Facebook and Instagram ads for a solar company
Meta will not replace search for solar. What it does is reach the homeowner who has been staring at the electric bill without typing anything into Google yet, and retarget the 60 to 90 day cycle that search starts.
Leads run $15 to $60 and they are colder. Half will not answer the first call. The ones who do are usually earlier in the process and deserve a nurture sequence rather than a same-week appointment push, which is why installers who judge Meta on week-one sit rate always turn it off too early.
Creative that works is local and unpolished: a drone pass over a finished array with the town named, your crew on a real roof, a redacted utility bill next to a monitoring screen, a battery on a garage wall after a storm week. The offer is a bill review or site assessment, never anything implying panels are free.