More enquiries for installing and milling in underfloor heating
Marketingkenners makes sure installers get their own enquiries for installing and milling in underfloor heating, including in combination with a heat pump. Measured to the signed quote.
100+ businesses and growing
Marketingkenners helps installers who lay and mill in underfloor heating get their own enquiries, often as a step towards a heat pump. Your website explains milling in, installing and the combination with a heat pump, and shows your own work. Google Ads runs strongest from October to January, and we follow every enquiry through to the signed quote.
The customer does not yet know which underfloor heating fits
Anyone thinking about underfloor heating faces a row of choices. Milling into the existing screed or a new floor, just the living room or the whole ground floor, electric or connected to the boiler or a heat pump. On top of that comes the question of which floor covering can go on it and how much disruption it causes.
That is where it goes wrong in this trade. Many installers mention underfloor heating as one line in a long list of services. The customer finds no explanation of milling in, no photos of your own work and no answer to whether it works with a heat pump. Then the company that explains it best wins.
A good enquiry states the number of square metres, the type of screed, the preferred floor finish and the heat source. Then you know whether it is a standalone milling job or part of a complete sustainability upgrade.
This is how your customers search
These are search terms from people who want underfloor heating installed or milled in, with the average number of searches per month in the Netherlands.
| Search term | Searches per month | Cost per click (highest) |
|---|---|---|
| vloerverwarming | 18.100 | € 6,06 |
| elektrische vloerverwarming | 9.900 | € 3,13 |
| vloerverwarming kosten | 3.600 | € 2,73 |
| vloerverwarming aanleggen | 1.000 | € 6,07 |
| vloerverwarming frezen | 880 | € 7,61 |
| vloerverwarming installateur | 480 | € 7,91 |
| vloerverwarming laten aanleggen | 70 | € 6,80 |
Source: Google Ads Keyword Planner, the Netherlands, monthly average from October 2025 to September 2026. Retrieved on 17 October 2026.
What the Growth System does for an underfloor heating company
Six parts, set up around installing, milling in and the combination with a heat pump.
Explanation that sells
Pages for milling in, installing and the combination with Heat pumps, with photos of your own work and an explanation of which floors can go on top.
Ads on the job
Google Ads on terms like “vloerverwarming frezen” and “vloerverwarming installateur”. We exclude searches for loose mats and DIY kits.
Found in your region
A strong Google Business Profile with reviews and photos of milled floors, so you show up in Google Maps.
The job in view up front
The form asks for square metres, screed, floor finish and heat source. So you know whether you need to come and look first.
Tracking to the quote
We follow every enquiry through to the signed quote. You see whether milling in, new builds or a combination with a heat pump brings in the most.
One installer per region
We work with one company per trade per region. Another installer near you does not get this approach from us.
This is how we start together
A fixed order, so everything is ready before winter demand starts.
Intro call
We discuss your service area, your margins on milling in and installing and where your enquiries come from now. You hear honestly whether the system suits you.
Week 1: baseline
We track through to the quote, including phone calls. So you see how many enquiries come in now and which become a job.
Month 1: the foundation
Your website gets pages per type of job, photos of your own work and a form that asks about the floor and heat source.
Months 2 and 3: Google Ads
We start campaigns on buying intent, with the focus on the winter months. From month 3 we build SEO for questions like “vloerverwarming kosten”.
Competing on price or on explanation
Lead platforms and separate parties
- An enquiry for underfloor heating often goes to several installers
- The customer only compares the price per square metre
- You know little in advance about screed and heat source
- Nobody measures which enquiry became a job
With Marketingkenners
- The enquiry comes in through your own site
- The customer chooses on your explanation and your own work
- Square metres, screed and heat source are in the enquiry
- Every enquiry followed up to the signed quote
More about underfloor heating
Search demand for underfloor heating sits at 27,100 a month in October, November and January and drops to 12,100 from June to August, less than half. “Elektrische vloerverwarming” peaks in January at 18,100 and is at its lowest in July at 5,400. “Vloerverwarming kosten” goes from 6,600 in October to 1,900 in August.
“Vloerverwarming frezen” is the exception. That term stays around 880 all year and peaks in January at 1,300. People who already know they want to mill in search in summer too.
For your planning that means: most of the budget in Google Ads from October to January, when demand is highest. In summer you keep the campaigns on specific terms like milling and installing, which barely drop then.
October to January: highest search demand · June to August: less than half · Milling: around 880 all year round
Related trades and your region
Related trades
What customers say on Google.
I'm very happy with the collaboration. They're very engaged and we're seeing a nice rise in enquiries.
A lot has been achieved in online marketing in half a year. Niels is always well prepared and comes with concrete suggestions and recommendations.
Our sales have risen sharply since we started working together. Marketing is finally truly measurable. Highly recommended!
They listened carefully to our wishes, thought along actively and everything is professionally and sharply put together.
Thom and Niels know what they're doing, they get the most out of our website and know how to translate our technical knowledge into language consumers can understand.
Our photobooth sales shot up straight away and the website looks super sleek. They think along well with new ideas.
When it comes to CRO, SEO and SEA, the guys deliver visible results time after time. They work in a structured and focused way.
Thom put our website at the top of Google like a shot. He keeps all his agreements, correctly and reliably.
I had previously been let down by another agency, but Thom and Niels exceeded all expectations.
They know their stuff, are very pragmatic and proactive, and importantly: they keep their agreements. A pleasure to work with.
Thom and Niels helped me with my SEO and Google Ads, and as a result I've gained a lot of new customers!
We're very happy with how they think along and with the improvements to our sites and online visibility.
Always on hand and thinking along. Highly recommended for entrepreneurs looking for a top-sport mentality.
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
Yes, if the campaigns are set up tightly. Click prices go up to €7.91 for “vloerverwarming installateur”. That is why we advertise on terms like “vloerverwarming frezen” and “vloerverwarming aanleggen” and exclude DIY searches.
In month 1 we lay the foundation: website, form and tracking. In months 2 and 3 the ads start, and from then on enquiries come in through those campaigns. How many depends on your region and the season; we do not make promises about numbers.
No. We work with one company per trade per region. If your region is already taken by another installer, you hear that in the intro call.
That depends on your service area, your current site and how much you want to grow. We do not mention a price on the site. In the free intro call you get a tailored proposal.
Not always. What matters is that your site explains milling in and installing separately, shows your own work and asks about the floor and heat source. In 9 out of 10 cases we first improve that foundation and only then the traffic.
Ready for more enquiries?
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