Local Services Ads management for heating engineers and boiler installers

What are Local Services Ads?

Local Services Ads sit above everything else on the Google results page, including the ordinary paid adverts and the map. Google checks your business first, and then shows your firm with the Google Verified badge and a button to ring you. You pay for leads rather than clicks, so what you are buying is an actual phone call or message from a homeowner. Google offers the format in the UK for plumbers and heating businesses. 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. When that happens I move your account across with it, and your leads will show in your Google Ads account.

For boiler installation that model fits unusually well, because one won installation is worth far more than the enquiries that produced it. If you want the full detail on how the format works, read my complete guide to Google Local Services Ads in the UK.

What do I do in your account?

Most of the difference between Local Services Ads that bring boiler installations and ones that drain money into small jobs comes down to a handful of settings and some steady housekeeping. This is the work I take off your hands.

• Verification. I take you through Google’s checks so the Google Verified badge appears. You send me the details Google needs, and I make sure they match your Business Profile exactly, because mismatched details are a common reason verification stalls.
• Job types. I switch on the installation and replacement job types and switch off the categories you don’t want, where Google offers the choice, so your budget goes on homeowners who need a new boiler.
• Service area. I draw it around the towns you genuinely serve and no further, because a lead from a postcode you’ll never drive to is wasted.
• Budget pacing. A budget that runs dry early takes you off the page until it resets, so I keep it paced to keep you visible.
• Your profile in the ads. A genuine bio about your installation work and real photographs of your installs, vans and team.
• Lead housekeeping. I mark each lead as booked, completed or archived, which teaches the system which enquiries you value, and give Google feedback on every lead.

How does Google decide who shows first?

Google explains its ranking openly in its own Local Services documentation. Your budget plays a part, because this is still an auction. Beyond that, Google weighs how likely your ad is to produce a lead, which rests heavily on how responsive you are, and its documentation is blunt that “missed calls may negatively affect your responsiveness.” It looks at how relevant your chosen services and bio are to what the homeowner searched for and where they searched from. And it looks at profile quality, naming your rating, your number of reviews, your average response time, photographs and completed verification checks.

Most of that is within your control. A smaller installer who answers the phone, gathers reviews and keeps a complete profile can sit above a much bigger firm, which is why your part of the job is mainly picking up when homeowners ring.

Why do I set them up for boiler installations only?

Every job type left switched on invites enquiries for it. Broad settings are the most common reason an installer’s budget disappears into small repairs and callouts, and it is one of the first things I check in any account that is underperforming. One boiler swap is worth roughly 25 callouts, so I point everything at installations and replacements. If your ads are already live and still quiet, my guide to the five reasons heating firms get no boiler installation enquiries from Google is a good place to start.

How are your enquiries tracked?

There is no mystery about where the money goes with Local Services Ads. Every lead shows in your own Local Services Ads dashboard with its charge beside it, so you can count your enquiries yourself without taking anyone’s word for it. Your Google Business Profile shows its own call figures as well.

The enquiries I count towards my promise are calls from active homeowners looking to get a boiler installed. You can check each one against the dashboard.

Why does your Business Profile matter to your ads?

Google ranks your Local Services Ads partly on your rating and review count, and those reviews live on your Google Business Profile. So the two work best together, and the Boiler Engine System runs both. The ads bring enquiries this week, while the Google Business Profile optimisation earns your place in the map pack over the months that follow and keeps bringing calls without a charge attached to each one.

How do the guarantee, its condition and one firm per area work?

My promise is “15 to 25 consistent boiler installation enquiries every month within 90 days, or we keep working for free until we do.” If you are not there within 90 days, my monthly fee stops until you are. You keep 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. And I only work with one firm in the same area you serve, so I’m never managing ads for a competitor bidding on the same homeowners.

Who is this for?

It suits heating engineers and plumbing and heating firms that fit boilers, or want installations to be a bigger part of their work, and that can answer the phone promptly during the day. If you have no interest in fitting boilers, Local Services Ads may still be worth having, but I’m not the right person to run them for you.

The best first step is the free 5 minute video plan. I look at your patch, how your current Local Services Ads and Business Profile compare with the firms taking boiler work in your towns, and record a short video showing where your next installations could come from. There’s no call and no meeting.