Solar Installer Marketing Benchmarks (2026)
As of August 2026: LeadGen Economy lists solar installation CPL roughly $75–$250 (typical $100–$175). Service Direct has published geography-varying marketplace averages (example U.S. H1 2023 average billable CPL about $110). EnergySage’s cost explainer puts a typical ~12 kW home system around $31,000 before incentives. Solar is a high-ticket, high-CPL category — close rate and speed-to-lead decide whether the math works.
Quick Answers
How much does a solar lead cost?
LeadGen Economy places solar installation roughly $75–$250 CPL (typical $100–$175). Marketplace averages vary sharply by state.
What is the average solar job value?
EnergySage cites about $31,000 average before incentives for a typical ~12 kW home system.
How much revenue is your shop leaking?
Drop in your real numbers. We'll compare them to the solar benchmarks above and show your monthly leak — instantly, no email required.
Solar Marketing Benchmarks 2026
Source: LeadGen Economy · Service Direct solar CPL post · EnergySage solar cost
| Metric | Benchmark | Notes |
|---|---|---|
| Solar installation CPL range (leadgen benchmarks) | $75–$250 | LeadGen Economy · typical $100–$175 |
| Example marketplace avg billable CPL | about $110 | Service Direct · U.S. H1 2023 example; varies by state |
| Typical residential system cost before incentives | about $31,000 | EnergySage · ~12 kW framing (about $31,135 on page) |
Frequently Asked Questions
Why is solar CPL so high compared with other home services?
High ticket size and competitive paid search push CPL up. Judge channels on cost per installed system and close rate, not CPL in isolation.
Benchmarks for Other Trades
Data Sources & Methodology
Solar benchmarks are compiled from the published industry reports listed below and cross-checked against BaaDigi client account data. Figures are quoted as each publisher reports them; where publishers disagree, both are shown. Updated August 2026.
- LeadGen Economy — CPL benchmarks by industry
- Service Direct — How much do Service Direct solar leads cost?
- EnergySage — solar panel cost
Compiled by Ryan Goering, BaaDigi. Benchmarks represent industry averages — individual results vary by market, seasonality, and campaign quality. Use as directional guidance, not absolute targets.
How Does Your Solar Shop Compare?
Get a free growth diagnostic and see exactly where your numbers stack up against these solar benchmarks.
Get Your Free Growth Diagnostic