Dublin Home Energy Company

From New Market Entrant to 300 Enquiries Per Month Across Dublin

Background

This case study features a Dublin-based home energy services company that engaged The Digital Department shortly after launching in the Irish market. At the time of engagement, the business was newly established, operating in a highly competitive space that includes gas boiler installation, heat pump supply and installation, and solar panel systems — all sectors experiencing rapid growth in Ireland as homeowners respond to rising energy costs and government grant incentives.

The company had a clear commercial opportunity in front of them. Dublin homeowners were actively searching for qualified energy installers, but the market was crowded and dominated by businesses with an established digital presence. To break through and grow quickly, they needed an immediate, high-volume lead generation strategy — not just a website, but a fully integrated digital marketing system capable of generating qualified enquiries across multiple services simultaneously.

The Digital Department built and delivered exactly that. Through a combination of Meta advertising, Google Search Ads, and targeted SEO strategy, we have grown this client to close to 300 qualified enquiries per month across the Dublin area — covering gas boiler installation, heat pump installation, and solar panel services. In just over two years, a newly launched company has become a significant, established player in the Dublin home energy market.

Key Results at a Glance

The Challenge

Launching into the Dublin home energy market presented several significant obstacles for this client:

• No brand recognition in a market dominated by long-established local traders
• Zero existing digital presence — no website traffic, no rankings, no social audience
• Multiple service lines (boiler installation, heat pumps, and solar) each requiring their own distinct marketing approach and buyer messaging
• A fast-moving competitive landscape, with other installers already investing heavily in paid advertising
• High buyer intent but short decision windows — homeowners researching energy upgrades typically contact 2–3 companies and move quickly
• SEAI grant scheme awareness driving demand but also creating a crowded, price-sensitive enquiry environment

The priority was speed: build visibility, generate enquiries, and establish market presence before competitors consolidated their positions. The strategy needed to work across three parallel channels from the outset.

Our Approach: Three-Channel Lead Generation

Meta Advertising (Facebook & Instagram)

Meta advertising became the primary volume driver for this client from day one. Our Facebook and Instagram ad campaigns were built to target Dublin homeowners at precisely the moment they were most likely to be considering an energy upgrade — homeowners in private houses, within specific Dublin postcode areas, with an interest in home improvement, energy efficiency, and government grants.

We created distinct campaign structures for each service line: gas boiler replacement campaigns targeting older housing stock areas, heat pump campaigns aligned with SEAI grant messaging, and solar panel campaigns focused on south-facing properties and higher-income owner-occupier demographics. Each campaign used lead generation ad formats, driving enquiries directly into the client’s sales pipeline without requiring prospects to navigate through multiple website pages.

The result was immediate: Meta advertising delivered a consistent, high-volume flow of qualified enquiries within weeks of launch, and has continued to be the single highest-volume channel in the client’s digital mix.

Google Search Ads (Pay-Per-Click)

Alongside Meta, we built and managed a Google Ads campaign designed to capture the highest-intent buyer traffic in Dublin — the homeowners who are already searching for a specific service and ready to book a consultation. Search terms like “gas boiler installation Dublin,” “heat pump installer Dublin,” and “solar panels Dublin” were all targeted with tightly structured ad groups, location-specific ad copy, and conversion-optimised landing pages.

Google Search Ads complemented the Meta campaigns by capturing demand at the bottom of the funnel — the buyers who had already decided to act and were comparing providers. By maintaining a strong presence across both platforms, we ensured the client was visible to Dublin homeowners at every stage of the energy upgrade decision, from initial awareness through to active comparison and contact.

SEO — Building Long-Term Organic Visibility

In parallel with the paid channels, The Digital Department built a structured SEO programme designed to grow the client’s organic search presence over time — reducing dependency on paid spend and building a sustainable, compounding source of free enquiries. This included technical SEO foundations, service-specific page architecture (separate, optimised pages for boiler installation, heat pumps, and solar), local SEO signals for Dublin, and a content strategy targeting the questions Dublin homeowners ask during the research phase of an energy upgrade decision.

As organic rankings improved, the business began receiving a meaningful volume of enquiries from Google search without paid spend — increasing the overall efficiency of the marketing investment and strengthening the business’s long-term digital position in the Dublin market.

Results: Two Years of Consistent Growth

Why This Strategy Worked

The home energy installation market in Dublin rewards businesses that can be visible at multiple points in the buying journey simultaneously. A homeowner who sees a targeted Meta ad for a heat pump grant offer, then searches Google for “heat pump installer Dublin” and finds the same company ranking organically, is significantly more likely to make an enquiry than a homeowner who encounters the business once. This multi-channel reinforcement effect is at the core of how The Digital Department approaches lead generation for trade and home services businesses.

Three factors made this campaign particularly effective:

• Service-line separation: each service (boiler, heat pump, solar) had its own campaign structure, messaging, and landing experience — ensuring every enquiry was correctly qualified from the outset
• Grant-aligned messaging: campaigns were aligned with SEAI grant availability, addressing the number-one question Dublin homeowners have when considering an energy upgrade
• Speed to volume: Meta advertising delivered enquiry volume immediately, while SEO built a compounding organic presence that reduced cost-per-enquiry over time

“When we launched, we needed to generate enquiries fast and build a real pipeline across three different services. The Digital Department delivered on all of it — Meta, Google Ads, and SEO working together. The volume and quality of leads they generate for us every month is what has allowed us to grow as quickly as we have.”

— Dublin Home Energy Company, Client since 2022

What This Means for Your Business

Whether you are a trade or home services business launching in a new market, or an established operator who needs to scale enquiry volume, The Digital Department builds digital marketing systems that deliver measurable, consistent results.

If your business needs:

• A high-volume lead generation strategy across Meta, Google Ads, and SEO
• Service-specific campaigns that qualify enquiries before they reach your team
• Organic search visibility that builds long-term competitive advantage
• A digital marketing partner that understands the Irish home services and trade sector
• Transparent reporting on enquiry volume, cost per lead, and channel performance

…then we’d welcome the opportunity to show you what this approach would look like for your business.

www.thedigitaldepartment.ie/case-studies/
Start Generating Leads for Your Business
thedigitaldepartment.ie/lead-generation
The Digital Department | Cork, Ireland | www.thedigitaldepartment.ie