Repair work is where a boiler company's parts policy meets its marketing, and the two often pull against each other. A cheap-sounding ad brings calls that cannot carry a part, a truck and a skilled technician. This service sorts repair demand by what it pays and shapes your marketing around the calls worth having.
What it is
It is margin-aware repair marketing. We start from what a typical repair leaves after the part, the technician's time and the truck, then decide which repair searches, ad messages and pages are worth funding.
An illustrative example: a flat-rate repair invoiced at $650, with a part costing $180, 1.5 hours of loaded labour at $95 an hour and $40 of truck and stock overhead, leaves about $287 in contribution. If you are willing to spend 20% of that to win the call, about $57 is the ceiling per booked repair. A campaign producing repair calls at $85 each is not paying for itself on the repair alone, though agreement sign-ups from those calls may change the picture.
Who it is for
- Companies whose repair schedule is full but whose repair revenue is thin.
- Owners running "any repair" offers that attract price shoppers.
- Firms that specialise in certain boiler brands and want calls from owners of those units.
- Businesses that sell parts directly and want parts searches to bring service work as well.
What is included
- A repair-call review: the last season's repair invoices grouped by fault type, brand and source, with contribution estimated from your figures.
- Search-term sorting: repair queries split into those to fund, those to bid cautiously on, and those to exclude.
- Ad and page wording that states call-out or diagnostic fees honestly and explains your approach to parts.
- Brand and fault-code pages for the boilers you service most, where search demand justifies them.
- An agreement offer on every repair invoice, so a one-off call can become a member.
- A replacement follow-up path for repairs on older units, logged so the eventual install can be traced back to the repair.
Timeline
- Weeks 1–2: invoice review and search-term sorting.
- Weeks 3–6: ad, page and offer changes published.
- Months 2–4: monthly comparison of repair contribution and cost per booked repair against the previous period.
Repair demand follows the weather, so first-month numbers in a cold snap can mislead. We judge trends over at least a full quarter.
How results are measured
The core figures are cost per booked repair, average repair invoice, contribution per repair from your cost data, and the share of repair calls that sign an agreement or receive a replacement quote. The unit-economics tracking service does the matching between calls and invoices.
What we need from you
A season of repair invoices with part costs and hours, your flat-rate book or price list, the boiler brands you service and stock, and access to your ad accounts. If you sell parts over the counter, a list of your highest-volume part numbers helps us judge whether parts pages are worth building.
Mistakes to avoid
- Leading with the lowest price. It sets an expectation your parts costs will break.
- Bidding on every "boiler repair" search. Many broad queries come from outside your area or from people wanting free advice.
- Ignoring the parts conversation. Buyers trust a company that explains upfront how parts are priced and sourced.
- Treating a repair as the end of the relationship. Without an agreement offer, the next call may go to someone else.
Parts-led content can scale well; the BoilerPart.ca results show what a 2,000-page catalogue achieved in organic traffic. The parts margins and repair pricing guide covers the arithmetic, and the services overview shows how repairs fit with installs and agreements. All figures here are illustrative and none of this is accounting advice.
Frequently asked questions
Should we advertise a repair price?
A diagnostic or call-out fee can be advertised clearly, as long as mandatory charges are included. Advertising a full repair price is risky, because parts costs vary so much between faults.
Which repair searches are worth paying for?
Usually the specific ones: a brand you service, a fault code, a no-heat call in a postcode you cover. Broad, cheap-sounding searches tend to attract callers who will not pay for parts.
Do you sell parts?
No. We market your repair and parts work. Your parts sourcing, stocking and pricing stay in your hands and your supplier's.
How does repair marketing connect to installs?
A repair on an older boiler is often the first conversation about replacement. We make sure your technicians have a clear, honest way to raise it, and that the follow-up is tracked.