Google Ads guide

How to Set Up Google Ads Location Targeting for Solar Installers

To set up Google Ads location targeting for a solar installer, document the service and project footprint first, then choose locations that match property type, survey travel, technical review, permitting or utility coordination, crew capacity, and the actual project promise. Separate residential, commercial, battery, maintenance, and consultation journeys where needed. Add exclusions, align the page and qualification path, and measure assessments, proposals, accepted projects, and installation progress.

Google’s location-targeting overview and advanced location options explain campaign controls. They do not determine whether a property is suitable or whether an installer can serve an address, perform the survey, or schedule the work. Build the map from the company’s sales and delivery process.

1. Map services, properties, and project coverage

List the service the campaign will promote: residential solar, commercial solar, batteries, repairs, monitoring, roofing coordination, energy consultation, or another defined offer. For each, record property type, service area, survey method, design owner, installer, equipment, response hours, project timeline, local coordination, minimum fit, and the information needed to qualify a prospect.

Separate residential rooftop work from commercial projects when travel, technical review, page, proposal, or installation capacity differs. Battery or retrofit work may need a different survey from a new installation. A market can be within the brand’s broad footprint but outside the current crew, partner, process, or support capability.

Create markets the company serves now, markets for a deliberate test, and markets to exclude. Give each a reason, owner, service, property type, and review date. Note project handoffs, site constraints, seasonal capacity, language support, and any local process the campaign promise must respect.

2. Choose campaign structure before adding locations

Keep locations together when the same service, property type, page, phone route, estimator, survey process, team, budget, and accepted-project definition apply. Separate campaigns when geography changes project type, technical workflow, permitting or utility coordination, crew, offer, travel, financing conversation, or budget ownership. A split should support a real sales or delivery decision.

Separate consultation journeys when needed

A homeowner requesting an initial consultation, a commercial property manager seeking a proposal, and an existing customer asking for battery or repair work need different questions and follow-up. They may need different pages, qualification fields, schedules, technical review, and conversion events. Do not use a broad residential target as a promise for every commercial or specialty project.

Name each campaign with service, property type, area, and project model. Record target, location option, exclusions, page, phone route, estimator owner, capacity assumption, and review date. This keeps a new operator from routing a project to a team that cannot survey or install it.

3. Add the city, region, service area, or radius

Open the campaign location settings and search for the supported country, city, county, state, province, or region that matches the project map. Verify the target name and map before saving. If using a radius, confirm the center is the office, survey hub, or chosen service point, then inspect the edge for properties the team cannot reach or assess in the promised timeframe.

Choose the geographic unit that makes the project decision clear. A local residential installer may start with a practical office radius. A commercial or specialist team may test a wider region with a distinct survey and proposal process. A narrow target is useful only when it improves qualification, delivery, or measurement.

Save target, service, property type, reason, owner, survey assumption, capacity, and review date. Check neighboring markets, boundary roads, roof or site constraints, and locations where the installer lacks the required equipment or partner process.

4. Select the location option for the reach question

Choose the location option that matches who the installer wants to reach. A local campaign may begin with people present in markets where surveys and crews operate. A separate test for people researching a project from elsewhere needs its own page, response expectation, and review rule. Read Google’s advanced location options and compare the platform location with the property address captured by sales.

The setting is not proof that a property is suitable or that the project can be delivered. If inquiries appear outside the intended area, check target, option, exclusions, search intent, property address, and service before changing the map. Capture enough context for the estimator to reject an unsupported project before promising an assessment.

5. Add exclusions and inspect overlap

Exclude markets outside the project map, areas where the advertised property or system type is unavailable, locations that require unsupported partners or process, and places assigned to another branch or installer. Check Google’s location-exclusion guidance when reviewing current behavior. Document each exclusion with service, property, reason, owner, and review date.

Inspect overlap among office radii, city targets, regional campaigns, residential campaigns, commercial campaigns, battery campaigns, and existing-customer service campaigns. Overlap can be intentional when pages, sales teams, technical review, and project-value definitions differ. It needs correction when one consultation enters several queues and no one owns the site assessment.

6. Align the project promise with qualification

Review the ad, landing page, property or system wording, consultation promise, timeline, financing language, phone greeting, form, calendar, confirmation, technical review, and follow-up. They should agree with the location target and actual capacity. Do not promise a project or installation timeline the local team cannot assess or coordinate.

Ask for location, property type, ownership or project context, service interest, roof or site information when appropriate, timing, and contact details the team can use. Explain whether the first step is an educational call, qualification, remote review, or site assessment. Avoid collecting sensitive financial or identity details through an unapproved advertising form, and route documents through the intended process.

Language settings should match the actual sales, design, installer, and project-support experience. A campaign setting does not create multilingual technical support. Google’s location and language settings describe platform controls; the installer remains responsible for a clear project path.

7. Validate consultation and project tracking

Review the setup as one system:

  • included locations, exclusions, target type, radius center, and location option;
  • service, property type, page, phone number, form, calendar, hours, and project wording;
  • qualified inquiry, consultation, site assessment, technical fit, proposal, accepted project, cancellation, completion, revenue, and margin definitions;
  • estimator, designer, installer, survey assumption, baseline, review date, and rollback action; and
  • report fields for property location, project type, technical outcome, travel, timeline, stage, and value.

Run a controlled page-to-call or page-to-form test. Confirm that the event is recorded once, reaches the intended sales owner, and contains the information needed to decide whether the project is in coverage. Test an address that should be included, one that should be excluded, a neighboring market, and a request for an unsupported property or service.

Do not change geography, offer, page, consultation process, budget, staffing, and conversion definitions together unless the combined workflow is the experiment. Annotate seasonality, installer availability, equipment, partner changes, permitting or utility workflow, office moves, project launches, and tracking changes.

8. Review location through project stages

Track spend, calls, forms, qualified inquiries, property type, service, consultations, site assessments, technical fit, proposals, accepted projects, cancellations, installation stage, revenue, travel, project cost, referrals, and margin. Keep stages separate: a form is not a qualified consultation, a consultation is not a proposal, and a signed project is not completed installation.

High consultation volume can be a failure when properties are outside coverage, projects are technically unsuitable, or the design and installation teams cannot respond. A smaller market can be stronger when assessments are suitable, proposals are clear, projects are accepted, and delivery is healthy. Review location with property type, project stage, crew capacity, and timeline.

If inquiries have the wrong location, inspect target, option, exclusions, query intent, and property address. If the project is in coverage but the wrong type, inspect the ad and page. If assessments do not become proposals, review technical fit, expectations, timeline, price, financing conversation, and follow-up. If proposals do not become projects, review scope, qualification, local process, capacity, and clarity.

Solar-installer location-targeting checklist

Before launch, confirm:

  1. Each service has a documented area, property type, survey method, technical owner, crew, timeline, and capacity assumption.
  2. Residential, commercial, battery, service, consultation, and project journeys are separated when their promises differ.
  3. Targets, radius edges, exclusions, and location option match survey and installation reality.
  4. Ads, pages, calls, forms, consultations, assessments, proposals, and follow-up make the same project promise.
  5. Property, service, technical fit, consultation, assessment, proposal, acceptance, completion, timeline, and value fields are defined.
  6. The test hypothesis, baseline, owner, review date, capacity assumption, and rollback action are saved.

For the strategic framework, see Best Google Ads Location Targeting for Solar Installers. The Google Ads location targeting best practices article covers controlled tests. adz.so can organize supported advertising evidence and workflow, but it does not assess roofs or sites, design a system, provide financing, verify local requirements, guarantee savings or installation, or guarantee consultations or projects.

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