Paid search means paying Google to show your boiler company at the top of results for searches you choose. Done well, it is the fastest way to get calls. Done badly, it spends money on people looking for furnace parts, boiler jobs or another city. Our job is to make every dollar go to searches that become booked boiler work.
Who this is for
The short answer: boiler companies with capacity, a known job value and a need for calls now.
It's a good fit if you:
- can take more replacement or service work in the next few months
- know roughly what a booked boiler job is worth to you
- answer the phone reliably during the hours ads run
- have a site that turns visitors into calls (if not, fix that first with our websites service)
What's included
Campaign structure built around boiler intent
- separate campaigns for replacement, repair and no-heat, and commercial plant work, so budgets don't compete
- ad text that names boilers, radiators and combi systems, not generic "heating"
- call extensions and call-only ads during hours you staff
Waste removal
- negative keywords for jobs, parts, manuals, DIY, steam engines and other searches that never call a contractor
- geography limited to where you'll actually drive
- ad schedules matched to your dispatch hours
Tracking
- call tracking on ads and the website
- conversions recorded for calls over a set length, not every click
- a monthly reconciliation against your booked jobs, using your office records
Timeline
| Period | What typically happens |
|---|---|
| Week 1 | Account audit, tracking checked, structure planned |
| Weeks 2–3 | Campaigns launch; first calls usually arrive |
| Months 1–2 | Search terms reviewed weekly; waste cut |
| Month 3 onward | Budget shifts toward the campaigns with the lowest cost per booked job |
How results are measured
The metric that matters is cost per booked boiler job, not cost per click.
A worked example you can check. Suppose you spend $3,000 in a month and receive 60 calls of reasonable length. If 20 become booked jobs, you paid $150 per booking. If half of those are replacements worth $9,000 each, the month produced $90,000 in replacement work for $3,000 in spend. If only two became replacements, the picture is very different. That's why we track bookings, not just calls.
For reference, HVACDeal.ca generated 500+ leads at a 12:1 ROI. That is a result from our HVAC work, shown as proof of method, not a promise.
Mistakes to avoid
- Bidding on "boiler" alone. It attracts parts buyers, job seekers and students. Use buyer phrases.
- Running ads when nobody answers. A missed call from a paid click is the most expensive call you'll never get.
- Sending everyone to the home page. A replacement search should land on a replacement page.
- Promoting a rebate that has closed. When a utility program ends, pull it from ads that day. Our newsroom tracks those changes.
- Judging by clicks. Clicks are a cost. Bookings are the result.
Seasonal budgeting for boiler ads
Boiler demand is seasonal, and a flat monthly budget wastes money in July and runs out in January. A simple way to plan:
| Period | Typical share of the annual ad budget | Focus |
|---|---|---|
| September–November | About a third | Replacement and maintenance searches |
| December–February | About half | No-heat, repair and urgent replacement |
| March–August | The remainder | Commercial planning, quotes deferred over winter |
These shares are a starting point for discussion, not a rule. Your own call records from last winter are the better guide, and we'll use them if you have them.
A note on Local Services Ads
Where Google offers its pay-per-lead format to heating businesses, it can sit alongside search ads. We set it up only when the lead quality justifies it.
Getting started
Start with the 7-day free trial, which includes competitor benchmarking. Plans and prices are on the pricing page. If you'd like to talk through budget and seasonality first, get in touch.
We provide marketing and business consulting to boiler companies. We are not a contractor and never install, repair or service equipment.
Frequently asked questions
How much should a boiler company spend on ads?
Work backwards from job value and capacity. If a replacement is worth $9,000 to you and you can take six more a month, your budget should be set by what you'd pay to win one, not by a round number.
Is ad spend included in your plans?
Your plan covers our management work. The amount you pay Google is set separately and agreed with you in writing. Any other terms are confirmed in your proposal.
Should we run ads all year?
Most boiler companies spend heavily from early autumn through winter and much less in summer. We set a seasonal budget with you rather than a flat monthly one.
Can you promise a cost per lead?
No. Costs depend on competitors, season and your market. We report actual cost per call and per booked job so you can decide whether to keep spending.