Boiler Installation Leads: Where They Come From and Which Ones Are Worth Having

A boiler installation lead is a homeowner who has told a heating firm, by phone, form or message, that they are interested in a new boiler. Leads reach heating firms every week, and they differ enormously in how likely they are to turn into a booked job. This guide explains the main sources, what separates a good lead from a poor one and how to get more of the good ones.

Get my free 5 minute plan

Where boiler installation leads come from

Most heating firms receive leads from a mix of four places.

Google search and the map. A homeowner searches for boiler installation near them and finds your Google Business Profile or your website. Learn more
Local Services Ads. Google's pay per lead format puts your firm near the top of the results, and you pay for valid leads rather than for clicks. Learn more
Referrals and repeat customers. Past customers, neighbours and other trades pass on your name, which is often your highest quality source.
Lead marketplaces and comparison sites. Some platforms sell enquiries to several firms at once, which can bring volume and puts you in a race against other firms.

What makes a boiler installation lead a good one

Not every enquiry is equal. A good lead usually has most of these traits.

The person owns the property and makes the decision.
The enquiry is about a full replacement or a new installation.
The address sits inside the area you cover.
The homeowner is talking to a small number of firms and is ready for a quote.
They contacted your firm directly.

Shared leads and exclusive leads

A shared lead goes to several firms at once, and the homeowner often receives a flurry of calls and quotes. An exclusive lead comes only to you, which usually means the homeowner chose your firm or your ad.

Shared leads can cost less per enquiry, and exclusive leads tend to be easier to convert because you are not competing from the first phone call. Which suits you depends on how quickly you can quote and how much you value a quieter pipeline.

How to turn more leads into booked installs

Reply fast. A well known Harvard Business Review study of 2,241 companies found that firms replying within an hour were nearly seven times more likely to qualify a lead than those that waited longer. The study looked at business sales, so take the direction rather than the exact number.
Ask two or three questions before you quote. The age of the boiler, the type of property and what the homeowner wants most from the change help you quote accurately and show that you listen.
Follow up. Homeowners often take time to decide, so a short friendly follow up keeps your quote near the top of the pile.
Track every lead to a booking. Knowing which sources produce jobs as well as enquiries shows you where to put your effort.

How we help

We bring in boiler installation enquiries through Local Services Ads and Google Business Profile optimisation, and we show you every lead and booking so you can see which enquiries turn into work.

Read the full lead generation plan

What it looks like in practice

Flow Plus Plumbing is a family run Gas Safe firm in north London. In its first month working with us it received 17 homeowner enquiries and booked 10 jobs, and the owner had their first leads within 24 hours. Every area is different, so we start by looking at how homeowners search for boiler installers in your patch.

See the full case study

How it works

01
We map your patch
We check how local homeowners are searching for boiler installations in your area right now.
02
We optimise your LSAs
We focus your Local Services Ads on homeowners actively looking for a boiler installer.
03
We optimise your GBP
We strengthen your Google Business Profile around boiler installations in the areas you cover.
04
You quote and install
You do what you do best. We keep the diary full and show you every lead and booking.

Honest answers to common worries

I already get most of my work from referrals.

Referrals are the best kind of work and worth protecting. A homeowner who has been given your name will often look you up before they ring, so your profile and reviews either confirm the recommendation or quietly lose it. We help that check go your way, and we add a second source of enquiries from homeowners who have never heard of you.

I have been let down by marketing agencies before.

That is a fair worry, and it is why we show you every lead and booking, so you never have to take our word for how things are going. Google charges for Local Services Ads leads rather than for clicks, and the free plan lets you see our thinking before you commit to anything.

Will the leads be time wasters?

Some enquiries will always be too small or too far away, and no ad format changes that. Local Services Ads bill for valid leads that relate to your services, and we aim them at boiler installation, so the enquiries you pay for come from people looking for a new boiler. We show you which leads became bookings so you can judge the quality yourself.

I do not have time for another project.

Most of the work happens without you. You carry on quoting and installing. The one habit that helps most is asking happy customers for a review at handover, and that takes a single sentence.

I do not want to burn through a big budget.

With Local Services Ads you set the budget and pay Google for valid leads. Improving a Google Business Profile with photographs and better reviews costs very little. The free plan shows where the money would go before you spend any of it.

Could I just do this myself?

You can, and these guides show you where to start. Plenty of firms fix the basics on their own. Where we help is the ongoing part, running and tuning your ads, keeping your profile fresh and watching which enquiries turn into jobs, so it does not slip when the diary gets busy.

I am not sure it will work in my area.

Every patch is different, in how many firms compete and in how homeowners search. That is why we start with a free 5 minute video for your postcode area, so you can see what looks realistic before you decide anything.

Frequently asked questions

What is a boiler installation lead?

A homeowner who has contacted a heating firm about a new boiler or a replacement, usually by phone, form or message.

How much does a boiler installation lead cost?

It varies a great deal by area, by source and by whether the lead is shared or exclusive. With Local Services Ads you pay Google for valid leads and set your own budget. We check how homeowners search in your patch first, so you can see what is realistic before you spend anything.

Where can I get boiler installation leads?

The main sources are Google search and the map, Local Services Ads, referrals and lead marketplaces. Most firms do best with a mix, starting with a strong Google Business Profile.

Are bought boiler installation leads worth it?

They can be, particularly when a lead is exclusive and the homeowner is local to you. Shared leads put you in competition from the first call, so speed of reply and the quality of your quote matter even more.

How many boiler installation leads should I expect each month?

That depends on your area and on how many firms compete there. Flow Plus Plumbing received 17 homeowner enquiries and booked 10 jobs in its first month with us, and results in other patches will differ.

See how this would work for your firm

Tell us your company name and postcode area and we will record you a free 5 minute video showing how Local Services Ads and Google Business Profile optimisation could bring you more boiler installation enquiries in your patch. There is no call, meeting or obligation attached.