How the CB heat pump sold 1.5 million pounds in just 72 hours

In 1999, CB Heating was founded by Clayton Brown, a very young and talented apprentice trained plumber.

Clayton saw a future of renewable energy more than 20 years ago when he was working with thermal solar power systems. As new technologies developed and appeared on the market, he was keen to explore and embrace them. Clayton installed his first air source heat pump with an underfloor heating system in 2000 to transform it into a beautiful barn. Since then he and his installation team have installed about 1,000 more CB Heat Pump is a division of CB Heating.

The problem:

In July 2020, the government launched the Green Homes Grant Scheme (GHG) – the benefits allow homeowners to claim a new super-efficient hybrid combination boiler.

Gas and plumbing expert CB Heat Pumps (CB) wanted to supply / install 300 premium brand boilers in homes in Clacton-on-Sea, Colchester and the surrounding area through a high-impact Facebook campaign to attract sign-ups.

This scheme offers a second chance for CBs – homeowners who have installers Was unreliable and did not install by agreed deadline. The government has enabled the homeowner to change the installer and agree on a new installation date

In addition to contacting homeowners to use the grant and install a heat pump, CB wanted to build their trust so that they could re-register with CB as their new installer.

CB’s social media marketing brand, Let’s Run Social (LRS), had seven days to create and implement campaigns, drive traffic and leads, and to register new clients and book installation dates for CB’s sales team.


For the first time, CB Heat Pump wanted to supply / install 300 boilers of its premium brand to homeowners eligible for the GGHG scheme in Clayton-on-Sea, Colchester and the surrounding area.

For the follow-up campaign, the strategy was to target UK homeowners who had GHG vouchers for the first £ 5,000 or £ 10,000 for insulation, but who were not happy with their current installer and wanted to switch.

Once the campaign Geos is created, LRS captures the interests of efficient energy use, solar water heating, sustainable, sustainable living, renewable energy, energy conservation, solar panels, boilers, sustainable energy, solar energy, central heating, heat pumps, heating systems. Water heating, solar energy or sustainable products.

Campaigns are needed to ‘scroll off’ the user serving ads through impressions. This means the LRS needs to be quickly resonated with qualified homeowners – achieved through heat pumps and bright, on-brand color imagery. LRS had to interact differently with different populations.

Campaign d

With a clear incentive for a homeowner to upgrade, the keywords include: ‘Government is paying up to £ 10,000 to install a new super-efficient heating system’, ‘Upgrade without spending a penny’, ‘Do you blink? Going? ‘ More urgent copies include: ‘Work Now’, ‘Get Your Grant Funded’, ‘Hurry Up’.

  • One campaign
  • Three ads served dynamically
  • Cost = £ 8,628

A single Facebook ad was used to drive traffic and enable CB to communicate its trusted messages explicitly. Testimonials also build trust and credibility.

Campaign 2

GHG voucher customers who wish to swap installers include keywords: ‘Green Home Grant Voucher’, ‘Your Hit Pump not installed yet?’, ‘Swap your voucher to a newly approved installer’, ‘Claim your grant’, ‘Authorized Installer’. Urgent copies include: ‘Work now’, ‘Get your grant fund’, ‘Hurry up’.

Through these strategies, LRS ensured that the right qualified homeowner would be attracted to, engage, click, and apply to the ad.

  • One campaign
  • Six dynamically served ads
  • Cost = £ 804

Six Facebook ad vouchers were used to engage homeowners but those who wanted to swap. Like Campaign 1, LRS has built trust through credible testimonials.

Implementation challenges and how they were overcome:

Patti was pulled from under the CB in 2021 when it was given only three days notice that the GHG project was coming to an abrupt end. The business had to tell customers that they had time to apply for a fully paid, low-carbon heating system to upgrade, replace their existing boiler, or miss out completely.

It wasn’t messaging that the team intended, nor was it a potential blow to the brand’s reputation. Also, CB budgeted for a 12-month campaign that would stop a grinding – and result in a potential loss of m 15m in turnover.

To get an instant response, LRS needs to target specific audiences. The plan was to capture as much data as possible to feed the sales team for conversions. The message was urgent in tone, but not offensive.

Another series of Facebook ads was needed – the late night briefing and the LRS had to work hard at inconsistent times. The team created and rolled out a campaign in just three hours.

Two more days of video creation and editing (example below) and Facebook Ad Creative were all prepared ahead of time.

In all, LRS activity involves:

  • Promoting audience building
  • Video creation and editing
  • Creating copy and creative resources
  • Creating a Facebook campaign
  • Accepting client sign-off
  • Activating live campaigns


LRS monitors sign-ups during campaigns and increases budgets by small increments so as not to negatively affect the algorithm. The result?

  • Two ad campaigns
  • Reach – 172,569
  • Impressions – 851,721
  • Link Click – 5,496
  • Lead generation – 266
  • Lead off – 184
  • Revenue – £ 1,542,125.33 in 72 hours

And, more importantly, 184 families had heat and hot water with their newly installed boilers

The CB has grown dramatically in the last three years – growing from a ,000 600,000 turnover firm to a 5 5.5m company despite the epidemic. The business attributes a large portion of its commercial success to multiple campaigns run and strategized by LRS.

It’s not just about immediate victory. CB has just opened a second premises at Clacton-on-Sea and, in July 2022, will unveil the UK’s largest and only purpose-built heat pump training academy.

Dan Andrews, director of CB Heat Pump, said: “Although incredible, this £ 1.5 million success is one of the many commercial successes responsible for LRS. Without this team, our business would not be where it is today.

“It’s a breath of fresh air how quickly and efficiently the LRS has responded to everything. I have no doubt that LRS is an integral part of the growth and development of CB. “

CB plans to invest L 500 to £ 20,000 per month – 40 times more in LRS to manage its Facebook, PPC, display remarketing and SEO.

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Tags: Promotions, Facebook, Sales

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