Solar Facebook ads and Facebook ads for solar companies with the video script written for you

Yes, for installers who use them to answer the question that stops a homeowner calling, and not to promise free money. Solar is a high ticket purchase that almost nobody searches for until something pushes them: a bill that jumped, a neighbor's install, an outage. Facebook and Instagram reach the homeowner before that search, and a 30 second video of a real installer on a real roof does more to earn the first call than a stock image and a savings number.

What changed in 2026 is the offer. For years the easiest hook in the industry was "30% back from the government". That credit is gone for homeowners who buy, so the installers still getting booked site visits are the ones who lead with something true and specific: what a system costs in their state now, how long it takes to pay back on a given bill, what a battery keeps running in an outage. Those are answers, and answers are what a short video does best.

What does not work is the bait form. An ad that promises free panels or a government program fills the lead form with people who hang up when they hear there is a price, and every one of those calls costs your setter time. Lead with the person and the answer, and let the form ask for the bill.

Six formats cover almost every residential and commercial installer. All six can be filmed on a phone on a job site, and the generator writes each of them from one description of your company and the homeowner you want.

Start with the installer to camera video on the question your setters heard most last week. It costs nothing but ten minutes, it works on people who have never heard of you, and it gives you a baseline cost per booked appointment to judge the other formats against. A bill before and after needs a real customer, their written consent and their actual bills, so it comes later, and our UGC testimonials page covers how to brief one without putting words in their mouth.

The most expensive line in a solar ad in 2026 is one that was true in 2025. The IRS page for the residential clean energy credit, read first-party on 15 October 2026, says the credit covered property installed from 2022 "through December 31, 2025" and that "The credit is not available for any property placed in service after December 31, 2025." An ad that still promises 30% back to a homeowner who buys a system this year is promising something the homeowner cannot claim.

Leases and power purchase agreements need their own care. The FTC's consumer guidance on solar says that if you buy a system "you might be eligible for federal, state-specific, or local tax credits", that leasing or a PPA generally does not qualify the homeowner, and that "Some PPA providers may charge you a lower rate for power because they get the tax credits and incentives." Which incentives a leasing company can still claim is a question for its tax advisers, not for a Facebook ad. The script should say who owns the panels and what the homeowner pays, and leave incentive claims out unless you can show where they come from.

The FTC also tells homeowners to check that a contract matches "what the company's ads, proposals, and salespeople said". Treat that as the test for every line in the video: if your setter could not repeat it on the sales call and put it in the contract, it does not go in the ad. The generator writes every savings, price and incentive figure as a marked line for you to fill in from your own numbers.

Yes, but the ad then sits under two sets of rules: Meta's targeting limits and the federal rules on advertising credit.

On Meta's side, the help center page on special ad categories, read first-party on 15 October 2026, says the Financial products and services category is "required for financial products and services campaigns for advertisers based in the United States or showing ads to audiences in the United States" starting 21 January 2025. For those ads, "age, gender, postal code, exclusion targeting, lookalike audiences and saved audiences" are limited or unavailable, and city or pin drop audiences "will include an expanded radius". An ad that sells a solar loan or a lease payment should be set up that way from the start. The practical effect is that the hook, not the targeting, has to find the homeowner. A line about a specific utility, roof type or bill size selects the viewer far better than an interest you are no longer allowed to pick. The same limits shape our mortgage Facebook ads and car dealership Facebook ads pages.

On the credit side, Regulation Z applies to the installer as an advertiser, not only to the lender. The official interpretation of 12 CFR 1026.2(a)(2) says "home builders, merchants, and others who are not themselves creditors must comply" with the advertising rules. Under 1026.24(d)(1), the amount of any payment, the number of payments and the amount of any down payment are triggering terms, and an ad that uses one must also state the down payment, the terms of repayment and the annual percentage rate. "$89 a month" in a caption is enough to trigger it. "$0 down options available" is not, because the commentary says the down payment provision applies only if a down payment is actually required.

If your finance partner gives you approved ad wording, use it word for word. If not, keep the monthly figure off the video and put it on the landing page with the full disclosures.

In California, yes, and several other states have similar rules. The Contractors State License Board's guidance, read first-party on 15 October 2026, says "BPC § 7030.5 requires inclusion of a license number in all forms of advertising for construction requiring a contractor's license", and that advertising includes any "airwave or any electronic transmission". A Facebook video is an electronic transmission.

The safest habit is to put the license number in two places: as a line of on-screen text in the last three seconds of every video, and in the primary text of the ad. That way a cut that drops the end card still carries it. The generator marks the license line in every script and leaves the wording to you, because the exact form depends on your state and your classification. Roofers who sell solar as part of a reroof face the same rules, which our roofing Facebook ads page covers state by state.

None of this is legal advice. Your state can be stricter than California, and your finance partner may have its own rules, so run the script past whoever reviews your marketing before it goes live.

Yes, with the customer's written consent, with their real experience in their own words, and with any relationship disclosed. A homeowner holding two utility bills and saying what changed is the most persuasive solar ad there is, and the one most likely to go wrong.

The FTC's rule on consumer reviews and testimonials, 16 CFR Part 465, bars a business from creating a testimonial that misrepresents that the testimonialist exists or that they used the product. It also requires a clear disclosure when the person on camera is an officer, manager, employee or agent of the business. If your sales rep's parents had panels installed, they are not an anonymous happy customer. If you paid a referral bonus to the customer in the video, say so.

The numbers need the same care as the people. One customer's bill is evidence of one house, one roof and one usage pattern. Script the testimonial around what the customer actually saw ("our bill in July went from about $310 to about $40") and put the context on screen, rather than letting the customer say what everyone will save. For a commercial client, the FTC Green Guides add one more check: a business that sells the renewable energy certificates from its panels cannot advertise that it runs on solar power. Ask before you film the owner saying it.

Everything that would otherwise be decided on the spot by whoever is holding the phone on the roof. This is what a solar video ad brief should cover, including the rows you fill in yourself.

The brief arrives as editable text. Add your figures and license line, have it checked in the same form you will film from, and film the approved version. Keep the approved script with the final cut and the customer's signed consent, so you can show what ran and who agreed to it. If an agency buys your media, the brief is also the clearest way to tell them what the creative is supposed to do, and our solar marketing agency pricing article puts published agency and lead prices side by side.

Twenty to forty seconds for an installer to camera answer or a financing explainer, up to sixty for an install day walk-through or a customer story. That is long enough for a hook, one clear answer and an ask, and short enough that most people who stop on the first frame hear the answer.

Film vertical. Reels and Stories are 9:16, and the same take cut to 4:5 covers the Facebook and Instagram feeds. Keep the important words in the middle of the frame, because the top and bottom of a 9:16 video sit under the app's interface, which our Instagram Reels ads page measures out. Roofs are loud and windy, so use a clip-on microphone, add captions for every spoken line, and say your company name in the first five seconds so the viewer knows who is talking before they scroll.

There are two costs, and they are separate. The media is what you pay Meta, and you set that budget yourself in Ads Manager, with no minimum contract. The creative is the video, and for most installers it is the part that decides whether the media works.

Set the media budget backwards from the crew. Decide how many installs a month you want from Meta, look at your own close rate from site visit to signed contract, and work out how many site visits that needs. Run one video for two to three weeks at a budget you are comfortable losing, divide the spend by booked site visits, and compare that to what a purchased lead costs you once your setters have called it. That number, not a benchmark from a vendor's blog, tells you whether to raise the budget.

For the creative, you have three routes: an agency retainer that bundles it with media buying, a pay per lead or pay per appointment vendor who writes the ads for you, or a script you write or generate and film yourself. Our generator is $49 a month for unlimited briefs and scripts, and the first brief needs no account. Freelance rates for a single 30 second script are in our video ad scriptwriter rates article.