The quick verdict
Google Ads work for bottom-of-funnel queries: brand searches ("Acme Solar"), local intent ("[city] solar installer"), and high-intent comparison ("solar quote [zip]"). Top-of-funnel queries ("solar panels", "home solar") compete with EnergySage and SolarReviews on $30-$80 CPC and convert poorly. Mailed solar quotes outperform Google Ads on overall CAC for installers who don't yet have meaningful brand-search volume.
Side-by-side
| Metric | Mailed Solar Quotes | Google Ads (bottom of funnel) | Google Ads (top of funnel) |
|---|---|---|---|
| Targeting precision | By street + roof viability | By search intent | By search intent (broad) |
| Cost per click / contact | $1 per quote (no click) | $8-$25 per click | $30-$80 per click |
| Click-to-deposit conversion | ~3-5% scan-to-deposit | 8-15% | 1-3% |
| Loaded CAC per closed install | $250-$500 | $400-$800 | $1,500-$3,000+ |
| Scalability | High — mail more | Limited by search volume | High but breaks margin |
| Defends brand from competitor bids | No | Yes | Marginal |
Where Google Ads win
- Brand search defense. Competitors bid on your company name. A small Google Ads budget ($100-$300/mo) protects the top spot for "Acme Solar" searches.
- High-intent local queries. "[city] solar installer near me", "rooftop solar quote [zip]", "solar panel installer [city]" — these searchers have real buying intent and convert reasonably.
- Competitor-name bidding. Bidding on competitor brand names ("[competitor] alternative", "[competitor] reviews") can capture comparison-shopping traffic.
Where mailed solar quotes win
- Cold acquisition at scale. Direct mail targets by street + roof viability + home value; Google has no comparable filter.
- Off-the-grid homeowners. Homeowners who never search "solar quote" still see the mailed postcard with their roof rendered and savings projected.
- Per-home CAC predictability. Mailings deliver predictable cost per scan + cost per deposit; Google Ads CPC fluctuates with competitor bids.
Recommended Google Ads setup for solar
Year-1 installer Google Ads budget: $500-$1,500/mo
- Brand search defense ($100-$300/mo): Bid on your company name + variations.
- High-intent local ($300-$800/mo): "[city] solar installer", "solar quote [zip]", "rooftop solar [city]".
- Competitor bidding ($100-$400/mo): Other local installers' brand names (where legal).
- Skip top-of-funnel keywords. "solar panels", "home solar", "solar energy" — leave these to EnergySage and SolarReviews.
Acquisition that doesn't compete with EnergySage on click costs.
Free account, free rendering, $1 per mailed solar quote. Money-back guarantee on your first $1,000 campaign.
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