Hello Solar Squad,

The question we keep getting is: "Do we put our ad spend into Google or Meta?"

The answer is always the same follow the cost per sale figure. But here's exactly what we're seeing in 2026.

Meta wins on cost per sale. Here’s why…

PPA offers are built for Meta. A $0-down, instant-savings hook stops the scroll, and the audience targeting lets us put that offer in front of the exact homeowners who'll say yes. Right now, that's where we're seeing the cheapest cost per lead across every account we run.

So the easy answer is "just run Meta," right?

Wrong. And this is the part most solar companies get expensively wrong.

The 40% you don't see leaving

Here's what actually happens after a homeowner sees your Meta ad: roughly 40% of them won't go through your meta CTA Instead, they open a new tab and Google your company name.

They're checking if you're real. Reviews, website, "is this legit." If you have no Google presence, that search ends one of two ways they find nothing and forget you, or they find a competitor who does show up and book with them instead.

You paid for that lead on Meta. Then handed it to someone else on Google.

The trust ecosystem: why the two work hand in hand

🚩 Meta creates the demand — The offer-specific ad introduces the PPA, stops the scroll, and plants the idea.

🚩 Google captures the verification — When they search you to confirm you're trustworthy, you need to be there, looking credible, ready to convert the now-warm intent.

🚩 Together they compound — This is why our clients see a surge in Google leads after we launch Meta campaigns. Honestly? We can't fully track or take credit for it, it's cross-platform and the attribution breaks.

A lead you generated on Meta and converted on Google looks like a "free" Google lead in your reports. It isn't free. It's your Meta spend finally closing.

How we actually structure it for TPO campaigns

✅ Start on Meta — It's where PPA offers convert cheapest. We launch here first, every time.

✅ Qualify and verify heavily — Cheap leads are only cheap if they're real. We screen hard on the front end to protect lead quality and keep your reps off the phone with tire-kickers.

✅ Grow into Google at saturation — Once Meta hits diminishing returns in your market, we expand into Google to capture the search demand your Meta ads created, and the demand that was already there.

This is the sequence. Meta builds the audience and the demand. Google closes the trust gap and catches the runoff. Run one without the other and you're either leaving leads on the table or paying premium prices to capture demand you never built.

Want to see where your spend should actually go?

Book a demo call. We'll walk you through:

✅ Where your cost per lead is likely highest right now

✅ How much of your Meta spend is quietly leaking to Google

✅ The exact Meta-first, Google-second sequence we run for TPO offers

Kind regards,