How to run solar traffic on Meta

This guide shows how to plan and run solar traffic on Meta, from the first state test to reading results. It covers what makes solar different from other home improvement offers on Facebook and Instagram, a campaign structure that keeps tests clean, ad copy that passes review and brings in homeowners ready for a quote, and the patterns to look for once leads start to sell.

For the general home improvement version, see how to run home improvement traffic on Meta. This page covers what changes for solar.

What changes when you run solar traffic on Meta

A roof leak or a broken bathroom gives the reader a problem to fix. Solar usually does not. The homeowner is weighing a long-term purchase with several ways to pay for it, and many have questions they want answered before they talk to anyone. That shapes how you use Meta traffic for solar:

• Education comes before the form. Readers who understand what happens after they submit are more likely to answer the installer’s call. Ads that explain one part of the decision tend to bring in better leads than ads that only say "go solar".
• Claims get more scrutiny. Cost, tax credit and "free system" claims are common in solar ads and are the claims regulators and platforms look for. The solar ad claims to avoid guide lists them with sources.
• State matters more. Sunlight, utility rules for power sent back to the grid, and the share of owner-occupied houses all vary by state, so state groups have to be tested rather than assumed.

Before you start

• An approved Summit publisherPublisherA company or individual that generates leads, usually through websites, ads or content, and sells them to brokers or buyers. Glossary account and the solar tracking link agreed with you during onboarding. See how to apply.
• A verified Meta Business account, a Facebook Page and an ad account with a payment method.
• A short list of states for the first test. The best markets for solar leads page has official state data to start from.
• A sub IDSub IDA value a publisher adds to a tracking link to label the traffic, such as the campaign, ad set, ad or placement. Glossary plan that records state group, angle and ad. See tracking Meta campaigns with tracking links.
• Meta’s Advertising Standards and our traffic guidelines, read before you write a word of copy.
• Images you have the rights to use. Photos of a specific installer’s work or equipment brand carry claims you cannot support.

Step 1: Choose states and an angle

Start with one angle and a small group of states. The angle decides which homeowner you reach, so pick it before you pick the audience. The table below shows how common solar angles behave on Meta:

The FTC’s Solar Power for Your Home guide covers buying, leasing and power purchase agreements in plain language. Reading it before you write keeps your descriptions accurate. Group states with similar conditions in one ad set, and use the geo-targeting by state guide to split them once data comes in.

Step 2: Build the campaign

A structure like this keeps a first solar test readable:

Send clicks to a page rather than a Meta instant form. A page shows the consent language next to the submit button and keeps a record of it, which solar buyers check before they call. The Facebook lead ads vs landing pages guide explains the difference in more detail.

For Summit’s solar offers, use the destination and tracking linkTracking linkA URL issued to a publisher for a specific offer that sends the visitor to the offer's landing page and ties the visit, and any lead it produces, to the publisher's account. Glossary agreed with you during onboarding, and do not change the consent language on the page that collects the lead.

Set your sub IDs before you publish. For solar, a pattern of state group, angle and ad, such as "az-nv-quotes-a2", is enough. Meta’s URL parameters can fill in ad-level values automatically. The tracking links and sub IDs explained guide covers the basics.

Step 3: Write solar ads that pass review

Solar buyers generally want homeowners who own the property, have a roof and a location that could suit a system, and expect to talk to an installer soon. Your copy is the main tool you have on Meta to reach those people and turn away the rest:

1. Name the request. "Compare solar quotes from installers near you" tells the reader what the form is for. "The future of energy" does not.
2. Explain what happens next. Say that the reader answers a few questions and an installer may call to discuss a site visit and a written bid. Readers who expect the call answer it.
3. Address homeowners in general terms. "Homeowners in Arizona: compare solar quotes" is a general statement. Copy that implies you know the reader owns a home, how much they pay for power or what they earn is not.
4. Leave numbers out. No cost figures, percentages, credit amounts or "free system" lines. What a homeowner pays depends on the home, the system, the financing and the utility.
5. Keep one angle per ad. If an ad mixes quotes, roof work and leasing, the test cannot tell you which part worked.

Meta’s personal attributes policy does not allow ads that assert or imply knowledge of a person’s personal attributes, including financial status, so "Tired of your high bill?" and "You qualify for solar" are risky. If an ad promotes a loan, lease or other financing, read Meta’s discriminatory practices policy: advertisers running financial products and services ads in the United States must self-identify as a Special Ad Category and use the approved targeting options.

Step 4: Launch and check the first day

1. Start each ad set on a modest daily budget, so a rejected ad or a broken link costs little.
2. Check review status on every ad within the first day. If one is rejected, read the reason, find the claim or image that caused it and fix that. Meta’s ads in review page explains review and re-review.
3. Open each live ad on a phone, tap through and confirm you reach the right page with the consent language visible next to the submit button.
4. Confirm that clicks appear under the right tracking link and sub IDs.
5. Then leave the campaign alone long enough to gather real results. Frequent edits restart delivery and muddy the comparison.

Step 5: Judge results by sold leads

Publishers in the home improvement program are paid rev shareRev shareA payout model in which the publisher is paid a share of what the lead sells for, rather than a fixed price per lead. Glossary on sold leads, and returns come off under the return terms agreed during onboarding. Compare ad sets and ads on sold leads and returns. These patterns are common with solar traffic:

Change one thing at a time. When a state group sells steadily, read how to scale a winning lead gen campaign and how to increase your sold rate before you raise the budget.

Common mistakes with solar on Meta

• Running solar inside a general home improvement campaign. You lose sight of which offer sold, and readers land on the wrong form.
• Copying installer ads. An installer can describe its own prices, warranties and financing. A publisher cannot promise any of them.
• Tax credit lines from memory. Federal rules changed in 2025. Check the solar ad claims to avoid guide before mentioning any credit.
• Utility or government look-alike creative. Logos, seals or wording that suggests an official program is an impersonation risk.
• Instant forms in place of a page. The consent language has to be shown and recorded where the lead is collected.
• Judging on form fills. A cheap form fill that never sells is not a good result.

Frequently asked questions

Related guides

• Solar affiliate program: Who solar leads are and how the offer works.
• Solar ad claims to avoid: The claims that draw rejections and returns.
• Solar landing pages for affiliates: What the page after the click should hold.
• How to run home improvement traffic on Meta: The same approach for the other categories.
• Meta audience targeting for lead offers: Location, age and audience tests.