Solar advertising without the free-panel pitch.
A homeowner pricing rooftop panels and a warehouse owner planning a commercial array need different conversations. We separate those searches so your sales team knows which project each inquiry is about before picking up the phone.
Short version: Advertise with separate campaigns for home installations, commercial projects and battery work you actually sell. Bids for commercial projects reach $52.48 in the Google Keyword Planner figures below, so a quote request needs more scrutiny than a form submission. Trace inquiries through to booked installations, and use those outcomes to decide which searches earn more budget.
What solar clicks cost on Google
Google Keyword Planner shows the following national search volumes and top-of-page bid ranges for homeowners and businesses researching these projects:
| Search | Monthly US searches | Top-of-page bid range |
|---|---|---|
| commercial solar | 880 | $6.26 to $52.48 |
| solar installers near me | 12,100 | $5.10 to $41.58 |
| solar battery installation | 1,600 | $4.99 to $36.04 |
| solar panel installation | 74,000 | $3.75 to $30.84 |
| solar panels for home | 90,500 | $1.67 to $14.56 |
| solar roof | 5,400 | $2.84 to $14.25 |
| solar panel cost | 12,100 | $1.93 to $11.08 |
| home battery backup | 14,800 | $0.89 to $7.22 |
Source: Google Keyword Planner, United States, pulled November 2026. Bid ranges are what advertisers paid to show at the top of the page.
The smallest search has the highest ceiling: commercial solar gets 880 searches a month, yet bids reach $52.48, above solar panel installation at $30.84. That does not prove commercial clicks book better, but it makes burying them inside a homeowner campaign an expensive guess. We give commercial projects their own budget and measure their booked installations separately.
How we structure a solar account
- Homeowners and commercial buyers get different ads. A rooftop quote and a warehouse array need different sales questions. Each campaign speaks to the property and project your crew can take on.
- Battery installation stands apart. Adding storage to an existing system differs from selling panels with a battery. Ads state which work you handle so callers do not have to guess.
- Price research gets a clear next step. Someone searching panel costs may still be comparing options. We offer a project quote and judge those inquiries by booked installations.
- Urgent battery needs get routed correctly. A backup power inquiry should reach someone who can discuss storage, compatibility and installation timing, rather than enter a panel-only sales conversation.
- Signed installation work guides spending. We trace leads to their ads and report booked jobs back to Google. The report shows cost per booked customer, separating installation customers from unanswered quote requests.
Searches we keep you from paying for
These searches also come from people seeking employment, equipment or help with systems your crew does not service:
| Kind of search | Example |
|---|---|
| Job seekers | solar installer jobs, solar sales careers |
| DIY | how to wire solar panels yourself |
| Parts or supplies | wholesale solar panels, inverter replacement parts |
| Services you may not offer | solar panel cleaning, solar pool heating |
| Portable solar shoppers | camping solar charger, portable solar suitcase |
When solar demand moves
Across these searches, demand peaks in March at 279,800 and bottoms out in September at 119,880, according to the Keyword Planner data. Home battery backup peaks in January, while solar roof peaks in October. We plan installation budgets around the March peak and reserve battery and solar roof budgets for their separate peaks. Any increase in ad spend waits for a person to approve it.
Google's rules for solar
- Solar energy contractor appears on Google's US Local Services category list.
- Since August 2026, Google has been moving existing Local Services Ads into Google Ads as Performance Max campaigns with pay-per-lead goals, with solar in the first phase; these ads remain on Search and Maps and remain pay per lead (Google's migration guidance).
- These offers cannot create a false impression of cost, entice with unrealistic low prices, hide interest rates or omit recurring costs, ruling out "free solar" style ads (Google's pricing policy).
- An ad cannot imply government support the advertiser does not have (Google's misrepresentation policy).
Related
Explore our approach to Google Ads for your company, browse industries we serve, or request a free account audit. For crews also handling roof work or electrical installations, see our pages for roofers and electricians.