Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Heat Pumps and Hot Water
Google Ads for Heat Pumps and Hot Water in the UK
Paid search puts your phone number in front of a household at the moment the hot water stops or the heating bill lands. Those two moments need different ads, different pages and different budgets. We build the account around that split, route calls to a real person and report on booked assessments instead of clicks.
For heat pump and hot water installers who want paid search that separates emergency replacements from planned upgrades and shows what each booked assessment really costs.
How heat pump buyers use paid search
Context from how your customers search, compare and book.
Urgent hot water searches convert fast. Someone typing hot water system replacement or no hot water today wants a call answered, a price range explained and a visit booked within days. Budget for these terms should run through the working day, and the ad should say plainly whether you can attend within the week.
Heating searches are slower and costlier to win. Terms such as replace gas heating, ducted heat pump quote or air to water heat pump cost come from people comparing options, and many click several ads over weeks. We send them to pages that explain sizing and running costs, with a booking form that asks about the home.
Weather and news move demand. A cold snap lifts heating searches within a day, a hot spell lifts cooling, and a rebate announcement sends people hunting for eligible installers. We keep reserve budget and ready-written ads, so spend can follow these peaks instead of sitting in a flat monthly split.
Wasted clicks are common here. Searches for do-it-yourself kits, spare parts, manuals, second-hand units and jobs all look like demand. Negative keywords, which tell the ad system which words never to show for, keep spend on householders who might really book. We read the search terms report every week.
Who the ads need to reach
groups Customer segments
- person Households with no hot water who will book the first installer who picks up
- person Owners replacing gas heaters who compare brands, noise levels and cost to run
- person Buyers pairing a heat pump water heater with rooftop solar
- person Builders and renovators who need an installer for several homes
psychology What drives their decision
- check_circle A fast answer and a clear time to attend
- check_circle Ad wording that names the system type they searched for
- check_circle Visible registration, insurance and warranty information
- check_circle A simple route to an assessment, with no pressure
How we deliver SEM
A clear, repeatable process built around how heat pumps and hot water customers search and decide.
1
Account and call audit
We review any existing campaigns, your phone setup and your booking process. We note how many calls go unanswered, which hours matter and which jobs you want most. You get a plain list of waste to stop and gaps to fill before new spend starts.
2
Keyword groups by system type
We build separate groups for hot water replacement, split systems, ducted heat pumps, radiator systems and gas replacement. Each group has matching ads and a matching landing page, so someone who searched for a water heater never lands on a general heating page.
3
Ads, extensions and offers
Ads state the system type, your service area, attendance times and the free assessment. We add call buttons, location details and sitelinks to sizing guides. Offers are ones you can keep, such as an on-site assessment, and any incentive wording is checked by you.
4
Call handling and booking
We set up call tracking so each phone call is tied to the keyword behind it. We also agree a short script and an out-of-hours plan, since a missed hot water call goes to the next installer. Forms ask for fuel type, home size and urgency.
5
Weekly tuning and monthly review
Each week we remove wasteful search terms, shift budget between emergency and planned groups and prepare for forecast weather. Each month we report calls, booked assessments and signed installs, and explain any change in plain words.
query_stats
What Heat Pumps and Hot Water SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in the UK
- check_circle Separate emergency and planned campaigns
- check_circle Call tracking and booking script
- check_circle Weekly search term cleanup
- check_circle Weather-ready budget plan
- check_circle Monthly report on booked assessments
What you can expect
- verified Hot water emergencies reach a phone that is answered, not voicemail
- verified Planners see ads that match the system they searched for
- verified Budget stops leaking to parts, manuals and do-it-yourself searches
- verified Your team knows which keywords produced which phone calls
- verified Spend follows cold snaps and hot spells instead of a flat plan
- verified Reports show cost per booked assessment and per signed install
Deliverables you receive
inventory_2 Separate campaigns for hot water emergencies, space heating upgrades and cooling
inventory_2 Keyword groups by system type with matching ads and pages
inventory_2 Negative keyword list covering parts, do-it-yourself, manuals and second-hand searches
inventory_2 Call tracking, out-of-hours plan and a short booking script
inventory_2 Weather-ready reserve budget and seasonal ad sets for cold snaps and hot spells
inventory_2 Monthly report of cost per booked assessment and cost per signed install
Technical approach
The mechanics behind SEM for heat pumps and hot water, explained plainly.
Match types and negatives
Match types control how closely a search must fit your keyword. For heat pumps we use tight matches on high-cost terms and review broader ones weekly, because terms like heat pump can attract students, parts buyers and tradespeople.
Ad scheduling for emergencies
Hot water ads should run when someone can answer. We set the hours with you, raise bids in the morning when failed tanks are discovered, and pause or reroute when no one is free to take the call.
Conversion tracking that counts bookings
We track phone calls over a set length, form leads and booked assessments, not just page visits. Where you record signed jobs, we feed those back so the account learns which keywords bring real installs.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Google Ads
Paid search starts producing calls quickly but needs weeks of tuning before cost per booking settles. Heat pump demand also swings with weather, so we judge results across full weeks.
Days 1 to 14
We audit the account, phone handling and tracking, then launch the emergency hot water campaign first. Calls start early, so we listen to a sample and fix wording and hours before widening the spend.
Weeks 3 to 8
Planned-upgrade campaigns go live with their own pages and forms. Search terms are cleaned each week, budget moves toward the groups that book assessments, and you see which system types bring the most interest.
Months 3 to 6 and beyond
With enough bookings recorded, we shift budget toward higher-value installs and prepare for next season. No ad spend produces a guaranteed number of leads, and costs depend on competition and weather.
Other Heat Pumps and Hot Water marketing services
search SEO for Heat Pumps and Hot Water in the UK arrow_forward ads_click Meta Ads for Heat Pumps and Hot Water in the UK arrow_forward web Web Design for Heat Pumps and Hot Water in the UK arrow_forward monitoring Analytics for Heat Pumps and Hot Water in the UK arrow_forward handshake CRM Integration for Heat Pumps and Hot Water in the UK arrow_forward psychology AI Optimisation for Heat Pumps and Hot Water in the UK arrow_forward
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How much should we spend on heat pump ads? expand_more
It depends on your area, your capacity and how many installs you want to book. We start with what you can attend to and scale as calls turn into assessments. We do not guarantee a number of leads.
Is it worth bidding on hot water emergency terms? expand_more
Usually yes, if you can answer the phone and attend quickly. These buyers decide fast and the job is repeat-friendly. If you cannot respond within the week, we say so and focus on planned work.
Can the ads mention rebates? expand_more
Only with wording you approve. For heat pump campaigns we point to the official source and avoid stating an amount. Rules change, and an out-of-date offer in an ad creates complaints.
What happens to calls outside office hours? expand_more
We agree a plan with you: a forwarding number, a call-back promise or a message that sets expectations. Missed hot water calls are among the most expensive losses in this trade.
How do you avoid paying for tradespeople and students? expand_more
Negative keywords, tighter match types and ad wording aimed at homeowners. We check the search terms report weekly and remove anything that drifts to training, parts, jobs or second-hand units.
Can you run heating and cooling campaigns together? expand_more
Yes, but in separate groups with separate budgets. A heat pump buyer in winter wants warmth and cost, while the same product in summer is bought for cooling. Splitting them keeps reporting honest.
How do you prove ads produced installs? expand_more
We tag calls and forms by keyword and ask you to mark which assessments became signed heat pump installs. The monthly report then shows cost per assessment and cost per signed job.
Ready to get more from Heat Pumps and Hot Water SEM?
Get a free audit and we will show you where you are losing enquiries today.
Get a Free Audit arrow_forward