For most boiler installers and heating engineers, marketing feels like guesswork. You’re busy fixing breakdowns, replacing heat exchangers, or installing new combis — not studying algorithms and ad platforms. So when your leads slow down or Google Ads becomes too expensive, it’s natural to wonder:
“Should I be running Facebook Ads instead?”
This article breaks down Facebook Ads vs Google Ads for boiler leads, based on real data, real experience, and the real pain points heating companies face in the UK. No theory, no fluff — only what works on the ground.
And to give context:
At 5xBusiness, we’re currently working with boiler repair and heating service providers across the UK, consistently increasing their leads in their local areas through smart advertising strategies. What you’ll read below comes from direct experience, not guesswork.
Google Ads: High-Intent Leads Ready to Book Today
When someone types “Boiler installation near me”, “Boiler repair urgently”, or “Boiler service in <location>”, they’re not browsing — they’re buying. That’s why Google Ads works extremely well for boiler companies.
Why Google Ads Work So Well
- People are actively searching for the service.
- Leads are high intent and often ready to book the same day.
- Perfect for installations, repairs, servicing, and landlord certificates.
- Ideal for companies targeting a local 5–10 mile radius.
- You appear exactly at the moment a homeowner needs help.
The Drawback
Google Ads can be:
- Expensive (CPCs have risen across the UK)
- Competitive (British Gas, BOXT, and local installers bidding)
- Highly dependent on landing page quality
But when done right, Google Ads becomes a stable source of premium, ready-to-book jobs.
This matches our experience at 5xBusiness — the boiler companies we work with get their most consistent, high-quality enquiries from Google Ads.
Facebook Ads: Great for Awareness, Weak for High-Intent Boiler Leads
Facebook Ads work completely differently. People don’t open Facebook thinking:
“I need a boiler repair today.”
You’re interrupting them, not responding to a need.
Where Facebook Ads Can Work Well
- Promoting fixed-price servicing
- Local awareness campaigns
- Pushing finance offers
- Generating interest in service plans
- Retargeting warm audiences
Where Facebook Ads Struggle
- Boiler installations
Too many price-checkers, not enough real buyers. - Emergency repairs
Homeowners won’t scroll Facebook when the heating is down. - Lead forms
Cheap leads but poor quality, often tenants, wrong numbers, or no urgency.
The Main Complaint Installers Have
“We get lots of leads, but nobody picks up the phone.”
This is normal with Facebook because the user didn’t intend to enquire — they were simply scrolling.
Side-by-Side Comparison
| Feature | Google Ads | Facebook Ads |
|---|---|---|
| Lead Intent | Very high | Low |
| Lead Quality | Strong | Mixed |
| Cost per Lead | Higher but worth it | Lower but less reliable |
| Best For | Installs, Repairs, Servicing | Awareness, Offers, Retargeting |
| Speed to Convert | Fast | Slow |
| Competition | High | Medium |
| Reliability | High | Unpredictable |
Which One Works Best for Boiler Installers?
If your goal is more boiler installs, more repair calls, and more servicing bookings, then:
✅ Google Ads wins — by a long way.
It delivers:
- Higher-quality leads
- Faster conversions
- People who already want the service
- Consistent weekly jobs
Facebook Ads can support this strategy, but they shouldn’t replace it.
The Ideal Strategy in 2026: Use Both, But for Different Purposes
The most successful heating companies in the UK — including the ones we support at 5xBusiness — use a two-layer approach:
1. Use Google Ads for high-intent leads
- New boiler installation
- Emergency boiler repair
- Annual servicing
- Landlord certificates
- Power flush
- Local call-outs
This brings predictable revenue and keeps engineers busy.
2. Use Facebook Ads for nurturing
- Retargeting website visitors
- Service reminders
- Winter warm-up offers
- Awareness in new postcodes
- Local branding
- Service plans & finance promotions
This builds trust and makes your Google leads convert better.
This combined approach is exactly what’s working for the boiler repair and service providers we manage under 5xBusiness — strong local visibility on Google backed by steady brand awareness on Facebook.
Final Verdict: Where Should a Boiler Company Invest First?
If your goal is real jobs, real calls, and real boiler install opportunities, start with:
⭐ Google Ads first
Then
⭐ Facebook Ads as support
This mix consistently delivers the best results for boiler companies across the UK.
Ready to Get More Boiler Leads at a Sensible Cost?
If you’re looking for a steady flow of real boiler leads — not tyre-kickers, not duplicate enquiries, and not expensive agency retainers — 5xBusiness can help. We’re already working with boiler repair and service providers across the UK, generating high-intent calls and bookings in their local areas at very effective, low management fees. Whether you want more installations, more repair jobs, or a reliable pipeline of servicing work, we can set everything up for you and keep the leads coming in.
If you want your boiler business to grow without wasting money, get in touch — we’ll handle the marketing so you can focus on the jobs.