire more leads, Social Gravity can help you run optimised Google Ads campaigns that deliver results.

Contact us today to see how we can power up your business growth with effective, targeted advertising.