Google & Meta Ads for UK solar, heat pump and ECO4 installers, tracked to signed installs.
Solar PV, battery storage, heat pumps, ECO4 and GBIS grants, insulation and EV chargers: every home energy job where one install is worth thousands. We wire your signed contracts and completed installs back into Google Ads and Meta Ads, so the platforms bid for homeowners who go ahead, not for leads that waste your surveyors' afternoons.
- Ownership, roof and grant eligibility screened before a lead reaches your survey team.
- Grant and savings claims written to stay compliant with ASA and Google policy, so accounts do not get suspended mid-season.
- Reported as cost per signed install, on a screen share, not cost per lead.
Meta Business Partner
5.0 on Clutch
7 years UK paid media
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Hassan will review your business and reply within two working days with a plan for your sector, plus a teardown of your current account if you have one. In a hurry? Message us on WhatsApp or email hello@globalppc.org.
Meta Business Partner
13 active Google & Meta certifications
Manchester, working UK-wide
Most of a home energy ad budget buys leads that never become installs.
When a solar or heat pump campaign is judged on cost per lead, the platforms find the cheapest leads they can: renters, households outside the grant criteria, "free solar" hunters and people with a north-facing roof in another county. Your surveyors drive to appointments that were never real. Here is what a month looks like once you follow the money past the form fill.
Illustrative figures for a UK solar and heat pump installer; your split is measured from your own lead, survey and contract data in the first 30 days. The point is not the exact numbers. It is that the first four rows are invisible on a cost-per-lead dashboard.
What changes when signed installs feed the bidding
- The platforms learn what an install looks like. Every signed contract goes back into Google Ads and Meta Ads with its value, so bidding leans towards the postcodes, searches and audiences that sign, and away from the ones that only fill in a form.
- Cost per lead rises. Cost per signed install falls. A £48 lead that never surveys is expensive. A £120 lead that becomes an £8,000 solar and battery install is cheap. We make that trade on purpose, and report the number that pays you.
- Eligibility is screened before your surveyor moves. Ownership, roof, EPC band and grant criteria are checked on the form and in the call script, so ECO4, GBIS and Boiler Upgrade Scheme leads arrive qualified rather than hopeful.
- Budget follows the season and the announcements. Solar runs on daylight and energy price-cap news; heat pumps and insulation run on the heating season. Bids move within the day, not at the end of the month.
Pick what you install. See how we would run it.
Twelve home energy sectors, each with its own searches, eligibility checks, seasonality and money number. Choose yours to see the plan we would start from.
Windows, roofing, bathrooms, driveways and the other trades sit in our separate home services marketing playbook. Something else in the home? Ask us and we will say honestly whether it fits.
We pay for the searches that become installs, not the ones that only look busy.
A homeowner pricing up solar for a south-facing roof, or checking whether they qualify for the £7,500 Boiler Upgrade Scheme, searches very differently from someone wondering whether heat pumps are worth it. The whole account is built around that difference.
Cost, grant and postcode searches come first
A homeowner searching for the cost of solar panels, the Boiler Upgrade Scheme or heat pump installers in their town has already decided to act. Those searches get the strongest bids and landing pages that state prices, grant values and payback honestly instead of hiding them behind a form.
Eligibility and roof checks happen before the survey van moves
Ownership, property type, roof orientation and shading, EPC band and grant criteria are checked on the form and in the call script. For ECO4 and GBIS that screening is the whole game: an ineligible lead costs a survey and a failed application, and the platforms learn nothing useful from it.
Anything that never installs is removed every week
"Free solar" hunters, tenants without landlord consent, DIY kit buyers, job seekers, trade wholesalers and people outside your install area are blocked from day one, and the search-term and lead-outcome reports are reviewed weekly so new leaks close before they cost a month of budget.
Grant and savings claims are written to stay compliant
Home energy is the vertical where accounts get suspended. Every grant figure, "fully funded" claim and savings estimate is substantiated and worded to ASA and Google policy, so your campaigns keep running through the season your competitors lose theirs.
Meta Ads angles that work for installers
Eligibility checkers for ECO4, GBIS and the Boiler Upgrade Scheme, substantiated bill-savings creative, real install videos, tariff and battery explainers, and finance offers, run to instant forms that qualify by ownership, property, EPC and postcode before the lead reaches you. Unqualified enquiries never hit your survey diary.
Speed to survey and call tracking
Quote and grant searches convert on the phone. We record which keyword and ad drove every call, book the survey on that first call where we can, feed answered and booked outcomes back as conversions, and report your answer rate, because a solar lead that rings out books with the next installer.
From click to signed install, and back into the platforms.
Google and Meta can only optimise for what they can see. Most installer accounts show them a form fill and nothing else. We show them the survey, the quote and the signed contract, so the bidding learns which postcodes, searches and audiences produce installs worth £5,500 to £14,000 each.
- Click8,940
- Lead312Where most agencies stop
- Qualified172Ownership, roof and eligibility checked before hand-off.
- Survey booked64
- Survey attended41Attended, quoted and accepted, synced from your CRM.
- Signed contract18 · £148,600Where we optimise
- Installed16 · commissionedOffline conversions, server-side events and Meta Conversions API carry the value back.
Tracking system
Our own system for Google Ads, Meta Ads and GA4. Offline conversions, server-side events and real install values flow back into the platforms, so bidding learns from signed contracts rather than form fills.
Lead generation platform
Captures every call, form and Meta instant-form lead, applies your eligibility and roof rules, and hands only qualified homeowners to your survey team or call handlers.
CRM
Tracks each lead from first click to survey, quote, signed contract and commissioned install, and feeds the install value back as a conversion the ad platforms can bid on. Already on a CRM or quoting tool? We connect to it instead.
The channel mix, chosen from your numbers.
Google Ads and Meta Ads are the core specialisms. Which campaign types get budget depends on what you install, your area and your survey-to-sign rate, never on what is easiest to set up.
Google Search
Cost, grant, near-me and product searches in exact and phrase match, geo-fenced to your install area, with call ads and survey-booking landing pages for the searches that convert on the phone.
Meta lead ads
Facebook and Instagram campaigns with eligibility checkers, substantiated savings creative and real install footage, run to instant forms that screen ownership, property, EPC band and postcode before a lead reaches you.
YouTube
Heat pumps and batteries need explaining. Short explainer and install videos reach homeowners researching in your area, then remarketing brings them back once they search for cost or a grant.
Remarketing
Leads that went quiet, surveys that did not sign and visitors who priced up but did not enquire, followed with reviews, finance, tariff and grant-deadline messages across Google and Meta.
Performance Max
Added only after signed installs are flowing back as conversion values, with brand, job-seeker and DIY traffic excluded. Without that, PMax buys the cheapest form fills it can find.
Call tracking
Keyword-level call tracking with answered, missed and survey-booked outcomes fed back as conversions, so the account is judged on surveys booked over the phone, not on clicks that rang out.
Five checkpoints that make Google and Meta bid for signed installs.
The same route on every installer account, from a regional solar firm to a national ECO4 delivery partner: wire the install back, screen the lead, rebuild around the money number, then scale only what holds.
- ConnectSurvey diary, quoting tool and CRM wired into Google Ads and Meta Ads.
- QualifyOwnership, roof, EPC and grant eligibility screened before a survey is booked.
- RestructureCampaigns, budgets and bids rebuilt around cost per signed install.
- CreativeAds in your customer's words: grant, savings, finance, written to stay compliant.
- ScaleSpend rises only where the cost per install holds, postcode by postcode, season by season.
Tracking and call tracking are live, "free solar", DIY and job-seeker searches are blocked, eligibility screening is on every form, and you see your first honest cost per signed install.
Google and Meta are bidding on survey and contract signals rather than form fills. Cost per signed install is trending down and a higher share of surveys turn into contracts.
The account compounds: budget scales into the postcodes, searches and seasons that sign, with every pound of spend traceable to a commissioned install on a screen share.
Installers already on the method.
Home energy is one of the six industries we work in, and installers such as Solar Sync UK and Sphere Energy Solutions run their Google and Meta budgets through it. Live dashboards from the accounts we manage, with every number checkable against the screenshot, are in the case studies.
★★★★★5.0 · independently verified reviewsClients review us on Clutch, where every review is verified independently before it is published. The rating is 5.0. One reviewer, the project manager of a home improvement company, reports 230 conversions at a 13.26 return on ad spend, with the account managed to the jobs it produces rather than to clicks.
What you get on every report
The numbers an installer can act onQualified lead, survey booked, survey attended, signed contract and commissioned install, by sector, postcode and campaign.
Contract value tracked and fed back to the platforms, so growth is measured in pounds installed, not leads.
Eligibility pass rate, answer rate and survey attendance, so wasted surveys are visible and shrinking.
A record of every grant and savings claim running, and what substantiates it, ready if a platform or the ASA asks.
Shared on a screen share every month, and available in your own dashboard in between. No slide deck, no vanity metrics.
Built for some installers. Wrong for others.
Revenue-tracked PPC earns its fee fastest when installs are worth thousands and someone can survey within the week. Here is exactly who this works for, and who should not hire us.
Green light if
- Your average install is £5,000 or more, or you deliver grant-funded measures at volume. Solar, battery, heat pumps and ECO4 all qualify.
- You are MCS certified, and TrustMark registered for grant work, so the leads we generate can actually be installed and claimed.
- You know which leads became signed installs, or you are willing to let us track it. A survey diary and a spreadsheet are enough.
- You spend £8,000 a month on ads, or are ready to, and a surveyor can attend within a few days of the lead.
Red light if
- You are a one-person operation. Our retainers only make sense when there is a team to absorb the extra installs.
- Your budget is under £5,000 a month. You would be paying agency fees your ad spend cannot pay back yet. Grow first, then come back.
- You want the cheapest leads, whatever the eligibility. We optimise to signed installs, which makes cost per lead go up before cost per install comes down.
- You want "free solar" or unsubstantiated savings in the ads. Those claims get accounts suspended and we will not run them.
Home energy PPC, answered plainly.
How much does solar and heat pump PPC cost in the UK?
How quickly will we see signed installs?
Which home energy sectors do you work with?
Can you make ECO4 and GBIS leads actually eligible?
Will grant and savings claims get our account suspended?
We don't have a CRM. Can you still track signed installs?
Do you cover the whole UK?
What is the free teardown?
Want your ads judged on signed installs?
Send us your account for a free teardown. We will show you which searches are buying leads that never survey, and what cost per signed install your budget could reach.
