Heat pump lead generation: tips for growing your business

Curious about heat pump lead generation? Here’s how you can bring more leads, more sales and more revenue to your business.

Before we get started…

You are busy running your business. Finding time to focus on growth strategies isn’t easy. So let us help. We are a performance marketing agency that specialise in lead generation and conversion.

In short: we find people likely to be interested in your services, and turn them into your next customers. Take a look at how we have helped clients transform their revenue. Or ask us for a free proposal. We may even offer to cover your ad spend.

“The Adbetter team are incredibly knowledgeable, very responsive, and true partners. In our first conversation, I was so impressed with their command of KPIs and statistics; they truly get the client’s POV. They are business-minded, which is oh-so-rare in this industry. They have designed (and implemented) an excellent digital marketing & lead generation strategy for us that is paying off in spades. Highly recommend!”

Manya Klempner, Founder, The Boxing House

Heat pump lead generation: your next customers are out there

There’s a revolution underway: a huge surge in people choosing to adopt heat pump technology. This demand is only set to grow. More people are waking up to the cost- and eco-saving capabilities. And the government is chasing a target of 600,000 annual installations between now and 2028.

The market is heating up, you might say.

Clearly the forward demand for heat pump installations is there. So how do you make sure this demand finds its way to your business?

How do you capitalise on the vast revenue opportunity? 

For us, there’s a clear answer: pay per click advertising.

Why are we such advocates for pay per click advertising?

Word of mouth goes a long way when it comes to installing heat pumps. Perhaps you’ve even dabbled with a few social media posts to promote your business too. Then there’s the other traditional lead generation activities – such as door-to-door flyering and advertising in local media.

But for us, pay per click advertising is the clear frontrunner when it comes to generating leads for heat pumps.

Here’s four reasons why we love it.

1. It’s accountable

Pay per click: the clue is in the name. You only pay when someone clicks your ad. And why would someone click unless they were at least partially interested in becoming a customer?

It makes pay per click way more accountable than traditional forms of advertising – such as a print ads, where you pay for the placement regardless.

2. It’s affordable

You don’t need a bottomless marketing budget to start getting results with pay per click for heat pump lead generation. Cost per click is relatively low in relation to the typical revenue generated per customer.

That means the potential revenue margins are huge – and can drive big profits for your business.

3. You can capture demand, you can generate demand

Different pay per click platforms offer different benefits. Placing Ads in Google Search, for example, can be incredibly powerful because you can get your brand in front of people at the exact moment they are searching for the heat pump expertise that you provide.

That’s called demand capture. But you can also use pay per click for demand generation.

Utilising visual pay per click platforms like Facebook Ads and Instagram Ads, you can educate people about the benefits of installing heat pump technology – helping to drive future demand for your services.

3. It’s easy to control your budget

Any form of advertising can be expensive. The breakdown of your budget can often be opaque. But with pay per click you get total freedom to control your spending. Set daily, weekly or maximum budgets. Pause campaigns whenever you want. And see exactly how every penny is contributing to your results with clear data visualisation.

The benefits above explain why – done correctly – pay per click advertising can bring a steady flow of fresh leads to your business.

Here are ten quick tips for making sure your campaigns are effective.

10 tips for an effective pay per click heat pump lead generation campaign

1. Think about who you’re targeting

Income. Occupation. Age. Browsing habits. Hobbies. Pay per click platforms give you a dizzying array of ways to target who does and doesn’t see your ad. Think about what defines the type of customers who normally come to you. Or perhaps there are certain signals that suggest someone is about to purchase a new home and may be interested in a heat pump.

Think about who your target audience is and set the audience targeting accordingly.

2. Think about where you’re targeting

With pay per click advertising, you can set your ads to display in certain predefined geographic locations only. So target the locations where you are willing to work. Set a radius around your HQ. Or target specific parts of the country. If you are based in Dundee, you may not be willing to do business in Devon.

3. Utilise lookalike audiences

Feed your existing customer data into the platform and it will identify some of the things your customers have in common – such as income band, education level, hobbies and interests or something else that’s relevant.

The lookalike audience feature will then identify other people who share the typical characteristics of your existing customers – giving you a new set of people to reach out to who are likely to be interested in your solar services.

4. Find the right angle for your ad

The benefits of heat pump technology are such that nobody should be blowing hot or cold on it. It’s not just wallet-friendly, it’s planet-friendly. Not enough people are aware that heat pump technology can help to slash their bills and cut their carbon emissions.

Raise awareness. Educate your audience. Good news is better when it’s shared.

5. Make it measurable

Numbers help people make sense of the world. So quantify the benefits of heat pump technology whenever you can. And remember: numbers are far more compelling when you give them context.

For example, heat pumps are three to five times more energy-efficient than natural gas boilers. 

What could that mean for your customer’s utility bill? Bring the numbers to life. Just make sure they’re honest and verifiable.

6. Shout about the subsidies

A big barrier to adoption of heat pump technology is consumer fear that it will be too expensive to install. Yet under the Boiler Upgrade Scheme, the government are offering grants of £7,500 per property to drive the nationwide adoption of heat pumps. This alone could turn an ambivalent lead into your next customer.

7. Demystify the installation

People shy away from uncertainty. That’s human nature. So you might find you get results through ads that demystify the heat pump installation process.

Explain how long your customer might have to wait. Reveal how long you will be working at their home. Be clear about the way you work. And bust the myth that heat pumps are noisy.

When you set expectations, people can start to visualise what getting a heat pump entails.

8. Utilise testimonials

Customer testimonials can be an incredibly persuasive marketing tool. If you have reviews that show how you have provided a great service or helped someone overcome their doubts about installing heat pump technology, consider making them a key part of your ad.

If possible make sure your reviews are from a trusted consumer rating platform such as Trustpilot.

9. Experiment with ad variations

Whatever pay per click platform(s) you use, you will have the option to submit multiple variations of each ad campaign you work up. Think of this as an opportunity to experiment with wording, images, headlines, descriptions and more.

The platform will automatically test your variations – before preferentially serving the variants that are most likely to get results for your business. So you get even more bang for your advertising buck.

10. Track everything and optimise for success

The most important part of your ad campaign is the performance data it gives you. Take the time to interpret it correctly and you will reveal the strategies that are giving you the most success.
Then you can double down on the strategies that are getting results, and ditch the stuff that isn’t working.

Of course, it’s not just about what’s happening in your pay per click platform – but what happens after the click too. For the really big wins you need to know what’s happening throughout your customer lifecycle.

This tracking can be difficult to set up. That’s why many brands don’t bother. But when you have the right data, you unlock the ability to optimise your campaigns to drive more leads, more conversions and more revenue over time.

Let us take care of it for you

Heat pump leads are out there to be won. But getting your pay per click ads working effectively can take time. We specialise in helping businesses make quick successes of their paid media campaigns. 

We know what strategies to use. We know what levers to pull. And we know how to utilise advanced campaign tracking so you can continually optimise your campaign for revenue growth. 

If you’d like to know more about the specific difference we could make for your business, ask for a free proposal. It will outline a three-month paid media strategy for your brand – and we may even offer to cover your ad spend. Let’s get started.

>> Adbetter: officially an award-winning PPC agency

You may also be interested in:

>> How Google ads for HVAC could transform your revenue
>> Boiler lead generation: grow your business with pay per click
>> Solar lead generation: how to attract more revenue to your business
>> How to succeed with Facebook ads for solar companies
>> Is TikTok good for lead generation?