PM Surya Ghar subsidy ads: how solar installers can use the subsidy without misleading anyone

PM Surya Ghar subsidy ads are everywhere in Indian rooftop solar right now, and for good reason. The scheme gives homeowners a clear reason to act, and "How much subsidy will I get?" is usually the first question on every enquiry call. Used well, the subsidy lowers your cost per lead and shortens the sales cycle.

Used badly, it brings the wrong leads and damages trust. Ads that promise "free solar", borrow government logos or hide the real price attract people who drop off once they hear the actual cost, and they can get your ads rejected. This guide shows solar installers and EPCs how to use the subsidy in ads and landing pages honestly, with wording you can adapt, claims to avoid and a page structure that turns subsidy interest into site visits.

Why the subsidy is your strongest hook and your biggest risk

Most homeowners don't wake up thinking about solar panels. They do think about their electricity bill, and a government-backed subsidy turns a vague idea into a decision with a clear, money-saving benefit. That's why a subsidy message often gets more attention than a generic "go solar" ad.

The risk comes from the same place. Because the scheme is called Muft Bijli Yojana, many people believe the panels themselves are free. If your ad plays on that confusion, you'll attract unhappy leads, and serious buyers will scroll past because the offer looks too good to be true.

The goal is simple: make the subsidy the reason to enquire, and make your company the reason to trust.

What the scheme offers right now

Before you write a single headline, get the facts right. These are the central figures for residential rooftop solar under PM Surya Ghar: Muft Bijli Yojana at the time of writing. They can change, so check pmsuryaghar.gov.in and your DISCOM before every campaign.

Two points matter for marketing. The subsidy goes to the customer, not to you, so quotes should show the full price and expected subsidy separately. And only registered vendors can deliver a subsidised installation: if you're registered, show it; if not, don't advertise the subsidy as something you can deliver.

Claims to avoid in PM Surya Ghar subsidy ads

Most problems come from a handful of phrases. Here is what to drop and what to say instead.

Also avoid the national emblem, ministry logos, the Prime Minister's photo and any design that copies the official portal. You are a private company helping people use a public scheme, and your ads should look like it.

Subsidy-led ad copy that stays honest

Honest ads don't have to be dull. Lead with a local, specific benefit and use the subsidy as the reason to act now. Patterns worth testing:

1. The bill angle: "Paying ₹4,000+ a month for electricity in Dwarka? A 3 kW rooftop system could cut that sharply, and you may be eligible for up to ₹78,000 central subsidy."
2. The paperwork angle: "Confused by the PM Surya Ghar portal? As a registered vendor, we handle the application, DISCOM approval and net meter for you."
3. The local proof angle: a 20-second video of a real installation in your city, with the caption "Installed last week in Rohini. Subsidy application filed on the official portal."
4. The question angle for Google Search: headlines such as "Rooftop solar subsidy help", "Registered PM Surya Ghar vendor" and "Free site survey in Gurugram", with a description that mentions the full price range.

In Meta lead forms, add one qualifying question about the monthly bill and one about property ownership. Our step-by-step guide to Facebook ads for solar installers covers the full form setup, and our list of solar ad creative ideas has more video and image formats to test.

Platform rules on Meta and Google

Both platforms review ads for misleading claims, and subsidy ads get extra attention because scammers use the same words. Keep your account healthy:

• Make it clear who you are. Your business name should appear in the ad and on the landing page. Don't name the page or ad account in a way that sounds like a government department.
• Match the ad to the page. If the ad mentions ₹78,000, the landing page should explain the same figure and how it is paid.
• Never collect what the portal collects. Don't ask for Aadhaar numbers, bank details or OTPs in a lead form. A name, phone number, city and bill range are enough.
• Keep claims checkable. Savings examples should say they are estimates and depend on usage and location.
• Watch for policy updates. Meta and Google change their ad policies often, including rules on government-related services. Check the current policies before you launch, and fix any rejected ad by changing the claim, not by rewording it to slip past review.

If you run Google Search for subsidy keywords, add negatives such as "apply online", "status", "login" and "form". People typing those want the official portal, not an installer, and the clicks are expensive. Our Google Ads team adds these to every solar account.

Building a subsidy landing page that converts

The landing page does the heavy lifting. Someone who clicked a subsidy ad wants three answers fast: how much, am I eligible and can I trust you. Structure the page in this order:

1. Headline: "Rooftop solar with up to ₹78,000 central subsidy, installed by a registered vendor in [city]".
2. The real numbers: a simple table showing system size, typical price before subsidy, central subsidy and any state support, with a note that prices depend on the roof and equipment.
3. Proof you are registered: tell visitors they can check your name on the official vendor list themselves, and show your company details clearly.
4. The process in plain steps: site survey, portal application, DISCOM approval, installation, net meter, inspection, subsidy credited to your account.
5. Local installations: photos and short videos of real rooftops in your area, plus genuine Google reviews.
6. A short form or WhatsApp button: name, phone, area and monthly bill range. Nothing more.
7. FAQs: who gets the money, how long it usually takes, what happens if the application is rejected, and whether renters can apply.
8. A one-line disclaimer: "Subsidy amounts and eligibility are set by the government and may change. We are a private company and a registered vendor under the scheme."

The disclaimer won't scare serious buyers off; it shows you know the rules.

Turning subsidy enquiries into site visits

Subsidy leads need fast, clear follow-up. Call within ten minutes during working hours. If they don't answer, send a WhatsApp message that explains the subsidy in two lines and offers a free site survey slot.

On the first call, answer the subsidy question honestly, then move to the roof, the bill and the timeline. Explain that the subsidy is credited to their own bank account after commissioning, that you will never ask for an OTP and that they can verify you on the official portal. With so many "free solar" scams going around, that reassurance is often what wins the survey.

When the system is installed and the subsidy lands, ask for a Google review that mentions it. A local review saying "they handled the whole subsidy process" is worth more than any ad headline. Our guide to solar lead generation in India has a simple scoring system for deciding which subsidy enquiries deserve a visit first.

This is how we run subsidy campaigns for the 30+ solar EPCs and manufacturers we work with, where well-run rooftop campaigns deliver qualified enquiries at ₹60–80 each. You can see the approach in our solar case studies, and if you'd like a team to set it up for you, our solar marketing agency starts with a 90-day sprint, then moves to a flexible arrangement.

Frequently asked questions