Google Ads for solar and battery installers.
Solar buyers research for a long time, ask about savings and payback, and more of them want a battery too. Campaigns need to separate serious buyers from people gathering information, and be clear about what you install and where.
Most solar searches are not ready to buy. Some are.
New systems
“Solar panels for my house”, “solar panel installers near me”, “solar panels cost”. The core of the account, and where most of the budget should go.
Batteries
“Add a battery to existing solar”, “home battery storage”. Often people who already have panels, so they need a different message and a different page.
Free and grant searches
“Free solar panels”, “solar panel grants”. Usually people looking for a government-funded scheme. Unless you install through one, we exclude them.
Research
“Are solar panels worth it”, “how much do solar panels save”. Early stage. Worth reaching only with a page that answers the question honestly.
Campaigns for a researched, considered purchase.
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01
Separate products
New solar systems, battery retrofits and, if you fit them, EV chargers in their own campaigns, each with a page of its own.
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02
MCS in the ad
Homeowners need an MCS certified installation, or an equivalent, to receive Smart Export Guarantee payments for the electricity they export. Your certification belongs in the ad.
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03
Pages that answer questions
Roof suitability, system sizes, batteries, warranties, timescales and what your survey involves. Solar buyers read before they enquire.
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04
Claims you can back up
UK advertising rules expect savings and payback claims to be evidenced. We write ads around facts you can stand behind, not best-case numbers.
What makes a good solar enquiry.
- A homeowner with a roof they control. Flats and some leasehold homes rarely go ahead.
- A roof that could work, roughly: orientation, shading and space.
- Interested in what you sell: panels, a battery, or both.
- Realistic about cost and timing, rather than hoping for something free.
- Inside the area where you install.
Where solar budgets leak.
“Solar” is a word that sells a lot of things that are not roof installations.
- Free panels and grants, unless you install through a funded scheme.
- Solar garden lights, power banks, chargers and camping panels.
- DIY kits and panels for sheds, caravans, motorhomes and boats.
- Jobs, training and installer courses.
- Panel cleaning and bird proofing, if you do not offer them.
- Commercial and farm-scale systems, if you only do homes.
Local Services Ads: solar installation is not a category of its own in Google’s UK list, when we checked in October 2026. Search campaigns do the work, so the quality of the keyword and exclusion lists matters even more.
Solar and battery questions.
Can solar installers use Local Services Ads?
Not as a category of their own, when we last checked Google’s UK pages. If Google adds solar, we will look at it with you. Until then, well-run search campaigns are the main route.
Should we put savings figures in our ads?
Only figures you can evidence, and with the assumptions behind them on the landing page. Savings depend on the home, the system and how the household uses electricity, and the advertising rules expect claims to be backed up.
Is it worth advertising battery retrofits on their own?
Often, yes, because the customer already has panels and is asking a narrower question. A separate campaign and page lets you speak to them directly instead of explaining solar from the beginning.
Other trades
Find out which solar searches are worth paying for.
We will look at your current campaigns or your website, and show you where buyers and browsers are being mixed together.