Solar Facebook Ads – Ad Examples from Marketing 360®
March 18, 2019
What types of ads are most effective on Facebook for solar companies? Here are some tips and examples.
Solar Facebook ads work best when:
They focus on saving on electric bills rather than saving the environment.
The design includes a human element.
There is a clear call to action that captures the lead’s contact info.
There is a lot of altruism when it comes to solar and other green energy initiatives. Deservedly so; solar energy is worthwhile cause that can make the world a better place.
We all want to be smart about energy and keep the planet green and healthy. The strange thing is that even though this sentiment is strong, it makes poor advertising copy. Ads like this are common:
The “green” message seems obvious for solar, but the reality is these rarely deliver results on Facebook, particularly if your goal is to generate leads.
What actually motivates people? The same old story…saving money.
For instance, this ad got strong lead-generation results:
We all want to save the Earth, but in the moment, what gets us to fill out a form is the idea that we’ll be saving money on our bills.
Better yet is to include a human element in your ad. Facebook is a social platform, so images with people in them tend to get more attention.
Video is also effective with Facebook ads. For example:
We’ve also seen success with Facebook ads that advertise a referral program:
This is not to say that you can’t use the green message on Facebook. It can work well when you target the right audiences or use it in posts for your page followers.
But if you’re looking to motivate action, sell the idea based on a pain point that has immediacy for people. The green people want to save – right now – is what’s in their wallets.
Wrap Up
Remember that most people will be exposed to your Facebook solar ads while browsing their Newsfeeds on the phones. This means you have to catch people’s attention as they’re thumbing through an endless scroll of fascinating, tantalizing, and personalized content.
Of course, you’re targeting your ads so they only show to people with a strong interest in solar energy. In fact, most solar campaigns we run are retargeting ads built off website visit audience lists or lookalike audiences.
Be sure of two things with your ads.
Put people in your images. We’re all naturally drawn to human faces, and images of things like families and cute babies fit with other content in Newsfeeds. Faces automatically create an emotional appeal.
Minimize text. Don’t explain the features of your solar technology. Instead, have a short blurb that hits on saving money, has a clear offer and uses a strong call to action. Save the details for your website landing page.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.