As demand for low-carbon home upgrades rises across the UK, heat pump installers have a unique opportunity to scale fast if they can get the right kind of leads. While government schemes like ECO4 and the Boiler Upgrade Scheme drive some inbound enquiries, the most proactive firms are turning to Facebook ads to fill their pipeline.

But here's the catch: Facebook is full of noise. Poorly targeted ads, misleading offers and recycled creative from other industries mean many heat pump companies burn through their budgets without seeing results.

In this guide, we'll walk you through exactly how to make Facebook ads work for heat pump lead generation in the UK. Whether you're a small independent or a regional player, these insights will help you get in front of the right customers and stop wasting money on bad traffic.

Why Facebook Ads Work for Heat Pump Installers

Facebook (and Instagram, which shares the same ad platform) works exceptionally well for the heat pump sector for a few reasons:

• Visual product appeal: Before-and-after photos, installation shots, and system diagrams perform well
• Homeowner targeting: You can reach homeowners based on postcode, homeownership status, income and interests
• Scheme awareness: Ads can educate users about grants like the Boiler Upgrade Scheme or LA Flex
• Retargeting potential: You can re-engage visitors who clicked before but didn't convert

Top Keywords and Phrases to Optimise For

When setting up your ad copy or writing landing pages, include variations of these:

• heat pump Facebook ads
• Facebook ads for heat pump installers
• how to get heat pump leads from Facebook
• renewable energy Facebook advertising
• boiler upgrade scheme Facebook ads
• ECO4 Facebook lead generation

These not only align with high intent but also help you rank organically when posting blogs, videos or case studies.

Avoid This Common Mistake: Misleading Grant Ads

The UK advertising regulator (ASA) has recently banned multiple heat pump ads for making false claims, including:

• "Fully funded heat pump installs for everyone"
• "Get a heat pump for £500 guaranteed"

These types of messages might generate clicks, but they also lead to poor-quality leads, complaints, and brand damage.

✅ Do this instead:

Use clear, honest messaging that includes phrases like:

• "You may qualify for government heat pump support"
• "Grants up to £7,500 available"
• "Let's check your property's eligibility"

Facebook Ads Targeting Options for Heat Pump Leads

Here are some targeting strategies that work for installers:

• Location: Focus on high EPC-rated or off-grid areas in your region
• Demographics: Target age 30–65+, homeowners, higher-income brackets
• Interests: Energy efficiency, renewable energy, solar, home improvements
• Custom audiences: Upload data from past enquiries or website traffic
• Lookalike audiences: Build a profile based on your best-performing leads

Bonus: Use postcode data from recent home movers to target properties that recently changed hands. These are prime candidates for upgrades.

Creative That Converts

Your ads must feel trustworthy and tailored. Avoid stock photos or overused grant imagery. Instead:

• Show real install teams and projects
• Use before/after heating bills or EPC ratings
• Include installer accreditation logos (e.g. MCS, TrustMark)
• Use videos that explain how air source heat pumps work

Pro Tip: Carousels work great for explaining a process—use one frame per step (e.g. Check eligibility > Free survey > Install > Save money).

Funnel Strategy: Don't Just Boost Posts

Instead of boosting random posts, build a lead generation funnel:

1. Cold Traffic Ad – Video or carousel introducing heat pump benefits
2. Landing Page – Simple eligibility form, not just "contact us"
3. Follow-Up – Email or WhatsApp follow-up with booking link
4. Retargeting Ad – Show ads only to people who didn't complete step 2

This lets you track your cost per lead properly and only scale what works.

What Should a Lead Cost on Facebook?

For heat pump ads, a well-optimised campaign should generate:

• £10–£25 cost per lead for mid-funnel users
• £30–£50 for cold traffic in high-demand areas
• 10–20% conversion to booked survey

If you're paying more than £50/lead consistently, you may need to improve either your targeting or your ad creative.

How TradeAdPlanner Can Help

Most local installers do not have time to research EPC ratings, postcode property types and energy efficiency data.

TradeAdPlanner is a free postcode planning tool that helps heat pump installers:

• Identify postcodes with high concentrations of off-gas homes
• Target areas with the right EPC profiles for grant uptake
• Avoid areas where previous installs already dominate

Whether you're running a Boiler Upgrade Scheme campaign or planning your next Facebook ad push, TradeAdPlanner helps you get smarter with your local targeting before you spend a penny.