If you’re a boiler installer or heating engineer in the UK, you already know one thing:
Lead flow is never consistent.
Some months your phone rings non-stop.
Other months… silence.
Seasonal dips happen, yes — but if your leads have suddenly dropped, it’s usually caused by something else.
The good news?
A well-optimised Google Ads setup can bring your leads back quickly — often within days — even if things went quiet for weeks.
Let’s break it down.
Why Boiler Leads Suddenly Drop
From working with heating businesses across the UK, here are the most common reasons:
1. Competitors Just Increased Their Ad Spend
This happens more than you think.
Especially around:
- September–January (peak boiler season)
- Cold waves
- Energy bill announcement weeks
- Local competition in your area
Real UK example:
A boiler installer in Cambridge saw a 40% drop in leads overnight.
Reason?
A national company launched a massive PPC campaign targeting “boiler replacement near me” in the same radius.
He didn’t do anything wrong — he was simply outbid.
Google Ads fix:
We adjusted his bidding strategy, improved ad relevance, and added high-intent keywords competitors missed.
His job bookings went from 3 a week → 9 a week, with no spend increase.
2. Your Ads Are Still On… But They Aren’t Showing
This catches many engineers off guard.
Google quietly stops showing ads when:
- Budget is too low compared to competition
- Quality Score drops
- Your landing page slows down
- Ad relevancy declines
- Your location settings change automatically
Example from a client in Peterborough:
He was paying £18/day.
His competitors? £35–£50/day.
His ads ran for 4 hours… then went offline every single day.
Google Ads fix:
We changed the bidding strategy, tightened keywords, and increased relevance.
His ads ran all day, and leads returned within 72 hours.
3. Your Landing Page or Website Is Turning People Away
You can have great ads, but if your landing page is slow or confusing, homeowners won’t bother.
Most boiler companies lose leads because:
- Page loads take too long
- Too much text, unclear pricing
- No trust elements (Gas Safe ID, reviews, photos)
- No strong call-to-action
- Forms asking for 10+ fields
- No mobile optimisation
Example:
A heating company in Southampton had:
- A 6-second page load
- A huge header image
- No real photos
- A long form asking for “Full Address”, “Boiler Brand”, “Age”, etc.
We redesigned the page:
✔ Real installation photos
✔ Short form (Name, Postcode, Phone)
✔ “Get Your Free Quote” CTA
✔ Gas Safe badge
✔ Recent reviews
✔ Faster hosting
Result:
Same ad spend — but leads increased by 190%.
4. Seasonality Affects Demand (But Google Ads Can Balance It)
Boiler demand dips in:
- Early summer
- Heatwaves
- School holiday periods
But heating businesses still need jobs.
Google Ads helps you switch focus to:
- Boiler servicing
- Repairs
- Power flushing
- Smart thermostat installs
- Emergency call-outs
- Summer promotions
These campaigns keep your pipelines full even in off-season months.
How Google Ads Fix the Drop — Fast
Here’s why Google Ads is the quickest way to recover your lead flow:
1. You Get in Front of People Actively Searching
Homeowners searching for:
- “boiler installation near me”
- “new boiler quote”
- “boiler not working”
- “combi boiler replacement cost”
…are ready to book.
Google Ads puts you in front of them instantly — no waiting for SEO, no guessing with social media.
2. You Control the Areas You Want
If leads dropped in one location, you can expand to:
- Nearby towns
- Neighbouring postcodes
- High-income areas
- Places with older housing stock
Example: One installer in St Albans expanded into Harpenden + Hemel Hempstead and got 14 new enquiries in 10 days.
3. You Choose the Jobs You Want
If boiler replacements are slow, Ads can push:
- servicing campaigns
- repair campaigns
- emergency call-outs
- upgrade packages
- summer boiler deals
You take control of the lead mix.
4. You Only Pay When Someone Shows Intent
Clicks come only from people who:
✔ Need a boiler
✔ Want a quote
✔ Are searching NOW
✔ Live in your service area
No wasted spend on people “just browsing”.
5. You Can Turn Leads Back On in 24–48 Hours
With the right setup, you can:
- Relaunch campaigns
- Fix targeting
- Repair tracking
- Improve landing page
- Add better keywords
…and leads start flowing again.
One boiler engineer in Luton went from 0 leads for 2 weeks → 7 leads in 3 days after a full optimisation.
How 5xBusiness Helps Boiler Installers Get Their Leads Back
We specialise in helping UK heating businesses when leads go quiet.
Here’s what we actually do behind the scenes:
✔ Fix your Google Ads targeting
We remove money-wasting keywords like:
- “boiler jobs”
- “training courses”
- “schemes”
- “boiler parts”
- “boiler finance jobs”
Then we add high-intent keywords homeowners use.
✔ Build or improve your landing page
We know the exact layout that works for boiler installers:
- Strong headline
- Real photos
- Trust badges
- Price guides
- Review widgets
- Short forms
- Clear CTA
This alone can double your leads.
✔ Set up proper tracking & analytics
Most boiler companies never know where leads come from.
We fix:
- Call tracking
- Form tracking
- GA4
- Tag Manager
- Keyword-level tracking
This stops wasted spend.
✔ Use retargeting to bring back lost visitors
90% of visitors never enquire on first visit.
We run:
✔ Google retargeting
✔ Facebook/Instagram retargeting
✔ YouTube retargeting
This alone increases conversions by 20–40%.
✔ Use smart bidding to reduce cost per lead
We optimise bidding to get cheaper clicks without reducing lead quality.
Final Thoughts
A drop in boiler leads doesn’t mean the market is dead.
It usually means:
- Competitors ramped up
- Your ads lost visibility
- Your website isn’t convincing enough
- Tracking is broken
- You’re targeting the wrong searches
With the right Google Ads strategy, leads can return within days — not months.
Want Your Boiler Leads Back?
If your phone has gone quiet lately, let us fix it.
👉 Get a free Google Ads Audit
👉 Let’s diagnose why your leads dropped
👉 We’ll show you exactly how to recover them