The Q2 2025 benchmarking report for UK boiler and home services insurance providers has just been published. Learn how the top 10 UK boiler and home services insurance providers perform across the digital space.
The latest Q2 2025 benchmarking report for UK boiler and home services insurance providers has just been published. It covers the largest 10 UK boiler and home services insurance providers, including HomeServe UK, British Gas, Hometree, 24|7 Home Rescue, PlusHeat, CORGI HomePlan, Your Repair, CET UK, Blue Emergency Cover, and Home Emergency Assist.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks and missed opportunities for other boiler and home services insurance providers to expand their online brand exposure, encourage more online views and increase their conversion rates. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call. 
Q2 2025 WINNERS LEADERBOARD
For a glance into just 6 of the metrics we evaluated these top 10 UK boiler and home services insurance providers, check out our quick-look table below; 
Continue reading for further detail on this quarter's top and poorest-performing energy providers, or request a copy of the report for the full review.
What The Industry Research Report Covers
The 70+ pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Driving Optimal ROAS from Paid Media Channels
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Pay-Per-Click Marketing
Pay-Per-Click marketing is constantly evolving, with more and more advertisers being forced to hand over a lot of control to Google's algorithms as the push for automation grows ever stronger. There are still key elements of control that we have though, the main one of these being budget which is ultimately something the algorithms can't take from you. That's why being smart with your budget and ad coverage is essential to achieving strong results and bettering what your competitors have to offer.
For Q2 2025, the average monthly budget wastage across these UK boiler and home services insurance providers was £18,896, with some of the top players in the market spending a considerable amount on areas and audiences unlikely to deliver a return. We can see this in more detail when looking at the average monthly cost per cost-per-click (CPC) amongst advertisers, with the average of this metric being £147 . This highlights how competitive the market is and how important it is to control your budgets effectively.
There are varying monthly ad budgets across the competitors in the report. While this gap highlights the competitive advantage that larger budgets can provide, it's not just about spending more; it’s about spending smarter. By focusing on driving efficiency in campaign management, targeting, and budget allocation, businesses with smaller budgets can still effectively compete with larger players. Investing in data-driven strategies and refining ad performance can help close the gap and maximise the return on every pound spent, enabling growth even in a competitive landscape. Relative to their spend, Home Emergency Assist reported the lowest monthly cost-per-click (CPC) at £6, and Hometree have the highest at £684.
The report highlights the importance of budget efficiency by comparing monthly ad spend with estimated CPC in relation to your competitors, see who has the highest and lowest CPC. To maximise the effectiveness of your budget, it’s essential to focus on driving CPC down while maintaining or improving campaign performance. In this report, CORGI HomePlan has the lowest estimate monthly ad spend at £1,160, and British Gas has the highest at £919,000.
By optimising targeting, refining ad copy, and leveraging data to identify high-converting opportunities, you can ensure every click delivers maximum value. This approach not only stretches your budget further but also boosts your return on ad spend (ROAS), enabling you to achieve stronger results without simply increasing expenditure.
Technical Website Compliance
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. UK boiler and home services insurance providers should regularly monitor their internal linking structure to ensure they’re directing visitors to active links.
British Gas is the provider to watch, reporting 98 4xx errors. When a user hits a 404 page, they won’t find what they’re anticipating, which can lead to frustration and cause visitors to leave a website, potentially increasing bounce rates.
Site Speed & Conversion Rate Performance
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. All boiler and home services insurance providers should ensure their website is mobile-friendly, taking into consideration that users will be navigating their website from a smaller screen.
The mobile site speed for this quarter ranged between 84 and 10, with CORGI HomePlan reporting the slowest speed. Ideally, all providers should score at least 50% for mobile site speed, as a faster-loading website creates a more pleasurable experience for visitors, encouraging them to remain on the website for longer.
Building Competitive Advantage with Domain Authority
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that is not gained through sponsored ads. Boiler and home services insurance providers should focus on creating and uploading quality, original content to encourage high-authoritative websites to backlink to them.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter ranged between 76 and 9, with Blue Emergency Cover reporting the lowest DA score. This insurance provider should look for opportunities to encourage high-quality backlinks (with more of a focus on quality backlinks over quantity).
Organic Performance – Mobile & Desktop
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. Insurance providers should look for missed opportunities to consistently increase organic traffic on both mobile and desktop, ensuring that their website is optimised to encourage increased traffic.
Four providers saw a decrease of organic traffic on desktop, and 5 providers saw a decrease on mobile. Hometree reported the biggest loss on desktop (-41%), while HomeServe UK reported the biggest loss on mobile (-38%).
Universal Search Opportunity
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a site can appear for universal search results without being strong in standard rankings. Optimising for 'people also ask' results is a great way to build brand awareness and confidence directly from the SERP, as insurance providers can provide much-needed answers before users have set virtual foot on their site.
British Gas secured the most Universal Search appearances overall (23,226), with the majority of these appearances came from ‘people also ask’ (21,700). On the other hand, Blue Emergency Cover didn’t land any Universal Search appearances, and this insurance provider should look for missed opportunities to increase this figure.
The Longtail Keyword Opportunity
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand-new search terms as they enter Google’s index. Insurance providers should regularly monitor their keyword strategy to ensure they’re using longtail keywords their audience type into search engines.
British Gas secured the most longtail keyword appearances for position 3 (12,250) and 18,544 for positions 4–10. While CORGI HomePlan is further down the leaderboard for position 3, this provider reported 278 appearances for positions 4–10, which is a great way to increase their overall ranking in search engines.
Facebook Adverts
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. Facebook sponsored posts are a great opportunity for insurance providers to expand their online reach.
We’ve included screenshots of Hometree’s sponsored Facebook posts. This insurance provider included 4 lines per sponsored post, and they should stick to a maximum of 3 lines to allow social media users to read their content at a glance while they’re scrolling their social media feed.
Top Social Shares & Content
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google, too, who will recognise content which achieves traffic over a long period of time. Content such as tips and advice will be engaging, topical, and most likely to be shared by social media users.
British Gas has the most Facebook Likes (152,600) and the most Instagram followers (12,900). However, HomeServe UK secured the biggest total engagement rate (652) — a metric all brands should regularly monitor.
Website Readability & Accessibility
Around 20 % of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, brands lose customer interest as they turn elsewhere. Insurance providers must ensure their sites are universally accessible to not limit their audience.
Hometree reported 134 accessibility alerts — the highest of all insurance providers. Meanwhile, PlusHeat reported 94 contrast errors — the highest of all providers. It’s important that these brands reduce these alerts and errors to ensure they’re not restricting how users can access their website.
Get the full 70-page Q2 2025 report
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Rory Tarplee.
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