Google Ads for installation companies
From subsidy research to signed quote, Google Ads for installers who want to grow on craftsmanship, not lowest price.
We've worked with installation firms ranging from single operators to multi-crew businesses. Sustainability (heat pumps, solar, chargers) and classic heating/plumbing. That mix quickly tells you when to scale a campaign and when to ease off because planning is filling up.
What Google Ads can deliver in installation & tech
Demand for sustainability is strong, but so is competition. Set up campaigns properly and you win quotes from homeowners deciding today, keeping price-fighters at bay.
What often goes wrong, and how we approach it
In installation & tech these four considerations decide whether a campaign burns budget or drives growth.
Subsidies are a hook, not a strategy
Subsidy schemes are strong triggers but change regularly. Outdated info on your landing page costs trust and Quality Score. We actively maintain this.
Exclusions matter more than keywords
'DIY', 'second-hand', 'course', without a hard exclusion list budget evaporates on the wrong traffic. For installers this is the top optimisation in month one.
Calculator > contact form
A payback or savings calculator delivers 3-5× better qualified leads than a plain contact form. People who fill in 30 seconds are serious.
Capacity dictates budget
A well-running campaign can generate jobs faster than a crew can install. We steer budget dynamically with your planning so lead time doesn't blow up.
From first audit to monthly optimisation
Four steps we take in every campaign for this industry, no template, but a proven rhythm.
- 01
Service-by-service campaign structure
Heat pump, solar, charger, hybrid boiler, each a dedicated campaign with dedicated ads and landing page. Messaging stays sharp.
- 02
Landing page with calculator + subsidy info
Home type, area, current situation, a short calculator gives an indication and qualifies the lead. Current subsidies sit next to the calculator, not in the footer.
- 03
Tight exclusion lists and negative keywords
We maintain a sector-specific exclusion list, enriched per client from reports, DIY traffic, wrong postcodes and mismatched placements.
- 04
Steering on signed quotes
Monthly we tie leads back to signed jobs. What converts gets scaled; what produces leads without deals gets paused or rewritten.
Installation firm in heat pumps and solar, 3 installation crews
Situation
Growth had stalled despite strong market demand. Lead providers cost €150+ per lead with limited quality. Own ads mostly produced 'cheapest' quotes.
Our approach
Full restructuring with service-specific campaigns, calculator landing pages, hard exclusions on 'DIY' and 'cheap', focus on combination jobs (HP + PV). Budget dynamically matched to crew capacity.
Does this sector approach fit you?
We deliberately don't work with everyone. Our approach delivers the most for a specific business profile, here's where we fit best, and where we don't.
- ✓Installers with own crews and a structured quoting process
- ✓Firms focused on combination jobs (HP + PV + charger)
- ✓Firms that don't want to compete on lowest price
A fit for your business?
Want to see which services have the most search volume in your area and how many leads that could deliver? Book an advisory call for a concrete estimate.
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