Google Ads Audit Checklist for Solar Installers

Use this Google Ads audit checklist for a solar installer in order: define project and utility scope, classify solar and battery intent, verify financing and production claims, test survey routing, reconcile project stages, and compare collected margin with crew and permit capacity. Keep property and utility data in approved systems.

This is an educational checklist, not electrical, engineering, tax, financing, legal, safety, or automated adz.so advice. Consult Google Ads Help and local owners.

1. Define scope and stages

[ ] Record dates, project types, areas, utilities, licenses, installers, pages, phones, forms, CRM or project stages, campaigns, budgets, and conversions.
[ ] State whether the question concerns residential, commercial, battery, backup, repair, monitoring, EV charging, roofing, or financing.
[ ] Separate click, inquiry, contact, qualified project, consultation, survey, design, proposal, contract, deposit, permit, installation, inspection, interconnection, payment, cancellation, and referral.
[ ] Separate warranty, support, vendors, jobs, and duplicates.
[ ] Record currency, time zone, attribution window, consent assumptions, incentives, utility, weather, and capacity changes.

2. Check local and solar intent

[ ] Map campaigns to project type, area, utility, page, phone route, estimator, and booking path.
[ ] Review location targeting, exclusions, presence assumptions, radius or city settings, service constraints, and market coverage.
[ ] Classify installation, panels, battery, backup, repair, monitoring, commercial, EV, roofing, financing, incentive, price, DIY, job, supplier, competitor, and irrelevant intent.
[ ] Confirm service area, utility, roof or electrical criteria, timeline, and capacity match the promise.

3. Validate 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.

4. Test calls, forms, and surveys

[ ] Use an approved test identity; do not submit real addresses, roof images, utility accounts, electrical panels, or financing data to an uncontrolled system.
[ ] Test mobile and desktop routes during operating hours.
[ ] Check number ownership, estimator routing, response, voicemail, disposition, recording notice, source value, and consent.
[ ] Test form validation, duplicate handling, address and project fields, calendar, survey owner, confirmation, and follow-up.
[ ] Distinguish inquiry, qualified project, consultation, survey, design, proposal, contract, permit, installation, interconnection, and payment.

5. Reconcile project stages

[ ] 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.
[ ] Check source IDs, consent, definitions, deduplication, project imports, utility and permit timing, financing, and revenue lag.
[ ] Mark recent projects immature.
[ ] Do not send offline values into bidding before the join is proven.

6. Review project economics and capacity

[ ] Record 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.
[ ] Compare demand with survey, design, crew, equipment, permit, utility, and interconnection capacity.
[ ] Mark missing incentive, financing, cost, completion, and permit evidence unknown.

7. Check safety, privacy, and claims

[ ] Review 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 owner.
[ ] Escalate engineering, permit, tax, financing, safety, legal, and privacy questions.

8. Close findings and retest

For every failure, capture project type, area, utility, campaign, query or page, device, evidence, impact, owner, priority, action, proof condition, retest result, and limitation. Prioritize broken calls or forms, wrong-area routing, unsupported savings or financing claims, missing consent, false eligibility, and project-stage gaps.

After each repair, repeat the same journey and compare comparable cohorts. Annotate incentives, rates, weather, staffing, permits, utility, and capacity changes.

Solar-installer handoff

End with what is proven, what must be corrected, what requires technical or financing review, what should be tested, and what remains unknown. For context, see how to audit Google Ads for solar installers, free Google Ads audit for solar installers, and best Google Ads audit tools.