Heat-Pump Ad Check: What the Google Ads Reveal

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Few markets are as heated as the one around the heat pump: the subsidy debate, the heating law, rising CO2 prices – and homeowners torn between keeping the gas boiler and daring the switch. In exactly that moment, the Google ad decides who gets the click. And today you can read how the big players write their copy, instead of guessing.

The **Google Ads Transparency Center** makes public which ads an advertiser is currently running. I went through the active Google Ads of Germany's largest heat-pump providers and pulled out the patterns: what works, what everyone copies – and where even market leaders leave potential on the table. If you [advertise heat pumps yourself](/en/branchen/waermepumpen/), this is a map of the competition.

## Methodology: where the data comes from

> **Source:** Google Ads Transparency Center (adstransparency.google.com), region Germany
> **Retrieved:** 16 July 2026
> **Sample:** 4 active advertisers – Thermondo GmbH (~800 text ads), Enpal B.V. (~4,000), Vaillant GmbH (~600), 1KOMMA5° GmbH (~700)
> **Captured:** only the publicly visible ad text (headlines and descriptions) from the expanded text-ad previews. Dynamic fields such as rating or distance are partly shown as placeholders by the tool; they are not part of the quoted copy. German ad quotes are translated into English below.

The sample is deliberately small and qualitative: this is not representative statistics but recognisable text patterns among advertisers, some of whom run thousands of active ads. All quotes are reproduced verbatim (and translated).

## Pattern 1: The subsidy is the door-opener

By far the clearest pattern: almost every ad leads with the state grant. A heat pump is expensive – and the subsidy is the argument that cushions the price shock. Thermondo turns it into an entire headline:

> "Heat pump + subsidy - Up to 70% back from the state — Thanks to our heat-pump subsidy advice you save up to 70%. Request your quote now."
> — *Thermondo GmbH, Transparency Center (translated)*

Vaillant uses exactly the same lever, only as a recurring description across many ads:

> "Secure up to 70% state subsidy - stress-free with our handling service"
> — *Vaillant GmbH (translated)*

The addition "stress-free with our handling service" (or "subsidy service") is no accident: it is not the grant amount alone that pulls, but the promise to take the application paperwork off your hands. Anyone advertising here should keep the subsidy angle honest and – crucially – **current** (more on that below). How much the right [search intent](/en/glossar/suchintention) decides success is especially tangible for such an advice-heavy product.

## Pattern 2: All-inclusive package, fixed price, worry-free

The second constant: remove complexity. A heat pump means heat-load calculation, tradespeople, subsidy application, hydraulics – and it is exactly this fear of the effort that the ads address with a package promise. Enpal puts it most clearly:

> "Heat pump from €7,800 - Complete package incl. installation — Heat pump from Enpal in your region | 100% worry-free package | incl. installation."
> — *Enpal B.V. (translated)*

Thermondo combines the package with a fixed price and instalments:

> "Complete package at a fixed price - incl. subsidy & installation — Highly efficient heat pump ideal for older buildings incl. fixed price, complete package & installation. Heat pump from the market leader: complete package from €76 / month."
> — *Thermondo GmbH (translated)*

The price angle is telling: both installers name concrete figures – "from €7,800", "from €9,000", "from €76 / month". The instalment anchor is psychologically strong because it translates the five-figure investment into a monthly rate. Manufacturer Vaillant omits prices entirely – a typical difference between a direct provider and a brand.

## Pattern 3: Location and calculator – played out dynamically

The most interesting craft difference lies in personalisation. Enpal plays the federal-state reference dynamically into headline and description:

> "Complete package incl. installation - Heat pumps in Saarland — Heat pump from Enpal in Saarland | 100% worry-free package | incl. installation."
> — *Enpal B.V. (translated)*

> "What does a heat pump cost in North Rhine-Westphalia. Calculate your savings in 1 minute!"
> — *Enpal B.V. (translated)*

The second building block shows the next pattern: the **calculator as a soft conversion**. Instead of an immediate "request a quote", a low-threshold "calculate your savings in 1 minute" is offered – a clever intermediate step for a decision that stretches over months. 1KOMMA5° links this with the PV-heat-pump combination:

> "Coordinated complete package - 1KOMMA5° — PV system, heat pump & Heartbeat technology - electricity from 0 cents/kWh for your heat pump."
> — *1KOMMA5° GmbH (translated)*

The "electricity from 0 cents/kWh" angle is a genuine USP: it shifts the argument from the purchase price to the running costs – and bundles two products (photovoltaics + heat pump) into a "savings combo". This granularity is made possible by tightly segmented ad groups plus [responsive search ads](/en/glossar/responsive-suchanzeigen) that combine their own building blocks per region and product line.

## Pattern 4: Trust proven with numbers

A heat pump is a trust and investment purchase – and the strongest ads do not merely claim credibility, they prove it with verifiable numbers. Enpal and Thermondo fade [rating extensions](/en/glossar/anzeigenerweiterungen) straight into the ad:

> "Rating for enpal.de – 4.6 ★ (1,364)"
> — *Enpal B.V.*

> "Rating for thermondo.de – 4.6 ★ (7,903)"
> — *Thermondo GmbH*

On top come trust claims in the copy itself: "heat pump from the market leader", "already over 50,000 satisfied customers" (both Thermondo) and sitelinks such as "test-winner heat pump" or "very quiet in operation". The lesson: a concrete rating figure or verifiable proof beats ten empty superlatives – and tends to lift the [click-through rate](/en/glossar/klickrate-ctr). The rule of truth still applies: only claim what you can honestly prove.

## What the industry leaves on the table

For all the professionalism, recurring gaps stand out – viewed factually, as optimisation opportunities:

**1. Visibly broken placeholders.** Two providers currently show an unrendered dynamic block. At Thermondo, one active ad reads literally:

> "Heat pump from the market leader incl. installation from {__PLACEHOLDER__}. Installation in just a few weeks."
> — *Thermondo GmbH (translated, placeholder verbatim)*

And at 1KOMMA5° the raw syntax of the location insertion appears publicly:

> "Smart savings combo: heat pump with PV for {LOCATION(City):deine Stadt} - Now savings…"
> — *1KOMMA5° GmbH (placeholder verbatim)*

Here a dynamic insertion was not resolved correctly – the raw placeholder is visible live. It is no catastrophe, but an avoidable loss of trust: in an advice-heavy market, technical copy debris reads like a lack of care.

**2. Outdated years.** In one Thermondo ad, a sitelink still points to "Subsidy 2024: 70% grant" – in July 2026. At 1KOMMA5°, "PV costs 2025" and "PV costs 2026" sit side by side. Years in ads age fast; without a fixed refresh cadence they quickly read as stale – especially on the subsidy topic, where being current signals competence.

**3. Mismatched building blocks.** At Enpal, a [responsive search ad](/en/glossar/responsive-suchanzeigen) combines an EV headline with a heat-pump-adjacent description:

> "EV subsidy 2026: how to get the maximum — Secure funding for 2026 | incl. installation | cheapest electricity tariff in Germany."
> — *Enpal B.V. (translated)*

"Incl. installation" fits a heat pump, not an EV subsidy – a sign that assets are shared across too many themes. Splitting headlines and descriptions cleanly per ad group (and flanking them with proper [negative keywords](/en/glossar/negative-keywords)) avoids such thematic breaks.

## How to do it better

Five concrete moves can be derived from the patterns:

- **Keep the subsidy honest and current.** The "up to 70%" angle pulls – but only with the correct year and a refresh cadence. A "Subsidy 2024" sitelink in 2026 costs credibility.
- **Test a price or instalment anchor.** "From €76 / month" translates the large investment into a small rate. A credible, honest price angle stands out from the "request a quote now" sameness – especially against manufacturers that name no prices.
- **Use location dynamically – with a tested fallback.** Region and city in headline and description lift relevance noticeably. But the fallback text has to hold, so no "{LOCATION(City):…}" goes live.
- **Offer the calculator as a soft conversion.** "Calculate your savings in 1 minute" is a low-threshold entry for prospects not yet ready to enquire – fitting the long decision cycle.
- **Proofread before going live.** Check placeholders, years, asset combinations and dynamic fields in the ad preview. Two of the four biggest providers currently show a broken placeholder – a five-minute check would have prevented it.

One special case remains intent separation: someone searching "heating broken" (acute emergency) ticks differently from the renovator researching subsidies. How to keep these intents cleanly apart in the trades and heating context is shown in the guide to [Google Ads for service businesses & contractors](/en/blog/google-ads-dienstleister-handwerker).

The competition for the heat pump is mature and well funded – but not flawless. Precisely in the broken placeholders, the outdated years and the missing price angles lies the lever for everyone who looks more closely.

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## Frequently asked questions about the heat-pump ad check

**Where do the analysed heat-pump ads come from?**

Every quoted ad comes from the Google Ads Transparency Center (adstransparency.google.com), region Germany, retrieved on 16 July 2026. Four active advertisers were analysed: Thermondo GmbH, Enpal B.V., Vaillant GmbH and 1KOMMA5° GmbH. Only the publicly visible ad text is quoted – no guesswork, no invented examples.

**Which pattern dominates heat-pump Google Ads?**

The subsidy. Almost every ad leads with the state grant – "up to 70% back from the state" (Thermondo), "secure up to 70% state subsidy" (Vaillant). On top of that come two constants: the all-inclusive package at a fixed price ("worry-free package | incl. installation" at Enpal) and a concrete price or instalment anchor such as "from €7,800" or "from €76 / month". The market argues via money, risk and convenience.

**What do the top advertisers do particularly well?**

Installers like Enpal and 1KOMMA5° personalise dynamically: location ("heat pump from Enpal in Saarland"), region and savings calculators ("calculate your savings in 1 minute!"). They prove trust with rating extensions (Enpal 4.6 from 1,364 reviews) and concrete numbers instead of bare superlatives. Thermondo bundles fixed price, instalments and a subsidy-paperwork service into one clear worry-free promise.

**Which opportunities go unused in heat-pump ads?**

Three things stand out: visibly unrendered placeholders (a "{__PLACEHOLDER__}" at Thermondo, a "{LOCATION(City):deine Stadt}" at 1KOMMA5°), outdated years such as "Subsidy 2024" in the year 2026, and mismatched assets – for example an EV-subsidy headline over a heat-pump description. All avoidable with a glance at the ad preview before going live.

**Is it allowed to quote competitors' ads publicly?**

Yes. The Google Ads Transparency Center is a public source provided by Google. The headlines and descriptions quoted here are publicly visible and are reproduced solely in an analytical, factual context – without disparaging any single provider. That is exactly how fair competitive research works.

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Want to know how your own heat-pump ads hold up against this field – and where your lever sits? Our [Google Ads management](/en/leistungen/google-ads) starts exactly here: with a sober analysis of competition, search intent and ad copy.