How the Best Solar Leads Can Help Your Solar Company Grow in 2026 and 2027

2025 has been one of the most turbulent years in memory for a residential solar industry that has known far more uncertainty over the last ten years than stability.

While the One Big Beautiful Bill brings an end to the Section 25D federal solar tax credit for purchased residential solar systems on 31 December 2025 it continues the Section 48E tax credits for leased residential solar systems until the end of 2027.

It is now time for solar installation companies to focus on how we make the most of the continuation of the Section 48E tax credits and ensure 2026 and 2027 are great years. 

Obviously, solar installation companies will be speaking with providers of residential solar lease platforms and ensuring they have the best lease product to sell in 2026 and 2027. 

However, solar company owners must also ensure that they are on top of their game when it comes to customer acquisition to make the most out of 2026 and 2027. Historically, most residential solar installation companies in America have significantly underinvested in lead generation.

This article explores solar companies options when it comes to acquiring new customers and answers the question: How do you generate enough high-quality solar leads to capitalize on this opportunity?

Contractors essentially face three main choices for solar lead generation:

1. Local marketing and self-generated leads

2. Running your own Google Ads or Meta Ads

3. Buying solar leads from professional lead generation companies like SolarReviews

Below, we’ll explore each option, what solar leads cost in 2025, expected ROI, and why the best solar leads often come from trusted professional providers like SolarReviews.com.

1: Local Marketing and Self-Generated Solar Leads

Many installers start by generating their own solar leads through:

• SEO on their website

• Optimizing their Google Business Profile

• Referrals from existing customers

• Community outreach and door knocking

Pros	Cons
Low cost per lead if done well	Does not scale to meet high-volume demand
Builds brand credibility in your market	Lead flow is inconsistent and seasonal
High trust when referrals close	Requires marketing expertise and patience

Verdict: Local marketing should be part of every solar company’s strategy, but it can’t deliver the volume of leads needed to seize the current tax credit opportunity and maximize revenue and profit through to the end of 2027.

2: Running Your Own Google Ads or Meta Ads

Google and Meta (Facebook/Instagram) dominate paid traffic for solar leads — but they’re not easy for individual installers to master.

Challenges with Google Ads

• High competition: National solar lead companies dominate sponsored results with expert keyword bidding.

• Technical complexity: Success requires negative keyword lists, CPA bidding integration, and advanced campaign optimization.

• Agency limitations: Generalist agencies rarely understand which solar traffic is worth buying and so usually end up generating a lower volume at a higher cost.

Challenges with Meta Ads

• Ad fatigue: Content goes stale within weeks, requiring constant new creative.

• Technical barriers: Meta’s Ads API requires skilled programmers to maximize performance.

Fragmenting Search Market

Just as in roofing, traffic is fragmenting. Platforms like TikTok, YouTube, and even AI search (e.g., ChatGPT) are now directing a meaningful share of consumer interest. At SolarReviews, we’ve already seen organic traffic patterns shift as AI becomes a new discovery layer.

Verdict: DIY ads can provide volume, but are rarely profitable at scale.

3: Buying Solar Leads from Professional Lead Generation Companies

For most installers looking to grow quickly, the best option is to work with established solar lead generation platforms.

Why Professional Lead Generation Companies Deliver Better Solar Leads

• Scale and expertise: They buy traffic nationwide, reducing cost per acquisition.

• Higher quality: Strict screening and verification processes ensure leads are real homeowners with viable properties. For instance, SolarReviews pin verifies each phone number of each lead and does not sell leads where the roof is shaded, it is a mobile home, the home already has solar or a number of other factors that make the home unsuitable for solar.

• Better ROI: By filtering out low-intent prospects, installers get a lower cost per close.

SolarReviews as the Industry Benchmark

• Generates over 400,000 organic and paid search generated solar leads annually from highly educated consumers.

• Strict QA process: only ~48% of raw leads pass verification.

• Provides homeowners with instant online solar cost estimates, increasing intent.

• Average customers see a 6–8x gross margin return on spend.

How Much Do Solar Leads Cost in 2025?

The cost of solar leads varies depending on source and exclusivity:

• Exclusive high-intent web leads: $150–$300

• Shared high-intent leads: $80–$150

• Affiliate/call center leads: $25–$70

Lead costs have risen significantly due to intense bidding on Google and Meta. But because residential solar margins remain among the highest in home improvement, the ROI is still exceptional.

Are Solar Leads Worth the Price?

Yes — if you buy from the right sources. Let’s run the math:

• Average lead cost: $100

• Conversion rate: 6% (1 in 16 leads)

• Cost per close: $1,600

• Average system size: 8 kW at $3.00/W = $24,000 revenue

• Gross margin: ~40% = $9,600 per job

• Net profit after lead cost: ≈ $8,000 per job

Even if 15 out of 16 leads don’t close, the 1 that does delivers a 5–8x ROI.

Best Solar Leads for 2025: Comparison Table

Lead Source	Cost per Lead	Quality	Scalability	Key Challenge
Local Marketing (SEO, referrals, door knocking)	Low ($0–$50)	High trust, but low volume	Very limited	Doesn’t scale
Google Ads & Meta Ads (DIY)	Medium–High ($80–$300+)	High if done well	High potential	Complex, ad fatigue, expensive
Professional Lead Companies (e.g., SolarReviews)	$100–$300 (exclusive/shared)	High intent, well-screened	High, proven	Requires strong sales process

The Urgency of 2025–2027: Maximize Profits Before Tax Credits Expire

• Over Q3 of 2025 we saw a demand surge because of the end of the Section 25D residential solar ITC (purchases) on 31 December 2025. Expect Q1 and Q2 of 2026 to be down compared to 2025 because of the hangover from the loss of the Section 25D credit. However, we also expect demand to surge again towards the end of 2026 and again in 2027.

• The Section 48E ITC for leased systems continues until the end of 2027, extending strong demand for third-party owned solar.

• After 2027, industry growth may slow, so now is the time to scale aggressively.

Maximize Your Solar Profit Potential Now With the Best Solar Leads

The best solar leads for 2025 are those that deliver:

• High intent and quality

• Scalable volume

• Profitable ROI even as lead costs rise

While local marketing should remain part of your mix, and DIY ads may supplement, the fastest path to growth is through trusted professional solar lead generation platforms like SolarReviews.

With the federal tax credits entering their final phase, 2025–2027 represent the golden years of U.S. solar demand. Installers who invest in high-quality solar leads now will maximize profit, build market share, and secure long-term business success before incentives fade.