Google Ads Built to Book Exclusive Boiler Installations & Emergency Repairs

The contractor was running an unmanaged Google campaign that generated clicks across all of Ireland. Phone calls were sporadic, and their 4 Gas Safe engineers frequently sat idle between jobs while pay-per-lead directories charged them monthly for cold inquiries.

Over 45% of budget was burning on broad terms like "boiler parts screwfix", "council grant heating", and homeowners calling from towns 50km outside their service radius.

Built a strict Call-Only Google Ads silo locked strictly to mobile users searching with commercial intent (e.g. "emergency boiler repair dublin", "combi boiler replacement cost"). Uploaded a 500+ negative keyword vault, disabled desktop traffic, and scheduled bids strictly during office dispatch hours.

Delivered 381 verified phone calls on a total spend of €6.58K at an ultra-lean €17.27 per qualified lead with a 16.79% conversion rate. The firm filled dispatch schedules 3 weeks in advance and ceased all directory advertising.

A fast-growing heating specialist needed a predictable stream of urgent boiler breakdown calls to keep 5 van crews deployed year-round, but previous digital agencies delivered tire-kickers and low-value radiator bleeds.

High cost-per-click (€18–€24) in metro areas meant minor search term waste wiped out daily ad budgets by 11:00 AM before high-margin afternoon combi replacement inquiries arrived.

Restructured the account into segmented intent tiers: Tier 1 (Emergency Same-Day Breakdown) and Tier 2 (Next-Day Combi Swaps). Integrated dynamic call tracking and dayparting to capture distressed homeowners with zero heating or hot water.

Generated 374 verified conversions at €31.36 per conversion (total spend €11.7K). With full combi replacements billing at €2,800–€3,500, the firm realized over €320K in top-line pipeline revenue.

Heating company wanted to capture higher-margin system conversions and air-source heat pump projects (€6,000–€12,000 job values) but previous generic Google campaigns generated low click-through rates and tire-kickers.

General keywords attracted students researching eco-policy, suppliers comparing wholesale units, and homeowners seeking 100% free grants without qualifying properties.

Designed an ad copy framework highlighting grant eligibility qualification (SEAI / Boiler Upgrade Scheme), home suitability requirements, and accredited installer trust badges. Laser-focused bids on high-intent terms like "heat pump installer near me" and "replace combi with heat pump".

Achieved a 5.20% search CTR, generating 31 high-ticket installation inquiries from just €674.66 total spend (€21.76 CPL), closing 9 full installations representing over €65,000 in gross revenue.

Independent contractor with 3 vans running across M and SK postcodes. Trapped in Checkatrade's shared-lead race to the bottom, bidding against 4 other local plumbers who undercut prices on basic diagnostic calls.

Previous agency setup targeted broad Manchester radius, triggering clicks from towns 25 miles away across the Pennines where sending a van incurred £40 in fuel and 2 hours of travel time.

Enforced strict 'Presence-Only' postcode radius (M1–M34, SK1–SK12). Implemented the 500+ negative keyword vault blocking DIY error codes (F22, F75, E119), utility 0800 helplines, and social housing grants. Added mobile click-to-call with CallRail whisper audio.

Produced 121 verified conversions at £25.13 CPL across 2,170 screened clicks. Resulted in 24 full boiler replacements and 41 paid diagnostics, allowing the contractor to hire a 4th Gas Safe installer and cancel Checkatrade permanently.