Residential Installers & EPCs: Your Paid Ads Need a New Strategy

The "if you can't measure it, it's not real" era of marketing is over for clean energy companies.

Residential Installers & EPCs: Your Paid Ads Need a New Strategy

The "if you can't measure it, it's not real" era of marketing is over for clean energy companies.

The Lede

Clean energy marketers are at a crossroads. Between AI consuming top-of-funnel traffic and homeowners becoming increasingly skeptical, the old playbook of chasing last-click touch points is failing.

The Big Picture

Stuart Derman, CEO of RELLO, argues marketing is no longer just an expense; it is your business intelligence. Marketers see market signals before anyone else in the C-suite

Why it Matters

The click-less reality: Homeowners want to consume content within their platforms of choice, not always on your website. You must meet them where they are to remain relevant.
Vulnerability equals trust: Brands that only show the perks of solar blend into the noise. Authentic brands talk about pitfalls and difficult conversations about industry stereotypes.
Integration is critical: Paid media and SEO shouldn't live in silos; they must work together to drive consistent messaging.

2 Paid Media Hacks to Take Back to Your Team

Weather-triggered ads: Automate campaigns to launch during storms or power outages when energy resilience is a primary motivator.

Impression-share focus: Instead of just setting a budget, focus on hitting specific densities of search impression share to gain more interest and trust with homeowners.

Go Deeper

Watch the full interview to learn how to position yourself for success in the new age of the residential solar segment with tax credits gone and AI allowing homeowners to become more technical buyers and challenge traditional marketing tactics for building trust.

Residential Installers & EPCs: Your Paid Ads Need a New Strategy

The "if you can't measure it, it's not real" era of marketing is over for clean energy companies.

Residential Installers & EPCs: Your Paid Ads Need a New Strategy

The "if you can't measure it, it's not real" era of marketing is over for clean energy companies.

The Lede

Clean energy marketers are at a crossroads. Between AI consuming top-of-funnel traffic and homeowners becoming increasingly skeptical, the old playbook of chasing last-click touch points is failing.

The Big Picture

Stuart Derman, CEO of RELLO, argues marketing is no longer just an expense; it is your business intelligence. Marketers see market signals before anyone else in the C-suite

Why it Matters

The click-less reality: Homeowners want to consume content within their platforms of choice, not always on your website. You must meet them where they are to remain relevant.
Vulnerability equals trust: Brands that only show the perks of solar blend into the noise. Authentic brands talk about pitfalls and difficult conversations about industry stereotypes.
Integration is critical: Paid media and SEO shouldn't live in silos; they must work together to drive consistent messaging.

2 Paid Media Hacks to Take Back to Your Team

Weather-triggered ads: Automate campaigns to launch during storms or power outages when energy resilience is a primary motivator.

Impression-share focus: Instead of just setting a budget, focus on hitting specific densities of search impression share to gain more interest and trust with homeowners.

Go Deeper

Watch the full interview to learn how to position yourself for success in the new age of the residential solar segment with tax credits gone and AI allowing homeowners to become more technical buyers and challenge traditional marketing tactics for building trust.

Residential Installers & EPCs: Your Paid Ads Need a New Strategy

The "if you can't measure it, it's not real" era of marketing is over for clean energy companies.

Residential Installers & EPCs: Your Paid Ads Need a New Strategy

The "if you can't measure it, it's not real" era of marketing is over for clean energy companies.

The Lede

Clean energy marketers are at a crossroads. Between AI consuming top-of-funnel traffic and homeowners becoming increasingly skeptical, the old playbook of chasing last-click touch points is failing.

The Big Picture

Stuart Derman, CEO of RELLO, argues marketing is no longer just an expense; it is your business intelligence. Marketers see market signals before anyone else in the C-suite

Why it Matters

The click-less reality: Homeowners want to consume content within their platforms of choice, not always on your website. You must meet them where they are to remain relevant.
Vulnerability equals trust: Brands that only show the perks of solar blend into the noise. Authentic brands talk about pitfalls and difficult conversations about industry stereotypes.
Integration is critical: Paid media and SEO shouldn't live in silos; they must work together to drive consistent messaging.

2 Paid Media Hacks to Take Back to Your Team

Weather-triggered ads: Automate campaigns to launch during storms or power outages when energy resilience is a primary motivator.

Impression-share focus: Instead of just setting a budget, focus on hitting specific densities of search impression share to gain more interest and trust with homeowners.

Go Deeper

Watch the full interview to learn how to position yourself for success in the new age of the residential solar segment with tax credits gone and AI allowing homeowners to become more technical buyers and challenge traditional marketing tactics for building trust.