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Top 5 Places to Get Boiler Leads in the UK

by Francis Rodino

October 19, 2021

Leads are the “lifeblood” of your heating business.

But, with so many marketing agencies “promising the earth” and underdelivering, it’s not easy to know who to trust or where to get the best leads for the best price when it comes to getting more lead flow into your heating business.

When it comes to getting more leads, you have a few options.

You can run your own advertising campaigns yourself, hire an agency on a monthly retainer to run your advertising for you, or you can “pay per lead”.

Each approach has its pros and cons. What’s really important is that whoever is running your ads, it should be an experienced practitioner of Google Advertising (that’s the key channel where you’re going to find better quality, “in-market” buyers who need a boiler replacement or installation)

Also, remember, it’s not just about the marketing. I see many businesses that DO get leads in, but they have no system to manage the leads, get to them in time (you need to call them in under 2 minutes ideally) or follow up with them. In fact, the biggest challenge heating businesses face is UNCONVERTED OPPORTUNITIES, not getting leads!

Getting leads is only part of the solution; having a system (a process, proven sales script, lead management, a great salesperson dealing with customers, Lead Hero marketing automation suite etc…) is absolutely critical, as is having in-depth knowledge and appreciation of buyer psychology.

This is why, no matter what Heating Business Owners try, they often complain about their lead generation initiatives, saying that “the leads are shit” or that “marketing agency is shit”. While it may be true that the marketing company often has no idea what they’re doing, it is often the lack of process, sales training, and understanding of buyer psychology that leads to lead generation failures.

In summary, when you invest in Google Advertising to get Boiler Leads, you need to get your dial in your internal business methodology and “get your shit together!”

Now, with the background out of the way, here are the top 5 places to get boiler leads in the UK:

Trade Initiative

Trade Initiative is a UK based company specialising in boiler lead generation. They have a unique rebate system that will pay you for every boiler installation so in many cases you can get your marketing paid for.

“Our best in class lead generation service means you get more opportunity and sales, allowing you to grow your home heating business with confidence – all through your brand.”


Leads2Trade are a UK based boiler lead generation provider that also speak to every lead and qualify the customer and even book appointments for you. Leads2Trade only work with registers Gas Safe contractors and match consumers with local trusted installers to find the best boiler prices in an area.

Boiler Guide

Boiler Guide offers a “pay per lead” service where you you can buy local boiler leads for around £30 per lead. The catch is, you have to share the lead with 2 other competitors in your local market. Essentially, they have a boiler lead generation system, they run the ads, and they get their members to share in the lead generation costs by splitting the cost. I’m not knocking, it can be a system that works for you, BUT you have to have your lead management system and sales process DIALLED IN BIG-TIME.

Watts Marketing

Watts Marketing are a UK based agency that specialises in Home Service leads. Based in Norwich, Watts Marketing have a diverse portfolio ranging from home improvement, solar and boiler leads. Their campaigns are 100% exclusive (unlike Boiler Guide), and every lead application is verified by their call centre before passing you a booked appointment to meet with the customer.

Compare The Boiler Market

Compare the Boiler Market offers pay-as-you-go lead generation with no subscriptions or extra fees. They work with Gas Safe, vetted companies and offer an easy to navigate website. According to their website, you will start getting leads from day 1, you will be assigned an account master to offer free help and setup. Additionally, there ear Eno sign-up fees or contracts, and you can cancel at any time.


Predictable and consistent Lead Generation is critical, but remember, whatever method you choose; whether traditional marketing, online marketing, or referral and networking – a system to manage, follow up and convert leads is no longer optional. Your system, technology and team will dictate how you dominate (or not) in the years to come. This is where Lead Hero comes in. A marketing automation platform BUILT for Trades – that will not only help you sell more boilers but put in place automated upsells to service plans, review requests, referrals, reputation management, get more 5 star reviews and much more. Because we’ve bundled 15 of the most powerful local business marketing software into ONE ALL IN ONE SOLUTION, Lead Hero will be the first and last marketing & sales software you will ever need.

For a full demo of Lead Hero visit https://go.leadhero.ai/optin

Curious to know More? Book a FREE, no-obligation strategy call and let's see if we can help you automate, accelerate and grow your business!

About the author 

Francis Rodino

Francis has spent over two decades launching global digital marketing campaigns and delivering ROI for some of the world's best-known brands. From the BBC to Fifa, Playstation and Virgin, in 2018 Francis set out to make a bigger impact helping established small businesses and entrepreneurs harness marketing technology and cutting-edge digital strategies to increase sales, gain greater control and free up their time grow a business that runs itself.