Solar Google Ads: strategies for scorching returns
10-second summary:
- Demand for solar continues to grow, with the International Energy Agency predicting that solar PV will account for 80% of the global renewable energy growth between now and 2030.
- With the right strategies you can generate huge returns with Google ads, getting your business in front of people at the exact moment they’re searching for services that you provide.
- Configure your campaigns so that your ads display only in locations where you provide solar services.
- Control your ad spend and pause your campaigns any time.
- Utilise performance data to optimise your ad performance over time.
Done right, Google Ads for solar can generate huge revenue for your business. Here are some tips.
We’ll start by saying congratulations. It’s a fantastic time to work in solar. Demand is vast, with the International Energy Agency (IEA) predicting that solar PV will account for 80% of the global renewable capacity growth between now and 2030.
Solar technology isn’t just having its moment in the sun. It’s positively basking in the rays, with no sign of the market slowing down.
The opportunities for your business are clear. But your success is contingent on making sure enough of the surging solar demand finds its way to your business.
One of the best ways to do that? Tap into the power of Google Ads.
With the right tactics, it’s no overstatement to say solar Google Ads can generate huge returns and transform the future of your business.
We’ve got some tips for you below.
But first…
Let us pay for your advertising!
Securing the really big returns from Google Ads takes time, tenacity and expertise. That’s why it can help to work with an expert – and if you choose us, we’ll cover your ad spend. Take a look at our case studies to see how we help our clients unlock profits. Then get in touch to arrange a short discovery call. We’re ready when you are.
“Finding an agency who will work hand in hand with you to achieve revenue goals was important to us – and in Adbetter we found that. Their practical, dependable approach coupled with their ability to build full lead journeys (from ad design and copy to lead capture and reporting) has made them a seamless addition to my team and one I’d recommend in a heartbeat.”
– Alexandra Lamport, Marketing Director, GetGround
Why choose Google Ads for solar?
You know what we mean by Google Ads. We’re talking about the sponsored listings at the top of the search results.
Here’s a quick reminder of what makes them such a powerful advertising tool.
· You can capture demand. With solar Google Ads, you can get your business in front of people at the exact moment they’re searching for services that you provide.
· It’s affordable. You don’t need a bottomless budget to get results with solar Google Ads. Even with a modest budget you can start winning new business and generating profits.
· It’s accountable. With Google Ads you only pay when someone clicks your ad. And if someone clicks, there’s a good chance they’re interested in purchasing your services.
Solar Google Ads: 7 tips for smashing it
If you’re serious about making money through Google Ads, you really should take a look at how we can make it happen for you.
Otherwise here are some simple tips for getting results with Google Ads and making your balance sheet look a whole lot brighter.
1. Get selective with your audience
With 8.5 billion searches per day, Google connects you to a seriously big audience. But it’s not the size of the audience that matters. It’s the way Google makes it easy to select the type of audience that sees your ads.
There are dozens of criteria you can work into your audience targeting. But perhaps the most salient for solar ads is the location targeting.
After all, if your solar business is based in Milwaukee, you probably don’t want to be installing solar panels in Malibu.
Instead you can set your ads to display only in certain geographic locations that you want to work in.
Alternatively you can reach your community through Google’s Local Services Ads. Arguably these are even more cost effective than regular Google Ads because you only pay when a potential customer actually gets in touch.
Other audience variables you can work into your targeting include:
· Homeownership status
· Employment status
· Occupation and income
· Hobbies and interests
· Search activity
You can even feed your existing customer data into Google and ask it to serve your ads to a lookalike audience that shares certain characteristics to people who have purchased from you before.
Clever stuff.
2. Give your ads a focus
We’re going to go out on a limb and guess that you offer one, two or all three of the following solar services:
· Installation
· Maintenance
· Repair
Google Ads tend to perform better when they have a sharp focus. So instead of advertising your business in general, create separate campaigns for each of the services you provide.
3. Consider your keywords carefully
Your choice of keywords should be informed by the words people use to search for the solar services you offer.
Google’s keyword planner will help you brainstorm ideas and get an idea of cost. Expect to pay more for keywords that suggest high purchase intent.
4. Put yourself in your audience’s position
Your ad has a second or two to grab your reader. Before you begin writing your ads, put yourself in the position of your potential customers.
The key thing to remember is that your audience is looking for the answer to a problem. Your job is to explain how you can solve it.
5. Think about your campaign as a whole
Your actual ads are just the start of your campaign. You need to think carefully about what happens after the click.
At the very least, your ads should point to landing pages that are unique to each campaign. That is to say, an ad about solar panel repair should point to a landing page about solar panel repair. An ad about solar panel installation should point to a landing page about – you guessed it – solar panel installation. And so on.
Done correctly this will also improve your quality score – a measure of how relevant your ads are to your website. And the higher your quality score, the less you will have to pay when bidding for keywords.
Now, the fact that someone has searched on Google for your services suggests they have high purchase intent. So the main aim of your landing page should be to drive your lead to make an enquiry – ideally using a form that allows them to submit a few details about their property or building and the service they require.
However, it’s also likely that many of your landing page visitors will need a little extra convincing. Here are some ideas for landing page content that will help to give your readers a nudge in the right direction.
· Reinforce the basic benefits. It’s worth reminding people that solar technology is capable of slashing energy bills, reducing carbon emissions and generating revenue by feeding electricity back to the grid.
· Quantify the savings. Numbers are far more compelling when you give them context. Quantify the potential for savings – be clear about how much people could save each month or year. Let data be the hero of your ad campaign.
· Shout about subsidies. Many homeowners are oblivious to the fact that they could receive a grant that subsidises the installation of solar panels. Schemes such as ECO4 in the UK and federal tax credits in the US can help to remove cost-related barriers to purchase for eligible households.
· Reassure people about the process. There’s a perception that installing solar technology will be a lot of hassle. A lot of disruption. You can get your audience on side simply by being clear about process: explaining how long an installation will take, for example. Demystify the project and help people understand what to expect.
· Utilise social proof. Customer testimonials can be incredibly persuasive. If you have reviews that show how you have helped previous customers overcome their doubts about solar technology, make them prominent on your landing page. If possible make sure your reviews are from a trusted consumer rating platform such as Trustpilot.
6. Be prepared to react quickly
Most people will have searched for your services because they have a need for them now. Their purchase intent is high. It’s important to react to any enquiries as quickly as you can – especially if they need repairs. Yours may not be the only solar company they are researching.
7. Be prepared to scrutinise your data
Google will give you lots of data on how your ad campaigns are performing. Take the time to analyse it. You will learn the strategies that work – and those that don’t – allowing you to optimise your campaigns and improve performance over time.
Google Ads are just the start
Google ads are just a small part of a bigger pay per click (PPC) ecosystem. You can also run PPC campaigns across Facebook, Instagram, TikTok, YouTube and a vast network of websites and apps.
Put the effort into mastering PPC and you can craft a customer acquisition process that basically looks after itself – working away in the background to bring a steady, scalable stream of new revenue to your business.
Week in, week out.
Let us take care of it for you…
You could get started with PPC on your own today. Right now. But getting the really transformative results requires expertise.
We specialise in PPC and know how to get campaigns working quickly for our clients. And we take care of everything: ad strategy, ad creative, campaign optimisation – the whole shebang.
Then we give you a monthly report showing exactly how our efforts are contributing to your business revenue.
Ready to eclipse the competition? Get in touch for a discovery call. We will outline what you can expect within three months of working with us.
You should also read these:
Here’s some more articles specifically about solar:
- Solar lead generation: how to attract more revenue to your business
- Solar advertising: making your budget work for your business
- How to succeed with Facebook ads for solar companies
…and we’ve written lots about HVAC too:
