Case study · Heat Pump Companies · Netherlands
Heat Pump Case Study Netherlands: +146% Leads
How a heat pump installer with 5 install teams in Rotterdam grew survey requests 146% and cut cost per lead 44% in 6 months with AEO and GEO.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Heat Pump Companies · Netherlands
Heat Pump
A heat pump installer with 5 install teams based in Rotterdam, serving the wider Rotterdam area and focused on hybrid heat pump installation and all-electric heat pump installation. Before working with us, 66% of enquiries came through Werkspot and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive survey requests, a lower cost per install and a pipeline the owner controls.
Results After 6 Months
Leads per month
+146%
Cost per lead
-44%
Marketing-sourced revenue
+164%
Return on marketing spend
16.2x
The challenge
Where the business was stuck
- Heat pumps are a new purchase for most homeowners, so buyers need education before they are ready to talk to an installer.
- Grants and energy prices move the market quickly, and campaigns must keep pace.
- Many enquiries come from homes that aren't ready for a heat pump without insulation work first.
- Peak season (demand builds from spring through autumn, ahead of the heating season) was not being planned for, so budget ran out when demand was highest.
The approach
Two services, one goal
We focused on AEO (Answer Engine Optimisation) and GEO (Generative Engine Optimisation), the two channels with the best cost per install for heat pump businesses in Rotterdam. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
AEO (Answer Engine Optimisation)
- Rewrote 18 service pages so each opens with a direct 40 to 60 word answer to the question buyers actually search.
- Added FAQPage, HowTo and Service schema and question-led headings to target featured snippets and People Also Ask.
- Built a price and timeline guide for hybrid heat pump installation with tables that answer engines can lift straight into results.
- Optimised for voice and conversational queries such as "how much does hybrid heat pump installation cost near me".
Service 2
GEO (Generative Engine Optimisation)
- Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
- Published 42 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
- Earned mentions on 16 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
- Tracked 40 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Survey requests per month | 28 | 69 | +146% |
| Cost per lead | €190 | €106 | -44% |
| Cost per install | €1,006 | €525 | -48% |
| Lead-to-job rate | 19% | 20% | +1 pts |
| Website conversion rate | 2.4% | 3.2% | +37% |
| Marketing-sourced revenue / month | €53k | €141k | +164% |
| Share of leads from paid directories | 66% | 16% | -50 pts |
| Featured snippets and PAA answers | 3 | 33 | +30 |
| AI answer citations (tracked prompts) | 3 of 40 | 12 of 40 | +9 |
Lead growth
Survey requests per month
Marketing-sourced revenue went from €53k to €141k a month, measured from booked installs in the CRM.
Optimisations That Moved The Numbers
- 01
The business now holds 33 featured snippets and People Also Ask answers, up from 3.
- 02
Direct-answer intros raised organic click-through rate on question searches from 2.2% to 4.7%.
- 03
The business is now cited in 12 of 40 tracked AI prompts, up from 3.
- 04
AI assistants started sending referral visits within 6 weeks, and those visitors convert 27% better than average.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering AEO and GEO.
Weeks 3 to 6
Build and launch
AEO and GEO live for hybrid heat pump installation and all-electric heat pump installation.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Eindhoven and nearby areas, plus new services with proven demand.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.
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