What to budget for digital marketing as a solar or energy company

Fibvo editorial · 30 October 2023 · 4 min read

A solar company's budget should follow the seasonal shape of demand rather than being spread evenly across the year. Spending ahead of the peak, when competition and cost per click are lower, often produces better results than matching spend to the peak itself, when every competitor is bidding up the same terms.

What the spend typically covers

• Website and calculator maintenance, an ongoing cost.
• Google Ads, weighted toward the weeks before the seasonal enquiry peak.
• Subsidy and regulatory content updates, since these change and need monitoring.
• Site survey scheduling and follow-up tooling.

Sizing against installation value

Because a single residential system can be a significant sale, and commercial systems far larger still, even a meaningful monthly ad and content budget is easily justified if it reliably produces a handful of completed installations each month.

Spending ahead of the seasonal peak, when competitors have not yet raised their bids, often stretches a budget further than spending during it.

Adjusting for policy changes

A change in subsidy scheme or net-metering rules can shift demand quickly. Keep some budget flexible to respond to policy news, since interest can spike suddenly around a scheme announcement.

---

Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.