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Example · Heating Companies · UK

Heating Engineer Marketing Example: UK

An illustrative plan showing how AEO, Email Marketing and Google Ads could work for a 12-engineer heating company in Bristol.

Illustrative example: this is not a client result. It shows how this work could be structured.

Heating Companies · UK

Heating

Example business: a 12-engineer heating company based in Bristol, serving the wider Bristol area and focused on boiler replacements and new installs, plus boiler repairs and breakdowns. Businesses like this often get many enquiries through Checkatrade and similar paid platforms, where the same lead often goes to three or four competitors. The goal was more exclusive enquiries, a lower cost per booked job and a pipeline the owner controls.

AEOAnswer boxesEmail MarketingInboxGoogle AdsSearch adsHeatingGoalqualified leads

The challenge

Where a business like this gets stuck

  • Winter breakdowns create urgent demand, but boiler and heat pump installations are where the margin sits.
  • Grants and regulations change the market quickly, and marketing that doesn't keep up falls behind.
  • Annual servicing customers are valuable, but few heating businesses market to them systematically.
  • Peak season (breakdowns and replacements surge from october to february; heat pump and planned installation campaigns work best in spring and summer) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

This example focuses on AEO (Answer Engine Optimisation), Email Marketing and Google Ads, three channels that can suit heating businesses in Bristol. Every call, form and chat is tracked to a booked outcome from week one, so decisions are based on revenue, not clicks.

See our heating engineer marketing service in the UK

What the work could include

The technical work, service by service.

Service 1

AEO (Answer Engine Optimisation)

  • Rewrite service pages so each opens with a short, direct answer to the question buyers actually search.
  • Add FAQPage, HowTo and Service schema and question-led headings to target featured snippets and People Also Ask.
  • Build a price and timeline guide for boiler replacements and new installs with tables that answer engines can lift straight into results.
  • Optimise for voice and conversational queries such as "how much does boiler replacements and new installs cost near me".
Related service

Service 2

Email Marketing

  • Set up SPF, DKIM and DMARC on the sending domain and warm it up to support inbox placement.
  • Segment past customers and quote recipients by job type, area and last service date.
  • Build automated flows: welcome, quote nurture, post-job review request, annual service reminder and win-back.
  • Send a monthly campaign with seasonal offers for boiler replacements and new installs and related work, A/B testing subject lines and send times.
Related service

Service 3

Google Ads

  • Restructure the account into single-theme ad groups by job type, with exact and phrase match only and a negative keyword list.
  • Install call tracking and import booked jobs from the CRM as offline conversions, so bidding optimises for revenue, not form fills.
  • Move from manual CPC to Maximize Conversion Value with a target ROAS once enough conversions a month are flowing.
  • Set up and manage Google Local Services Ads next to search campaigns, disputing invalid leads weekly.
Related service

An example 6-month timeline

From tracking to scale.

  1. Weeks 1 to 2

    Audit, tracking and baseline

    Call tracking, conversion tracking, CRM connection and a full audit covering AEO, Email Marketing and Google Ads.

  2. Weeks 3 to 6

    Build and launch

    AEO, Email Marketing and Google Ads live for boiler replacements and new installs, plus boiler repairs and breakdowns.

  3. Months 2 to 4

    Optimise

    Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.

  4. Months 5 to 6

    Scale

    Expansion into Glasgow and nearby areas, plus new services with clear demand.

Illustrative example: this is not a client result. It shows how this work could be structured. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.

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