How Much Does a Solar Lead Cost?

Solar PV
September 26, 2023
By Fahad Zahid

Are you a solar installer looking for more customers in 2024? If so, you might be wondering how much it costs to generate a solar lead - a potential customer who is interested in installing solar panels on their property.

The cost of a solar lead can vary depending on many factors, such as the type and quality of the lead, the location and size of the market, and the competition and demand in the industry.

This blog will explain all about solar leadshow they're generated, and what you might have to pay for them. Plus, we'll also share some tips and best practices on how to buy solar leads effectively and efficiently.

Ready to learn how to grow your business by finding the right customers?

Let's dive in and make it happen!

What is a Solar Lead and How is it Generated?

A solar lead is a potential customer who is interested in installing solar panels on their property. Solar leads are valuable for solar installers, as they represent an opportunity to sell their products and services and grow their business. 

However, generating solar leads is not easy, as it requires a lot of marketing and outreach efforts to attract and engage consumers who are looking for solar solutions.

There are different methods and sources of generating solar leads, such as:

Content Marketing

Sharing informative and engaging content related to solar energy benefits, installation processes, and cost savings. This content can be in the form of blog posts, videos, infographics, or social media updates, aimed at educating the audience and sparking interest in solar solutions.

Search Engine Optimisation (SEO)

Optimising online content so that it ranks higher in search engine results for keywords related to solar energy. This increases visibility to those actively searching for information on solar panel installations.

Pay-Per-Click (PPC) Advertising

Running targeted ads on search engines and social media platforms. These ads appear to users who have shown interest in solar energy, based on their search history and online behaviour.

Social Media Marketing

Engaging with users on social platforms through posts, discussions, and direct outreach to build interest in solar installations.

Email Marketing

Sending targeted emails to individuals who have expressed interest in receiving more information about solar energy. This could include newsletters, special offers, and educational content.

Lead Qualification

Once potential leads are identified, they are screened to ensure they meet certain criteria, such as owning a suitable property for solar panels, being in the right geographic location, and having a genuine interest in proceeding with solar energy solutions.

By utilising these strategies, solar companies can effectively generate leads. The key is to engage potential customers through various channels, providing them with valuable information and solutions to their energy needs, ultimately guiding them through the decision-making process towards installing solar panels.

What Factors Affect the Cost of a Solar Lead?

The cost of a solar lead is influenced by various factors, such as:

Quality of the Lead

Higher quality leads, those with a greater likelihood of converting into customers, typically cost more. Quality is determined by the lead's genuine interest, readiness to install, and financial capacity to invest in solar energy.

Lead Source

The method through which a lead is generated also impacts cost. For instance, leads generated through organic search due to strong SEO efforts might cost less than those acquired through paid advertising campaigns, considering the direct costs associated with PPC campaigns.

Market Competition

In regions with high demand for solar installations and numerous providers, the cost per lead can increase due to competitive bidding for ad spaces and keywords. Conversely, in less saturated markets, lead costs might be lower.

Geographic Location

The geographic area of both the lead and the solar installation company affects lead cost. Certain areas may have higher electricity rates, more favourable solar incentives, or a greater interest in sustainability, leading to more expensive leads due to higher demand.

Target Audience Specificity

The more specific and narrow the target audience, the higher the cost per lead may become. Targeting homeowners with specific income levels, property types, or energy consumption patterns requires more refined marketing efforts, which can increase costs.


Demand for solar installations can be seasonal, with interest peaking during certain times of the year. During these peak periods, the cost per lead might increase due to heightened interest and competition among installers.

Lead Exclusivity

Exclusive leads, which are sold to only one installer, typically cost more than shared leads. The exclusivity increases the likelihood of conversion but comes at a premium price.

Campaign Effectiveness

The overall effectiveness and efficiency of your marketing campaigns play a critical role. Well-optimised campaigns that accurately target potential customers can reduce the cost per lead by achieving better conversion rates with less wasted expenditure.

On average, you can expect to pay anywhere from €20 to €100 per lead. However, this cost can vary significantly depending on the factors mentioned above, as well as the source and quality of the lead, and the conversion rate and return on investment of the solar installation. 

Therefore, it is important for solar installers to carefully evaluate and compare the cost and value of different solar leads before buying them.

How to Buy Solar Leads Effectively and Efficiently?

Buying solar leads effectively and efficiently involves a strategic approach that balances cost, quality, and volume to ensure a high return on investment (ROI). Here are key strategies for purchasing solar leads in a way that maximises your chances of converting prospects into paying customers:

Choose the Right Lead Generation Partner

Partner with reputable lead generation companies that specialise in the solar industry. Look for providers with a track record of delivering high-quality leads. Check their reviews, ask for case studies, and understand their lead generation methods.

Define Your Ideal Customer Profile

Clearly define the characteristics of your ideal customer, including geographic location, property type, energy usage, and financial capacity. This will help your lead provider deliver more targeted and relevant leads.

Opt for Quality Over Quantity

While it may be tempting to go for cheaper leads in higher volumes, focusing on the quality of leads can lead to better conversion rates and a higher ROI. High-quality leads are those that have been pre-qualified and have shown a genuine interest in solar installations.

Customise Lead Purchase Plans

Negotiate with lead providers for plans that suit your business size and budget. Some providers offer flexible purchasing options, such as pay-per-lead, monthly subscriptions, or bulk discounts. Choose a plan that aligns with your marketing strategy and cash flow.

Request Lead Exclusivity

Whenever possible, opt for exclusive leads rather than shared leads. Exclusive leads are sold only to your business, reducing competition and increasing your chances of conversion. While these leads may cost more, they typically offer better value.

Monitor and Measure Lead Performance

Implement a system to track the performance of purchased leads. Use metrics such as lead conversion rate, cost per acquisition, and customer lifetime value to evaluate the effectiveness of your lead buying strategy. This data will help you make informed decisions and adjust your approach as needed.

Provide Feedback to Your Lead Provider

Maintain open communication with your lead generation partner. Provide feedback on the lead quality and any issues you encounter. A good provider will use this feedback to refine their process and improve the quality of leads they deliver.

Stay Compliant with Regulations

Ensure that your lead generation activities comply with local and international regulations related to data protection and privacy, such as the GDPR in Europe. Working with compliant lead generation partners will protect your business and build trust with your prospects.

By following these strategies, you can buy solar leads more effectively and efficiently, ensuring that your investment translates into valuable customer acquisitions and contributes positively to your business growth.

Ready to Transform Your Solar Leads? Let's Get Started

Solar leads are essential for growing your solar business in 2024. However, generating solar leads can be challenging and costly, depending on various factors. That's where Social Gravity comes in.

We're experts in digital marketing, specialised in finding affordable, high-quality solar leads in Ireland. Our methods are up-to-date, aimed at attracting people genuinely interested in solar solutions. We check every lead to make sure they're ready for what you offer. 

With us, you can focus more on your main business while we efficiently bring the customers to you. Get in touch for a free quote on making your solar lead generation easier. 

Choose Social Gravity—your key to unlocking the potential of your solar business.

Frequently Asked Questions

What is the average cost of a solar lead?

The average cost of a solar lead can vary widely, typically ranging from €20 to €100, depending on factors such as lead quality, source, and market competition.

Why do solar lead costs vary?

Solar lead costs vary due to factors like the geographic location, the exclusivity of the lead, the competition in the market, and the specifics of the target audience, such as homeowners with suitable roofs for solar panels.

Can the cost of a solar lead change over time?

Yes, the cost of a solar lead can change over time, influenced by market demand, the entry of new competitors, changes in advertising costs, and evolving consumer interest in solar energy.

Are more expensive solar leads better?

Not necessarily. While more expensive leads often offer higher quality or exclusivity, it's important to assess the lead's potential return on investment (ROI) rather than just the upfront cost.

How can I reduce the cost of solar leads?

Reducing the cost of solar leads can be achieved by optimising your lead generation strategies, focusing on inbound marketing, improving your website's SEO, and nurturing leads to improve conversion rates.

What makes a solar lead "high quality"?

A high-quality solar lead is one that has a high likelihood of converting into a sale, typically characterised by the lead's genuine interest, readiness to purchase, and financial capability to invest in solar solutions.

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*FYI, parts of this blog post were drafted by artificial technlogy. But rest assured, it's been thoroughly researched, edited, reviewed and me & my team.
Author Fahad Zahid
Co-Founder @ Social Gravity

As a passionate Digital Marketer & YouTuber, Fahad Zahid, co-founder of Social Gravity, is known for helping home service & construction companies shine on the web with Paid Advertisement & SEO.