Commercial boiler search is small in volume and high in value. A few dozen searches a month for "boiler service contract" in your city can matter more than thousands of homeowner searches, because one of them may be a manager responsible for twelve buildings. The work is making sure those few searches find a page written for them.
What it is
Commercial search combines search engine optimisation and paid search, aimed only at building buyers. It has three parts:
- Building-type pages. Separate pages for apartment and rental buildings, condominiums and strata, schools, places of worship, hotels, care homes and light industrial, wherever you actually do the work.
- Role-based content. Pages and answers aimed at operators ("what to do when the boiler trips after hours"), managers ("what a maintenance agreement should include") and boards ("how to compare boiler service quotes").
- Narrow Google Ads campaigns. Paid search on emergency and contract terms, limited to the area you can reach within your promised response time, with residential and parts searches excluded.
Who it is for
It suits boiler companies that already do commercial work but get most of it through word of mouth, and residential companies that want to add commercial accounts in a controlled way. It is less useful if your capacity is already full with two or three large management firms; in that case, service agreement marketing will probably earn more.
What is included
- Keyword research split by buyer role and building type, with realistic volume estimates
- An audit of your current site and Google Business Profile for commercial relevance
- New or rewritten pages for your main building types and service areas
- Google Ads setup or rebuild, with negative keyword lists that strip out residential and DIY traffic
- Call tracking with separate numbers for commercial campaigns
- Monthly reporting that ties enquiries to quoted and won building value
Timeline
| Period | What happens |
|---|---|
| Weeks 1–2 | Research, audit, tracking setup, first ad campaigns live |
| Weeks 3–8 | Building-type pages written, approved by you and published |
| Months 3–4 | First organic movement on specific pages; ad spend tuned |
| Months 6–12 | Steadier rankings; content added for gaps the data shows |
Seasonality matters. Searches rise sharply with the first cold weeks of autumn, so the ideal start is late spring or summer, when pages have time to settle before demand arrives.
How results are measured
We do not report "impressions" as success. Each month you see:
- Commercial enquiries by source (organic, paid, map listing)
- How many became site visits or walkthroughs
- Quoted value and won value, which you confirm
- Cost per commercial enquiry and cost per won building
That last figure is the one that matters. If winning a building costs $3,000 in search spend and the building is worth $24,000 in gross profit over its life, the campaign is working even if the enquiry count looks small. Our service agreement economics guide shows how to work out that lifetime figure for your own book.
Mistakes to avoid
- One "commercial" page for everything. A school facilities manager and a strata council treasurer search differently. One generic page serves neither.
- Bidding on the word "boiler". Most of that traffic is homeowners and parts shoppers. It burns budget fast.
- Ads outside your response radius. If you promise four hours, don't advertise where you need six.
- Mixing tracking. Without separate numbers, commercial results disappear inside residential noise.
- Claiming what you can't back up. Response times, certifications and coverage must be accurate. Building buyers check.
Proof from our HVAC work
CombiBoiler.ca holds 500+ page-1 rankings for combi-boiler keywords, and BoilerPart.ca grew organic traffic 180% with 2,000+ programmatic pages. Both are residential and parts audiences, not commercial ones; what transfers is the method of building one precise page per real search. See the full results, the Ontario page for how this plays out in a dense condominium market, or call, text or email to discuss your area.
Frequently asked questions
Should a commercial boiler company run Google Ads at all?
Usually yes, but narrowly. Emergency and contract-related searches from property managers are worth paying for. Broad terms like "boiler" mostly attract homeowners and parts shoppers, so we exclude them.
How long before commercial SEO shows results?
Expect early movement on specific building-type pages within three to four months and steadier results over six to twelve. Commercial searches are lower in volume than residential ones, so each ranking matters more.
Can you separate commercial calls from residential ones?
Yes. We use separate tracking numbers and landing pages for commercial campaigns, so you can see which calls came from buildings and what they were worth once quoted.
Will you write technical content about our boilers?
We write it with you. Your licensed staff supply and approve every technical statement, because we are a marketing service and not a contractor.