Google Ads for Solar Panel Installers in India: Keywords, Campaigns and Setup

Should home rooftop and commercial solar run as separate campaigns?

Yes. Homeowners and businesses search with different words, decide differently and need different landing pages, so give each its own campaign, budget, locations and schedule. Mixed together, busier home searches tend to use up money meant for commercial jobs.

First list the jobs you actually take: home rooftops, housing societies, shops, factories, schools or hospitals, and cleaning or maintenance. Each one becomes a campaign or an ad group. New to Google Ads? Our step-by-step campaign guide covers the basics; this post covers what is specific to solar.

• Separate budgets: you decide how much goes to each type of job, instead of one budget spread across both.
• Separate schedules: commercial buyers tend to search in working hours; families often research in the evening and at weekends.
• An optional third campaign: a small maintenance campaign keeps cleaning and repair searches away from installation ads.

Which keywords should solar installers bid on?

Bid on searches that name the job and show an intent to buy: installation, system type, home or business, and a place. Group them into tight ad groups so each ad can repeat the search and each click lands on the page about that exact job.

On-grid, off-grid and hybrid searches deserve separate groups because the buyer wants different things. An on-grid system works with the electricity grid, an off-grid system runs on its own with batteries, and a hybrid combines the two. If you only install on-grid systems, do not bid on off-grid terms.

Google’s keyword matching options page explains the three match types. Broad match is the default and reaches the widest set of related searches, and Google says it is critical to use Smart Bidding with it. Phrase match (in quotes) and exact match (in square brackets) give more control and less reach. A practical start is phrase and exact match on the groups above, testing broad match once conversions are tracked reliably.

How do you write honest solar ads, including PM Surya Ghar searches?

State what you do and what you can prove: your service area, a free site survey, a written quote and help with the scheme application. Never suggest you are a government office, never put subsidy figures in ads, and never promise bill savings you cannot back up for that roof.

Many homeowners search for the government scheme by name, so get the basic facts right. A PIB backgrounder from the Ministry of New and Renewable Energy (March 2025) describes PM Surya Ghar: Muft Bijli Yojana as a domestic rooftop solar scheme. Households apply through the National Portal, where they can also select a vendor, and the portal offers information on system sizes, a benefits calculator and vendor ratings.

The same document lists the household eligibility conditions: an Indian citizen, owning a house with a roof suitable for solar panels, a valid electricity connection, and no other subsidy already availed for solar panels. Its application steps include waiting for DISCOM approval, installing the plant with a registered vendor, applying for the net meter, a DISCOM inspection and a commissioning certificate from the portal. Rules and amounts change, so always check the current rules on the official PM Surya Ghar portal before writing ads or landing pages about the scheme.

Google’s Misrepresentation policy prohibits implying government support you do not have, improbable claims, pricing that gives a false impression of the cost, and offers that are unavailable. Google says violations are considered egregious and can lead to account suspension upon detection, without prior warning.

What negative keywords should solar installers add?

Block searches that mention solar but are not installation customers: jobs and courses, dealerships, wholesale panels, small solar gadgets, share prices, DIY projects and portal status checks. Treat the table as a starter list and adjust it to what you really sell.

Google’s negative keywords page notes that negatives do not match close variants, so add singular and plural forms yourself (“job” and “jobs”), although casing and misspellings are handled automatically. Put the shared themes into a negative keyword list, which you can apply to the residential and commercial campaigns at once.

Do not block “price” or “cost” by reflex: people close to buying often compare prices, and a page on what affects system cost can turn them into survey requests.

How should solar installers set locations and ad schedules?

Target only the places where you can survey and install without a long trip, choose the location option deliberately, and show call-focused ads when someone can answer. Draw the residential map tighter than the commercial one.

Google’s location options offer “Presence or interest”, which reaches people in or interested in your locations and which Google recommends for Search, and “Presence”, for when you only want people physically in your locations. Radius targeting is available, with a minimum radius of one kilometre, though available location types vary by country.

• Residential campaigns: Presence is usually the safer start, around the sectors and colonies your team can reach for a survey, such as DLF phases, Golf Course Road, Sohna Road and the newer sectors.
• Commercial campaigns: a wider map makes sense, covering industrial areas such as IMT Manesar and Udyog Vihar and any other districts where you have installed before.
• Neighbouring cities: add Delhi, Faridabad or Noida only if you can handle the survey, installation and after-sales visits there.

Campaigns show ads all day by default, according to Google’s ad scheduling page, and you can choose days and hours or adjust bids for them. Interest in rooftop solar often grows as summer electricity bills arrive, so check your own enquiry history and raise effort before the busy weeks.

Call assets, WhatsApp and lead form assets: which should installers use?

Add a call asset to every search ad, add a WhatsApp message asset if your account qualifies, and send most clicks to a site-survey landing page. Lead form assets can be tested, but check eligibility first and plan how you will collect the leads.

• Call assets: Google’s call assets show a call button under responsive search ads on mobile and a “Call us” button on desktop, and can be scheduled for certain days and hours.
• Call ads are being retired: Google’s call ads page says options to create new call ads were removed in February 2026 and existing call ads stop receiving impressions in February 2027, so use call assets on responsive search ads instead.
• Message assets: message assets add a button that opens a chat, with WhatsApp as one option, on Search and Performance Max campaigns. Google lists them as beta and requires completed Advertiser verification.

Lead form assets let a person submit details inside the ad, on Search and Performance Max campaigns. Google lists the conditions: a privacy policy link, a good history of policy compliance, no sensitive vertical, and a conversion-focused bidding strategy, and says lead forms are available to eligible advertisers in supported countries. Leads are kept for 60 days (CSV download covers the last 30), or can go to a CRM through a webhook, so collect them often.

What does a solar installer’s landing page need?

One page per campaign theme that repeats the search, explains the process from survey to commissioning, shows real installations and asks a few qualifying questions in a short site-survey form. It must load fast on a phone, because most searchers will see it on one.

1. A matching headline: “Rooftop Solar for Homes in Gurgaon” for the home campaign, “Solar for Factories and Warehouses” for the commercial one.
2. A short survey form: name, phone, area or sector, home or business, own or rented property, roof type and a simple choice for the monthly bill (for example low, medium or high, with bands you define).
3. Call and WhatsApp buttons: visible without scrolling on mobile, with the hours you answer.
4. Real installation photos: your own rooftops and teams, never stock images presented as your work.
5. The process in steps: survey, design, quote, installation, net meter application and handover.
6. What the quote includes: panels, inverter, structure, wiring, earthing and net meter paperwork.
7. A scheme section: plain basics, a link to the official portal, and registered-vendor status only if true.
8. Business details: address, GST number, service area and a privacy policy page, which lead form assets also need.

If your site cannot do this, a focused landing page is often quicker than a full redesign; our website development team in Gurgaon builds them.

How do you track solar conversions when sales take weeks?

Track every first contact as a conversion (calls, WhatsApp clicks, survey forms, lead forms), then send the later stages, such as a completed survey or a signed order, back into Google Ads. Without the later stages, bidding treats a casual enquiry and a signed factory order as equal.

1. Calls from ads: turn on call reporting, which uses Google forwarding numbers. India is on Google’s list of supported countries, with a note that on some calls the caller ID shows a Google number instead of the caller’s.
2. Calls from your website: Google can track calls to the number on your site by showing a forwarding number to visitors who came from an ad. Set a minimum call length so very short calls do not count.
3. Tap-to-call and WhatsApp buttons: clicks on a number, button or link on your mobile site can be counted as conversions; Google notes this tracks the click, not the call itself.
4. Survey forms: count a conversion on the thank-you page or confirmed submission, never on page load.
5. Later stages: Google’s offline conversions page explains saving the Google Click ID (GCLID) with each lead and sending the sale back later; Google recommends starting with enhanced conversions for leads.
6. Conversion window: Google’s conversion window can be set from 1 to 90 days, with a 30-day default for Search. A signed solar order can come well after the click, so set a longer window for that action.

For which channels bring leads and how to qualify them, see how solar installers get more leads online.

How DVM Techno can help

DVM Techno’s team in Sector 84, Gurgaon plans, sets up and manages Google Ads for solar installers: separate home and commercial Search campaigns, call and location assets, remarketing, ad copy, conversion tracking and landing pages. You get weekly reports on clicks, leads and cost per lead, and a monthly review call. Ad spend is paid directly to Google, separately from our management fee. We do not install solar systems ourselves; we bring enquiries to installers who do.

See Google Ads for solar panel installers for how we work, or our wider Google Ads management service. Already running ads? Ask for a free audit within 48 hours on +91-8448523313 (Mon–Sat, 9 AM–7 PM).

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