Capture Every New EV Owner in Your Service Area Before Tesla / Lucid Sends Them to a Big Box Installer.

Yes. A home charger is bought in a narrow window — usually around the time someone buys or leases an EV — and that buyer is already spending time online reading about charging. Meta reaches them in that window, often before they have asked the dealership or searched for an installer.

It is also a trade where education sells. Many new EV owners don't know the difference between the cable that came with the car and a Level 2 installation, or whether their panel can handle it. Ads that explain that clearly generate better leads than ads that just announce the service.

Where it is weaker is commercial and multi-unit charging, which is sold through property managers and businesses rather than to homeowners scrolling a feed.

The public benchmark we cite is category-level: WordStream and LocalIQ's 2026 Facebook data puts Home & Home Improvement at $42.95 per lead, from a $2.18 cost per click and a 5.32% conversion rate, against an all-industry average of $27.39.

On Google Search the same category averages $90.92 per lead and $8.33 per click, per WordStream's 2026 benchmarks. The datasets cover different windows (the Facebook and Google figures are separate WordStream/LocaliQ studies with different samples), so treat the gap as directional.

The EV charger accounts we manage average the $28 per lead shown at the top of this page — our own figure, not independently audited. The number that matters is cost per completed install, and it moves most with how quickly the quote goes out.

Meta does not sell a list of people who just bought an EV, so reaching them takes a combination of signals. Interest targeting around electric vehicles and specific models, geography around the areas where EV ownership is concentrated, and, where the ad's category allows, lookalike audiences built from your past install customers all help.

The creative does the rest of the targeting. An ad that opens with 'Just picked up your EV?' or names a specific model is ignored by everyone else and stops the right person, which is often more precise than any audience setting.

Past customers are a valuable seed. Where the ad's category allows lookalikes, one built from people who actually paid for an install tells Meta far more about who to find than a broad interest ever will.

By selling convenience and safety instead of a deadline. The federal residential charger credit expired on June 30, 2026, so 'claim it before it ends' is no longer an offer. What remains is the everyday case: charging overnight at home, not planning trips around public chargers, and an installation done to code.

Local incentives still matter. Many utilities and some states run their own charger or time-of-use programs, with their own rules and funding cycles. Knowing the ones in your service area and explaining them simply is a real advantage over installers who don't.

Be careful with incentive claims in ads. Programs change, run out of funding and have eligibility rules; a specific dollar figure in a headline can be wrong within weeks. Put the details on the landing page and keep them current.

Yes, but honestly. Some homes need a panel or service upgrade to add a charger; many don't, especially with a load calculation, a smaller circuit or a load-management device. Telling every homeowner they need a new panel wins a few bigger tickets and loses trust — and reviews — with everyone else.

The better message is that you check first. An ad or landing page that explains the assessment — what you look at, what the options are, and when an upgrade is actually necessary — attracts homeowners who want it done properly.

When an upgrade is needed, doing both in one visit is a genuine benefit, and one worth saying clearly.

A clean finished install on a real garage wall, with the car plugged in. It shows the homeowner exactly what they are buying, and a tidy installation says more about quality than any headline.

Short explainer videos work well because the buyer has questions: Level 1 versus Level 2, whether the panel can handle it, how long charging takes. A technician answering one of those in thirty seconds is both useful and persuasive.

Model-specific creative stands out. An ad that names the car the viewer just bought, or shows the charger they are considering, is far more relevant than a generic charging image.

Completed installs and cost per install, with the time from lead to quote tracked alongside. EV buyers often get several quotes quickly, and a campaign that produces leads nobody answers for a day is wasting its budget.

Ask how they handle incentive changes. An agency still running ads about an expired credit is spending your money on a message that is no longer true.

And ask who owns the account and the pixel. Install data is what makes lookalike audiences work, and it should stay with the installer.