Solar and Battery Storage Lead Generation in Germany
Nextmove Digital generates exclusive solar PV and battery storage enquiries in Germany for installers, solar sales companies and storage providers, through Meta campaigns in your own ad account. Campaigns are limited to the regions your teams can serve, the form prequalifies every enquiry, and you can see every euro of ad spend.
Last updated 1 November 2026
Who this is for
For solar installers, solar sales companies and battery storage providers that sell in Germany, and for international companies building a sales presence in the German market. It requires a team that calls enquiries back quickly in German and can carry out site visits in the targeted regions, or the willingness to hand the first call over to us as an option.
It fits less well if you need a guaranteed number of orders by a fixed date, or if you have no capacity to install in the coming months. No serious agency guarantees orders.
Bought leads, lead suppliers or your own campaign
There are three common ways to get solar enquiries. The details vary by provider, so ask each one the questions in the left-hand column.
| Criterion | Bought or shared leads | Lead supplier | Own campaign in your account |
|---|---|---|---|
| Exclusivity | Often sold to several installers | Exclusive or shared, depending on the supplier | Exclusive: every lead comes from your own campaign |
| Ad account and data | With the platform | With the supplier | With you |
| Control over region and audience | Limited to the platform’s filters | Depends on the supplier | Full: postcodes, radius, audiences, offer |
| Pricing model | Price per lead | Price per lead, sometimes with minimum volumes | Ad budget to Meta plus management fee |
| Transparency of ad costs | Not visible | Usually not visible | Every euro visible in your ad account |
| Brand | Prospect has often asked several companies | Often the supplier’s brand or a neutral portal | Your brand, your offer, your photos |
| When you stop | No assets left | No assets left | Campaign history, audiences and contacts stay with you |
| Effort for your team | Low up front, high in follow-up because of competition | Low to medium | Approvals and feedback on lead quality |
Audiences we run separate campaigns for
- Homeowners: PV with battery storage
- Owners of single-family and semi-detached houses who are considering a new system. Arguments: own electricity use, independence, storage sizing, timeline and the installer’s regional presence.
- Storage retrofit for existing PV systems
- Owners who already have a PV system and want to add a battery. A separate campaign with its own form, because the questions differ: age and size of the existing system, inverter, current self-consumption.
- Commercial roofs
- Businesses with their own halls, offices or farm buildings. Longer decision processes, several decision makers and questions about electricity consumption and roof ownership. For business owners interested in the IAB tax deduction, see our page on IAB investor leads.
More on commercial investors: IAB investor leads for solar and storage providers.
Form questions
Short forms bring more enquiries, longer ones better ones. We agree the balance with you. All answers are self-reported.
| Question | Purpose |
|---|---|
| Do you own the property? | Tenants usually cannot decide on a roof installation. The most important filter for homeowner campaigns. |
| Type of building | Single-family, semi-detached, multi-family or commercial building; determines the offer and the follow-up. |
| Postcode | Checks whether the address is in your service area before your team calls. |
| Interest: PV, PV with storage, storage only | Routes the enquiry to the right offer and separates retrofit enquiries. |
| Existing PV system (yes/no, approximate year) | Needed for storage retrofit campaigns. |
| Planned timeframe | Sets the priority of the callback. |
| Preferred contact time | Increases the chance that the first call reaches the person. |
Regional targeting by installation capacity
- Service area first
- Campaigns run only in the postcodes or radius your installation teams can reach. Enquiries from outside the area cost money and frustrate prospects.
- Budget by capacity
- Budget per region follows how many site visits and installations your teams can handle in the coming weeks. If a region is booked out, we reduce or pause it.
- Separate regions, separate figures
- Where regions differ, each one gets its own ad set. That shows where leads turn into site visits and where they do not.
- Local proof
- Photos of your own installations in the region and the name of your company work better than stock images. They are also more honest.
Scope and responsibilities
By default our work ends with the handover of the enquiry. Site visits, quotes and installation stay with your company.
| Step | Nextmove | Your team | Optional |
|---|---|---|---|
| Campaign and ads | Meta campaigns per audience and region, ad copy and creative | Approval of every ad, prices and technical statements | Ad videos, photo production |
| Lead form | Form with prequalification questions and consent text, in German and/or English | Agreeing which answers matter to your sales team | Landing page and CRM integration on request |
| First call | Handover of every enquiry to your team | Callback and needs analysis | Telephone prequalification or appointment setting by Nextmove, scope and price agreed in advance |
| Site visit and offer | – | Site visit, system design, quote | – |
| Subsidy and tax statements | Implements only approved wording | Content and accuracy | – |
| Installation and service | – | Your company or your partners | – |
| Ad account and data | Works in your account with your access rights | Owns the ad account, form and all contacts | – |
Costs: per site visit and per order, not per lead
You pay the ad budget directly to Meta and a management fee to us. Production and telephone prequalification are added only if agreed. Contract terms and the fee are set in the strategy call; we have not yet published cost ranges for solar campaigns.
- Cost per lead
- Ad spend divided by the number of enquiries. Useful for steering the campaign, but not for comparing providers.
- Cost per site visit
- Ad spend plus management fee, divided by the number of site visits held. This shows whether your team can turn enquiries into appointments.
- Cost per order
- Total marketing cost divided by signed contracts. Set this against your margin per installation to decide whether the channel pays off.
- What you need to measure it
- Feedback from your sales team or CRM on each lead: reached, suitable, site visit held, quote sent, order. Without this, campaigns can only be optimised for lead volume.
Our German guides on lead costs, qualifying leads and leads that cannot be reached use real-estate examples, but the method is the same (all in German).
Ad claims: what to write and what to avoid
German law against misleading advertising also applies to solar ads. We only publish statements on prices, savings and subsidies that you have approved.
| Claim | Status | Why |
|---|---|---|
| “Free solar system” | Don’t | Misleading if the customer pays through financing, rent or the electricity bill. |
| “Never pay for electricity again” | Don’t | No system covers every hour of the year; grid electricity and fees remain. |
| “Payback guaranteed in X years” | Don’t | Depends on consumption, electricity prices and system size. Cannot be guaranteed. |
| “State subsidy secured” without a concrete programme | Don’t | Subsidy statements need a specific, current basis. |
| “Use more of your own solar power with a battery: we plan the size that fits your consumption” | Do | Describes the benefit without a promise of a specific result. |
| “Installer from [region], with photos of our own installations” | Do | Verifiable and builds trust. |
| Savings or yield calculations | Only with stated assumptions | Only figures you can document, with consumption, price and system size named. |
Glossary
- kWp (kilowatt peak)
- Rated output of a PV system under standard test conditions; used to describe system size.
- Battery storage retrofit
- Adding a battery to an existing PV system to increase self-consumption.
- Self-consumption
- Share of the solar power produced that is used in the building itself instead of being fed into the grid.
- Feed-in tariff (Einspeisevergütung)
- Payment for solar power fed into the public grid in Germany.
- Exclusive lead
- A contact that only one company receives. With campaigns in your own ad account, every lead is exclusive by design.
- Shared lead
- A contact that a platform sells to several installers at the same time.
- Lead supplier
- A company that runs its own campaigns and sells the resulting enquiries per lead. The ad account and data usually stay with the supplier.
- Ad account
- The Meta advertising account in which campaigns run and budget is billed. Whoever owns it keeps the campaign history and data.
- Installation capacity
- How many site visits and installations your teams can handle in a given period; the basis for budget per region.
- Cost per site visit
- Total marketing cost divided by the number of site visits held.
Questions installers ask us
Are the leads exclusive?
Yes. The campaigns run in your own Meta ad account and every enquiry goes only to you. We do not sell or pass on leads to other installers.
Who owns the ad account and the contacts?
You do. You pay the ad budget directly to Meta, and the ad account, the lead form and all contacts belong to you. If we stop working together, campaigns, audiences and data stay with you.
Can you run campaigns in English and German?
Yes. Ads and forms for homeowners in Germany normally run in German; English campaigns can run alongside them where your target group speaks English. For international companies entering the German market, the language of the project work is agreed in the first call; your team needs to be able to call German-speaking prospects back.
Do you work with companies based outside Germany?
Yes, if the systems are sold and installed in Germany, Austria or Switzerland. What matters is a service area that installation teams can cover and a sales team that can handle German-speaking enquiries.
Do you sell or install solar systems yourselves?
No. Nextmove Digital is a marketing agency only. We do not sell, install or develop solar or storage projects, so we are never in competition with our clients.
Who calls the leads and books site visits?
By default your own team, which receives every enquiry as soon as it comes in. Telephone prequalification or appointment setting by Nextmove can be added as an option, with scope and price agreed in advance.
What does a solar lead cost?
We have not yet published cost ranges or case studies for solar campaigns. You pay the ad budget directly to Meta and a management fee set in the strategy call. Our published figures come from real-estate campaigns, where pure ad costs were between around €7 and €30 per lead; they cannot simply be transferred to solar. For decisions, cost per site visit and per order matter more than cost per lead.
How quickly do the first enquiries arrive?
Typically within two to three weeks of the start, after the strategy, creative, form and approvals are done. How many enquiries follow depends on region, offer, budget and audience.
Need more solar or storage enquiries in Germany?
In a free strategy call we go through your service area, capacity and offer and tell you openly whether Meta campaigns fit.
Nextmove Digital is a marketing agency and does not sell, install or finance solar or storage systems and does not provide tax or legal advice. Details entered in forms are self-reported. No promise regarding orders or savings.