Local Services Ads for Heating Engineers and Boiler Installers

Local Services Ads put your firm near the top of Google when a homeowner searches for a local service, and you pay for valid leads rather than for clicks. I set them up around one job, boiler installation.

How Local Services Ads work

Your firm appears in a Local Services unit near the top of Google search results, with its reviews and, once Google’s checks are complete, a trust badge. A homeowner taps to call and the enquiry reaches you as a lead. You pay for leads that relate to your business and the services you offer, rather than for every click. Google offers the format in the UK for plumbers and heating businesses.

Why the trust badge matters

Google carries out checks on your business before its trust badge appears next to your name. A homeowner comparing several firms can see that badge, and it gives them a reason to pick you over a firm they know nothing about.

What I optimise

Your review score, how quickly you respond and the budget you set all play a part in how often your ad appears. I focus your ads on boiler installation, so the enquiries you pay for come from homeowners looking for a new boiler. Not every lead becomes a job, which is why it matters that you can see every lead in your own Local Services Ads dashboard and listen back to the calls, so you know exactly which enquiries turned into work.

Local Services Ads and your Google Business Profile

The two work best together. Reviews collected on your profile support your ad, and a strong profile helps homeowners trust you whichever route they find you through. I cover the profile side in my guide to Google Business Profile for boiler installers.

Every area is different

How many firms compete and how homeowners search both vary from one patch to the next, so I always start by looking at how homeowners search for boiler installers in your area before suggesting anything.

How much do Local Services Ads cost for heating engineers?

The cost of a lead depends on your area, how many firms compete there and the budget you set, so it varies a good deal across the UK. I look at how homeowners search in your patch first so you can see what is realistic.

What is the difference between Local Services Ads and standard Google Ads?

With standard Google Ads you pay each time someone clicks. With Local Services Ads you pay for valid leads, such as a phone call from a homeowner.

Is my trade eligible?

Google offers Local Services Ads in the UK for plumbers and heating businesses, so most heating firms can apply.

Do I pay if the customer does not book?

You pay for valid leads, not for booked jobs, which is why the quality of your replies and quotes matters so much. Because every lead sits in your own dashboard, you can see for yourself how many enquiries turned into work.

Can I control my Local Services Ads budget?

Yes. You set the budget, and it is one of the factors that affects how often your ad appears.

What if I receive a lead that looks invalid?

Google provides a way to dispute leads that do not look valid, so it is worth checking each lead and raising anything that seems wrong.

Do Local Services Ads replace my Google Business Profile?

No, they are a separate format. The two work best together, because reviews on your profile support your ad. If you want the bigger picture of where enquiries come from, my guide to boiler installation leads walks through every source.

Want to see how this would work in your area?

Tell me your company name and postcode area and I’ll record you a free 5 minute video plan showing how Local Services Ads and your Google Business Profile could bring you more boiler installation enquiries in your patch. There’s no call and no meeting.