Google Ads for heat pump installers in Apeldoorn: space changes the conversation and the order value
In Apeldoorn, well over a quarter of homes are detached or semi-detached. In Arnhem and Nijmegen combined, that's not even a tenth. That sounds like a detail, and it's the whole campaign: where there's space, the conversation isn't about whether it fits but about which system fits best. A pricier click, a longer conversation, and at the end a significantly bigger order.
Why the same advert doesn't work in Apeldoorn and Arnhem
Two columns of percentages from CBS Key Figures for Districts and Neighbourhoods 2024, and on the right not a figure but a campaign choice. Where there's space, the conversation is about system choice instead of fitting it in.
From a fitting question to a system question
The first question from a customer in a high-density city is: will it fit. The first question from a customer with a detached house and a garden is: what's best. That difference decides which advert works and which landing page converts. In Apeldoorn, 17 percent of homes are detached and 11 percent are semi-detached; together well over a quarter of the 75,994 homes (CBS Key Figures for Districts and Neighbourhoods 2024 and CBS StatLine table 82550NED, reference date 1 January 2025, retrieved 25 August 2026). That's a substantial part of your market having a different conversation than the average Dutch heat pump customer.
In practice that means: your landing page doesn't start with a price but with a choice
Air-to-water, ground-source, or hybrid, and when each system fits. You show what a ground loop asks of a garden and of permits. You explain what the difference in noise means for a detached house compared with a semi-detached one. And only once the visitor knows what they're looking for do you get to the worked example.
For the Dutch ISDE subsidy scheme, that distinction matters: for ground-source and water-source heat pumps, the subsidy amounts stayed the same in 2026 as in 2025, while the scheme for a first air-to-water heat pump did change, to a starting amount of 1,025 euros plus 225 euros per kilowatt plus a 200 euro label bonus. Put both worked examples on your page, with the date next to them, and a link to the calculator from RVO, the Dutch enterprise agency, for the current figures.
Why a pricier click works out cheaper here
Installers are often startled by what a click on a heat pump keyword costs. That's understandable if you weigh the click against an average job. But in a municipality where a quarter of homes are spacious and ground-based, that average job is simply bigger, and the sums shift with it.
Bid per system, not per trade
A search containing ground-source heat pump is worth more than a search containing heat pump. Give those keywords their own ad group with their own, higher bid.Measure the quote, not the form
If you count every enquiry as a conversion, an advice call about a ground-source system looks the same as a price query about a single split unit. Record what an enquiry actually turns into.Do the maths on the fee honestly
At 350 euros management a month, that's paid back as soon as one extra job a month carries more than 350 euros of margin. In this segment that's a low bar; we'll also tell you honestly if your market is too small to carry the fee.How to set the bidding approach per stream is in our explanation of bidding strategies NL. The rest of the cost side is in what Google Ads costs NL.
Service area: Apeldoorn and the surrounding region
From Apeldoorn, a logical service area covers Beekbergen, Vaassen, Epe, Deventer, Voorst and Twello. An area with plenty of spacious homes, and a travel time that still allows same-day aftercare.
Want to know first how you currently show up in the map results? Try the free local findability checker NL
The organic approach for this trade is in the guide on local SEO for installation companies NL.
Frequently asked questions about advertising as an installer in Apeldoorn
Why is Apeldoorn different from Arnhem or Nijmegen for an installer?
Because of the space. Of the 75,994 homes in Apeldoorn, 17 percent are detached and 11 percent are semi-detached, together well over a quarter. In Arnhem and Nijmegen combined that's seven to eight percent (CBS Key Figures for Districts and Neighbourhoods 2024, retrieved 25 August 2026). Space means room for an outdoor unit, for a ground loop and for a plant room, and so a conversation about system choice rather than fitting it in.
Does a ground-source heat pump really call for a different campaign?
Yes, because it's a different customer and a different amount. For ground-source or water-source heat pumps, the Dutch ISDE subsidy amounts stayed the same in 2026 as in 2025, while the air-to-water scheme did change. Anyone advertising on that search term is reaching someone further along in their research with more to spend. That deserves its own ad group and its own page with a worked example.
How do I stop being compared on price alone?
By shifting the conversation to the choice. Anyone whose landing page first shows which systems exist and when each one fits gets judged on expertise. Anyone who starts straight away with a price gets judged on that price, and there's always someone cheaper. In a municipality with plenty of spacious homes that difference pays off twice over, because the order value there is higher.
Is the Apeldoorn region available?
Yes. In this trade, no region has been claimed yet. We work with one installation company at a time per region, so whoever steps in here first keeps the auction to themselves, as far as we're concerned.
Shall we set up Apeldoorn for you?
The first conversation costs nothing and leads to nothing if you don't want it to. We look at your system range, at the enquiries you're getting now, and at the segment you're leaving on the table.