AI UGC for solar energy: generate leads without a camera

Solar energy installers in Brazil face a marketing problem that did not exist five years ago: far more competitors, all with the same sales pitch. "Save on your electricity bill." "Your own system in a few months." "Easy financing." Consumers researching a solar installation today see dozens of companies with the same proposal, and the decision to fill out the contact form increasingly depends on who tells that story most convincingly.

The customer-testimonial style UGC video is the creative that best solves this problem on Meta Ads and Reels. Not because it looks like advertising, but precisely because it does not. An influencer telling how much the electricity bill dropped after installation, as naturally as someone recommending to a friend, converts far better than a corporate banner with a photo of a panel.

With AI-generated UGC, solar installers and resellers can produce these creatives in volume, with no camera, no filming with real customers and no production team.

Why UGC video is decisive for generating solar energy leads

Buying a solar energy system has a long cycle. Consumers research for weeks before requesting a quote. During that time, they compare companies, read reviews, watch videos and try to estimate whether the investment really pays for itself in the promised timeframe.

UGC video enters this cycle at two critical moments: at discovery, when the Reels ad stops the scroll of someone who was not actively searching; and in remarketing, when the lead who has already researched needs a final push to request the quote.

In both cases, the testimonial format works because it answers the main objection before it is said out loud: is it really worth it? An influencer presenting the difference between the old bill and the current one puts a concrete number on the abstract promise of savings, and that is what converts.

The volume of competition makes posting frequency and creative variety as important as the media budget. A company that renews its videos every two weeks keeps its cost per lead stable. A company that uses the same creative for 60 days sees performance drop and cost rise, because the algorithm detects audience fatigue.

The 4 UGC formats that generate the most solar energy leads

1. Bill-reduction testimonial

The influencer tells, in the first person, how much the electricity bill dropped after installation. This is the most direct and most effective format because it turns the sales pitch into social proof. The hook opens with the result: "My bill was high and today I pay almost nothing."

The script does not mention a company name in the first 5 seconds. It starts with the situation the audience recognizes (a high bill, worry about cost), presents the turning point (solar installation) and closes with the concrete result.

2. Objection answered

The influencer anticipates the doubt that blocks conversion and answers it head-on. For solar energy, the main objections are: the payback period, how long the panels last, whether the system works on cloudy days and how financing works.

This format performs well in remarketing, for people who have already visited the site or seen other ads but did not request a quote. The objection answered directly is the argument that was missing for the next step.

3. Before and after comparison

The influencer presents the electricity bill amounts before and after installation. The contrast is the persuasion element: you do not need to explain savings when the difference is expressed in real numbers in the script. The video can include the estimated payback period and how much the system generates over its lifespan.

This format works especially well for audiences who already consider installation but want to confirm the numbers before requesting a quote.

4. Simplified process explanation

The influencer explains, in 30 to 45 seconds, how the installation process works, from the inspection to the system being switched on. This format suits the top of the funnel, for audiences who do not yet know exactly how hiring works and fear the bureaucracy.

The hook opens with the question: "Do you know how many days it takes to install solar?" or "Can you do the whole process without leaving home?" The educational content lowers friction at first contact and raises the form completion rate.

How to write a UGC script for a solar energy company

The UGC script for solar energy follows a structure that respects attention span on Reels and delivers the right argument in the right order.

Hook (0 to 3s): start with the result or with the doubt the audience has. Never start with the company name or with "hello." Start with the number or the situation: "My electricity bill dropped a lot after I installed solar" or "I was very afraid of going solar because of the investment."

Context (3 to 8s): who the influencer is and what the situation was before. The more specific, the more identification. "I own a bakery in São Paulo and the energy bill destroyed my margin every month" is more effective than "I needed to save money."

Development (8 to 30s): the process or the result, with the details that remove doubt. For the testimonial format: how much the bill dropped, how long it took for the investment to pay for itself, whether the system worked as promised. For the educational format: the steps of the process, what is needed, how long it takes from first contact to installation.

Result and CTA (30 to 45s): the close with the call to action. "If you want to know how much you would save, click the link and request a quote." Direct, no fluff.

Where to run it: channel comparison for solar energy

Meta Ads is the main channel for solar energy lead generation in Brazil because it combines audience volume, targeting by income and location, and the Reels format where UGC video looks organic in the feed. Google Ads captures the demand of those who have already decided to search and complements the strategy. TikTok Ads tends to work better for companies that want to reach younger homeowners or for content with potential for organic virality beyond paid ads.

How many variations to create and when to swap

An installer who runs lead generation campaigns consistently needs a continuous flow of creatives. Audience fatigue is the most common reason for performance drops in solar campaigns that used to convert well: the same ad running to the same audience for more than 30 days tends to lose relevance and raise cost per lead.

The rule of thumb for Meta Ads in solar energy is to keep 3 to 5 variations active per ad set and plan to swap creatives every 14 to 21 days. This does not mean creating everything from scratch every two weeks: it means having variations of the same script with different hooks, or the same hook with different development approaches.

With AI-generated UGC, creating 3 variations of a testimonial script takes a few minutes. The base script is the same; the first 5 seconds change. This volume of variations is unviable with traditional production, which requires travel, filming, editing and approval for each version.

For companies with multiple services or service regions, the variation strategy can go beyond the hook: different influencers for different audiences, scripts adjusted by region, versions focused on residential systems and versions focused on businesses.

How to integrate AI UGC into the installer's sales cycle

AI-generated UGC does not replace human service in the solar energy sales process, which still involves a technical inspection, a personalized quote and follow-up through installation. It solves the top of the funnel: the moment when a stranger decides whether or not to stop on the ad and request a quote.

The most effective integration happens when the marketing team and the sales team work together on building the scripts. The salesperson knows the objections that come up in every inspection: concern about the payback period, doubt about financing, fear that the system will not work well on cloudy days. These real objections become the best UGC scripts because they mirror exactly what the lead is thinking before getting in touch.

The cycle works like this: scripts are born from the sales team's objections, become AI UGC videos, run on Meta Ads and generate leads who are already partly convinced, because their doubts were answered in the ad before the first contact.

Where to start

If the company does not yet have UGC video in its solar campaign creatives, the most direct path is to create the first testimonial script based on the story of the company's happiest customer. It does not have to be the real customer filming: the digital influencer delivers the testimonial with the script the marketing team writes from the real case.

The hook should start with the bill reduction or with the investment payback period. These are the two elements that stop the scroll most in solar energy because they immediately answer the question the audience has before even seeing the ad.

To understand the structure of scripts that convert in short videos, the guide to UGC scripts that convert for 9:16 videos covers ready-made structures to adapt to the solar energy context. If you already have campaigns running and want to scale creative volume without raising production cost, the guide to how to scale UGC creatives with AI shows the step-by-step for creating script variations in volume. And to understand how the AI UGC format works in detail for ads in general, the guide to AI UGC ads has the full overview of the strategies that work.