How to Audit Google Ads for Solar Installers

To audit Google Ads for a solar installer, trace each local search from installation, battery, repair, or financing intent to the right service area and consultation path, then through qualification, site survey, design, contract, permitting, installation, interconnection, and collected margin. Review roof and electrical capacity, utility rules, incentives, financing claims, and the long project cycle.

This is an educational account-review framework, not electrical, engineering, tax, financing, legal, or safety advice. Use approved, de-identified records and review Google Ads Help plus local permitting, utility, and advertising requirements.

1. Define project types and the decision

State whether the account promotes residential solar, commercial solar, batteries, backup, repair, monitoring, roofing, EV charging, or financing. Record service areas, licenses, installers, partners, utility territories, roof or project criteria, pages, phones, forms, CRM stages, campaigns, budgets, and conversions.

Define click, inquiry, contacted lead, qualified project, consultation, site survey, design, proposal, contract, deposit, permit, installation, inspection, interconnection, payment, cancellation, and referral. Keep warranty, support, vendor, employment, and duplicate contacts separate.

If the account reports only leads or appointments, it proves inquiry activity but not a viable or collected project. Record the missing stage. Do not use a universal project value when roof, system size, battery, utility, financing, incentives, and installation cost differ.

2. Audit local and solar intent

Map campaigns to project type, service area, utility territory, page, phone route, estimator, and booking path. Review location targeting, exclusions, presence assumptions, radius or city settings, service-area constraints, and the markets represented in searches.

Classify terms as solar installation, panels, battery, backup, repair, monitoring, commercial, EV charging, roofing, financing, incentive, price, DIY, jobs, suppliers, competitor, or irrelevant. Check that the company can serve the location, utility, structure, system type, and project timeline.

Do not promise savings, tax benefits, production, approval, or payback without the assumptions and local review that support the claim.

3. Review pages, offers, and financing claims

Follow searches through ad, service page, battery or installation detail, consultation form, phone, survey booking, and confirmation. Check installer identity, license or certification, service area, utility or 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, or “no permits needed” claims. Confirm incentives, financing, rebates, prices, and availability are current and assigned to an owner.

4. Test calls, forms, and survey routing

Use an approved test identity and do not submit a real address, utility account, roof image, electrical panel detail, or financing information to an uncontrolled system. Test mobile and desktop paths during operating hours.

Check number ownership, estimator or office routing, response time, voicemail, disposition, recording notice, source value, form validation, consent, duplicate handling, address and project fields, calendar, site-survey owner, and confirmation.

Distinguish inquiry, qualified project, consultation, survey, design, proposal, contract, permit, installation, inspection, interconnection, and payment. Keep property and financial details in approved systems.

5. Reconcile the project funnel

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, stage definitions, deduplication, CRM or project-management imports, utility and permit timing, financing steps, and revenue lag. A project may take months; recent leads should not be judged on collected installation value.

Review qualification for roof, ownership, shading, electrical, utility, financing, service area, and timeline. A low cost per lead can hide projects the installer cannot build.

6. Evaluate project margin and capacity

Build a view with ad spend, qualified rate, survey rate, contract rate, installation completion, collected revenue, equipment, labor, subcontractors, roof or electrical work, permits, design, interconnection, financing fees, warranty, cancellation, and rework.

Keep proposal, contracted value, system size, gross revenue, and collected cash separate. Compare demand with survey, design, crew, equipment, permit, and interconnection capacity. Mark missing incentive, financing, cost, or completion evidence unknown.

7. Review safety, privacy, and claims

Inspect forms, calls, analytics, customer lists, remarketing, CRM or project imports, roof images, utility details, access, retention, and consent. Keep property, utility, electrical, 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 does not decide engineering, permit, tax, or consumer-finance compliance.

8. Prioritize fixes and retest

Write findings with project type, area, utility, campaign, query or page, device, evidence, impact, owner, priority, action, proof condition, and limitation. 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 distribution, and offline-stage definitions. Repeat the same journey and compare cohorts, annotating incentives, rates, weather, staffing, permits, utility, and capacity changes.

Solar-installer audit handoff

End with what is proven, what is broken, what requires electrical, permit, tax, or financing review, what should be tested, and what remains unknown. For broader context, see best Google Ads audit tools while keeping recommendations tied to project, utility, crew, and collected margin.