Boiler installation leads for UK plumbing and heating firms

What counts as a boiler installation enquiry?

When I talk about an enquiry, I mean one thing: a call from an active homeowner looking to get a boiler installed. A dripping tap, a sticking radiator valve or a breakdown that needs fixing tonight are all useful work, and none of them count towards my promise. I set it up that way on purpose. When I surveyed more than 100 plumbing and heating firm owners, needing bigger, better paying jobs instead of a run of small callouts came up again and again, and you can read what they told me on my research page.

One boiler swap is worth roughly 25 callouts, so a handful of extra installations a month changes the shape of the whole year.

Where do the leads come from?

Two Google tools do almost all of the work, and together they make up what I call the Boiler Engine System.

Google Local Services Ads. Your firm appears at the very top of the search page, above the ordinary adverts and the map, carrying the Google Verified badge once Google has checked your business. You pay for a lead rather than a click, and I limit your job types to installation and replacement so the budget goes on homeowners who want a new boiler.

Google Business Profile optimisation. I rebuild your profile around boiler installation, with the right primary category, boiler installation and replacement named as services, the towns you genuinely cover, real photographs of your installs and reviews that describe the job. That is what earns a place in the map pack, which keeps bringing calls without a charge attached to each one.

The ads bring enquiries while the profile is still building, and the profile keeps working for you month after month. I explain how the two fit together in my complete guide to getting boiler installation enquiries from Google.

How is this different from buying leads from a lead site?

Lead marketplaces and comparison sites can bring volume, and if one works for you, keep it. The trouble is that many of them pass the same homeowner to several firms at once, so the homeowner gets a flurry of calls and quotes and you are racing other firms on price from the first ring.

A Local Services Ads call comes straight to you from your own listing. The homeowner has seen your reviews and your badge and chosen to ring you. On top of that, I only work with one firm in the same area you serve, so I’m never helping the firm down the road compete for the same installations as you.

How is every enquiry tracked and counted?

You never have to take my word for the numbers. Every lead appears in your own Google Local Services Ads dashboard, where every lead shows, and your Google Business Profile shows its own call figures too. When I say a month brought a certain number of boiler installation enquiries, you can check every one of them yourself.

I keep that dashboard tidy as well. Each lead is marked as booked or archived, which teaches Google which enquiries you value, and every lead gets the feedback Google asks for. Google says it filters out invalid activity such as spam before you are charged, but it doesn’t offer lead credits in the UK, so tight job types and an honest service area are what keep the leads genuine.

What is my guarantee, and what is the one condition?

My promise to every firm I work with is “15 to 25 consistent boiler installation enquiries every month within 90 days, or we keep working for free until we do.”

In plain terms, if you are not at 15 to 25 boiler installation enquiries a month within 90 days, my monthly fee stops and I keep working until you are. You carry on paying Google for your ads throughout, because that money goes to Google rather than to me.

The condition is that you keep the recommended monthly Google ad budget we agree together at the start. The right budget depends on your area and how many firms compete there, which is why I work it out with you instead of putting a number on a web page.

Who is this right for, and who is it not for?

It suits plumbing and heating firms that fit boilers, or want boiler installations to become a bigger part of the year. Google checks your business, including the licence and insurance details it asks for, before your ads go live, and you need someone ready to answer the phone when homeowners ring, because a homeowner with a cold house rings down the list until somebody picks up.

If your firm has no interest in fitting boilers, a different kind of agency will serve you better, and I’d rather tell you that now than waste your time.

How do you turn more leads into booked installs?

Leads are only half the job. The firms that book the most installations tend to do three things well. They answer quickly, and Google measures how responsive you are as well as the homeowner noticing. They ask two or three questions before quoting, such as the age of the boiler and the type of property, which helps them quote accurately and shows they listen. And they follow up politely, because homeowners often take a few days to decide.

If you want to know how many enquiries you actually need, my free boiler enquiry calculator works it out from your monthly install target. For the full sequence, read my boiler installation lead generation plan, and for the kind of homeowner worth chasing, my guide on attracting the right boiler installation customers.

Start with the free 5 minute video plan

Before you commit to anything, tell me your company name and the area you cover and I’ll record you a free 5 minute video plan. I look at your business, your patch and the firms taking boiler work in your towns, then show you where your next installations could come from. There’s no call and no meeting, and I usually reply within two working days.