Why solar installers in Las Vegas overpay for leads
The solar market is full of resold shared leads and unqualified homeowners: no roof, no credit, no ownership. Paying for exclusive, pre-qualified leads is cheaper per install even at a higher CPL.
Las Vegas has a Spanish-speaking service economy that almost nobody targets properly in paid search, so CPCs stay low relative to intent. On top of that, Las Vegas accounts almost always mix Spanish and English keywords inside one campaign, which inflates CPCs on both sides and hides which language is actually producing booked work.

