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Portfolio: SEO & PPC · Boiler Installations · Leeds

Mr Reactive

How Unavoidable Marketing delivered £22,000 of revenue from £1,200 of Google Ads spend in a single month for boiler installation specialists Mr Reactive.
ClientMr Reactive
IndustryBoiler Installations & Home Heating Services
Services deliveredGoogle Ads Management · PPC Strategy · Account Takeover
The Headline Result£22,000 in revenue generated from £1,200 of Google Ads spend in month one.
Multiple £10,000+ sales every month thereafter.
📈£22,000Revenue in the first month
⏱️£1,200Total ad spend that generated it
⏸️18x ROASReturn on ad spend in month one
🔍£10,000+Recurring monthly revenue since
The client

Mr Reactive: Boiler Installation Specialists With a Growing Business and a Frustrated Marketing Budget

Mr Reactive is a boiler installation business, the kind of specialist trades company that lives and dies by generating consistent, high-quality enquiries from homeowners who need serious work done and need it done properly.

Boiler installation is a considered purchase. A new boiler is typically a four-figure investment. Customers don't buy on impulse and they don't choose based on the cheapest quote: they choose based on trust, credibility, and confidence that the company they're inviting into their home will do the job right. For a business like Mr Reactive, the ability to consistently reach that kind of homeowner at the exact moment they're actively looking to buy is fundamental to how the business grows.

That's what Google Ads is supposed to deliver. And it wasn't.

Mr Reactive came to us disappointed with the performance of their existing PPC agency. The lead numbers weren't there, the ad spend wasn't producing anything close to what they knew was possible, and the account was, in their words, not working. They wanted to know if we could do better.

We could.

The challenge

An Underperforming PPC Account in One of the Most Competitive Sectors on Google

The home services market (plumbers, heating engineers, boiler installers, electricians) is one of the most competitive spaces on Google Ads. The searches are high intent (someone searching "new boiler quote" is very often ready to buy), which means the cost per click is high, the competition is aggressive, and the margin for error is thin.

For a boiler installation business specifically, the additional challenge is that a lot of the search traffic looks similar on the surface but is actually very different underneath. Someone searching "boiler repair" is a service enquiry worth £150 to the business. Someone searching "new boiler installation quote" is a lead worth potentially £3,000 or more. Someone searching "cheap boiler" is likely a bargain-hunter who will waste an installer's time and never book.

Getting the targeting right in this market isn't just about picking keywords. It's about understanding search intent at a granular level, filtering out the wrong traffic aggressively, and structuring campaigns to bid confidently on the searches that convert while ignoring the ones that don't.

When we took over the Mr Reactive account, that structural work hadn't been done properly. The account was spending, but it wasn't spending intelligently. The result was consistent budget outflow with inconsistent business results, the exact scenario that makes trades business owners lose faith in digital marketing altogether.

The brief we were given was simple: fix it.

Our approach

Rebuilt the Account. Targeted the Right Searches. Managed It Properly.

Taking over an underperforming PPC account and turning it around isn't about running a bigger budget or bidding more aggressively. It's about doing the fundamentals properly: the structural, tactical work that most agencies either skip or rush.

The first step was a full audit of the existing account: what was being bid on, what search terms were actually triggering the ads, what was converting, what was wasting money, and what obvious opportunities were being missed. The audit told us what we already suspected: there was significant budget being spent on searches that were never going to convert, while the highest-intent searches weren't being prioritised properly.

The next step was rebuilding the account structure from the ground up. Tightly themed campaigns and ad groups organised around specific service intent: new boiler installations, boiler replacements, specific fuel types, urgent installations, funded installation schemes. Ad copy written to speak directly to a homeowner making a serious purchase decision, not to generic "we do boilers" language. Landing page recommendations to make sure the traffic we were paying for actually converted when it arrived.

The critical piece was the negative keyword list: every irrelevant search that was previously eating budget was added to the exclusions. "Cheap boiler." "Second hand boiler." "Boiler repair DIY." Every search term that looked like a potential customer but was actually noise was systematically filtered out so that budget could concentrate on the searches that actually generated boiler installation enquiries.

Then it was managed properly: daily bid adjustments, weekly search term reviews, ongoing negative keyword additions, and the kind of sustained attention that separates a Google Ads account that works from one that just spends.

What we delivered::

  • Full account takeover and structural rebuild
  • Tightly themed campaign and ad group architecture
  • Comprehensive keyword research focused on high-intent installation searches
  • Ad copy rewrite focused on qualified homeowner conversion
  • Aggressive negative keyword list build-out and ongoing management
  • Landing page conversion recommendations
  • Daily bid management and budget optimisation
  • Weekly search term report reviews and refinement
  • Quality Score optimisation across all campaigns
  • Ongoing account monitoring and performance reporting
What happened

Month One. £1,200 In. £22,000 Out.

The numbers speak for themselves.

In the first month of taking over the Mr Reactive Google Ads account, the campaign generated over £22,000 in revenue on a total ad spend of just £1,200.

That's a return on ad spend of over 18x, in the first month. Not after six months of optimisation and testing. Not after we'd rebuilt the site and warmed up the pixel and run a dozen A/B tests. In the first month of the account being managed properly.

For a boiler installation business, that's roughly six to eight completed installations coming directly from paid search, every one of them a real homeowner who found Mr Reactive on Google, filled out a quote request, and became a paying customer.

And it wasn't a one-off. Since taking over the account, Mr Reactive has continued to generate multiple sales every single month, consistently converting into over £10,000 of revenue per month from PPC, with the same structural, disciplined account management that produced the initial result.

The headline numbers:

  • £22,000 revenue from £1,200 ad spend in month one
  • 18x ROAS in the first month of management
  • £10,000+ recurring monthly revenue from PPC since
  • Multiple boiler installations every month from paid search
The bigger picture

An 18x Return on Ad Spend Isn't Luck. It's What Happens When PPC Is Done Properly.

The Mr Reactive result is one of the clearest demonstrations in our portfolio of what proper PPC management can deliver, and just as importantly, what improper PPC management costs.

Before we took over the account, Mr Reactive was spending money on Google Ads and not seeing the return. The instinct in that situation is often to assume Google Ads doesn't work for the business, or that the budget needs to be bigger, or that the market is just too competitive. In our experience, it's almost always something more fundamental: the account isn't structured properly, the wrong searches are being bid on, the negative keyword list is thin or non-existent, and nobody is actively managing the account day to day.

Fix those things, and the results change dramatically. Not incrementally. Dramatically.

An 18x return on ad spend isn't a magic number or a marketing gimmick. It's what happens when the fundamentals are done right: the right keywords, the right ad copy, the right landing pages, the right ongoing management. Nothing exotic. Nothing that couldn't have been done for Mr Reactive before we got involved.

That's the frustrating truth about most underperforming PPC accounts. The gap between "not working" and "generating serious revenue" is almost always smaller than it looks, but only if the person managing the account actually knows what they're doing.

Could this happen for your business?

If Your Google Ads Aren't Delivering the Return They Should Be, You're Almost Certainly Not Alone

The Mr Reactive case study proves something we see confirmed with almost every PPC audit we run: the vast majority of underperforming Google Ads accounts aren't underperforming because Google Ads doesn't work for that business. They're underperforming because the account isn't being managed properly.

If you're currently spending money on Google Ads and not seeing the return you'd expect, the first step isn't to increase your budget, change your bid strategy, or write off PPC as a channel. The first step is to get someone who knows what they're doing to actually look at the account and tell you honestly what's going on.

We offer free PPC audits for UK businesses currently running Google Ads. No obligation, no hard sell: just a proper review of what's happening in your account and an honest opinion on what could be done differently. If you've got the same feeling Mr Reactive had before they came to us, that your ad spend isn't producing what it should be, get in touch.

Get a Free PPC Audit → See Our PPC Services → See More of Our Work →
Services used in this project
SEO Services PPC & Google Ads Management Local SEO Google Business Profile Optimisation
Industry
Automotive & Car Sales Car Finance & FCA Regulated Local Business & Independent Retail Leeds & West Yorkshire
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