Air source heat pump installation · Glasgow and Scotland
Hypertrail Digital client case study
How a Scottish heat-pump installer used Google Ads and a new website to bring in better enquiries.
FLO Heat Pumps wanted more enquiries, but a heat pump is not a simple product swap. The website and advertising had to explain the property survey, system design, funding and next step clearly enough to attract serious customers.
01The problem
The group website was not focused enough to win dedicated heat-pump enquiries.
Heat pumps shared attention with other renewable services. Customers—and Google—needed a website that explained this one service properly, from property suitability and funding to the survey and quotation.
02The plan
The plan: focus the website and campaign on one service
A dedicated website could answer heat-pump questions in the right order. A tightly focused Google Ads campaign could then reach people actively looking for that service and send them to a page built around the same need.
See exactly what we changed ↓03
The work
What we changed.
Built a website dedicated to heat pumps
The new site gives the service enough room to explain suitability, funding, installation and aftercare without competing with solar or air-conditioning messages.
Made the enquiry fit the customer
The form changes with the customer’s stage and situation, so a person researching suitability is not forced through the same questions as somebody ready for a survey.
Built a tightly focused Google Ads campaign
Searches, adverts and landing pages all centre on heat pumps, giving each paid click a more relevant route to an enquiry.
04
The result
Better-fit enquiries are arriving, but it is still early.
The live website contains the service pages, funding guidance, regional pages, installation imagery, reviews and five-step process described here. The new campaign and website have begun producing more regular, higher-intent enquiries.
05
For your business
What this example could mean for your business.
Readiness changes the CTA
Someone researching suitability should not be pushed through the same wording as someone ready for a technical survey.
Technical content needs an order
Depth builds trust when each detail answers the next customer question instead of competing for attention.
Funding is context, not the whole proposition
The website still has to explain the system, installer and process when an incentive changes.
Use the evidence in your own decision
See how the same checks apply to your campaign.
The case study shows what happened. These guides explain the commercial and technical decisions behind it.
Browse all practical guides →
01Measure real outcomesHow do you make a landing page generate more enquiries?Get the answer →
02Measure real outcomesHow much is a Google Ads lead worth?Get the answer →
03Measure real outcomesShould Google Ads send people to a homepage or landing page?Get the answer →
Want the answer applied to your business?Tell Graeme what is happening. He will read it himself and tell you what he would check first.
Get my free opportunity check →Need a better website?
See the £250 website service →Get a search-friendly small-business website from £250.
I'll build a free preview first, so you can see the direction before deciding whether to pay for it.
Now make it about your business
Tell me what is not working.
Give me the business, the area you cover and the problem. I'll read it myself and tell you what I would check first.