Google Ads for boiler and plumbing services: A winter season guide

Why winter? Monthly patterns in boiler, plumbing, and air conditioner searches

The table shows five-year monthly averages for three keywords. Air conditioner servicing was added for comparison: it peaks in July on a calendar that is the exact opposite of boiler servicing. Each column has its own scale; two numbers in the same row are not compared with one another.

The annual average of the “boiler servicing” series is 148 ÷ 12 = 12.33, and it remains above this average for seven months from October through April. The year-by-year pattern is less regular: the monthly peak fell in November in 2022 and 2023, May in 2024, and December in 2025; the single highest week in the series is the week of April 26, 2026. The lowest month was June in three of the four years and July in one.

For plumbing, the pattern behind the average is more scattered. The annual peak for “plumber” fell in August in 2022, July in 2023, November in 2024, and January in 2025; the five-year October–November high largely comes from the peak in the week of November 17, 2024. Trends series were not collected for “water leak detection” or “drain unblocking”, so no seasonal interpretation is made for these two keywords.

Boiler servicing advertising cost: CPC ranges for Türkiye and Istanbul

The amounts in the table are the planner’s low and high “top-of-page bid” ranges; the actual cost per click paid is determined in the auction. The difference column was calculated as (Istanbul ÷ Türkiye − 1) × 100 and rounded to one decimal place.

In Istanbul, the high range for boiler keywords is only 7.6–8.9% above Türkiye overall, but the low range widens much more: for “boiler servicing”, from 23.96 TL to 48.01 TL, or (48.01 ÷ 23.96 − 1) × 100 = 100.4 percent. The competition label is Low for “boiler servicing” and Medium for all the other keywords.

Plumbing is in a separate cost category. The Istanbul high-range median for three plumbing keywords is 260.59 TL, compared with 142.69 TL for three boiler keywords; in the 26-industry measurement, plumbing has the second-highest industry median in Istanbul and the third-highest in Türkiye overall. Running water leak detection advertising and boiler maintenance advertising with the same budget and bids is therefore difficult.

Seasonal budget calendar and example budget calculation

The coefficient below was found by dividing each month’s “boiler servicing” index by its November value (18); for example, June is 7 ÷ 18 = 0.39. The coefficient is a demand indicator, not a spending ratio: cost per click and competition can also change in the same month.

The annual peak moving to May in 2024 shows that the calendar is not fixed. Budget decisions are made from weekly impression and search term data in the account rather than from the table; the table only determines the starting sequence.

Example calculation: Boiler repair in Istanbul

Consider a scenario targeting 20 breakdown inquiries per month. A 10% conversion rate was used; this is an example assumption, not an industry average, and must be replaced with each business’s own data.

• Required clicks: 20 ÷ 0.10 = 200 clicks.
• Monthly budget range: 200 × 63.54 TL = 12,708 TL; 200 × 164.40 TL = 32,880 TL.
• Daily budget: 12,708 ÷ 30.4 = 418.03 TL; 32,880 ÷ 30.4 = 1,081.58 TL. According to Google’s daily budget page , spending at the end of the month does not exceed 30.4 times the average daily budget.
• June equivalent (rough scaling): If demand falls to 0.39 of the level and CPC and conversion rate remain constant, the same calculation falls between 12,708 × 7 ÷ 18 = 4,942 TL and 32,880 × 7 ÷ 18 = 12,786.67 TL.

The same calculation with different CPCs, targets, and rates can be done with the Google Ads budget calculator .

Campaign structure: Separate ad groups for emergency breakdowns, maintenance, and installation

A person with a boiler breakdown and someone planning annual maintenance expect different pages and messages even if they type the same keyword. In the planner data too, there is an Istanbul high-range difference of 164.40 − 142.69 = 21.71 TL between “boiler repair” and “boiler maintenance”. As a general practice, services are separated as follows:

• Emergency breakdown: boiler repair, boiler breakdown, boiler servicing with a district name. The ad copy emphasizes operating hours and service area.
• Maintenance: boiler maintenance, radiator cleaning. The copy describes the scope of maintenance and how appointments work.
• Installation and replacement: boiler installation, boiler replacement. The decision process is longer; the landing page includes the site assessment process.
• Plumbing (separate campaign): water leak detection, drain unblocking, plumber. Because the bid range rises to approximately twice that of boiler servicing, its budget is kept separate.

Each ad group leads to its own landing page. In a campaign directing users to a single “our services” page, someone seeking emergency help encounters maintenance copy and leaves the page.

Location, radius, and advertising hours: Settings for the service area

Boiler and plumbing servicing is a business that visits addresses; showing an ad in a neighborhood outside the service area directly wastes a click. According to Google’s geographic location targeting page, the target can be a country, province, district, or postal code, as well as a radius around a location; radius targeting requires at least 1 km.

• Presence or interest: Google’s advanced location options page describes this as the default and recommended option; it reaches people in the area, regularly visiting it, or showing interest in it.
• Presence: Covers only people in the target location or regularly visiting it. This is the general practice for businesses providing on-site services.
• Ad scheduling: Google’s ad scheduling page states that campaigns run all day by default; days and hours can be selected, and bids can be raised or lowered at particular times.
• Search partners: Google’s search partners page states that they are enabled in new campaigns and can be disabled using the checkbox under “Networks”; the same page notes that this traffic may not always be targeted.

If advertising continues during hours when nobody can answer the phone, clicks arrive but jobs do not. For a service without nighttime operations, the schedule is restricted to working hours; a 24-hour service monitors nighttime hours separately.

Measuring phone conversions: Which method works in Türkiye?

For boiler and plumbing services, most inquiries arrive by phone; unmeasured calls make what the campaign brings in invisible. According to Google’s call assets page, a number can be added to the ad, a clickable call button appears on mobile, and the asset can be scheduled to appear only on certain days and at certain hours.

There is a Türkiye-specific limitation here. Türkiye is not included as of October 9, 2026 in the country list on Google’s Google forwarding number page; call reporting that measures call duration and importing phone call conversions rely on these numbers. Google’s measuring calls from ads page also requires call reporting to be enabled and the business to be in one of the eligible countries.

• Phone number clicks on the mobile website: Google’s measuring phone number clicks page states that this method tracks clicks on the number rather than actual calls. This is the basic measurement for a service in Türkiye.
• WhatsApp button: A link click on the website can be defined as a separate conversion using the Google tag.
• Matching records (general practice): During the first question of incoming calls, note “how you found us”; compare weekly click counts against this record.

Setup steps are explained in the Google Ads conversion tracking setup guide. The difference between a click and an actual call should be kept in mind in reports.

Negative keyword examples for plumbers’ Google Ads

Google’s negative keywords page states that negative keywords do not match close variants; adding “job ad” does not automatically exclude a search for “job ads”. The list below is general practice, is not derived from the dataset, and is tested in each account through the search terms report .

A negative list is not a one-time task; search terms are reviewed weekly during peak months. The method is explained in detail in the Google Ads negative keyword guide.

Brand keywords and the phrase “authorized service”: Trademark policy

Some boiler searches use a brand name, such as “Vaillant boiler servicing”. According to Google’s trademark policy , using trademarks as keywords is not restricted. Ad copy is a separate issue: if a trademark owner complains, Google reviews it and may restrict use; complaints are accepted only in countries and industries where rights have been established.

The same policy makes an exception for use in ad copy if the landing page primarily facilitates the sale of services, spare parts, or compatible products related to the brand. The phrase “authorized service” raises a different question. Google’s misrepresentation policy, prohibits appearing to be endorsed by another brand when that is not the case.

• A service without authorization from the manufacturer does not write “authorized service” in its ads or on its page.
• An independent service describes the brands it maintains in descriptive language and clearly states that it is an independent service.
• A landing page imitating the brand logo or corporate appearance is not used.

Boiler servicing landing page checklist

Someone arriving through an ad quickly seeks answers to three questions on the page: is the service open, does it visit their neighborhood, and how can they get in touch? The Bülbül Isı website portfolio example prepared by Onur Freelance is an example of this structure: it has four separate service pages and a callback form for each service. This page is a website portfolio example and does not report advertising performance.

• Phone and WhatsApp appear on the first screen as clickable, measured links.
• Working hours and the districts served are written near the top of the page.
• There are separate pages for emergency breakdowns, maintenance, and installation; the ad group leads to the correct page.
• Relationships with brands are described honestly, and the word “authorized” is not used without authorization.
• The page loads quickly on mobile; the form is kept short (name, phone, message).

Common mistakes: The difference between common practice and planned setup

Mistakes seen in boiler servicing Google Ads accounts usually come from setup settings rather than ad copy. Situations commonly encountered in general practice and their counterparts in planned setup:

• Starting in November: Demand rises in October; a campaign launched in November spends the first weeks of the peak cleaning up negatives and correcting settings.
• One ad group: When breakdowns, maintenance, and water leaks are in the same group, neither the bid nor the message fits any of them.
• Default location option: If “Presence or interest” remains enabled, clicks can arrive from outside the service area.
• Advertising without measurement: If the budget is increased without defining phone number clicks, it is not possible to see which keyword brings in work.
• The same budget throughout summer: June–July demand is 0.39 of November demand; the budget is reconsidered alongside the calendar.