30 Characters is a Chelmsford-based paid advertising specialist supporting businesses across the UK. We bring more than 18 years of PPC experience to accounts where accurate targeting, commercial understanding and straightforward reporting matter.
Our work starts with your service, sales journey and the enquiries or orders you actually want. We can review an existing account or plan a new one, then explain what should be measured before increasing spend. Ask for a PPC review if you want a practical first step.
Clarify the types of heating work you want
Air source heat pumps, ground source systems, heating upgrades, servicing and general boiler repairs can generate very different searches. We start by understanding the installation services offered, eligible property types, geographical coverage and which enquiries your team can handle.
Companies that deliver both traditional heating and low-carbon installations may benefit from separate campaigns to avoid confusing a boiler repair prospect with someone planning an entire heating retrofit.
Handle early-stage research and ready-to-book enquiries differently
Some searches indicate immediate installation interest, while others ask whether a heat pump works in a particular home or how a system compares with gas heating. We use query analysis and suitable landing pages to separate commercial intent from broad education, without assuming early-stage prospects have no value.
Campaigns should not promise that every home is suitable or that a particular saving will apply universally. Those judgements need a proper assessment.
Be precise about grants and financial claims
Government schemes and eligibility criteria can change. We would verify current official information before referring to incentives in an advert or page, and avoid presenting conditional financial support as guaranteed or available to everyone.
The strongest landing pages explain the survey process, company qualifications where held, installation stages, aftercare and when a professional assessment is needed.
Target the areas where installation is commercially viable
A heat pump provider may operate across counties but prefer projects in defined clusters because survey visits, installation teams and service support have real costs. We review radius or location targeting, exclusions and whether landing pages genuinely explain coverage.
Calls and quote requests are useful, but we also want to understand whether enquiries meet the installer’s basic qualifying criteria and progress to booked assessments.
Plan solar and heating campaigns as complementary services
Where a company supplies solar PV, battery storage and renewable heating, there may be cross-selling opportunities. The search campaigns should still respect the different installation decisions and lead values rather than mixing every technology into one generic advert.
Explore our separate solar installer Google Ads service or our wider lead generation approach.
What we would review first
A practical starting point
- Your priority services, ideal customers and geographic or market coverage
- Search terms, ad messages and the relevance of each landing page
- GA4 and Google Ads conversion accuracy, qualified lead or sale feedback, and reporting
Frequently asked questions
Can you manage Google Ads for air source heat pump installers?
Yes. We can plan campaigns around genuine installation services, property enquiries and geographic coverage.
Do you recommend using grant-related keywords?
Only with accurate, current eligibility messaging and an offer that really fits the search.
Can heating and solar campaigns be managed together?
Yes, strategically. The two services will often need separate keyword, ad and landing-page structures.
Can you optimise towards surveys rather than basic enquiries?
Where qualified-survey feedback is available, we can incorporate it into reporting and campaign decisions.
Talk about your PPC campaigns
Tell us what you sell, what makes a good enquiry or sale, and which campaigns you have tried so far. We can assess the next steps and be clear about what needs testing. Start a conversation with 30 Characters or request an initial audit.