Stove and fireplace leads, timed to the season that sells them.
Stoves sell on a curve so predictable you can plan a year around it. Enquiries rise with the first genuine cold week, peak through October and November, and fall off a cliff in spring. A firm advertising evenly across the year spends half its budget in months when almost nobody is buying.
The other thing that decides this trade is the survey. Flue type, chimney condition, room size and regulations all have to be checked, and a firm that answers those questions in the advertising gets enquiries that are already halfway to a sale.
Everything, from the ad to the booked call.
Season-weighted campaigns
Budget concentrated into the weeks when people actually buy, rather than spread flat across a year.
Showroom visit campaigns
For most installers the showroom visit is the real conversion event, and the campaign should optimise for it rather than for a form fill.
Regulation and flue content
Chimney condition, liners and clearances explained up front so enquiries arrive informed and surveys are not wasted.
Installed-work creative
Finished installations in real rooms. Stoves are bought on how the finished corner looks, not on output ratings.
The weekly report
Enquiries, surveys or showroom visits booked, and cost per booked visit.
The form asks first, so your phone rings second.
Every campaign sends the click to a lead form that asks the qualifying questions before the enquiry reaches you. For stoves & fireplaces, that means:
- 01Do you have an existing chimney or flue?
- 02What size is the room?
- 03Are you after a stove, an insert or an open fire?
- 04When are you hoping to have it installed?
Then one number every Friday: spend, leads, cost per lead and what we are changing next week.
leads in the first month of a live trades campaign
qualified leads per month for a Dublin trades business
Every figure comes from a client we can put you in touch with. We do not name clients in ads or on this page. See more on the results page.
Regulations are a selling point, not a chore
Flue liners, hearth requirements, air supply, clearances to combustibles — most homeowners know none of it and are quietly worried about getting it wrong. Firms treat this as paperwork and hide it.
Put it in the advertising instead. A page that explains plainly what a compliant installation requires positions you as the safe choice, and filters out the people who were going to buy a stove online and ask a handyman to fit it.
The two-month window that decides the year
Late September to the end of November is when this trade makes its money. Enquiries in that window convert faster and negotiate less, because people want it working before Christmas.
The practical consequence is that lead times become your strongest message from about mid-October. Saying you are booking into January is not bad news — it is proof you are busy, and it moves people who were going to think about it for another fortnight.
€1,500 a month. Everything included.
Meta advertising fully managed, lead forms that qualify, social media fully run, all creative every month and the Friday report. Google Ads managed on top: €2,000 a month. No setup fee, no contract, month to month. Advertising spend is paid directly to the platforms and stays in your control.
Every county in Ireland.
Campaigns are built around the towns you actually cover, not a county name. Counties where we see the most demand for stoves & fireplaces:
Straight answers.
How seasonal is it really?
Severely. A large share of the year's enquiries arrive between late September and December. We hold budget back for that rather than spending it in June.
Should we advertise in summer at all?
At a low level, for the people planning ahead and for installation slots — lead times are a genuine selling point in a trade where everyone leaves it until it is cold.
Do you need photographs?
Yes, and installed shots in furnished rooms work far better than product images. The buyer is imagining their own sitting room.
How do we avoid pointless surveys?
Ask about the existing chimney or flue and the room in the form. It is the single biggest predictor of whether a job is straightforward.
What does it cost?
€1,500 a month with everything included, or €2,000 with Google Ads managed on top.
Find out what you're missing.
A free growth audit of your Google map results, reviews, website and the ads running in your county. Sent as a PDF within 24 hours. No call needed.