This case study was developed by Guillermo de Lorenzi, following an internal analysis of solar lead campaign data across UK regions. "We spend a lot of time talking about lead quality and follow-up speed," Guillermo explains, "but one of the most underused levers in solar lead generation is simply geography. We went through our client data region by region, and the variation in CPL, conversion rate, and average order value across the UK is far more significant than most installers realise. If you're running the same campaign nationwide with no geographic weighting, you're almost certainly overpaying for leads in some regions and underinvesting in others."
This article combines ImperioLeads internal campaign data from H1 2026 with publicly available regional installation data, solar irradiance benchmarks, and homeowner profile analysis to produce a practical solar lead map of the UK. The goal is simple: help solar companies understand where to concentrate acquisition spend, where untapped demand is growing, and where the economics of solar leads are most favourable in 2026.
The National Picture First: Record Volume, Uneven Distribution
The UK set a record for solar installations in the first half of 2026: 210,000 MCS-certified installations between January and June 2026, up 17% on the previous highest start to a year, equivalent to one installation every 74 seconds. Battery storage installations almost doubled the same period in 2025, with 36,000 certified in H1 2026 alone.
But that national headline masks pronounced regional variation. The government published its first regional breakdown of solar deployment in July 2026, and the data confirms what ImperioLeads campaign performance had already shown: solar demand is heavily concentrated in the South East and South West, with fast-growing secondary markets in East of England, East Midlands, and Yorkshire that most campaigns are underserving.
Regional Solar Lead Map: Performance Data H1 2026
| Region | 2026 YTD Installs | Cumulative Total | Avg CPL (Exclusive) | Conversion Rate | Lead Opportunity |
|---|---|---|---|---|---|
| South East | 22,628 | 305,101 | £34–£42 | 11–14% | High volume, high competition |
| South West | 17,539 | 271,400 | £28–£36 | 12–15% | Best ROI ratio in the UK |
| East of England | 18,109 | 241,195 | £24–£32 | 11–13% | Underserved, growing fast |
| East Midlands | 15,981 | 182,606 | £20–£28 | 9–12% | Lower CPL, rising demand |
| West Midlands | 14,200 | 168,000 | £21–£29 | 9–11% | Strong suburban opportunity |
| Yorkshire and Humber | 13,400 | 155,000 | £18–£26 | 8–11% | Low CPL, increasing awareness |
| North West | 12,800 | 148,000 | £19–£27 | 8–10% | Urban density, lower intent |
| Wales | 9,200 | 112,000 | £18–£24 | 10–13% | Best ROI for homeowners, underused |
| Scotland | 8,600 | 98,000 | £20–£28 | 8–11% | Growing, grant-assisted segment |
| Inner London | 4,100 | 51,000 | £38–£52 | 5–7% | High CPL, low conversion, niche only |
Installation data sourced from the government's July 2026 regional solar deployment release and MCS certification records. CPL and conversion rate data from ImperioLeads H1 2026 exclusive solar lead campaigns.
South East: Highest Volume, Highest Competition
The South East is the UK's dominant solar region by every measure. With 305,101 cumulative installations, it has more installed solar than any other region and, at 22,628 installs in H1 2026, it's still growing at 14% year on year. For solar lead generation, this creates a double dynamic: high organic demand but also the highest installer density and most competitive CPL in the country outside inner London.
From a lead generation perspective, the South East rewards quality over volume. Homeowners here have the highest average household income of any UK region, the most suitable housing stock (semi-detached and detached suburban homes, predominantly south or east-facing, built 1950 to 2000), and the strongest EV ownership rates in the country. Solar-plus-battery conversion rates in the South East run 2 to 3 percentage points above the national average, and average order values are 15 to 20% higher due to larger system specifications.
"The South East is not where you go for cheap leads," Guillermo notes. "CPL is £34 to £42 for exclusive, which is the highest outside London. But the revenue per install is also the highest. For installers with strong sales processes and good battery attachment rates, the economics work very well despite the premium CPL."
The main risk in the South East is installer capacity rather than demand. The region has the highest concentration of MCS-certified installers, which means solar leads are being competed for aggressively. Speed to lead is even more critical here than elsewhere: a homeowner in Surrey submitting a solar inquiry at midday will typically receive calls from two or three companies within the hour.
South West: The Strongest Solar Lead ROI in the UK
The South West combines the UK's best solar irradiance (Cornwall, Devon, and Dorset top the national rankings at 1,000 to 1,050 kWh/kWp annually, compared to the 900 national average), an 8.5% adoption rate that is the highest of any UK region, and installation costs that run below the South East premium. The result is the best overall solar lead ROI of any UK region.
South West homeowners have a lower average household income than the South East but a disproportionately high homeownership rate and strong environmental motivation alongside financial rationale. The installer ecosystem is mature and competitive, keeping installation costs moderate despite high demand. Battery attachment rates are strong, particularly in rural areas where grid reliability is lower and energy independence has additional practical value beyond pure economics.
For solar lead campaigns, the South West delivers above-average conversion rates (12 to 15% on exclusive leads) at CPL that is 15 to 20% below the South East equivalent. "If I had to pick one region to concentrate a solar lead budget for pure ROI efficiency, it would be the South West," Guillermo says. "High conversion, reasonable CPL, strong battery attachment, and homeowners who are already primed on the financial and practical benefits. It's a very efficient market."
East of England: The Most Underserved High-Potential Region
East Anglia is the finding that surprised us most in the regional analysis. The region sits at 241,195 cumulative installations, growing at 15% year on year, and its solar economics are among the best in the country. Cambridge generates 1,520 to 1,600 sunshine hours annually. Colchester reaches 1,560 to 1,640 hours. These are figures that comfortably exceed the national average and approach South West levels in the best locations, with far less installer competition and significantly lower CPL than either the South East or South West.
Despite this, the East of England is systematically underrepresented in UK solar lead campaigns. Most installer marketing concentrates on the South East and South West, leaving a large addressable market of homeowners in Norfolk, Suffolk, Essex, Cambridgeshire, and Hertfordshire who have high solar suitability, strong homeownership rates, and growing awareness of solar economics with fewer companies competing for their attention.
ImperioLeads campaign data from H1 2026 shows the East of England delivering some of the best CPL-to-conversion ratios of any UK region: exclusive leads at £24 to £32, converting at 11 to 13%, producing CPAs of £185 to £290 depending on follow-up speed. For installers with coverage of this area, the East of England represents a meaningful competitive advantage over companies focused exclusively on the saturated southern markets.
Midlands: A Rising Market with Low CPL and Growing Demand
Both the East and West Midlands are showing accelerating solar lead demand in 2026. The East Midlands saw 15,981 installations in H1 2026, a 17% year-on-year increase, the highest growth rate of any major English region. The West Midlands follows closely. The drivers are structural: the Midlands has a large stock of semi-detached housing from the 1960s and 1970s with suitable roof profiles, growing household energy costs that make the solar ROI case increasingly compelling, and an installer market that is less saturated than the south.
Solar irradiance in the Midlands is lower than in the south, around 1,320 hours annually in Birmingham and Coventry, but this is less limiting than many homeowners assume. A 4kWp system in the Midlands generates approximately 3,300 kWh per year, sufficient to deliver meaningful savings at current electricity prices. The financial case remains positive even if the payback period is 1 to 2 years longer than in the South West.
From a solar lead generation perspective, the Midlands is attractive primarily because of CPL efficiency. Exclusive leads run £20 to £29 in both Midlands regions, significantly below southern markets, with conversion rates of 9 to 12% that are broadly comparable. The lower CPL means lower CPA despite similar conversion rates, producing better unit economics for installers operating across multiple regions.
Yorkshire and Humber: Low CPL, Growing Awareness
Yorkshire is the emerging market that most southern-focused solar installers are overlooking. CPL for exclusive solar leads in Yorkshire runs £18 to £26, the lowest of any major English region. Annual sunshine in Leeds, Doncaster, and Sheffield is 1,310 to 1,360 hours, and a 4kWp system generates 3,250 to 3,500 kWh per year, a figure that represents genuine financial value at current electricity prices.
Conversion rates in Yorkshire are slightly below the national average at 8 to 11%, partly reflecting lower baseline solar awareness compared to the south and partly reflecting the longer payback periods (typically 11 to 13 years for panels-only) that require more robust financial justification in the sales conversation. However, the extremely low CPL means that even at 8% conversion, cost per acquisition in Yorkshire (£225 to £325) compares favourably with the South East (£243 to £382) despite lower conversion rates.
Battery attachment is the key to unlocking Yorkshire economics. Homeowners who install solar-plus-storage have improved payback periods that make the financial case significantly more compelling. Campaigns that qualify for battery interest and route those leads to financially-oriented sales conversations are achieving above-average performance in this market.
Wales: Underused, High-ROI for Homeowners
Wales is one of the most genuinely underused solar lead markets in the UK. South Wales delivers the best overall solar ROI of any UK region according to regional cost analysis: installation costs run significantly below the national average, SEG export earnings are the highest of any region at £181 per year, and the 12.4-year payback for a typical 4kWp system is the shortest nationally.
Despite this, Wales generates a fraction of the solar lead campaign investment of equivalent English markets. Awareness among homeowners remains lower than in England, partly because installer marketing has historically concentrated east of the border. This creates a genuine first-mover advantage for solar companies with Welsh coverage. Homeowners who are reached with financially specific solar messaging, the payback period, the SEG income, the 0% VAT window, are converting well. CPL in Wales is among the lowest in the UK at £18 to £24 for exclusive leads.
Scotland: Grant-Assisted and Growing
Scotland's solar lead market has specific characteristics that distinguish it from the rest of the UK. The Home Energy Scotland grant and loan scheme provides up to £6,000 interest-free for solar PV and a further £6,000 for storage, unique to Scotland and materially improving accessibility for households that want solar but lack upfront capital. This grant availability creates a distinct lead profile: homeowners who might not self-fund in England become viable prospects with Scottish grant support.
Solar irradiance in Scotland is lower (Edinburgh averages 1,200 to 1,260 hours annually), and payback periods are longer in northern regions (up to 17 years without storage). The Central Belt, however, particularly Edinburgh and Glasgow suburbs, offers homeowner profiles and solar economics broadly comparable to northern English markets. Campaigns targeting Central Belt homeowners with grant-aware messaging are performing respectably, with conversion rates of 8 to 11% on exclusive leads at CPL of £20 to £28.
Inner London: High CPL, Low Conversion, Niche Market
Inner London is the outlier that consistently underperforms expectations. CPL for exclusive solar leads in inner London runs £38 to £52, the highest in the UK, while conversion rates of 5 to 7% are the lowest of any region. The structural reasons are well understood: high proportion of flats with no viable roof access, significant conservation area restrictions limiting permitted development, lower homeownership rates meaning a large proportion of inquiries come from renters who cannot install, and a property market where the ROI calculation on solar is complex given high property values and unconventional roof configurations.
For most solar installers, inner London is not a viable primary solar lead market. The CPA is significantly above the national average and the operational complexity of London installations (parking, access, conservation restrictions) further erodes margins. Outer London, particularly suburban zones in Surrey, Kent, Essex, and Hertfordshire, performs far closer to the South East benchmark and should be targeted in preference to inner London postcodes.
Where to Concentrate Your Solar Lead Budget in 2026
The regional analysis produces a clear priority framework for solar lead investment in 2026:
Highest ROI per lead spent: South West and East of England. Best combination of conversion rate, CPL efficiency, and average order value relative to lead cost. Underinvested by most campaigns relative to their commercial potential.
Highest absolute volume: South East. Highest total market size and strongest battery-inclusive demand, but requires acceptance of premium CPL and above-average competition for each lead. Reward installers with fast follow-up and strong sales processes.
Best emerging markets: East Midlands and Yorkshire. Lowest CPL of any major English markets, growing demand, lower competition. Requires stronger financial justification in sales conversations due to longer payback periods, but CPA economics can be highly attractive at volume.
Underused opportunities: Wales and East of England. Both deliver strong homeowner ROI and CPL efficiency. Currently underrepresented in most UK solar lead campaigns, meaning competition for each lead is lower and homeowner attention is easier to capture.
"The instinct for most solar companies is to target the South East because that's where they know the market exists," Guillermo concludes. "But the data shows that the East of England and the South West deliver better lead economics for most installer profiles, and the Midlands and Yorkshire are genuine opportunities for companies willing to build the right sales conversation for their specific market dynamics. Geography is one of the most powerful variables in solar lead generation and the one most consistently ignored in favour of national-average thinking."
Want a solar lead campaign designed around your specific regional coverage and the actual demand dynamics of your target markets? ImperioLeads builds geographically targeted acquisition programmes calibrated to the regional data above, not national averages.
