Most UK solar companies struggle with the same problem:
One week they get 12 leads, the next week they get 3.
Inconsistent enquiries = inconsistent cashflow = unpredictable installations.
This is NOT a traffic problem.
It’s a system problem.
The good news?
You can build a predictable pipeline that produces 20–50 solar leads every single week, even in slower months — if you follow a structured approach.
Here’s the exact step-by-step system used by the most successful solar installers in the UK.
Step 1: Start With High-Intent Traffic (Google Search Is Your Foundation)
If you want predictable lead flow, you cannot rely on Facebook traffic or external lead suppliers.
Start with Google Search Ads because homeowners searching for:
- “solar panel installation near me”
- “solar survey near me”
- “solar panels for home UK”
- “solar + battery quotes”
…already WANT solar.
That means higher intent, lower waste, and stable demand.
Why Google Search leads to predictable weekly volume:
- Search demand is consistent year-round
- You appear at the moment the homeowner is ready
- CPC (cost-per-click) is controllable
- You can scale by simply increasing budget
This alone can generate 10–25 leads/week.
But for 20–50/week, you must go further…
Step 2: Use Performance Max to Scale Volume Further
Once your Search campaigns are generating consistent leads, add Performance Max (PMax).
Why PMax is essential for solar:
- Google uses AI to find “in-market” solar buyers
- It fills the gaps that Search doesn’t capture
- PMax is excellent for battery storage enquiries
- CPC is often cheaper than Search
- It increases volume without sacrificing quality
Combining Search + PMax produces a stable lead engine.
Search = high intent
PMax = high volume
Together → 20–50 leads/week becomes achievable.
Step 3: Drive All Traffic to a Solar Landing Page (Not Your Website)
Your homepage is not built for conversions.
To get predictable lead flow, you need a dedicated landing page built ONLY for solar enquiries.
A high-converting solar landing page includes:
✔ Clear headline: “Free Solar Survey + Savings Report”
✔ Real customer reviews
✔ MCS, HIES, TrustMark logos
✔ Real installation photos
✔ Clear process (“Survey → Design → Install”)
✔ A multi-step lead form
✔ Strong CTAs (“Book Free Survey”)
When traffic goes to a page like this, conversion rates jump to 10–25%, instead of 2–5%.
Landing page = predictability.
Step 4: Add a Multi-Step Form to Filter Low-Quality Leads
If you want 20–50 quality leads, you MUST stop time-wasters.
Multi-step forms increase conversions AND improve quality.
Add qualifying questions:
- Are you the homeowner?
- What is your postcode?
- What type of property?
- Are you interested in solar + battery?
- When do you plan to install?
This ensures installers focus only on serious buyers — increasing booked survey rates.
Step 5: Build a 60-Second Follow-Up System (The Secret Ingredient)
This is the part most solar installers NEVER fix — and it’s where 40–60% of leads are LOST.
You need:
✔ Instant WhatsApp message
✔ Instant SMS
✔ Instant email
✔ Auto-follow-up sequence for 48 hours
✔ A phone call within 60 seconds
If you respond in under one minute, your survey booking rate can jump from:
18% → 45–60%.
This is the TRUE difference between 10 leads/week and 35+.
Step 6: Track Every Call, Form and Keyword
What gets measured becomes predictable.
You MUST track:
✔ Which keywords produce the cheapest leads
✔ Which towns convert best
✔ Which ads bring booked surveys
✔ Cost per lead and cost per survey
✔ Battery storage enquiries vs panel-only enquiries
Once tracked, you can scale confidently:
- Increase spend on towns that convert
- Decrease spend on expensive areas
- Push battery storage keywords (higher value)
- A/B test landing pages
Tracking = predictability.
Step 7: Expand Campaigns Town-by-Town to Hit 20–50 Leads/Week
A single campaign won’t get you there.
Create separate campaigns for each:
- Town
- Borough
- Region
- Solar service (Solar panels / Solar + Battery / Battery only)
Example for an installer in Surrey:
- Solar Installers Guildford
- Solar Installers Woking
- Solar Installers Godalming
- Battery Storage Surrey
This dramatically increases volume without increasing CPC.
Local targeting = more leads at lower cost.
Step 8: Use Retargeting to Capture Lost Visitors
30–40% of leads are lost because people leave the landing page and never come back.
Retarget them on:
✔ Facebook
✔ Instagram
✔ Google Display
✔ YouTube
Message example:
“Still thinking about solar? Check if your roof qualifies for our free survey.”
Retargeting adds an extra 5–10 leads/week on average.
Step 9: Improve Lead Quality to Increase Predictability
Lead quality matters MORE than lead volume.
High-quality leads → more booked surveys → more installs.
Improve lead quality by:
- Asking better qualifying questions
- Using clearer messaging
- Offering a proper “Free Solar Savings Report”
- Showing installation photos
- Highlighting real savings (£1,000+/year)
Better quality = predictable revenue.
Step 10: Combine All Steps into One Solar Growth System
Here is the proven structure for predictable 20–50 leads per week:
🔹 Google Search Ads → high-intent traffic
🔹 Performance Max → scale to 30–50 leads/week
🔹 High-converting landing page
🔹 Multi-step qualifying form
🔹 60-second follow-up automation
🔹 Full tracking of every lead
🔹 Town-by-town campaign expansion
🔹 Retargeting to recover missed leads
This turns solar marketing from unpredictable → predictable.
How 5xBusiness Helps Solar Installers Build This Predictable Lead System
Here’s where you position your agency:
5xBusiness helps solar installers:
- Generate 20–50 high-quality leads per week
- Reduce cost per lead by 25–40%
- Increase booked surveys
- Improve landing page conversions
- Set up Google Ads + PMax properly
- Build automated follow-up systems
- Track every keyword and call
- Scale profitably across regions
You don’t just run ads —
you build a complete solar lead generation machine.
This is the positioning solar companies LOVE.
Want Us to Build This Lead System for Your Solar Business?
Offer them your CTA:
👉 Get a Free Solar Lead Audit
(We’ll show where you’re losing money and how to fix it.)
or
👉 Book a Free Strategy Call
(See how many leads you could be getting every week.)