The first-year marketing plan is a month-by-month sequence that takes a boiler company from invisible to findable and trusted. It starts with the cheapest, longest-lasting assets (your map listing, a small fast website, your first reviews) and adds paid search only once there is something worth sending people to.
Who this is for
New boiler companies in their first 12 months, HVAC or plumbing shops launching a separate boiler brand, and buyers who have just taken over a company. It assumes you already know your service area and prices; if not, start with the business plan.
The sequence, month by month
| Months | Focus | Why it comes here |
|---|---|---|
| 1 | Google Business Profile, phone number, call tracking | The map listing is where most local boiler searches start |
| 1–2 | A focused website: home, boiler repair, maintenance plan, installs, service area, about | Ads and listings need a page that answers the obvious questions |
| 2–3 | First reviews from every early customer | A listing with zero reviews loses to one with twelve |
| 2–4 | Paid search on boiler repair and no-heat terms, tight radius | Buys the urgent calls while organic visibility grows |
| 3–6 | Service-area pages for your main towns, care-plan page | Builds organic search for the next winter |
| 5–8 | Off-season content: maintenance reminders, replacement guides | Feeds the agreement base in the quiet months |
| 9–12 | Expand ad radius or terms only where the numbers hold | Grow from what worked, not what sounded good |
What is included
- Setup or cleanup of your Google Business Profile, with the correct service area and categories.
- A website built for calls and texts, with pages for the boiler work you actually want.
- A review request routine that fits how you invoice.
- Paid search setup with call tracking, negative keywords and a daily cap you approve.
- A monthly report in plain language, and a short call to decide next month's priorities.
Cost per enquiry, checked monthly
Here is the test we apply each month. Say you spend $1,800 in a month across ads and listings and get 36 tracked calls and texts, of which 24 are genuine boiler enquiries in your area. Your cost per real enquiry is $75. If you book 15 of those 24 and the average first job bills $320, that month produced $4,800 of first-visit revenue for $1,800, before counting agreements signed or future installs.
When that ratio slips, we look at the call recordings and the search terms before touching the budget. Often the fix is a missed-call problem or an ad showing in a town you do not serve.
Timeline and ownership
Most plans run 12 months, reviewed monthly. The monthly marketing plans on the pricing page are month to month, with no lock-in. Everything we build is in your name: the domain, the listing, the ad and analytics accounts.
How results are measured
Tracked calls and texts by source, cost per genuine enquiry, booked jobs, reviews gained, agreement sign-ups, and search visibility for your main boiler terms in each town. We do not report vanity numbers such as impressions without the calls behind them.
When to widen the plan
Expand only from evidence. A town earns its own ads when it has produced booked jobs at an acceptable cost for two or three months in a row.
Mistakes in a boiler company's first year
- Buying ads before the listing has reviews. You pay for clicks that choose the competitor next door.
- A website that is mostly a logo. Boiler customers want to know you fix their kind of system, in their town, this week.
- Changing the phone number. Pick one number in month one and keep it forever.
- Targeting the whole province. Drive time decides profit. Advertise where you can arrive quickly.
- No off-season plan. The summer is when you sign agreements and build pages for the next winter.
See how this worked for CombiBoiler.ca and GasBoilers.ca, or get in touch to talk through your first year.
Frequently asked questions
Should I start with Google Ads?
Usually not on day one. Ads send people to your listing and website, so those need to be ready and carry a few reviews first. In most plans, paid search starts in the second or third month.
How big should a first-year marketing budget be?
Work backwards from the install and agreement targets in your business plan. We show you the cost per enquiry assumptions and you decide the budget; nothing is spent without your approval.
What if I bought an existing company?
Then the plan starts with transition: keeping the phone number and listing, introducing yourself to existing customers, and changing branding gradually. The rest of the sequence follows.
Who owns the website and accounts?
You do. The domain, Google Business Profile, ad accounts and analytics are set up in your name, and we work in them with your permission.