Google Ads for HVAC and Heating Companies UK: How to Generate Leads Year-Round, Not Just in Peak Season

Most heating businesses know the pattern. From October to February the phone does not stop; from May to August it goes quiet, apart from the odd boiler service. Google Ads tends to follow the same curve: budgets run out by 10am in a cold snap, then sit half-spent in June. The result is a business that pays the most for leads exactly when it needs them least, and has nothing in the pipeline when it has capacity.

The fix is not a bigger winter budget. It is a set of campaigns that each have their own season, so the account is always selling something your engineers can do.

What heating and HVAC clicks cost

Sources: Trade2Base 2026 UK trade benchmarks; June 2026 heating keyword analysis cited in our boiler repair Google Ads guide. Indicative only.

The spread matters. Emergency repair clicks are expensive and the first invoice is small. Installation clicks are expensive too, but one job covers a lot of spend. Air conditioning clicks are comparatively cheap because the UK market is smaller and seasonal. A year-round plan uses those differences rather than fighting them.

The twelve-month plan

Campaign by campaign

1. Emergency repairs (always on, flexed in winter)

Run all year on a modest budget, with call ads and ad schedules set to hours you can actually answer. Raise the budget when cold weather is forecast; a fixed daily budget that runs out mid-morning in a cold snap hands your best leads to competitors. Keep it tight to the postcodes your engineers can reach within your promised response time.

2. Boiler installation and replacement

This is usually the most profitable campaign over a year. Give it a dedicated landing page with fixed-price packages or price guides, finance options if you offer them, the brands you fit, warranty length and photos of your installs. Installation decisions take days or weeks, so remarketing to people who visited but did not enquire is worth a small budget here.

3. Servicing and maintenance

Servicing clicks are cheaper and the first job is small, but a serviced customer is the one who calls you, not a stranger, when the boiler fails in January. Push servicing hard from April to September with clear prices and online booking. Landlord gas safety certificates fit here too, with a separate ad group.

4. Heat pumps

Heat pumps are a growing, year-round line for MCS-certified installers. MCS reported around 30,000 certified heat pump installations in the first half of 2025, up 12% on the same period in 2024, and roughly three-quarters of installations in early 2025 were wholly or partly government-funded. The Boiler Upgrade Scheme in England and Wales currently offers £7,500 towards an air source or ground source heat pump. Ads and landing pages that explain the grant, the survey process and running costs in plain English tend to work well. Only advertise the grant if you are registered to deliver it.

5. Air conditioning

Search demand for AC in the UK is sharp and short: it jumps during hot spells and drops quickly. Set the campaign up in spring, keep it paused or low until temperatures rise, then increase budgets quickly. Domestic split systems and commercial installs need separate ad groups and pages, because the buyers and job values are very different.

How to budget across the year

Rather than one budget that swings wildly, set a base and shift the mix.

Starting points for a business doing all five. Adjust to your own margins and capacity.

What the US data says about lead types

One US vendor's January 2026 data from 816 HVAC and plumbing contractors (SearchLight Digital, via The AdSpend) showed how much lead quality varies by campaign type: branded search leads cost about $34 with a 55% booking rate, non-branded search leads about $149 with a 38% booking rate, and Performance Max leads about $72 with a 32% booking rate. These are US figures from one client base, not UK benchmarks, but the lesson carries over: compare campaign types on cost per booked job, not cost per lead.

Keep your brand protected

As your reputation grows, more people search your company name. A small brand campaign is cheap, stops competitors bidding on your name to catch your customers, and in the US data above produced the cheapest, best-converting leads of all.

Landing pages for heating work

• One page per service: repairs, installations, servicing, heat pumps, AC.
• Gas Safe registration number (for gas work) and MCS certification (for heat pumps) visible near the top, only where you hold them.
• Fixed prices or "from" prices where you can; installation pages benefit from a simple quote form asking for property type and current boiler.
• Tap-to-call at the top on mobile, and the areas you cover written out.

Measure the whole year, not the month

A servicing customer acquired in June for £60 may be worth £3,000 when the boiler is replaced two winters later. Tag each enquiry with the campaign it came from in your job management system and review customer value annually. That is the number that justifies running campaigns out of season.

For winter specifics, read why boiler repair Google Ads cost more, or see how we run Google Ads for HVAC and air conditioning companies.

Keywords by campaign

Plan for capacity, not just demand

The fastest way to waste money in winter is to advertise for work you cannot attend. Set ad schedules and location radius to match the engineers you actually have on each day. If you are fully booked for repairs, pause the repair campaign for that day and keep installations and servicing running, which can be booked for later dates. In summer, do the opposite: lift servicing and installation budgets to fill diaries that would otherwise be empty.

Offers that work out of season

• Book-ahead servicing: "Get your boiler serviced before October and avoid the rush."
• Installation slots: "Summer installation slots available, no cold days without heating."
• Heat pump surveys: free or low-cost surveys with a clear explanation of the grant process.
• Maintenance plans: monthly cover that smooths income through the year.

Common mistakes in heating accounts

1. One campaign for every service, so winter repair demand swallows the budget meant for installations.
2. No ad schedule, so emergency ads run overnight with no one answering.
3. Switching everything off in summer and losing the account's learning.
4. Advertising grants or "free boilers" without being able to deliver them, which attracts unqualified leads and complaints.

Frequently asked questions

How do heating engineers get leads in summer?

Run servicing, boiler replacement, heat pump and air conditioning campaigns alongside a smaller always-on repair campaign. Each has its own season, so the account keeps selling work your engineers can do.

How much do Google Ads cost for boiler installation in the UK?

Published 2026 UK estimates put boiler installation clicks at around £8 to £20, against typical job values of £2,500 to £4,000.

Should heating companies advertise heat pumps?

If you are MCS-certified, yes. MCS recorded about 30,000 heat pump installations in the first half of 2025, and the Boiler Upgrade Scheme currently offers £7,500 towards air or ground source heat pumps in England and Wales.

Is it worth running a brand campaign for a heating company?

Usually, once people search your name. Brand clicks are cheap, convert well and stop competitors capturing customers who were looking for you.

Related guides

• Why Boiler Repair Google Ads Cost More in 2026
• Google Ads for Air Conditioning Installers
• Air Conditioning Marketing Ideas

Sources

1. Trade2Base, "Google Ads budget for tradespeople" (8 June 2026)
2. GOV.UK, Boiler Upgrade Scheme: what you can get
3. ITV News, record solar, battery and heat pump installations in H1 2025 (MCS data, 5 August 2025)
4. The AdSpend, Google Ads search benchmarks for HVAC (SearchLight Digital US data, January 2026)