For boiler installation, Google Ads gives you better control over the leads you get, and Local Services Ads give you cheaper, simpler leads that lean towards repairs. Most heating engineers do best using Local Services Ads for breakdowns and Google Ads for installs.
How each one charges
- Google Ads: you pay per click. Published UK estimates put boiler and heating clicks at £3 to £10.
- Local Services Ads: you pay per lead, meaning a call or message. UK estimates put heating leads at £20 to £40.
A lead is worth more than a click, so the two prices are not directly comparable. What you can compare is the cost of a booked install.
Control over the job type
This is the main difference.
With Google Ads you choose the searches. You can bid on "new boiler installation" and "combi boiler replacement" and exclude "boiler repair" and "boiler service" if you do not want them. You can also send install searches to a page with a quote form.
With Local Services Ads you tick job types, and Google decides which searches match. You will get a mix, and many will be repair and breakdown calls.
Lead quality
Install enquiries from Google Ads arrive through your own page, so you can ask for the property type, current boiler and postcode before you call back. LSA leads are phone calls with no context. Both can be good; the Google Ads lead arrives better prepared.
Speed and effort
LSAs take little effort once you are verified: no keywords, no ads, no page. Google Ads needs a proper build, negative keywords and tracking. If nobody will manage the account, LSAs are the safer start.
How to use both
- Run LSAs for boiler repair and breakdown work.
- Run Google Search ads for installation keywords only.
- Send install clicks to a page with a quote form, photos, reviews and your Gas Safe number.
- Track both, and record which leads became installs.
- After two months, compare cost per booked install and move budget to the winner.
Plan for the season
Boiler searches rise when the weather turns cold, and breakdowns push people to replace. Have install campaigns live before autumn. In summer, advertise servicing and planned replacements at a lower budget.
Common questions
Do I need to be Gas Safe registered to advertise boiler work? You need to be Gas Safe registered to do gas work in the UK, and customers look for the number. Show it in ads and on the page.
Can I advertise finance? Only if you are authorised to offer it or work with an authorised provider. Check the rules before you mention monthly payments.
Related guides
- HVAC Marketing: A Budget Plan for Winter and Summer
- A Negative Keyword List for Heating Engineers
- 12 Air Conditioning Marketing Ideas for UK Installers
- Is Google Ads Worth It for a Small Business?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on Google Ads for heating and air conditioning companies for how we work.