Google Ads for heat pump installers.
Many heat pump enquiries start with a question about grants. Campaigns need to answer it clearly, check the property early and book surveys, rather than collect names from people who are years away from deciding.
Grants, costs, suitability and installers.
Grant-led
“Heat pump grant”, “Boiler Upgrade Scheme”. In England and Wales, the Boiler Upgrade Scheme grant is claimed by an MCS certified installer on the customer’s behalf, so your certification is the point of the ad.
Cost and suitability
“Air source heat pump cost”, “is my house suitable for a heat pump”. People weighing it up. A clear page and a short suitability form turn some of them into surveys.
Installers
“Heat pump installers near me”, “air source heat pump installer” plus a town. Closer to booking, and worth paying more for.
Off the gas grid
“Oil boiler replacement”, “alternatives to LPG heating”. Homes without mains gas often have different reasons to switch, and respond to a different message.
An account that books surveys worth your time.
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01
Right scheme, right postcode
The Boiler Upgrade Scheme covers England and Wales. Scotland has its own support through Home Energy Scotland, so Scottish postcodes need different wording.
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02
Surveys as the goal
Forms that ask enough to judge suitability: property type and age, current heating, insulation and timescale, so the survey visit is worth making.
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03
Grant details kept current
If your ads or pages mention a grant amount, it has to be right. We check it when schemes change and update the ads promptly.
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04
Air and ground source apart
Different costs, different gardens, different timescales. If you install both, they get separate campaigns and pages.
What makes a good heat pump enquiry.
- A homeowner in an area where you install and where the funding they are asking about applies.
- A property that could suit a heat pump: space outside for the unit, and room for a hot water cylinder if one is needed.
- Current heating known: mains gas, oil, LPG or electric.
- A realistic timescale: replacing now, or planning ahead of the boiler failing.
- Willing to have a survey, rather than wanting a price over the phone.
Where heat pump budgets leak.
“Heat pump” covers products from tumble dryers to swimming pool heaters. These go on the exclusion list early.
- Heat pump tumble dryers and swimming pool heat pumps.
- Air-to-air units and air conditioning, unless you install them.
- Repairs and servicing, if you only install.
- Jobs, training and MCS installer courses.
- Grant searches from places a scheme does not cover, such as Northern Ireland for the Boiler Upgrade Scheme.
- Very early research, such as “how does a heat pump work”.
Local Services Ads: HVAC (heating or air conditioning) is an eligible category in the UK. Which heat pump job types Google offers can vary, so we check what is available to you before setting anything up. How we manage Local Services Ads.
Heat pump questions.
Should our ads mention the grant amount?
Only if you keep it current. A wrong figure misleads customers and can breach the advertising rules. Naming the scheme in the ad and giving the current amount on the landing page, where it is easier to update, is usually the safer approach.
Does the Boiler Upgrade Scheme cover air-to-air heat pumps now?
Since 28 April 2026, some air-to-air systems can qualify in England and Wales, with their own conditions and a lower grant than air-to-water systems. If you install them, they need their own campaign and page, and every claim in the ads should be checked against the current scheme rules on GOV.UK.
Is it worth advertising heat pumps in winter?
Often, yes. Boilers fail in cold weather, and some households look at a heat pump instead of a like-for-like replacement. Installs take time to arrange, though, so the ads need to be honest about lead times.
We install boilers too. Should they share a campaign?
No. Boiler and heat pump customers search differently, decide on different timescales and need different pages. We keep them apart so each gets the budget its results justify. Our approach for heating engineers.
Other trades
Book more surveys from your heat pump ads.
We will look at how your ads handle grant searches, what your forms ask, and how many of your enquiries could ever become installs.