HVAC PR and digital marketing experts Jello PR & JL Creative crunch the numbers after European heat pump sales slow in 2024.

Two of Europe’s largest countries typed ‘heat pump installation’ into Google just 550 times at the start of 2024, compared with over 3,000 in Britain, a trend that has been repeated in January 2025.

This data echoes European Heat Pump Association figures, which show heat pump sales across 13 European countries fell by 47% in the first six months of 2024 compared to the same period in 2023. In contrast, the UK has seen a surge in people purchasing heat pumps – HPA data reveals a 63% increase in 2024.

Overall, Europe’s heat pump markets are much more mature, with widespread take-up, so demand has naturally decreased over time.

HVAC businesses—from manufacturers to training providers and installers—should view growing sales figures and the consistent state of heat pump traffic on Google as extremely positive.

To ensure a stake in this increasingly buoyant market, small businesses, which make up a large proportion of the UK’s construction and building trades, the top sector for the self-employed according to a recent report, must take steps to compete with more prominent, national providers.

Despite a steady interest in all things heat pump-related, gas boilers are still a popular choice. The term ‘gas boilers’ is searched for in equivalent volumes to ‘heat pump installation’ and more than double ‘air source heat pumps’ specifically.

This means that being multi-skilled is the best way for the installer base to ensure success now and in the future.

Currently, over 70% of households in England and Wales use mains gas as their primary central heating source, which means gas boilers will still be with us for many years.

Crunching the numbers from Google search and industry trends indicates a positive outlook for the building services sector in 2025 and beyond.