Free Google Ads Audit for Solar Installers

A free Google Ads audit for a solar installer should show whether paid clicks reach a project and utility territory the company can serve, whether leads become qualified surveys and contracts, and whether completed work produces collected margin. Use a focused worksheet that separates solar, battery, repair, commercial, and financing intent.

This is an educational self-service review, not electrical, engineering, tax, financing, legal, safety, or automated adz.so advice. Use approved, de-identified evidence and review Google Ads Help plus local requirements.

Choose project scope and stages

Set the date range and decision: residential, commercial, batteries, backup, repair, monitoring, EV charging, roofing, or financing. Record service areas, licenses, utilities, installers, pages, phones, forms, project stages, campaigns, budgets, and conversions.

Separate click, inquiry, contact, qualified project, consultation, survey, design, proposal, contract, deposit, permit, installation, inspection, interconnection, payment, cancellation, and referral. Keep support, vendors, jobs, and duplicates separate.

Build a safe worksheet

Use rows for project, utility, area, campaign, page, estimator, or service. Include spend, clicks, search themes, calls, forms, response, qualification, survey, proposal, contract, installation, collection, crew time, missing joins, owner, action, proof condition, and retest date.

Use test IDs and timestamps, not real addresses, roof images, utility accounts, electrical details, or financing data. If project stages cannot be joined safely, mark the gap and do not estimate margin.

Check local and solar intent

Classify searches as solar installation, panels, battery, backup, repair, monitoring, commercial, EV charging, roofing, financing, incentives, price, DIY, jobs, suppliers, competitor, or irrelevant. Compare each group with service area, utility, project type, roof or electrical criteria, page, and capacity.

Flag out-of-area traffic, unsupported utility territories, unrealistic timelines, and lead paths with no estimator. Do not promise savings, payback, production, approval, or tax benefits without supported assumptions.

Review pages and claims

Follow searches through ad, solar or battery page, consultation form, phone, survey booking, and confirmation. Check installer identity, licenses or certifications, area, utility and incentive caveats, roof and electrical requirements, warranty, financing, ownership model, and response expectations.

Flag guaranteed savings, free energy, zero bill, universal approval, fixed payback, highest production, no-roof-limit, and no-permit claims. Confirm incentives, financing, prices, and availability are current.

Test calls, forms, and surveys

Use an approved test identity and do not submit real addresses, roof images, utility accounts, electrical panels, or financing information to an uncontrolled system. Test mobile and desktop routes during operating hours.

Check number ownership, estimator routing, response, voicemail, disposition, source value, form validation, consent, duplicate handling, address and project fields, calendar, survey owner, and confirmation. Distinguish inquiry, qualified project, consultation, survey, design, proposal, contract, permit, installation, interconnection, and payment.

Reconcile projects and margin

Compare ad events with contacted, qualified, surveyed, designed, proposed, contracted, deposited, permitted, installed, inspected, interconnected, paid, cancelled, and referred stages. Break down by project type, area, utility, campaign, query, page, device, estimator, and cohort.

Collect spend, qualification and survey rates, contract and completion, collected revenue, equipment, labor, subcontractors, roof or electrical work, permits, design, interconnection, financing fees, warranty, cancellation, and rework. Keep proposal, contract, system size, gross revenue, and collected cash separate.

Check crew and project capacity

Compare demand with survey, design, crew, equipment, permit, utility, and interconnection capacity. Identify projects that exceed the service area or create low-margin work. Mark missing incentive, financing, cost, completion, and permit evidence unknown.

Review safety, privacy, and claims

Inspect forms, calls, analytics, customer lists, remarketing, project imports, roof images, utility details, access, retention, and consent. Keep property, electrical, utility, financial, and identity data in approved systems.

Review licensing, electrical, roofing, financing, incentive, savings, tax, warranty, production, and safety claims with the responsible owners. This audit is not engineering, permit, tax, or financing advice.

Prioritize and retest

Prioritize broken calls or forms, wrong-area routing, unsupported savings or financing claims, missing consent, false eligibility, and project-stage gaps. Then test exclusions, page alignment, qualification fields, estimator coverage, budget, and offline definitions.

Record original state, owner, expected behavior, cohort, proof condition, and retest result. Annotate incentives, rates, weather, staffing, permits, utility, and capacity changes.

Free solar-installer audit handoff

Deliver the worksheet, evidence sources, tests, limitations, technical or financing questions, actions, and next review date. For a deeper process, see how to audit Google Ads for solar installers and best Google Ads audit tools.