Generate Solar Installation Leads at Scale — Without HomeAdvisor Fees.

Yes, but the message has to change. The federal residential clean energy credit, which took 30% off a homeowner-owned system, ended for expenditures after December 31, 2025. Any ad, landing page or sales script that still leads with it is now wrong, and homeowners who discover that at the kitchen table stop trusting everything else you said.

What remains is the underlying case: electricity bills, the value of producing your own power, and, increasingly, backup power through batteries. Those arguments depend on local rates, sun exposure and financing, so they have to be made specifically rather than with a national headline.

Meta is still a good place to make that case, because solar is a considered purchase homeowners research for weeks. The companies that do well now are the ones whose ads are accurate enough to survive the first appointment.

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

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 solar accounts we manage average the $42 per lead shown at the top of this page — our own figure, not independently audited, and largely from before the credit ended. Expect cost per signed contract to rise as the easiest buyers disappear, and judge the account on signed systems rather than leads.

Indirectly. Meta does not let advertisers target by electricity bill, utility or income, and it removed the third-party data behind home-value targeting in 2018. What works is geography — areas with more owner-occupied homes and good sun exposure — combined with lookalike audiences built from past customers where the ad's category allows (solar financing ads fall under Financial products and services, which rules them out).

Qualify in the form rather than in the targeting. Asking for the approximate monthly bill, home ownership and roof condition filters out homeowners who aren't a fit before a salesperson drives out.

Creative does the rest. An ad that opens with a specific bill problem, or shows a real local installation, speaks to the homeowner who has been thinking about it and is ignored by everyone else.

Only what you can substantiate for that homeowner's situation. Savings depend on the roof, usage, local rates, net-metering rules and financing, so blanket claims like a fixed percentage off every bill are hard to defend. Use real customer examples, clearly labelled, and put assumptions on the landing page.

Be specific about incentives and keep them current. State, utility and local programmes vary and change, and some have limited funding. Name the programme, link its terms and check it regularly, rather than implying a federal credit that no longer exists.

Financing ads need care too. Ads built around loans or leases can fall under Meta's Financial products and services special ad category (formerly Credit), which rules out age, gender, ZIP-code and lookalike targeting, and monthly figures should come from a lender's real terms; Truth in Lending rules require any ad that names a payment amount to also state the down payment, repayment terms and APR, including whether the APR can increase.

Increasingly, yes. Many homeowners care about keeping the lights on during outages as much as about their bill, and battery storage speaks to that directly. It also gives existing solar customers a reason to come back.

Advertise it honestly. A battery's runtime depends on its capacity and what it is powering; promising that a home will run normally through any outage sets up disappointment.

Pair it with the outage calendar in your region. Interest rises around storm seasons and after long outages, which is when backup-power creative is most relevant.