PM Surya Ghar Facebook Ads: A Simple Guide for Rooftop Solar Installers (₹15–20k Budget)

Most solar installers I meet have tried Facebook ads at least once. Most of them also say, "Paisa gaya, kuch nahi mila." The ads aren't the problem. The setup usually is.

Here's how I'd spend ₹15,000–20,000 a month if I were a 3–10 kW rooftop installer in Rajasthan or anywhere else in India.

1. Pick a small, tight area

Don't target "all of Rajasthan." Your team can't visit Barmer and Bharatpur in the same week. Pick the towns you can reach within an hour — say Jhunjhunu city, Chirawa, Nawalgarh and Mandawa. Keep the radius around 25–40 km.

2. Use a lead form with 2 filter questions

Facebook's instant form is fine, but add two questions:

• "Aapka monthly bijli bill kitna hai?" (Below ₹1,500 / ₹1,500–3,000 / Above ₹3,000)
• "Kya aapki apni pakki chhat hai?" (Yes / No)

This one change cuts junk leads by almost half. People who say "No roof" or "Bill below ₹1,500" can get a polite WhatsApp reply instead of a call.

3. Show real work, not stock photos

The ad that wins most often is simple: a phone video of your team finishing a 5 kW install on a local house, with the owner saying one line — "Pehle ₹4,200 bill aata tha, ab ₹300." Real faces, real roofs, local accent. It feels honest because it is.

4. Talk about the subsidy clearly

Under PM Surya Ghar Muft Bijli Yojana, homes get central subsidy of ₹30,000 per kW for the first 2 kW, ₹18,000 for the 3rd kW, capped at ₹78,000. Say this clearly. Also say what the customer pays after subsidy. Hidden numbers make people suspicious.

5. Split the budget simply

• ₹10,000–12,000: lead form ads with video
• ₹3,000–5,000: retargeting people who watched your video
• ₹2,000–3,000: boosting customer review posts locally

6. Send people to a real website too

Some buyers won't fill a form inside Facebook. They want to see your website first. A clean page with your office address, map, phone, WhatsApp, and recent installs builds trust and brings better quality enquiries. You can see what this looks like on the Desire Edits homepage.

7. Measure visits, not leads

Cost per lead is a vanity number. Track cost per site visit and cost per installation. If you pay ₹150 per lead but only 1 in 20 becomes a visit, you're paying ₹3,000 per visit. Better ads that cost ₹300 per lead but convert 1 in 5 give you visits at ₹1,500.

Works outside Rajasthan too

We use this same playbook for installers in Maharashtra, Gujarat, Madhya Pradesh, Uttar Pradesh and Haryana. Change the language and the local proof, and it works.

Want this done for you?

If you'd rather focus on installations and let someone else handle ads, website, videos and follow-up, book a free growth call with Desire Edits. We'll look at your current ads and tell you honestly what's working.