How We Generated 44 Install-Ready Boiler Grant Leads in 60 Days Using Google Ads

Free Energy Savings – Google Ads Case Study

Google AdsSEOEmail Marketing

Client Overview

Client: Free Energy Savings
Industry: Boiler Grants

Free Energy Savings connects eligible UK households with ECO4-approved installers to access free boiler grants. The model depends on delivering high-quality, eligibility-filtered leads that can progress quickly to installation, not just pass an initial eligibility check.

The Challenge

The ECO4 boiler grants market has several built-in challenges:

High demand but poor lead quality if traffic is not filtered correctly
Strict eligibility requirements around benefits, EPC ratings, and boiler type
Installer frustration caused by unqualified or slow-moving leads
Google Ads costs rising when campaigns prioritise volume over installability

The objective was not to generate cheap leads, but to build a reliable pipeline of install-ready opportunities.

The Goal

Use Google Ads to generate boiler-grant specific leads that met ECO4 eligibility criteria and could progress efficiently through approval and installation.

Success was measured on:

Cost per lead
Eligibility rate

Installer acceptance and feedback

The Strategy

The campaign was designed around eligibility-first intent, not scale.

Key elements of the approach included:

High-intent Google Ads keywords only
(e.g. free boiler grant, ECO4 boiler scheme, government boiler grant)
Tight geographic targeting across eligible UK regions
A dedicated boiler grants landing page
Strong pre-qualification built into the enquiry form, including:
- Benefit status
- Property type
- Boiler type, with a focus on non-condensing systems
- EPC-related indicators
Clear, compliance-safe messaging aligned with ECO4 guidance
Continuous optimisation prioritising lead quality over volume

This campaign was optimised for:

Eligibility alignment
Installer acceptance
Install-ready outcomes
Quick-turnaround benefit-led applications, where benefit status can be rapidly verified via the DWP

Reliable ECO4 FLEX areas, focusing on councils and managing agents with fast approval times, while deliberately avoiding slow or inconsistent FLEX authorities

The Results (60 Day Period)

62 boiler grant leads generated
Average cost per lead: £44
72% of leads assessed as ECO4-eligible
100% of eligible leads passed directly to installers

This resulted in:

44 install-ready opportunities delivered to installers in 60 days

Lead Quality & Installer Feedback

Installer feedback consistently highlighted the quality and installability of the leads, including:

Properties with low EPC ratings
Non-condensing boilers suitable for replacement
Occupants either:
- On qualifying benefits, or
- Suffering from eligible health conditions under ECO4 guidelines

This significantly reduced:

Time spent disqualifying leads
Installer drop-off
Wasted marketing spend

What We Deliberately Avoided

To protect lead quality and installer outcomes, several intentional exclusions were built into the campaign.

We deliberately avoided:

Low-intent or research-only traffic
Searches that attract curiosity rather than applications were excluded to reduce time-wasting enquiries.
Unreliable ECO4 FLEX areas
Councils and managing agents with slow or inconsistent approval processes were avoided, as long delays often make otherwise eligible leads commercially unviable.
FLEX-led applications with extended turnaround times
Instead, we prioritised benefit-led eligibility where DWP verification enables faster qualification and progression to install.

Broad targeting without eligibility signals
Traffic was filtered using benefit, property, and boiler indicators before leads entered the system.

Why This Worked

Most ECO4 Google Ads campaigns fail because they optimise for:

Cheapest clicks
Maximum lead volume

This campaign was optimised for:

Eligibility alignment
Approval speed
Installer outcomes

By aligning keyword selection, landing pages, geographic targeting, and qualification logic around real-world ECO4 execution, Free Energy Savings built a predictable and scalable pipeline of install-ready opportunities.

Want Similar Results?

At Digital Profit Engine, we don’t optimise campaigns for vanity metrics.

We build profit-driven lead systems designed to deliver qualified opportunities that businesses can actually convert.

If you operate in regulated or high-intent markets and want a Google Ads strategy focused on outcomes, we’ll show you how it works.