Solar ads that stop the scroll and survive the scroll-back.
stop the scroll
Creative is the biggest lever left in solar advertising. We design and shoot the ads — video, static, social posts, out-of-home — that make a homeowner stop, believe the offer and ask for a number. We already run marketing for solar installers, and on Meta a good hook rate is 30% or above, with anything under 20% treated as weak.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind solar creative that performs.
that performs
Angles taken from real objections, a shoot on your own installs, formats matched to funnel stage, and a testing rhythm that keeps producing winners after the first one fatigues.
Angles and messaging
Production and design
Formats by funnel stage
Testing and refresh
The ad has to answer the roof, the bill, the utility.
A homeowner scrolling past a solar ad is silently asking whether this works on their roof, with their utility, on their bill. Generic energy independence copy answers none of it, which is why so much solar creative reads interchangeably.
We build the angle set from real objections: shade and roof age, what happens when the power goes out, what the payment actually looks like against the current bill, and what the neighbours down the road paid. Each angle gets its own creative rather than one ad trying to carry all four.
- Angles written from your sales team's real objections
- Local utility and incentive detail, not generic slogans
- One idea per ad, tested against the others
- Claims checked before anything is published
30%
hook rate that counts as good on Meta
Your installs, shot properly.
The strongest solar advertisement is almost always footage of your own crew on a real roof, cut tightly. We run the shoot day: install sequences, the inverter wall in a customer's garage, a homeowner talking plainly about the first bill after switch-on.
From that one day we cut the whole library — short video, static design, carousel frames, organic social media posts and poster artwork for vans, yard signs and local out-of-home. One production cost, months of creative.
- A shoot day across live installs and finished systems
- Video, static, carousel and poster cut from one session
- Customer voices recorded properly, with permission
- Every file delivered to you in the working format
88,329
Meta video ads behind the 2026 hook and CTR benchmarks
Video to be found, static to be closed.
Format is a funnel decision, not a taste one. Video wins on reach, recall and top-of-funnel click-through, while static wins on direct-response retargeting and lower cost per action. So the same solar energy message gets built twice, in the shape each stage needs.
We plan the library around that split: hook-led video for cold audiences, proof-led static and carousel for buyers who already visited, and offer-led design for the retargeting window when a quote is sitting unopened.
- Hook-led video for cold reach
- Proof and offer static for retargeting
- Placement-correct crops, never one file stretched
- Creative briefed against the landing page, not apart from it
$40-120
reported cost of a solar lead from Meta ads
7-12%
typical Meta conversion rate on solar campaigns
A winner is a schedule, not an event.
Solar audiences are geographically small, so creative fatigues quickly and the account that stops shipping ads stops working. We run a fixed monthly cadence: new concepts in, tired ones retired, and the winning angle iterated rather than admired.
The read is on cost per booked appointment, not on likes. A Meta lead form at $40 to $70 per lead with a 20 to 30% sat rate lands around $170 to $300 per sat appointment, and that number is what tells us which creative actually won.
- A fixed monthly volume of new concepts
- Hook, hold and cost per appointment reported together
- Winners iterated, not left to fatigue
- A written read on why each test won or lost
$170-300
cost per sat appointment from Meta lead forms
20%
Meta hook rate treated as the weak floor
the hook rate that counts as good on Meta
reported cost of a solar lead from Meta ads
A single production day cuts a season of assets
Footage, artwork and working files in your own accounts
We made the difference for those brands
B2B software, fintech, insurance
Food & beverage
Creative, content, arts & culture
Home essentials, appliances, kitchen & pet
Consumer tech and platforms
Consumer tech and platforms
Food & beverage
B2B software, fintech, insurance
Beauty, personal care & wellness
Consumer tech and platforms
Retail & commerce
Healthcare & regulated services
Creative, content, arts & culture
Travel & mobility
Food & beverage
Travel & mobility
Food & beverage
Creative, content, arts & culture
B2B software, fintech, insurance
Creative, content, arts & culture
Healthcare & regulated services
Food & beverage
Healthcare & regulated services
Beauty, personal care & wellness
Beauty, personal care & wellness
Retail & commerce
Consumer tech and platforms
Creative, content, arts & culture
B2B software, fintech, insurance
Home essentials, appliances, kitchen & pet
Consumer tech and platforms
01 — The challenge
Every solar ad looks like every other solar ad.
Scroll a local feed and the pattern is obvious: the same blue panel on the same anonymous roof, the same promise about energy independence, the same stock-photo family. It answers none of the questions a homeowner is actually asking, so the audience learns to skip it.
The cost is measurable. On Meta, under a 20% hook rate is the weak zone and 30% or above is the target — and a weak hook means paying full media price for an audience that never saw the message at all.
“The ads got plenty of impressions. The appointment calendar didn't move.”
The second problem is supply. Most installers make three ads in January and run them until October. In a service area of a few hundred thousand people, that creative is exhausted long before the budget is, and performance decays quietly while the spend stays flat.
02 — Our approach
Start with the objection, shoot it once, test it forever.
We begin with your sales team, not a mood board. An hour with the people who handle objections all day produces the angle list: roof suitability, shade, what the payment looks like beside the current bill, backup during an outage, and what the incentives really mean in your state this year.
Then one production day covers a season. Install sequences on live jobs, finished systems in daylight, the inverter wall, and a homeowner talking about the first bill after switch-on. From that footage we cut short video, static design, carousel frames, social media posts and poster artwork for vans and yard signs.
Format follows funnel stage. Hook-led video for cold audiences, proof and offer static for retargeting, each in the crop its placement expects. The creative is briefed against the landing page it points at, because an ad that promises one thing and lands on another wastes the click.
Then it becomes a rhythm. A fixed number of new concepts each month, tired ads retired on evidence, winners iterated. Every test comes back with hook rate, hold rate and cost per booked appointment, plus a plain sentence on why it won or lost.
03 — What we did
From three tired ads to a working library.
The same sequence whether you run your own media or we run it with you.
01
What the current ads are doing
Your live creative read on hook rate, hold rate and cost per appointment, next to what the installers around you are running, with the fatigue points named.
02
Angles from the sales floor
An hour with the people handling objections, turned into an angle set with the local utility, incentive and payment detail that makes a solar ad specific.
03
One shoot, a season of assets
A production day across live installs and finished systems, cut into video, static design, carousel frames, social posts and poster artwork for vans and signage.
04
Tested every month
New concepts shipped on a fixed cadence, tired ads retired on evidence, and a written read on hook, hold and cost per booked appointment.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
Footage, artwork, working files and the testing record are yours from the day they are made.
Creative audit and angle map
Your live ads scored on hook, hold and cost per appointment, beside the competitors in your service area, with the fatigue points named in writing.
Messaging and offer platform
The angle set written from your sales team's real objections, with the local utility, incentive and payment detail that makes an ad specific to your area.
Production day on your installs
A shoot across live jobs and finished systems, including customer voices recorded with permission, delivered as raw footage you keep and can reuse.
Video, static and social assets
Short video, static design, carousel frames and social media posts cut in the crops each placement expects, plus poster artwork for vans and yard signs.
Test plan and cadence
A fixed monthly volume of new concepts with a written hypothesis for each, so the account never runs out of fresh creative mid-season.
Monthly creative read
Hook rate, hold rate and cost per booked appointment per concept, with a plain sentence on why each one won or lost and what ships next.
HOW WE WORK
Operating standards, not promises.
Operating standards
Residential solar
Bill, backup and payment angles shot on real homes in the streets you already work.
ExploreBattery storage
Outage and backup creative for the attachment homeowners increasingly ask about first.
ExploreCommercial solar
Evidence-led design for facilities buyers who want models and references, not slogans.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
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FAQ
Questions installers ask us
How much solar creative do we actually need?
More than three ads a year, and less than the firehose everyone imagine. A fixed monthly cadence of a few genuinely different concepts, with the winner iterated, keeps a small service area from burning out. We agree the number upfront so it is a plan rather than a scramble.
Is video or static better for solar ads?
Both, at different stages. Video wins on reach, recall and top-of-funnel click-through; static wins on retargeting and lower cost per action. We build the cold-audience hook as video and the retargeting proof and offer as static design, from the same shoot day.
Can you use AI images instead of a shoot?
We use generated imagery where it genuinely helps, for backgrounds and concept frames. What sells solar is specificity — your crew, a roof shape a local recognises, a real bill — and that has to be photographed. Using both in the right places gives you volume without losing credibility.
How do you know a creative won?
Cost per booked appointment, with hook and hold rate as the diagnostic underneath. Meta lead forms around $40 to $70 per lead at a 20 to 30% sat rate land near $170 to $300 per sat appointment, so a cheap lead from a weak ad is easy to spot once you measure the far end.
Will the ads follow advertising rules?
Yes, and we build that in from the brief. Savings and payback claims are stated in ranges we can support, incentive language matches what actually applies in your state, and nothing goes live with a number we cannot source. That protects the account as well as the customer.
Do we need customers on camera?
It helps a great deal and it is optional. A homeowner talking plainly about their first bill after switch-on outperforms almost anything scripted. Where a customer prefers not to appear, we build the same proof from install footage, review screens and the numbers your team already reports.
Can you do van wraps, yard signs and posters too?
Yes. The same shoot and the same design system covers poster artwork, vehicle graphics and yard signage, which is where a lot of local recognition is quietly built. Working files come to you so any print supplier can produce them.
How does this fit with our media buying?
Cleanly. We brief creative against the campaign structure your buyer runs, whether that is us or your existing team, and we point each ad at a landing page built to match the promise. Many clients pair this with solar PPC.
How quickly can we be live?
Usually three to four weeks: an angle session in week one, the shoot once your schedule allows, then the first cut of video and static a week later. If you need something running sooner, we start with design built on your existing footage.
What if a concept does not work?
That is the point of testing, and it is budgeted for. We retire it on evidence, write down what the result told us, and put that into the next round. A month where two of four concepts lose is a normal month, and it still moves your cost per appointment.
Do you handle organic social as well?
The same shoot feeds it. Social media posts, short vertical cuts and install stories come out of the production day, so your organic feed stops being an afterthought and starts reinforcing the paid message people are already seeing.
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