Beginner’s Blueprint: 4 Effective Strategies for Solar Marketing

Updated May 16, 2024 

The renewable energy industry is witnessing tremendous expansion, with solar power at the forefront. From reducing electricity costs to minimising carbon footprints, households and businesses nationwide are keen to benefit from solar energy.

Solar companies also want in on the action. In 2024, the competition among solar businesses is fiercer than ever as they vie for a share of this booming market.

So, how can you distinguish your company and attract potential clients?

Best Way To Market Solar Business To Become Lead Generating Machine

What we found out during past 7 years into this market that provide best results for solar businesses is Google Ads in combination with landing pages that are optimised for conversions.

Google with it's search engine is the most popular place for people to start their research process and with effective Google Ads campaigns, you can position your company as a top player in the market.

Potential customers searching for solutions on search engine, on Google and contact appropriate company directly.

A well-designed landing page that highlights the benefits of solar energy and showcases your company's expertise can greatly increase conversions and generate leads for your business.

Solar business found out the power of searching on Google and started to advertise on Google running Google Ads and bringing them leads within short period of time.

Main advantage of Google Ads as paid ads solution on Google search that we have "control" and navigate that traffic and taking care to bring quality leads to solar business.

4 Effective Strategies for Solar Businesses To Get Clients Instantly

After testing lot's of variations and systems we found out that main foundation for building account structure for Solar business will lay on 4 effective strategies when it comes to Google Ads and landing page.

#1 Protecting Brand Equity & Squeeze Maximum Profit From It

When starting out with any solar client we are firstly anticipating is there are any brand demand queries. 

If we anticipate there are branded queries demand we create standard search branded campaign with Target impression share within Google Ads.

Why we are doing this ? Firstly we want to protect brand equity, secondly we want to make sure that the maximum potential of demand is been captured in terms of impression share.  We also create ad groups for misspells and brand variants.

By protecting your brand equity and targeting branded keywords, you can ensure that your company remains top of mind for potential customers and prevent competitors from stealing your leads.

Additionally, by utilising Target Impression Share in Google Ads, you can set a specific goal for how often your ads appear for branded searches, allowing you to optimize and maximise your ad spend while still capturing the majority of brand demand

#2 Utilising Bottom Of The Funnel Keywords

Second building block of account structure that brings results for solar clients is building non-branded standard search campaign with bottom of the funnel keywords. 

Main purpose of this campaign type to target people who are ready to buy solar service and having "open wallets" to pay immediately.

We start immediately caching those types of clients by building campaigns with keywords like "solar installation near me", "best solar company in [city]", etc. 

These keywords have a higher intent to convert and are more likely to result in a sale. By focusing on bottom of the funnel keywords, you can drive qualified traffic to your website and increase your chances of obtaining new customers. 

By focusing on bottom of the funnel keywords, you can drive qualified traffic to your website and increase your chances of obtaining new customers.

#3 Local Service Ads (LSA): A Game-Changer for Solar Businesses

Local Service Ads (LSA)are a type of advertising that appears at the very top of Google's search results when people search for local services. 

For solar businesses, this means your company can appear above traditional Google Ads and organic search results, placing you in one of the most visible spots on the search page. 

Unlike standard Google Ads, you pay per lead rather than per click, making your investment more cost-effective and ensuring you spend money only on highly interested potential customers.

How Do Local Service Ads Work?

When you set up LSAs, you specify the solar services you offer, your business hours, and the areas you serve. Google then uses this information to match you with relevant searches.

Customers can either call you directly from the ad or send you a message request through the ad interface. 

You'll receive notifications for new leads and can manage them through the Google Local Services app.

The rows and sections below can be used throughout your blog post to grab readers attention and highlight key points on your blog posts.

Benefits of LSA  for Solar Businesses

By leveraging LSAs, solar businesses can effectively reach more local customers and convert searches into paying clients, all while building trust and showcasing their high-quality services.

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Increased Visibility: Being at the top of Google search results dramatically increases your business’s visibility. This prime placement can drive more traffic to your website and generate more leads.
Pay Per Lead: You only pay when someone contacts you through the ad, making it a financially efficient way to attract new business. This system encourages optimising your ad and service offerings to attract serious inquiries.
Built-in Trust: LSAs come with a Google Guarantee badge for businesses that pass Google's background and licensing checks. This badge builds trust with potential customers by assuring them that Google has vetted your business. 
Customer Reviews: Your Google reviews are prominently displayed in your LSA, helping potential customers see the quality of your work and customer service. Positive reviews can significantly influence their decision to choose your services.

#4 Optimise Landing Page For Getting More Solar Jobs

Landing page is crucial part of any business’s website. It is the first impression customers get when they click your ad and can significantly impact their decision to choose your services.

To optimise your landing page for getting more solar jobs, here are some tips you can follow:

Clearly Showcase Your Services
Make sure your landing page clearly showcases the services you provide, including solar panel installation, maintenance, and financing options. Use eye-catching images and concise, persuasive copy to highlight the benefits of choosing your services.
Include a Strong Call-to-Action
Make it easy for visitors to take action by having a prominent call-to-action button on your landing page. This can be a "Request a Quote" or "Contact Us" button that directs them to fill out a form or call your business.
Use Trust Indicators
Building trust is crucial for converting visitors into customers. Include trust indicators such as customer reviews, BBB accreditation, and industry awards on your landing page to show potential customers that you are a reputable and trustworthy solar business.
Mobile-Friendly Design
With more people using their mobile devices to search for services, having a mobile-friendly landing page is essential. Make sure your page is optimiSed for mobile viewing and has a responsive design.
Utilize A/B Testing
A/B testing allows you to test different versions of your landing page to see which one performs better in terms of conversions. This can help you fine-tune your landing page to get the best results.

Bear in mind that first impression matter greatly, and your landing page is often the first interaction potential customers have with your business.

By following these tips and continuously testing and improving your landing page, you can increase your chances of converting visitors into solar job leads and ultimately, customers. Keep in mind that a well-designed and optimized landing page can also improve your overall brand reputation and credibility in the solar industry.

So don't underestimate the power of a strong landing page and continue to make it a priority in your marketing efforts.
Remember, every visitor is a potential customer, and with the right approach, you can turn them into loyal advocates for your solar business.

So go ahead and implement these tips to create an effective and impactful landing page that will help drive your business towards success.


To summarise , creating a successful landing page for your solar business requires careful planning, attention to detail and continuous testing and improvement.

One big mistake solar businesses are doing is they managing Google Ads campaigns internally by people who are not specialised for that. Most of the time solar businesses are losing money and not getting any traction. We've found it in almost 99% cases.

So take care that professionals are managing your Google Ads campaigns, it will give you way better results, without wasting money.

By implementing the tips mentioned above, you can create a strong first impression, build trust with potential customers, and ultimately drive conversions.

So don't wait any longer - start working on your landing page today and see the positive impact it can have on your business in a way you can ensure more quality leads, customers.
Remember, a well-designed and optimised landing page is an essential element in any successful marketing strategy. So make it a priority and reap the benefits of a high-converting landing page for your solar business.

Keep striving towards improvement, and you will see your efforts pay off in the form of increased conversions, customer loyalty, and overall success in the competitive solar industry. 

Let's keep in mind that creating an effective landing page is not a one-time task. It requires continuous monitoring and optimisation to ensure it is performing at its best. 

Regularly reviewing and updating your landing page based on customer feedback, industry trends, and data analysis will help keep it relevant and engaging for potential customers. 

Remember to also track your conversion rates and make adjustments accordingly to improve the overall success of your landing page.

With these tips in hand, you are now equipped to create a powerful landing page that will attract and convert potential customers for your solar business. 

Don't be afraid to experiment and try new things, as long as you are constantly striving for improvement and staying true to your brand's message and values.

Home Services Marketing Agency helping clients get more customers with Google Ads & Landing Pages. 

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