How to get boiler installation enquiries from Google: the complete guide

To get boiler installation enquiries from Google, you need to be visible in the places a homeowner looks when they search for a new boiler: Local Services Ads at the top of the page, the map pack below them, and your own Google Business Profile with reviews and photos that prove you fit boilers. Then you need to answer fast, track every enquiry, and aim everything at the planned replacement rather than the emergency repair. That is the whole job, and the rest of this guide shows you how each part works and how they fit together.

I work only with plumbing and heating firms, and only on boiler installations, so this is the playbook I actually use. Read it as a manual to act on yourself, or as a clear picture of what a specialist should be doing for you.

Why are boiler installations worth chasing on Google?

Because a boiler installation is the job that changes a month for a heating firm. One boiler swap is worth roughly 25 callouts, and it is planned work you can put in the diary rather than a day of driving between small jobs.

When I surveyed more than 100 plumbing and heating firm owners, the same worries kept coming up: making payroll, struggling to pay themselves properly, and needing bigger, better paying jobs instead of small callouts. You can read the themes in my survey of plumbing and heating firm owners. Boiler installations answer that third point directly, and Google is where most homeowners start looking for one.

Who is searching for a new boiler, and how do they search?

Every heating firm hears from two very different customers, and most marketing only speaks to one of them.

The emergency caller

Their boiler has stopped on a cold morning and they want somebody today. They ring whoever answers first, rarely read beyond the star rating, and once the fault is fixed they often disappear. This is valuable work, but it is mostly repairs and callouts.

The planned replacement buyer

This homeowner has known for months that the old boiler is on borrowed time. They search for things like “new boiler cost” or “boiler replacement” with their town on the end, put the same questions to AI tools, and shortlist two or three firms. They read reviews properly, look at photos of finished installs and want plain answers before they ring anyone.

Even when a boiler fails without warning, a replacement sits somewhere between an emergency and a purchase. The house is cold, yet the money involved means most people still gather quotes before they commit. So you have to be visible at the moment they search, and you have to look like the safest choice during the comparing that follows.

Everything below is aimed at that planner. I go deeper into the difference in how to attract the right boiler installation customers, and in boiler installer marketing that fills the diary.

Where does a homeowner find a boiler installer on Google?

Most owners picture one ranked list of firms. In reality the results page is a stack of separate zones, and each one is a prize you can win or lose on its own. From the top down, this is what a homeowner usually sees.

Local Services Ads

Local Services Ads sit above everything else, with the Google Verified badge and a button to call you. Google checks your business before you can appear, and you pay for a lead, a call or message from a homeowner, rather than a click. Google is moving Local Services Ads into Google Ads, where they will run as Performance Max campaigns with pay per lead goals, and it says accounts outside the US move during 2027.

Google explains how it ranks these ads in its own Local Services documentation. Your budget and bid play a part, but so do your responsiveness, how relevant your services and business details are to the search, and the quality of your profile, where Google names your rating, your number of reviews, your response time and your photos. Google also says that missed calls may negatively affect your responsiveness. That list is unusually fair to a small firm, because a firm that answers the phone, collects reviews and keeps a complete profile can hold its own against far bigger companies.

The single most important setting for a boiler installer is your job types. Leave them wide open and your budget drains into small repairs. Restrict them to installation and replacement work and the calls come from homeowners who want a new boiler. My complete guide to Local Services Ads for UK heating firms walks through setup, ranking, lead feedback and the mistakes that cost installs, and you can see how I run them on Local Services Ads for heating engineers.

The map pack and your Google Business Profile

Below the ads sits the map with three featured businesses, often called the map pack. Your entry there is your Google Business Profile, and once you have earned a place it costs nothing per enquiry, which makes it the richest free prize on the page.

Google says local results are decided mainly by relevance, distance and prominence. Relevance is how well your profile matches the search. Distance is how far you are from the person searching. Prominence is how well known your business is, and Google confirms that your review count and rating play a part. Google also says there is no way to pay for a better local ranking. You cannot move your office closer to a homeowner, so the effort goes into relevance and prominence:

• A heating focused primary category, with plumbing categories added as secondaries where they apply.
• Boiler installation and boiler replacement listed by name as services, with plain descriptions.
• The towns you really cover, rather than every town within reach.
• A business name, address and phone number that match exactly on your website and every directory.
• Fresh photos, regular posts about installs, and every question and review answered.

Your profile also feeds your Local Services Ads, because your Google reviews count towards both. My complete guide to Google Business Profile for boiler installers covers each setting in detail, and Google Business Profile for plumbers shows how I rebuild a profile around installation work.

Ordinary Google Ads

The ordinary paid search adverts appear between the Local Services Ads and the map. You pay for every click, whether or not the person rings, so they only work when the keywords are tight, the area is right and the page they land on turns a visitor into a call.

They can work well. Flow Plus Plumbing, a plumbing firm in North London, had their first booked job within 24 hours of launch, then 17 tracked enquiries and 4 booked jobs in the first two weeks. Those are Flow Plus Plumbing’s results, and they came from a new website plus Google Ads, which you can read about in the Flow Plus Plumbing case study. For boiler installations I now build around Local Services Ads and the Business Profile instead, because paying by the lead and limiting job types suits this work better.

Organic results and your website

The ordinary unpaid results start below all of that. A homeowner with a cold house rarely scrolls this far, but the planner often does, and they will usually visit your website from whichever zone they found you in. Your website matters less for being found and more for being chosen.

A site built years ago for emergencies, with the phone number in red and promises of speed, says nothing to the planner. What they look for is a page about boiler installation, real photos of finished installs, a plain explanation of how quoting works, and reviews that read like proof. Homeowners increasingly put boiler questions to AI tools too, and those tools draw on the same ingredients: your Business Profile, your reviews and your website.

How the four fit together

Think of it as an engine with three parts. Local Services Ads bring boiler enquiries this week. Your Business Profile earns its place in the map pack over months and then produces enquiries without a cost on each one. Reviews and fast answers are the fuel, because Google ranks both of them partly on your rating, your review count and how quickly you respond. Ordinary Google Ads and organic results are useful extras once that engine is running, but they are rarely where I would start.

Why do reviews decide so many boiler jobs?

Reviews work on two audiences at once. Google uses your rating and review count in the map pack and in Local Services Ads, and the homeowner comparing three quotes at the kitchen table reads them as the tiebreak.

Picture two installers in the same town, both rated 4.9. One has a few dozen reviews and the other has several hundred. The rating is identical, but the visibility and the reassurance are not. A boiler buyer is choosing who to let into their home for a day or two, so volume, recency and detail all count.

How to earn reviews every week

Ask every customer the moment the install is finished and the heating is back on, while the goodwill is at its warmest. Send a short message with a direct link from the doorstep, so it takes them seconds. Many job management systems can send the request for you, so the habit does not depend on memory.

Ask every customer for a review

“Great service” does very little, while a review that says you fitted a new combi in a day and explained everything clearly answers the question the next homeowner is asking. You can’t script that, though: Google’s review policy says a business must not ask for specific content in a review, and must not offer anything in return for one. What you can do is ask every customer, at handover, while they are pleased, with a direct link that makes it easy. Customers who have just had a new boiler fitted tend to talk about the boiler.

Reply to every review

Replies are read by the next homeowner deciding. Two courteous sentences per review, good or bad, is enough. Name the job again where it fits, and answer a poor review calmly, because the reader judges how you handle it as much as what went wrong.

What photos win boiler installation work?

Google lists photos as part of profile quality in Local Services Ads, and on your Business Profile they are often the first thing a homeowner looks at after the stars. Stock images answer nothing. The planner wants to see that real people from your firm do neat work.

• Finished installations, with the pipework tidy and the cupboard closed up properly.
• Before and after shots of the same job, especially when an old boiler has been replaced.
• Your van and your team, so the homeowner knows who will turn up.
• New photos added every week or two, so the profile always looks active.

Take them on your phone at the end of each job and upload the best two or three that evening. It costs a few minutes and keeps paying for months.

How fast should you answer a boiler enquiry?

In minutes during working hours, not hours. A homeowner with a shortlist rings down the list until somebody answers, and the firm that picks up first frames the conversation. Google measures it too: it says missed calls may negatively affect your responsiveness in Local Services Ads, and your response time is part of profile quality.

Decide now who answers when you are on the tools, whether that is someone in the office, a call answering service or a rule that every missed call is returned within minutes. Messages through your Business Profile need the same treatment.

Speed matters after the call as well. The planner is comparing quotes, and silence hands the job to someone else. Send a clear quote within a day and follow up once by phone a few days later. I cover what happens after the enquiry in found on Google, lost on the quote.

How do you track boiler enquiries from Google?

Count booked installs per source, not just calls. Local Services Ads make this easier than any other channel, because every lead shows in your own Local Services Ads dashboard. Your Business Profile shows its own call figures too. Between them you can check every enquiry yourself, without taking anybody’s word for it.

A little housekeeping each week keeps those numbers honest:

• Mark each Local Services lead as booked, completed or archived, so the system learns what you value.
• Give Google feedback on every lead. Lead credits aren’t available in the UK, so keeping your job types and area tight is what keeps the leads genuine.
• Note in your job management system where every installation enquiry came from.

The figures worth watching are how many enquiries come in, how many become booked installs, and what each booked install costs you to win. To work out how many enquiries you need each month to hit your install target, use the boiler enquiry calculator. It turns a vague hope into a number you can plan around.

Should you use lead sites or your own Google presence?

Keep every source that works for you. Checkatrade, MyBuilder and similar sites can fill gaps, and word of mouth is the best enquiry there is. The difference is ownership. Enquiries from lead sites are often shared with other firms, and the reputation you build there lives on someone else’s platform. A Local Services Ads call comes straight to you from your own listing, and the reviews and photos on your Business Profile keep working for you month after month.

So use lead sites if they pay their way, but put your long term effort into your own Google presence, because that is the asset that compounds. My practical plan for boiler installation lead generation shows the order I would build it in.

How do the seasons affect boiler installation enquiries?

Demand for heating work rises when the weather turns cold, because that is when old boilers fail and homeowners notice how tired their system is. The planners are around all year, though, and many prefer to replace a boiler before winter rather than during it.

The costliest habit is marketing only when it is quiet. A firm that switches everything on in a panic when work dries up, then stops the moment the diary fills, lives in a feast and famine cycle that is stressful and expensive. The firms that stay steady all year keep their reviews coming, their profile fresh and their ads live, so when the cold arrives they are already at the top of the page. In quieter months, a Local Services Ads budget set weekly can be held steady or raised to fill the diary, and in a busy spell it can be paused when you have no room for more work.

Why am I not getting enquiries from Google now?

Usually it comes down to the same few things: marketing built for the emergency caller, a profile set up for the wrong searches, too few recent reviews, Local Services Ads that are missing or left wide open, and enquiries that go cold. I go through each one, with the fix, in the 5 reasons you are not getting boiler installation enquiries from Google.

What can you do this week?

You do not need to do everything at once. These are the steps I would take first, in this order:

1. Open your Google Business Profile and check the basics. Primary category, boiler installation and replacement listed as services, the towns you really cover, and a name, address and phone number that match your website exactly.
2. Add photos from your last few installs. Pick the tidiest, and plan to add more every week.
3. Start the review habit. Write a short message with your review link and send it at the end of every finished job this week, asking every customer the same way.
4. Reply to every review you have not answered. Two sentences each is fine.
5. Decide who answers the phone when you are on the tools, and set a rule for returning missed calls within minutes.
6. Check your Local Services Ads. If you are not on them, start the verification now, because it takes time. If you are, restrict your job types to installation and replacement work.
7. Work out your target with the boiler enquiry calculator, so you know how many enquiries a month you are aiming for.

Should you do it yourself or hand it over?

Everything in this guide can be done by a firm owner with the time and the appetite for it. Many would rather spend their hours on the tools, and that is the work I do. I call it the Boiler Engine System: Local Services Ads and Google Business Profile optimisation, aimed at one outcome only, boiler installation enquiries. It runs monthly, you can cancel any time, and I work with one firm in the area you serve. My promise is “15 to 25 consistent boiler installation enquiries every month within 90 days, or we keep working for free until we do.” You can see how it works on boiler installation leads, and how I approach the wider picture on marketing for heating engineers.

If you would like to know where your next boiler installations could come from, I will record you the free 5 minute video plan. I look at your area, your profile and your competitors, then show you exactly what I would change, with no call and no meeting.