“Solar panels” draws about 22,200 searches a month in Canada and “solar panel installation” about 4,400 at around US$6 per click. Solar is a large, considered purchase, and many homeowners have seen aggressive sales tactics and exaggerated savings claims. Installers that grow win on honest numbers, clear incentive information and proof of quality. This guide covers how.
Savings claims must hold up
Under the Competition Act, performance and savings claims must be based on adequate and proper testing, and the overall impression must not mislead. For solar marketing that means:
- Show savings as estimates based on the property’s roof, orientation, shading, usage and local rates, with assumptions stated.
- Avoid “free solar” or “eliminate your hydro bill” claims unless they are true for that customer.
- Explain financing costs and interest clearly when you advertise monthly payments.
- Date incentive information. Federal and provincial programs have opened and closed in recent years, so check what is available before publishing.
Content that builds trust
| Topic | Why it works |
|---|---|
| Is solar worth it in your province? | The first question every homeowner asks |
| How net metering works with your utility | Explains how savings actually happen |
| Solar and batteries in Canadian winters | Answers a common doubt |
| Current rebates and financing, dated | High search demand and trust |
| Payback calculators with stated assumptions | Earns links and leads |
We combine search, ads and landing pages into lead generation programs measured on real enquiries.
Proof of quality
- Installation galleries with real local projects.
- Electrical licensing for the electrical work, and permits and inspections explained.
- Manufacturer and workmanship warranties, clearly stated.
- Genuine reviews from local customers.
Qualify leads early
Solar leads vary a lot in quality. Ask for postal code, roof type, ownership, average utility bill and timeline before booking a site assessment. Satellite roof analysis can prescreen properties quickly.
Avoid tactics that hurt the category
Ontario restricts certain unsolicited door to door contracts for home products, and many consumers are wary of solar door knockers. Inbound marketing with clear information builds a better reputation.
Ads and follow up
Search ads on installation and cost searches, sent to a calculator or assessment page, perform better than broad “solar panels” campaigns. Follow up every assessment with a written proposal and a clear decision timeline.
See our lead generation, construction marketing and construction leads services, and the home services marketing guide.
Frequently asked questions
How do solar companies get more leads?
Publish honest savings estimates and dated incentive information, show proof of quality, qualify leads early and follow up with written proposals.
Can solar companies advertise savings?
Yes, as estimates based on the property and stated assumptions. Claims must not create a misleading overall impression.
Is free solar advertising allowed?
Avoid it unless it is true for that customer. Misleading claims breach the Competition Act.
How much search demand is there for solar panels in Canada?
In our October 2026 data, solar panels drew about 22,200 searches a month.
Should solar websites list rebates?
Yes, dated and checked, because programs open and close often.
What questions qualify solar leads?
Postal code, roof type, ownership, utility bill and timeline.
Do solar installers need electrical licensing?
The electrical work requires appropriate licensing and permits in each province.
Is door to door solar sales a good idea?
Many consumers are wary, and Ontario restricts some door to door contracts. Inbound marketing builds a better reputation.
What content works for solar SEO?
Province specific guides, net metering, winter performance, incentives and payback calculators.
How should solar financing be advertised?
Explain interest and total cost clearly when advertising monthly payments.
