The Growing Opportunity for Solar Businesses
As the global shift towards renewable energy accelerates, 2025 presents an unprecedented opportunity for solar businesses in the UK and in Europe. Governments continue introducing incentives, consumers are increasingly eco-conscious, and energy prices push more homeowners and businesses toward solar solutions. However, competition in the solar industry is fierce, and standing out requires a robust digital marketing strategy—Google Ads is a key component to generate leads for your business, for years to come.
Why Google Ads?
Google Ads remains one of the most effective ways to generate leads and sales for solar businesses. Here’s why:
- High Intent Traffic: People searching for solar solutions on Google are already interested, making them prime candidates for conversion.
- Local Targeting: With Google Ads, you can reach homeowners and businesses in specific locations near to you.
- Data-Driven Optimization: AI-powered bidding strategies help maximize conversions while reducing costs.
- Flexible Budgeting: Google Ads allows scalable spending whether you’re a small installer or a national solar provider.
Here’s how we ensure the best results.
Competitor Analysis
No matter how niche your business is, you’re guaranteed to have competitors trying to get your potential customer’s attention.
Competitor analysis is the extensive research and analysis of your solar competition. It requires you to dig deep into your rivals’ data, allowing you to unearth their entire marketing strategy. This allows you to analyse your solar competitor’s strengths, weaknesses, and strategic flaws. An in-depth knowledge of your competition can give you the edge in the fight for customers’ attention, you can understand what works, and what doesn’t. Analysing your competitive landscape may also help you identify a unique marketing strategy that can ensure you stand out.
Landing Page Creation
A landing page is a stand-alone web page that potential customers are directed to after clicking through an ad, email link, or other digital location. Unlike a homepage, which provides many links and lots of information, a landing page is focused on a single call to action. It is designed to fulfil a specific purpose, such as encouraging potential customers to get in contact with your solar busineess, and is tailored to an individual part of your ad campaign.
A clear and effective landing page can quickly direct users to specific products and services that you want them to purchase. However, an overly complicated or irrelevant landing page can put them off entirely!
Make sure your landing page includes:
- Highlight key benefits (e.g., cost savings, incentives, warranties)
- Include strong calls-to-action (CTAs) like “Get a Free Solar Quote Today”
- Feature trust signals such as testimonials, certifications, and case studies
Conversion Tracking
Conversion tracking is a essential tool developed by Google ads that allows you to identify and record the valuable actions, such as lead generation, sales, and downloads, that follow a consumer’s interaction with your adverts. Through conversion tracking, you can identify what you’re doing right, and the areas you can improve. You can then optimise your marketing by implementing changes to the areas that aren’t making the conversions you need.
PPC conversion tracking also allows you to gain insight into type of customers you are attracting with Google Ads able to convert your data into detailed audience profiles. By analysing patterns in your customer base, you can tailor your marketing to suit your audience.
This can be setup in Google antlics or google tag manager, but make sure you do this correctly this can make or break your solar campaign.
Keyword Bid Optimisation
A keyword bid is a bid put into a pay-per-click auction that allows you to secure ad placement. It specifies the amount you are willing to pay every time a user clicks on your solar ad. Sounds a bit complicated right? We’ll try to explain.
To try to secure ad space relevant to their market, online businesses bid on keywords or keyword classes that are related to their services. When a user searches for something on Google, the search engine looks to see which of its advertisers have bid on the keywords included in the search. If more than one advertiser has bid on the keywords that are relevant to the user’s search query, an automatic auction begins.
Google then looks at a range of factors to determine which ad will rank highest – maximum bid, the quality and relevance of keywords and adverts as well as landing page relevance. Google then puts these factors into a quality score.
If your maximum bid is higher than the competitors and you have a good quality score, Google will rank your ad first.
Managing keyword bids effectively is an essential component in keeping waste spending to a minimum while gaining the maximum ROI from your advertiser campaigns. You must ensure that you’re targeting the optimum solar keywords for your business when placing bids or you risk wasting valuable resources attracting the wrong audience!
Specific Ad Groups
An ad group is a collection of ads that share a similar target. These contain a set of keywords that share a common theme, such as different types of products or services you want to advertise. This allows you to create tailored ads relevant to the overarching theme of the ad group. When a user searches for a keyword that appears within the group, they will be directed to this ad.
By creating content related to a common theme you can target the needs of each customer and focus on the relevant products or services they are looking for. This can improve efficiency and lead to a higher conversion rate.
Campaign Optimisation
Marketing campaigns produce a huge amount of data. This may be daunting but it’s essential this is analysed diligently as this will provide you with the information needed to optimize your campaign.
To succeed, campaigns must be constantly adapting, a campaign may perform well one month, but this is far from guaranteed the month after if you fail to improve and ensure you’re standing out against your competition.
By studying the data your ads generate, you can regularly tweak your campaign through bid adjustments on a range of variables including, age, audience segment, time and location. By optimizing your campaign, you can guarantee your ads are hitting your target market and getting you the maximum number of conversions!
Floom Creative | B Corp Certified
We specialise in creating narratives for brands, nonprofits and charities that have their values rooted in environmental and ethical consciousness. By communicating your vision through visual sustainable storytelling, we can help your brand to flourish.
Let’s talk! Here are some of Solar companies we have helped with content, ads and lead generation.
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