Paid Media Agency for Solar and Home Services
FrogFish runs paid media for solar, battery and home-services companies and optimizes it to appointments held and contracts signed, not to lead volume.
Our lead scoring work for a publicly traded solar company delivered a 32% improvement in cost per sale.
The solar lead problem
Solar and home-services leads are expensive, and a large share never sit for an appointment. Shared lead vendors resell the same homeowner several times. Campaigns optimized to form fills buy more of the cheapest leads, and the sales team pays for it in cancelled appointments and low close rates.
How we run it
- Track appointments, sits and signatures. We connect your CRM and send appointment set, sit held and contract signed back to Google, Microsoft and Meta. See offline conversion tracking.
- Score leads by likelihood to sign. Homeownership, roof and utility signals, location, source and contact behavior feed a lead score that bidding can use the same day.
- Manage by market. Budgets and bids are set by state, metro or zip on cost per signature or cost per watt, and pushed where unit economics have headroom.
- Daily alerts. Slack alerts flag markets that stop converting, lead spikes the call center can't absorb, and channels with room to scale.
Results
- +32% cost-per-sale efficiency for a publicly traded solar company, by scoring leads and feeding those scores back into bidding. "FrogFish challenged us to move beyond optimizing for form fills and focus on leads that turn into real opportunities." (SR VP of Sales & Marketing, Sunrun)
- $120M in client revenue tracked to source across 20+ brands.
AI search for solar
Homeowners now ask ChatGPT and Google AI Overviews which installer to trust. We run AI search optimization for solar alongside paid, measured in the same signed contracts. More on our lead-gen and home services work.
Frequently asked questions
What is the best way to advertise a solar company?
Run search (Google and Microsoft) and Meta, but optimize to sits and signed contracts through offline conversions, not to form fills. Manage budgets by market on cost per signature or cost per watt.
Should solar companies buy shared leads or run their own ads?
Shared leads are fast but expensive per sale and resold to competitors. Owned paid media, optimized to signed contracts, usually produces a lower cost per sale once tracking and lead scoring are in place.
Which metrics should a solar paid media agency report?
Cost per appointment held, cost per signed contract (or cost per watt), close rate by source and market, and spend headroom against your allowable cost per sale.
Do you work with HVAC, roofing and other home services?
Yes. The same approach (offline conversions, lead scoring and market-level budgeting) works for any home service with an in-home or phone sale.
Book a 30-minute strategy call → We will look at your accounts and CRM data and show you where the money is leaking.
Alex Fleshner is the founder of FrogFish Consulting. He spent 13 years at Google across Ads and AI, including AI Transformation Lead at Google Cloud AI, Head of Media Strategy at Verily, and lead of the Google Ads lead-gen vertical. More about Alex · LinkedIn
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