In our own Meta campaigns for residential solar, a lead form submission cost $25 in Spain, $26 in France and $31 in Poland. In the US (Massachusetts and California) it cost $49. These are raw form submissions as Meta counts them, before anyone checked the phone number or removed duplicates. The cost of a lead your sales team can actually work is higher in every one of these markets.
In short:
- In our residential solar campaigns, a Meta lead form submission cost $25 in Spain, $26 in France, $31 in Poland and $49 in the US.
- These prices are for unverified form submissions, so the cost of a verified, deduplicated lead is higher in every market.
- A cheaper form submission in Europe does not mean a cheaper customer, so judge a new market on verified leads, not on the Meta dashboard.
How much does a residential solar lead cost in Spain, France and Poland?
A Meta lead form submission for residential solar cost us between $25 and $31 in the three European markets we run, against $49 in the US. Here is the full data from our ad accounts, with the period, volume and spend behind each number.
| Market | Period | Form submissions | Ad spend | Cost per submission |
|---|---|---|---|---|
| Spain | Nov 2024 to Feb 2026 | 1,763 | $43,423 | $25 |
| France | Nov 2024 to Apr 2025 | 391 | $10,125 | $26 |
| Poland | Nov 2024 to Jun 2026 | 7,149 | $221,291 | $31 |
| US (Massachusetts, California) | Feb 2026 to Jun 2026 | 177 | $8,706 | $49 |
Poland is our home market, so we spend the most there. The Polish figure works out to 116 PLN per submission at 3.7404 PLN per dollar, which is the National Bank of Poland average for June to September 2026. All amounts are in US dollars at that rate.
We make money running Meta ads for solar installers. Poland alone accounts for 7,149 of the leads in this table. Read everything below knowing we have a stake in you advertising on this platform.
Why is this a form submission price and not a lead price?
Because Meta counts every completed form as a lead, whether the number works or not, and whether the person already filled in your form last week. That is the number in the table above. It is the number Meta reports, and it is the number most offers quote.
Between a form submission and a lead worth calling, three things happen. Someone checks that the phone number is real. Someone removes duplicates. Someone confirms the person owns a house and actually asked about solar. Each step removes submissions, so the cost per verified lead is always higher than the cost per form. We don't publish a verified figure in this post because we don't have one measured the same way across all four markets. We would rather show you the honest raw number than guess at the clean one.
Our position is simple. A solar lead price quoted without saying whether it is before or after verification is the cheaper number dressed up as the real one. If a vendor or agency gives you a cost per lead, ask which one it is. We wrote more about this in what a qualified lead actually means. The definition matters more than the price on the invoice.
Why are solar leads cheaper in Europe than in the US?
We can measure what we paid. We cannot measure why we paid it. What follows is our reading of the gap, not something we track in the ad accounts.
Three forces push the price of a form submission up or down:
- Competition in the auction. Meta sells attention in an auction. The more solar installers, lead sellers and other advertisers bid for the same homeowners, the more each submission costs. We don't see how many competitors bid against us. We only see the price that results.
- How much a household stands to save. When the electricity bill is a real pain point, more people click and more of them finish the form, and the price drops. We don't measure electricity bills, so we can't put a number on this.
- Public money. Subsidy programs change who fills in forms. Some people want a solar system, and some want to know whether they qualify for a grant. That second group can make submissions cheaper and verification harder at the same time. We don't measure subsidy uptake, so treat this as a hypothesis.
The US price also carries a sampling caveat. It comes from two states, five months and 177 submissions. Poland comes from 20 months and 7,149 submissions. We trust the Polish number far more than the American one, and you should too.
The US figure has its own breakdown in our post on what a solar lead costs in the US.
How reliable are these numbers?
The Polish and Spanish numbers are solid. The French and American numbers are directional. Poland rests on 7,149 submissions and Spain on 1,763, both over more than a year, so seasonality is averaged in. France rests on 391 submissions from November 2024 to April 2025. That covers one winter and spring, and the data is now old. The US rests on 177 submissions from February to June 2026.
The periods also don't overlap neatly. A market measured only in winter and a market measured across two summers are not strictly comparable. We put them in one table because no one else publishes these numbers side by side, not because the comparison is perfect.
What should a solar company expect when entering a new market?
Expect the first month to be more expensive than this table, and expect the verified cost to be higher still. The numbers above come from campaigns that had time to learn. A new account in a new country starts without that history.
Here is how we would plan an entry:
- Budget in submissions, not in dollars. Take the market price from the table and decide how many submissions you need before you judge the market. We don't draw conclusions from fewer than 100.
- Measure verified leads from day one. Track how many submissions survive the phone check and deduplication. That ratio tells you more about the market than the Meta price does.
- Fix the phone before the budget. A form lead goes cold fast. If nobody calls within minutes, the cheaper European price buys you nothing. We explain this in speed-to-lead.
- Don't pick a market because the form is cheap. Spain at $25 looks better than the US at $49 on paper. We don't measure close rates or contract values across these markets, so we can't tell you which one makes you more money per dollar spent. Anyone who says otherwise without that data is guessing.
If you want us to run the test for you, this is what our lead generation campaigns do.
When does buying solar leads on Meta not make sense?
It doesn't make sense if you can't call people back the same day. A form submission is a person who tapped a button between two other posts. Without a fast call, the money is gone regardless of whether it cost $25 or $49.
It also doesn't make sense if referrals and repeat customers already fill your installation calendar. Paid leads would just add work your team can't absorb. And this data says nothing about commercial or industrial solar. Every number here is residential. If you sell to businesses, these prices don't apply, and we don't measure that segment.
In those cases, spend the money on response time, on a referral program, or on the channel your existing customers came from. Don't spend it on more forms.
When we open a new solar market, we judge it on verified leads after the first 100 submissions. A market only gets more budget when the verified numbers hold up, whatever the Meta dashboard shows.
FAQ
Is $49 expensive for a US solar lead?
It is the highest cost per Meta form submission in our solar data, and roughly double Spain's. Whether it is expensive depends on how many of those submissions become verified leads and contracts, and we don't publish that for the US. With only 177 submissions behind it, treat $49 as a starting estimate.
Do Meta lead forms produce lower quality solar leads?
Meta forms are easy to submit because the platform pre-fills contact details. That makes submissions cheaper and lets more weak or duplicate entries through. This is why we insist on separating the form price from the verified lead price.
Why is my solar cost per lead higher than these numbers?
Your account may be new, your period may cover a more expensive season, or you may be counting verified leads while we count raw submissions. Compare like with like before you conclude anything. Check whether your number is before or after verification first.
Should I run solar ads on Google instead of Meta?
This dataset only covers Meta lead forms, so we can't compare the two channels from these numbers. Running a second channel makes sense as a backup, so that all your leads don't depend on one platform.
How many leads do I need before judging a new solar market?
We don't draw conclusions from fewer than 100 form submissions, and we look at the verified share, not just the price. Fewer than that and you are reading noise from the first weeks of the campaign.