ClickSmith
Solar Installers
Solar installer marketing for a 6-12 month buying decision
Solar buyers shop 3-5 quotes. We make sure yours is the one they remember.
Solar installer marketing has to cover a 6-12 month decision. Google Ads catch ready-to-buy buyers, Facebook ads catch the curious, and email nurture is what closes both groups months later. We build all three layers, properly.
- 6 yearsof lead generation experience
-
Shoalhavenbased locally, working with tradies Australia-wide
-
Month-to-monthyou own your site, ad accounts and Google Business Profile
- Benchmark reportAustralian tradie lead costs, 2026
By Muhammad Furqan · Last updated
Where do solar installers get leads in Australia?
Here is where solar installers in Australia find work, what each source costs and why it fits the trade.
| Lead source | Cost | Why it works for solar installers |
|---|---|---|
| SolarQuotes | $60 ex GST per residential solar lead; max 3 installers | Buyers already comparing quotes |
| Google Ads | You set the daily budget | Solar and battery searches you own |
| Facebook lead ads | Ad spend as budgeted | Cheaper top-of-funnel enquiries that need nurture |
| Google Business Profile and reviews | Free | Trust for a big-ticket purchase |
| Customer referrals | Free | The cheapest signed jobs |
Prices are from each platform's own pricing pages, checked October 2026. For a full comparison see the best lead platforms for tradies.
Solar marketing: how installers generate solar leads in Australia
Solar buyers usually compare several installers over months, so solar lead generation needs both reach and follow-up. Google Ads catch people searching now, Facebook and Instagram lead ads reach homeowners while they're still thinking about it, and a nurture sequence keeps your quote top of mind through the decision. Quality beats volume: an exclusive, qualified enquiry that you follow up quickly usually outperforms a stack of shared leads.
- Google Ads for high-intent 'solar installer' searches in your area
- Facebook lead ads with a clear offer to reach homeowners early
- Nurture sequences for a long decision cycle
- Fast follow-up on every enquiry
What your customers actually type into Google
The questions have moved from panels to batteries, and from price to price-after-discount.
Where they actually shortlist
Comparison sites. SolarQuotes matches each enquiry with a maximum of three installers and charges $60 ex GST per solar lead, $55 per battery lead. It also powers CHOICE's Solar Estimator quotes. Energy Matters also offers up to three. Your quote sits next to two others, then the customer Googles all three. Your site wins or loses that look.
The referral channel beyond comparison sites
Retailers and battery brands. Amber quotes through "a network of trusted partners", and Tesla runs a Find a Certified Installer tool for Powerwall. Those buyers have picked the product. They want a fitter, not three quotes.
What wins the job right now
On 1 May 2026 the battery discount went tiered: full STC factor to 14 kWh, 60% for 14–28 kWh, 15% for 28–50 kWh. Q1 2026 installs averaged 30.6 kWh, which now reaches the 15% tier. Old-maths quotes are wrong. The discount only applies when an SAA-accredited installer with battery endorsement fits a CEC-listed, VPP-capable battery. Show your endorsement and approved range, and quote sizing against the tiers. 52% of Q1 battery installs were retrofits: give existing-solar owners their own page.
Subbies going out on their own
If you have been installing for a retailer or another installer and want to run your own jobs, the work changes from fitting systems to finding customers. Before you market, check the licence, accreditation and insurance requirements for your state and the products you plan to install. Then build three things in order: a Google Business Profile with every finished job photographed and reviewed, a simple site with your service area, accreditation and approved product range, and a way to follow up every enquiry the same day.
You can keep taking subcontract work while the direct pipeline builds, so the calendar never goes quiet. Local Google Ads for people searching for an installer near them is usually the fastest direct channel, and past customers and their neighbours are the cheapest. ClickSmith sets up that first direct pipeline for solo installers and small crews. Book a free audit and we will map it to your area.
"Should we keep buying SolarQuotes leads?"
Yes, as a benchmark, not a pipeline. A $55 battery lead closing at the 15–25% one industry guide reports for shared leads costs roughly $220–370 per sale. The catch: two competitors got the same enquiry. Track cost per install by source and fund whatever beats it.
Sources
| What they're thinking | What they type |
|---|---|
| "What's it cost once the discount comes off?" | home battery cost after rebate |
| "I've already got panels." | solar battery upgrade |
| "Can I skip the panels?" | home battery without solar |
| "Will it earn me money?" | home battery vpp |
| "Who's local and legit?" | home battery installers near me |
Why marketing for solar installers is different
Solar marketing isn't about one channel, it's about the right channel at the right stage. Google Ads convert at 20-35% because buyers searching for solar are usually ready to act. Facebook ads run at 5-15% because they catch interest before intent. Email and SMS nurture is what bridges the months between the first click and the signed install. Most solar installers run one of these well; the winners run all three.
The Solar Installer Pain Points
The four problems killing your pipeline right now
-
Most enquiries cool off long before they're ready to sign
Solar buyers shop 3-5 quotes over months. Without a structured nurture sequence, you lose the ones who weren't ready in week one, and they were the majority.
-
Facebook leads look cheap until you measure conversion
Facebook can deliver leads at $20-60 each, but conversion is typically 5-15%, which lifts true cost-per-install to $200-600+. Without lead-quality discipline, the spend looks great and the install number stays flat.
-
Quote shopping crushes margin if you compete on panel brand alone
Buyers compare 3-5 installers on price first. Without messaging that surfaces warranty length, install crew quality, and post-sale service, you race to the bottom on $/W.
-
Reviews carry more weight here than almost any other trade
Solar buyers scrutinise reviews more than most home-service categories. Operators with 50+ Google reviews routinely outperform those with 10-15, even at higher prices.
How solar installers' customers actually find you
Channels ranked by typical priority for solar installers, based on AU industry data and our own client work, not generic 'do everything' advice.
-
Primary
Google Ads (high-intent search)
Search-intent traffic typically converts at 20-35% with proper landing pages and call tracking. Highest-quality lead source for solar.
Australian solar Google Ads CPC commonly $5-25; cost-per-quoted-lead typically $80-200 (Why Solar AU 2026 guide).
-
Primary
Email + SMS nurture (3-6 month)
Not a lead source, a conversion engine. Without it, half your Google/Facebook spend leaks out before the buyer is ready.
-
High
Google Business Profile + reviews
Trust signal #1 for high-ticket purchases. Buyers compare GBP star ratings before clicking through to your site.
-
High
Facebook & Instagram ads (top-of-funnel)
Catches buyers earlier in the journey with savings calculators and customer testimonials. Lower conversion, but feeds the nurture sequence.
Facebook lead-gen typically $20-60/lead at 5-15% conversion (industry benchmarks).
-
Supporting
Referral & partnership program
Existing customers and electrical partners are the cheapest lead source you have, most installers never ask.
The 3 services that matter most for solar installers
We could sell you 12 services. For solar installers, these three move the needle.
-
Paid Ads (Google + Meta)
Search-intent campaigns plus top-of-funnel awareness ads, both feeding directly into the nurture engine.
-
Email + SMS Nurture
8-12 touchpoint sequence over 6 months: education, savings calculator, case studies, urgency, close.
-
Review & Reputation System
Automated post-install review requests across Google, Product Review, and Facebook, built so reviews compound month over month.
See how we run SEO for tradies and Google Ads for tradies.
Lead generation for solar installers
Marketing brings the right jobs to your door over time. If you want leads now, we start with Google Ads and a landing page built for your trade. Real enquiries in your trade and your area, from your own ads, profile and website. No bidding against other solar installers for the same enquiry.
Prefer to talk? Call 0493 531 857
What good looks like
A NSW residential solar installer, 1-2 install crews, ~$1.2M annual revenue
Typical starting state: Lead-to-quote conversion ~25-30%, leads going cold after 30 days, no structured nurture
Realistic 90-day outcome: After 90 days: lead-to-quote 40-55%, structured 6-month nurture, cost-per-install reduced 25-40%
Honest note: Most profitable AU solar installers spend 5-12% of revenue on marketing across all channels (industry benchmark). Outcomes depend on regional competition and tariff/feed-in dynamics.
Illustrative, modelled outcome. Not a client result.
The Seasonal Play
When to push, when to prep
-
Peak season
Dec-Mar (post-electricity-bill summer urgency)
-
Trough season
Jun-Aug winter
-
Prep window
Build retargeting audiences and nurture content in Sep-Nov for summer launch
-
The play
Pre-summer 'lock in your panel price' urgency campaigns; winter focuses on battery upsells, heat-pump bundles, and commercial pipelines that flatten the trough.
Pricing for solar installers
Monthly retainers. No lock-ins. Ad spend separate from retainer fees.
Foundation
$2,000 /mo
Excludes ad spend
- GBP optimisation + local SEO
- Review engine setup
- Monthly performance report
- On-page schema + technical SEO
Most popular
Growth
$3,500 /mo
Excludes ad spend (typically $1K-$5K/mo additional)
- Everything in Foundation
- Google Ads management
- Email + SMS Nurture
- Conversion-tracked landing pages
Scale
$5,000+ /mo
Custom scope, ad spend separate
- Everything in Growth
- Paid Ads (Google + Meta)
- Multi-suburb expansion
- Dedicated account manager
Pricing context: AU digital marketing retainers for trades typically run $1,500-$5,000/month for SEO + GBP, plus $800-$2,500/month for Google Ads management on top of ad spend (industry benchmarks 2026). Our tiers sit comfortably in those ranges with monthly performance reporting and no lock-in contracts.
Solar Installer-specific FAQs
The questions solar installers actually ask us before they sign.
Where do solar installers get leads in Australia?
Australian solar installers get leads from SolarQuotes ($60 ex GST per residential solar lead, shared with up to three installers), their own Google and Facebook ads, and referrals, because buyers compare quotes over months. Your own ads and a nurture sequence lower the cost per signed job over time.
What's the typical solar buyer's research window?
6-12 months from first enquiry to install for residential buyers. Most installers stop following up after 30 days. The retainer pays for the structured 6-month nurture so you're still in their inbox when they're ready.
Should we run Google Ads, Facebook ads, or both?
Both, for different jobs. Google captures ready-to-buy demand at higher conversion (20-35%). Facebook captures earlier-stage interest at lower conversion (5-15%). Run them together with a shared nurture engine for full-funnel coverage.
How do we stand out when everyone sells the same panels?
Move the conversation from product to process. Warranty length, install crew quality, post-sale support, and SLA on faults are the differentiators. We build the messaging that surfaces those at every stage of the funnel.
What's a realistic cost-per-lead for solar in Australia?
$80-200 per qualified lead via Google Ads for residential; $20-60 via Facebook (with lower conversion). Cost-per-install ranges $400-900 depending on local competition. We optimise within 60-90 days.
How do we handle the winter slump?
Three plays: battery upsells to existing customers, heat-pump hot water bundles, and commercial solar (which doesn't follow residential seasonality). Combined, they cushion the trough.
Do you work with both residential and commercial solar?
Yes. Commercial solar has a different funnel, longer sales cycle (9-18 months), LinkedIn-heavy outreach, and partnerships with commercial property managers. We build it as a separate channel.
Solar Installer lead generation: guides and local pages
Straight-talking guides for solar installers on getting more leads, what they cost, and which platforms are worth paying for.
- Buying Tradie Leads in Australia: The Complete 2026 Guide
- Google Ads setup guide: how to stop wasting spend
- How Much Do Tradie Leads Cost in Australia? (2026 Pricing)
Tired of shared leads? Compare a HiPages alternative or see how our lead generation works. New to the jargon? Our tradie marketing glossary defines terms like cost per lead and map pack, and the lead cost calculator works out your cost per booked job.
Related trades we work with
Ready to fill your solar installer pipeline?
Book a free 30-minute marketing audit. We'll review your funnel, GBP, ads, and website, and tell you exactly where the leakage is. No pitch, no pressure.
By area
Solar Installers lead generation by area
- Solar installer leads in Wollongong, through your own marketing Solar installer leads in Wollongong, through your own marketing: Google Ads, battery quotes and nurture for 6-12 month buyers across the Illawarra. Free audit.
- Solar installer leads in Shoalhaven, through your own marketing Solar installer leads in Shoalhaven, through your own marketing: Google Ads, battery quotes and long-cycle nurture from Nowra to Ulladulla.
- Pool builder marketing that wins on lifestyle, not lowest price Pool builder marketing that fills your build calendar: Houzz, drone reels, Meta ads and a 4-6 month nurture. Free audit, no lock-in contracts.
- Renovation marketing that turns scrolls into signed contracts Renovation marketing and leads for kitchen, bathroom and full-reno businesses: Houzz, Instagram and email nurture. Free audit, no lock-in contracts.
- HVAC marketing that evens out the peak-and-trough year HVAC marketing that smooths the peak-to-trough swing: Google Ads, Google Business Profile and service contracts. Free audit.
- Roofer marketing that's ready before the storm hits Roofer marketing built for storm season: Google Ads ready before the weather turns, insurer and builder referrals and local SEO. Free audit, no lock-in.
- Plumber marketing that wins the emergency call, not the shared lead Plumber marketing without shared leads: Google Business Profile, Google Ads, local SEO and after-hours missed-call recovery. Free audit, no lock-in.
- Electrician marketing for the fastest quote in your service area Electrician marketing without racing other sparkies: Google Business Profile, Google Ads, local SEO and fast-quote systems. Free audit, no lock-in.