Growth Proposal:
Boiler Boss
Prepared for Chris
April 6, 2026
Here's everything we talked about, Chris. Take a read through and when you're ready, we can get started.
THE PROBLEM
You are building Boiler Boss from the ground up. The rebrand is the right move, but a new name means starting the pipeline again. Right now, most enquiries come through word of mouth and existing contacts from CPHG. That works to a degree, but it is not something you can predict or control. Some weeks are full, others are not, and there is not much you can do to change that.
The fix for that is paid ads. A Facebook campaign puts Boiler Boss in front of homeowners in your area who need a boiler repair or are due a gas safety check, day after day, for a budget you control. Enquiries start coming in consistently.
But here is where it gets interesting. More leads is a good problem to have. It is also a real one. A homeowner with no heating is not going to wait around. If they send an enquiry and do not get a reply within a few minutes, they are already ringing someone else. When you are under a boiler or writing up a safety report, you cannot drop everything to respond. So the very thing that should be working in your favour starts to slip through the cracks.
That is the second problem. And it is the one that catches most tradespeople off guard when they start running ads. You spend money to generate leads, and then lose them because you could not respond fast enough.
What we are building solves both.
THE SOLUTION
The Business Growth System does the bit you cannot do while you are on the tools.
The moment a lead comes in from your Facebook ad, your website, or anywhere else, it gets a reply within 60 seconds. Before you have even seen the message. The system asks the right questions, handles the back-and-forth, and moves the enquiry towards a booked job without you having to touch it. By the time you check your phone, the work is done.
Everything lands in one place. No more hunting across Facebook messages, missed calls, and WhatsApp at the end of the day wondering if you missed anything. It is all in one screen. And if someone goes quiet after showing interest, the system follows them up automatically. You never have to chase.
After each job, it sends a review request at exactly the right moment. No awkward ask in person, no forgetting. Over time, your Google reputation builds on its own, which makes Boiler Boss easier to find, which brings in more enquiries. The system keeps the loop going.
This is how a new brand builds credibility quickly. Not by waiting years for word of mouth to grow, but by running a proper system from day one.
WHATS INCLUDED
Your New Website
Before anything else, you are getting a brand new website. Not a template, not a quick build. A professionally designed, lead-optimised site built specifically for boiler repairs and gas safety in your area.
Most trade websites are built to look good. This one is built to convert visitors into enquiries. It has the right entry points built in: enquiry forms, live chat, click-to-call, all connected to the system, so every visitor who shows any interest gets captured and followed up automatically.
A website like this, built to this standard, typically costs between £2,000 and £3,000 as a standalone project. It is included as part of your setup at no extra cost.
Core Subscription (£297/month)
- One inbox: Instead of hunting across WhatsApp, Facebook, email, and missed calls, everything lands in one place. Nothing gets buried. Nothing goes missing.
- 60-second response: When someone messages at 7am or while you are mid-job, they still get a reply. The customer is already being looked after before you have picked up your phone.
- Automated follow-ups: If someone goes quiet after an enquiry, the system chases them. You never have to remember to follow up. It just happens.
- Job booking flow: Enquiries move through to a confirmed booking automatically. No phone tag, no back-and-forth, no time wasted. The job is in the calendar without you lifting a finger.
- Automatic review requests: After every job, the system asks the customer for a Google review at the right moment. No asking in person, no chasing. Your reputation builds without you thinking about it.
- Mobile command centre: The whole business in one screen on your phone. Check what is coming in, what is booked, what has been asked, while you are on site, between jobs, from anywhere.
- Full setup: You do not touch the tech. We build it, configure it for Boiler Boss and your area, and keep it running.
Facebook and Instagram Ads Management (£200/month)
We write the ads, manage the campaign, test what works, and show you the results each month. You focus on the jobs. We focus on filling your pipeline.
What to Expect from Your Facebook Campaign
Your ad budget is entirely in your hands. A typical starting point is between £10 and £30 per day, which works out to roughly £300 to £900 a month. You can start lower, scale up once you see results, or pause at any time. The budget goes directly to Facebook and is your money, not a fee to us.
Once the campaign is running, you can expect a cost per lead (CPL) of roughly £6 to £12. That means for every £6 to £12 you spend, one new person has shown interest and asked about a boiler repair or gas safety certificate.
What that translates to in actual jobs depends on how many leads you convert. Based on a mid-range cost per lead of £9 and a job value of £140 per inspection:
| Monthly Ad Spend | Leads Generated | Jobs at 40% | Revenue at 40% | Revenue at 60% |
|---|---|---|---|---|
| £300/month | ~33 | 13 jobs | £1,820 | £2,800 |
| £600/month | ~67 | 27 jobs | £3,780 | £5,600 |
| £900/month | ~100 | 40 jobs | £5,600 | £8,400 |
For context, most Facebook campaigns for higher-value or aspirational services convert anywhere between 10% and 35%. That is because the decision involves more consideration - price, timing, trust.
Gas safety certificates and boiler repairs are different. This is not a gadget or a nice-to-have. It is a mandatory service or an urgent fix. People who respond are not browsing. They genuinely need someone.
Chris shared that in his experience, the vast majority of people who show interest end up booking. His estimate is around 80%. We have used 40% in the ROI figures to account for leads who go quiet, people comparing prices, and the genuinely curious who do not follow through. That is still a high conversion rate by industry standards, but for a service like this, it is logically justified.
PRICING
| What | Monthly Cost |
|---|---|
| Business Growth System | £297 |
| Facebook and Instagram Ads Management | £200 |
| Total | £497/month |
| Platform usage fees (estimate) | £25-£35/month |
Your new website - included at no extra cost (valued at £2,500)
Platform usage fees (Pipelytics) cover text messages, emails, and AI conversations the system handles on your behalf. Most clients see £25-£35 per month. Quieter months can be as low as £10. High usage is a good sign - it means the system is working hard for you.
No setup fee. No contract. Cancel whenever. All prices are exclusive of advertising budget, which goes directly to Facebook and is set by you.
The Facebook and Instagram Ads Management add-on can be paused at any time. If you decide to step back from ads, your monthly cost returns to £297. All subscription changes are managed on a full-month basis - there are no part-month calculations. Any changes you request will take effect from the following month's billing cycle.
WHAT THIS LOOKS LIKE IN PRACTICE
Here is a straightforward breakdown of your investment versus what the campaign can realistically return at three different conversion scenarios. All figures use a job value of £140, a mid-range cost per lead of £9, and a total cost that includes the £497 subscription, ad spend, and £30 usage fees. Usage fees typically run between £25 and £35 a month. At £25, each net return figure improves by £5. At £35, it reduces by £5.
Scenario 1 - Conservative (20% conversion)
This is the cautious baseline. Even if a significant portion of leads do not follow through, the system is still returning more than it costs.
| Monthly Ad Spend | Jobs Booked | Revenue | Total Cost | Net Return |
|---|---|---|---|---|
| £300/month | ~7 jobs | £980 | £827 | £153 |
| £600/month | ~13 jobs | £1,820 | £1,127 | £693 |
| £900/month | ~20 jobs | £2,800 | £1,427 | £1,373 |
Scenario 2 - Realistic (40% conversion)
This is the working figure we have used for planning. High by general industry standards, but justified given the nature of the service.
| Monthly Ad Spend | Jobs Booked | Revenue | Total Cost | Net Return |
|---|---|---|---|---|
| £300/month | ~13 jobs | £1,820 | £827 | £993 |
| £600/month | ~27 jobs | £3,780 | £1,127 | £2,653 |
| £900/month | ~40 jobs | £5,600 | £1,427 | £4,173 |
Scenario 3 - Strong Performance (60% conversion)
Based on Chris's experience with this type of service and how quickly the system responds to new leads, this scenario is very much within reach once the campaign is properly up and running.
| Monthly Ad Spend | Jobs Booked | Revenue | Total Cost | Net Return |
|---|---|---|---|---|
| £300/month | ~20 jobs | £2,800 | £827 | £1,973 |
| £600/month | ~40 jobs | £5,600 | £1,127 | £4,473 |
| £900/month | ~60 jobs | £8,400 | £1,427 | £6,973 |
These figures cover new business from ads only. They do not account for four additional income streams that build quietly in the background:
Repeat bookings: Gas safety certificates renew every year. A conservative 80% of your customers will rebook. At £300/month ad spend, you are bringing in roughly 13 new customers a month. Within 12 months, those repeat annual bookings alone could add an estimated £700 to £900 per month in recurring revenue on top of what the ads are generating.
Referrals: Tradespeople with good reviews and a fast, professional service typically see 20 to 30% of customers refer a friend or family member. At 13 new customers a month, that is 2 to 4 additional jobs a month from referrals, at no extra cost. Over the course of a year, that adds up to roughly £3,000 to £6,000 in work that costs you nothing to generate.
Additional work on site: A boiler repair visit often surfaces other issues. A service recommendation, a part replacement, a system check. This kind of additional work typically adds 15 to 20% on top of the base job value. On 13 jobs a month, that is an estimated extra £270 to £360 per month from work that was already there to be found.
Reactivating Your CPHG Clients: You already have a list of people who know your work and have used you before. The system can send targeted message campaigns to those contacts directly - annual gas safety reminders, seasonal boiler service offers, or a simple "we are now trading as Boiler Boss" introduction. We have seen this consistently drive extra bookings every time a campaign goes out, at effectively zero additional ad cost. It is existing trust working for you again, with almost no effort on your part.
In total, these four streams conservatively add 30 to 50% on top of the direct revenue figures above within the first 12 months. They are not counted in the table, but they are real, and they compound over time.
REFERRAL NETWORK
Once you are a paying client, you are added to our referral programme. For every client you refer who signs up, you receive 25% recurring revenue for life - as long as that client remains a paying subscriber and you remain a paying subscriber yourself.
After 4 successful referrals, your Business Growth System becomes free. That is our way of saying thank you for spreading the word.
Note: Commission does not apply to Facebook Ads Management, as this service is already heavily discounted.
THE FULL PICTURE
Your advertising budget
Your Facebook ad spend goes directly to Facebook. It is your money and you control it completely. You can pause or adjust it at any time. We agree the budget together before anything goes live. A typical starting point is £10 to £30 per day.
A NOTE ON FACEBOOK ADS PERFORMANCE
The ROI figures in this proposal are indicative. They are based on typical campaign benchmarks and real results from similar businesses, but no Facebook campaign can be guaranteed.
Every campaign is different. In the early weeks, results may be above or below the projected targets as the campaign gets up and running. Facebook's algorithm needs time to learn who your best customers are, test which ads perform, and refine who it shows them to. This learning period typically takes four to eight weeks before performance starts to stabilise.
The good news is that campaigns improve over time, not the other way around. The longer a well-managed campaign runs, the better Facebook gets at finding the right people at the right cost. We will be monitoring performance, adjusting copy and targeting, and keeping you informed throughout.
We will always be straight with you about how things are going. If something is not working, we will tell you and fix it. That is how this works best.
WHATS NOT INCLUDED
To keep things clear, the following are not part of this package unless separately agreed:
- Social media management, content creation, or organic posting on any platform
- SEO or search engine optimisation
- Graphic design or branding work outside of the website build
- Photography or videography
- Google Ads or any paid advertising platform other than Facebook
- Email newsletter design or copywriting
- Any ongoing work outside the scope outlined in this proposal
If any of the above becomes relevant down the line, we can look at adding it separately.
Growth Lifecycle Engine
Simulate your full business growth: from the "Front Door" (Ads) to the "Engine Room" (Automated Reputation & Retention).
1. The Front Door (Ad Performance)
2. The Engine Room (System Efficiency)
WHAT HAPPENS NEXT
- We build it: We set up your full system (2-3 days) and new website (3-5 days), configured specifically for Boiler Boss and your local area. You do not need to do anything.
- You check it: We walk you through everything before it goes live. You can ask for changes.
- You go live: Your website goes live and your ads start running once you are happy. From that point, every new lead is being handled automatically.
ONE LAST THING
You are building Boiler Boss from the ground up, and the brand is only as strong as the pipeline behind it. This gives you a reliable flow of new enquiries, a system that handles them without you having to be glued to your phone, and a reputation that builds on its own with every job you complete.
When people in your area search for a boiler engineer and Boiler Boss comes up with dozens of five-star reviews and a site that actually works, that is when the business starts to feel solid. That is what we are building.