Solar Lead Sources Compared: SEO vs Google Ads vs LSA vs Aggregators vs Facebook
Five ways to fill your appointment calendar, and the honest trade offs behind each. Here is what every channel really costs, how fast it works, and who it is right for, so you can put your next dollar where it works hardest.
The quick verdict
The right solar lead source depends on your budget, your timeline, and how fast your team follows up. Most installers win by owning SEO and their Google Business Profile for the long term and renting speed from paid channels when they need appointments now.
Solar lead sources, side by side
Typical 2026 US ranges. Your numbers move with your market and your follow up speed.
| Lead Source | Avg. Cost Per Lead | Speed to Lead | Lead Quality and Intent | Main Risk |
|---|---|---|---|---|
| Local SEO and GBP Best long-term | $10 to $35 blended | Slow, 6 to 12 months | High, actively searching | Takes time and consistency |
| Google Ads (PPC) | $80 to $220+ | Fast, under 48 hours | High, active buyers | Rising clicks, needs fast follow up |
| Google Screened (LSA) | $40 to $100 per lead | Fast, pay per lead | High, pre-screened local | Volume and disputes vary |
| Solar Aggregators | $40 to $250+ per lead | Fast, sold live | Low to medium, price shopping | Shared leads, race on price |
| Facebook / Instagram | $20 to $100 | Fast, under 24 hours | Low to medium, browsers | Heavy nurture required |
Cost per lead ranges reflect 2025 to 2026 US solar marketing benchmarks and will vary by market, season, and follow up. These are market ranges, not our rates. We never advertise free solar, zero cost systems, or guaranteed savings, and all lead capture is kept TCPA and Do Not Call compliant.
Want to know what these channels cost? See our Solar marketing pricing and ROI guide for real benchmarks and how to budget.
Each option, with the real pros and cons
Local SEO and Google Business Profile
- Builds a compounding asset you own
- No cost per click, leads get cheaper over time
- Map and review presence homeowners trust
- Local authority competitors cannot rent
- Slow to start, needs patience
- Requires consistent content and reviews
- Sensitive to Google algorithm updates
Google Ads (PPC)
- Immediate visibility the moment someone searches
- Targeted by service area and intent
- You control the spend and can scale fast
- Clicks run higher than most home services
- Needs strong landing pages and instant follow up
- Leads stop the day you stop paying
Google Screened (Local Services Ads)
- Verified badge after a background and license check
- You only pay for calls and messages
- Exclusive leads with strong local intent
- Lead volume swings by market and season
- You must dispute out of area leads to recover cost
- Rankings tie to responsiveness and reviews
Solar Aggregators (Modernize, EnergySage)
- Plug and play volume without building pages
- Fast to switch on when you need pipeline
- Some marketplaces pre-qualify inquiries
- Leads often shared with several installers
- Close rates drop and price wars start
- You build the marketplace's value, not your own
Facebook and Instagram Ads
- Low cost per lead for building awareness
- Great for showcasing installs and offers
- Strong for building a large local database
- Low immediate intent, lots of browsers
- Needs months of compliant text and email nurture
- Ad fatigue means creative must stay fresh
Owning your pipeline vs renting it
The single biggest decision behind every solar marketing budget.
Own your asset (SEO, website, and GBP)
Rent your leads (aggregators and shared leads)
A simple way to decide
Common questions
There is no single best source. The right mix depends on your budget, timeline, and follow up speed. Most successful installers own local SEO and their Google Business Profile for the long term, then layer in Google Ads and Google Screened for speed. Aggregators and Facebook can add volume if you nurture and dial fast.
Aggregators like Modernize and EnergySage can deliver fast volume, which is why some installers use them. The trade offs are shared leads sold to several companies, lower close rates, and a race to the bottom on price. We usually recommend pairing any aggregator spend with SEO and a profile you own so you are not renting your whole pipeline.
Expect six to twelve months to rank for competitive local terms and build map presence, sometimes faster in less crowded markets. It is slower than ads, but once it ranks the cost per appointment keeps falling and the traffic is an asset you own rather than a bill you pay every month.
If you need appointments now and have budget, start with Google Ads or Google Screened for immediate high intent leads while your SEO builds in the background. If you are playing the long game and want the lowest cost per installed job over time, invest in SEO and your Google Business Profile first. Most installers who can afford it run both.
Over a two to three year window, SEO and an owned profile usually win on ROI because the cost per lead drops and the leads are exclusive and close better. Paid and shared channels deliver faster but the cost stays flat or climbs. The best ROI almost always comes from owning one channel and renting others only for speed.
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