Solar is 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.
Trade-specific marketing — not a generic SEO retainer.
Channel mix, content, and timing built around how solar installers actually win work.
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.
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 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.
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.
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.
Channels ranked by typical priority for solar installers — based on AU industry data and our own client work, not generic 'do everything' advice.
Search-intent traffic typically converts at 20-35% with proper landing pages and call tracking. Highest-quality lead source for solar.
Not a lead source — a conversion engine. Without it, half your Google/Facebook spend leaks out before the buyer is ready.
Trust signal #1 for high-ticket purchases. Buyers compare GBP star ratings before clicking through to your site.
Catches buyers earlier in the journey with savings calculators and customer testimonials. Lower conversion, but feeds the nurture sequence.
Existing customers and electrical partners are the cheapest lead source you have — most installers never ask.
We could sell you 12 services. For solar installers, these three move the needle.
Search-intent campaigns plus top-of-funnel awareness ads, both feeding directly into the nurture engine.
Learn more8-12 touchpoint sequence over 6 months: education, savings calculator, case studies, urgency, close.
Learn moreAutomated post-install review requests across Google, Product Review, and Facebook — built so reviews compound month over month.
Learn moreLead-to-quote conversion ~25-30%, leads going cold after 30 days, no structured nurture
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.
Dec-Mar (post-electricity-bill summer urgency)
Jun-Aug winter
Build retargeting audiences and nurture content in Sep-Nov for summer launch
Pre-summer 'lock in your panel price' urgency campaigns; winter focuses on battery upsells, heat-pump bundles, and commercial pipelines that flatten the trough.
Monthly retainers. No lock-ins. Ad spend separate from retainer fees.
Excludes ad spend
Excludes ad spend (typically $1K-$5K/mo additional)
Custom scope, ad spend separate
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.
The questions solar installers actually ask us before they sign.
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.
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.
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.
$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.
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.
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.