Google Ads for plumbing and heating engineers.
Plumbing and heating mixes urgent breakdowns with planned boiler replacements. The two need separate campaigns, hours and budgets, or cheap emergency clicks and valuable installation enquiries end up blended into one meaningless number.
Four kinds of search, four different customers.
Breakdowns
“Boiler not working”, “no hot water”, “emergency plumber near me”, “burst pipe”. Usually a phone call, usually now.
Installations
“New boiler cost”, “combi boiler replacement”, “boiler installation near me”. Planned and compared, often with a question about finance.
Servicing and certificates
“Boiler service near me”, “landlord gas safety certificate”, “CP12”. Steady, lower-value work that fills quieter weeks.
Fault codes
Searches for a boiler make and error code. Some are DIY, some become callouts. We test them separately rather than guess.
Breakdowns and installs, run as different businesses.
-
01
Breakdown campaigns
Call-led, with tight areas and an ad schedule that matches when you can actually attend.
-
02
Installation campaigns
Form-led, asking fuel type, boiler type and timescale, with finance in the ads if you are set up to offer it.
-
03
Servicing and landlord work
Low-cost campaigns that help keep diaries full when breakdowns are quiet, and can lead to repeat work.
-
04
Gas Safe in plain sight
Work on gas appliances legally requires Gas Safe registration. Your registration belongs in the ads and on every landing page.
What makes a good plumbing and heating enquiry.
- Close enough for a callout, or inside the wider area you cover for installs.
- A job you do: gas, oil or LPG; combi or system; repair or replacement.
- Someone who can approve it: the homeowner, landlord or managing agent.
- Clear on urgency, so breakdowns are answered first.
- For installations, a timescale and a rough idea of budget or finance.
Where plumbing and heating budgets leak.
Some of these look like customers until you read the search terms.
- Plumbing jobs, apprenticeships and courses.
- Parts, spares, manuals and merchants’ trade counters.
- “How to” searches for bleeding radiators or repressurising a boiler.
- Commercial and industrial plumbing, if you only work in homes.
- Fuels or systems you do not work on, such as oil or LPG.
- Callouts from beyond the distance you can reach quickly.
Local Services Ads: plumbing and HVAC are eligible categories in the UK. They suit breakdown and repair calls well. Installation work needs careful job type settings, so you are not paying lead prices for jobs you would not take. How we manage Local Services Ads.
Plumbing and heating questions.
Should we take emergency work through ads?
If you can answer and attend quickly, emergency calls can be valuable. If you cannot, the budget usually works harder on installations and servicing, where a short delay does not lose the job.
Is it worth advertising boiler installations in summer?
People replace boilers all year, and some prefer to do it before winter. With fewer breakdowns to attend, summer is often when installers have the most time to quote, so it can be a good time to keep installation campaigns running.
Can you advertise for landlords and letting agents?
Yes. Gas safety certificates and landlord servicing have their own searches and their own page. Agents managing many properties can be worth more than their first job suggests, so we track them separately.
Other trades
Separate your breakdown calls from your boiler installs.
We will show you how your current spend splits between urgent work and installations, and what each is really bringing in.