What does a solar battery lead cost on Facebook?

Expect $70-140 per lead for Powerwall, Enphase, or FranklinWH installs, depending on ZIP code income and whether you target existing solar owners or cold homeowners. Existing-solar-owner audiences usually run cheaper, around $70-100, because the audience is smaller and more qualified. Cold homeowner targeting in high-rate states can push past $130-140.

Is buying solar battery leads from a broker worth it?

Bought leads run $60-150 but are typically sold to 3-5 installers at once, so your real close rate often drops to 2-4% versus 8-12% on a self-generated lead. Do the math on your market: 20 bought leads at $100 each is $2,000 for maybe 1 job, versus $2,000 in Facebook spend at $100 CPL producing roughly 2 jobs at a 10% close rate.

How long does it take to close a solar battery lead?

Plan for 30-90 days from first inquiry to signed contract, since a $12,000-20,000 purchase decision almost never happens same-day. Homeowners compare 2-3 quotes and often wait for a rate hike, an outage, or their tax filing before committing, so nurture and retargeting matter more than speed-to-lead here.

Does the 30% federal tax credit still apply to standalone battery storage?

As of now, standalone battery storage of 3 kWh or larger has qualified for the 30% federal Investment Tax Credit (ITC) even without new solar panels, but credit rules and percentages change with legislation. Verify current eligibility on the IRS or Energy.gov page before you put a specific percentage in your ad copy, and update your creative whenever the rule shifts.

Should I target existing solar owners or new homeowners for battery ads?

Existing solar owners without a battery convert at a higher rate, often 12-15%, because they already believe in the technology and just want backup or better self-consumption. New homeowners without solar convert lower, around 6-9%, but represent a much larger audience pool, especially in outage-prone or high-rate ZIP codes.

What's a realistic monthly ad budget to start generating battery leads?

Start with $1,500-2,500 a month, enough for roughly 15-30 leads at a $70-140 CPL, and give the campaign at least 3-4 weeks before judging results because of the long consideration cycle. Smaller budgets under $1,000 tend to produce too few leads to reliably book 1-2 installs a month.

Solar Battery Leads: $70-140 CPL Beats Bought

Net metering just got worse in California, and homeowners in Texas, Florida, and half a dozen other states have lived through blackouts that lasted days. That combination has turned solar battery storage from a nice-to-have into the actual reason people call an installer. If you sell Tesla Powerwall, Enphase, or FranklinWH systems, the lead-generation math looks very different from a standard solar-panel campaign, and it's worth understanding before you spend a dollar.

Why Solar Battery Leads Are Booming Right Now

NEM 3.0 in California cut the value of exporting solar power back to the grid by roughly 75%, which means a rooftop system that used to pay for itself through export credits now needs a battery to make the math work. Homeowners store the power they generate during the day and use it at night instead of selling it cheap and buying it back expensive. That single policy shift created a wave of add-on battery demand from people who already own solar and never had a reason to add storage before.

Separately, grid reliability has become its own selling point independent of solar economics. A homeowner in an outage-prone ZIP code in Texas, Puerto Rico, or wildfire-adjacent parts of California doesn't need to care about net metering rates to want a battery that keeps the refrigerator and medical equipment running when the power goes out. That's two distinct buyer motivations — 'stop selling my solar back cheap' and 'keep the lights on' — and your ad messaging should speak to whichever one fits the household you're targeting.

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The Bought-Lead Trap: $60-150, Shared, and Cold

Solar lead brokers sell battery and storage leads for $60-150 apiece, and on paper that looks competitive with running your own Facebook campaign. The problem is what's baked into that price: most brokered leads get resold to 3-5 installers simultaneously, so the homeowner is fielding calls from you and your competitors within the same hour. Close rates on shared leads typically land at 2-4%, versus 8-12% on a lead you generated and own exclusively.

Run the numbers on a real month. Buy 20 shared leads at $100 each — that's $2,000 for roughly one closed job at a 3% close rate. Generate 20 leads yourself on Facebook at $100 CPL — same $2,000 spend, but at a 10% close rate that's 2 closed jobs. On a $15,000 average install, that's the difference between $15,000 and $30,000 in revenue from identical ad spend. The lead itself isn't the product; exclusivity is.

What It Actually Costs to Generate Your Own Battery Leads

On Meta (Facebook and Instagram), expect a cost-per-lead of $70-140 for solar battery and storage campaigns. Where you land in that range depends on three things: how narrow your targeting is, whether you're chasing existing solar owners or cold homeowners, and how much competition exists in your metro for the same audience.

Existing solar owners (add-on battery): $70-100 CPL. Smaller audience, but they already believe in solar and just need convincing on storage.
Cold homeowners in high-rate or outage-prone ZIPs: $100-140 CPL. Bigger audience, more education needed in the ad and landing page.
General cold homeowner audience, no filtering: Often exceeds $140-160 CPL because you're paying to reach people who aren't remotely in the market.

With an average installed job value of $12,000-20,000 and a realistic close rate of 8-12%, a $2,000 monthly ad budget generating 15-28 leads should produce 1-3 closed jobs. At even a conservative 1.5 jobs and a $14,000 average ticket, that's $21,000 in revenue on $2,000 in ad spend — a return most other trades would envy. For a broader comparison of what other contractors pay per lead, see the cost-per-lead benchmarks by trade.

The Three Messages That Actually Sell Battery Storage

Battery ads that convert lean on one of three angles, and the best-performing campaigns usually test all three before settling on a winner.

'Keep the lights on when the grid goes down.' This works hardest in ZIP codes with recent, documented outages. Reference the actual event (a named storm, a specific wildfire-season shutoff program) rather than a vague 'power outages happen' line — specificity is what stops the scroll.
'Stop selling your solar back for pennies.' This is the NEM 3.0 message, and it lands hardest with homeowners who already have panels and have seen their export credit shrink on a recent bill. It's a financial-loss framing, which tends to outperform a generic savings pitch.
'30% federal tax credit, but check the current rules.' The Investment Tax Credit has, at various points, covered standalone battery storage at 30%, but the specific percentage and eligibility rules are set by Congress and can change. Don't hardcode a number into evergreen ad creative you plan to run for months — verify current status on Energy.gov before every campaign refresh and be ready to update the ad if the rule shifts.

A quick example: a Powerwall and FranklinWH installer in Sacramento, California ran three ad sets in parallel — one leading with backup power, one with the NEM 3.0 export-loss angle, and one leading with the tax credit. The NEM 3.0 angle pulled in leads at $82 CPL among homeowners who already had solar, nearly 30% cheaper than the backup-power angle aimed at a cold audience, because the audience was smaller, warmer, and already primed to act.

Targeting: Existing Solar Owners vs. New Prospects

These are two different campaigns with two different economics, and treating them as one audience is the most common mistake installers make.

Existing solar owners (add-on storage). Target homeowners in your service area with interests tied to solar ownership, or better, build a custom list from your own past-customer or utility-permit data if you have it, then layer a lookalike audience on top. This group converts at 12-15% because the sale is really just 'add a battery to what you already have,' not 'convince someone solar is worth it.'

New homeowners in outage-prone or high-rate areas. Target by ZIP code, filtering for areas with documented grid instability (Public Safety Power Shutoff zones in California, ERCOT-adjacent counties in Texas) or utility rate tiers above a certain threshold. This audience is larger but converts lower, around 6-9%, because you're also selling the concept of solar-plus-storage, not just storage.

Qualifying Questions That Save You Wasted Calls

Because the ticket size is high and the sales cycle is long, a few qualifying questions on the lead form save hours of chasing unqualified inquiries.

Do you own your home? Renters and homeowners with an HOA-restricted roof are dead ends for this product.
Do you already have solar panels, or are you interested in solar plus storage? This single question routes the lead into the right sales script and the right follow-up cadence.
What panel or inverter brand do you currently have (if any)? FranklinWH and some Enphase battery setups have compatibility requirements; Tesla Powerwall works best paired with specific inverter types. Knowing this before the first call avoids a wasted site visit.
Have you experienced a power outage in the last 12 months? This qualifies urgency and tells you which message to lead with on the callback.

These questions live in your ad's lead form fields, and the answers should route straight into your call script so the first call sounds informed, not generic.

The Honest Section: Don't Expect Same-Day Booking

A $12,000-20,000 purchase is not an emergency plumbing call. Homeowners considering battery storage typically take 30-90 days from first inquiry to signed contract, comparing 2-3 quotes, checking financing options, and often waiting for a specific trigger — a rate increase notice, a storm, or tax season — before committing. If you measure this campaign by same-day close rate, it will look like it's failing when it isn't.

What actually works is a retargeting and nurture sequence: a lead who filled out a form but didn't book a site visit within a week should see a retargeting ad within the next 10-14 days, ideally with a different angle than the one that first caught their attention. Someone who clicked but didn't submit the form is a separate retargeting audience entirely. For the mechanics of building that sequence, see retargeting warm leads with pixel events. Installers who skip this step and treat every lead as a one-and-done phone call typically see their real close rate come in at half of what it should be, simply from lack of follow-up.

When Facebook Ads Do NOT Work for Battery Leads

Be honest with yourself about a few specific situations where this channel underperforms.

Rural markets with thin population. If your service area has under roughly 30,000 households within a reasonable drive time, Meta's algorithm struggles to find enough qualified people, and your CPL can climb past $180-200. See Facebook ads in low-population rural markets for what to expect and how to adjust radius and budget.
No follow-up system. If a lead calls into voicemail and doesn't hear back for three days, you've paid $70-140 for nothing. This channel requires a real nurture cadence, not a single callback attempt.
States with cheap, stable grid power and no net-metering pressure. Without an outage story or an export-credit-loss story, the 'why now' disappears and battery-only ads convert far below the 8-12% range.
Job tickets under $10,000. If your average installed system runs closer to $8,000, a $100-140 CPL eats too much margin relative to the close rate you'll realistically get. This math works best on $15,000+ tickets.
Uncertain federal-credit messaging. If you promise a specific tax-credit percentage that later changes and a customer catches it, you've damaged trust in a sale that already requires a lot of it. Always point to the current official source rather than hardcoding a number in permanent ad copy.

If any of these describe your situation, referrals, utility co-marketing programs, or a longer-form Google Local Services strategy may outperform Facebook until the underlying conditions change.

How This Fits With Your Broader Solar Lead Strategy

Battery and storage leads rarely exist in isolation from your general solar lead flow — many installers run both simultaneously, since a solar-curious homeowner and a battery-curious homeowner often overlap. If you haven't built out your core solar lead funnel yet, start with how to get solar leads for the panel-side playbook, then layer the battery-specific messaging on top once you have baseline campaigns running. And if Facebook advertising itself is new to your business, how to get leads from Facebook ads covers the setup fundamentals before you get into product-specific angles like this one.

It's also worth noting the overlap with backup power more broadly — some homeowners comparing a battery are also comparing a standby generator. If you or a referral partner install both, generator installation lead generation uses a nearly identical outage-driven playbook and can be run as a companion campaign.

The bigger structural point: buying a shared lead for $60-150 means splitting a cold prospect with 3-5 other installers who all got the same phone number at the same time. Generating your own lead through a described business, AI-written ad copy, an AI-generated visual, and Meta targeting set up in about two minutes gets you a lead that's exclusively yours, with a phone number, landing directly where you can call it — not sitting in a shared spreadsheet. That difference alone is usually worth more than any single tweak to your targeting or creative.