Facebook Ads can be a powerful way to generate leads for solar, ECO4, or heat pump installs — but only if you approach it properly. If you’ve never run ads before (or tried once and gave up), this guide walks you through what actually matters — mapped to the key stages of campaign setup in Ads Manager.

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1. Campaign Level: Define the Goal

Get Clear on What You Want From the Campaign

Before you touch the ads manager, get specific about your objective.

If your goal is “just more leads,” it’s too vague. You’ll waste time and money chasing the wrong kind of results.

Think about:

• Are you collecting contact info to book site surveys?

• Are you trying to educate first, then convert later?

• Are you running this nationwide or within a tight local radius?

This clarity will help you choose the right campaign objective (usually Lead Generation) and decide whether to send people to a form or landing page.

💡 For most installers just starting out, Meta’s built-in Instant Forms are the simplest way to start generating leads.

 

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2. Ad Set Level: Choose Your Audience

Use Targeting That Makes Sense for What You Install

This is where you tell Meta who should see your ads. And while it’s tempting to overthink it, the key is to match your settings to your actual service area and install type.

For ECO4 or GBIS (nationwide):

• Broad targeting works — as long as your creative and lead form do the filtering

• Use Lookalike Audiences based on past leads once you’ve got enough data

For private installs (solar/ASHP):

• Target homeowners aged 30–65+

• Use radius or postcode targeting if you’re local

• Avoid stacking loads of interests — keep it simple

👉 Real targeting power comes from your ad messaging and form filters — not fiddly interest stacking.

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3. Ad Level: Build the Creative

Build One Simple Ad That Tells People Exactly Who It’s For

You don’t need a high-budget video or fancy animation. You need a clear message that qualifies and attracts the right kind of person.

Here’s a format we often use:

• Headline: “Own Your Home? You Might Qualify for a Funded Upgrade”

• Primary Text: “If you receive certain benefits you may be eligible for a government-backed home upgrade. Check now in under 10 seconds.”

• Image: Use a photo of a boiler, EPC report, or average UK home — not a glossy stock image

• CTA: “Apply Now”

The goal here is to pre-qualify with your messaging, so your ad only attracts people who might actually convert.

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4. Lead Form Level: Filter Without Friction

Set Up an Instant Form That Filters Without Friction

This is the form people see after they click your ad — and it’s your first real opportunity to screen for lead quality.

Here’s how to do it:

• Keep the intro short. Just explain what the form is for.

  • Full name

  • Contact info

  • Postcode

  • Do you receive benefits?

  • Do you own the property?

  • What is your epic rating?
• Ask 5–6 key questions:

• Use multiple choice, not blank fields — it’s faster and easier to complete.

💡 If you use an automated EPC checker (like the one built into our CRM), you can skip asking for EPC rating altogether — and still filter out up to 80% of unqualified leads automatically.

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5. Post-Submission: Set Up Fast, Reliable Follow-Up

If You Don’t Follow Up Quickly, Don’t Bother Running Ads

This is where most campaigns fail — not in the ad, but in the hours after someone fills out the form.

What to have in place before launching:

• ✅ Auto-text reply within 1 minute

• ✅ Call within 5–10 minutes (manually or automated)

• ✅ CRM to track contact attempts and lead status

• ✅ Simple follow-up sequence (text/email) for those who don’t answer

If you don’t have this system dialled in, even the best ads won’t perform long-term.

👉 Want to see how we recommend setting this up?

Here’s the CRM setup we use with most installers →

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Before You Launch

If this is your first time running Meta Ads, don’t try to do everything at once.

Start with:

• One campaign

• One audience

• One ad

• One form

• One follow-up system

Then learn from the data.

Most of the time, you don’t need a full rebuild — just a small adjustment to what’s already live.