Step-by-step operational playbook: Lead Generation → Go High Level → AppointWise → Calendar. Deliver results, retain clients, build the agency.
Five interconnected stages. The output of each becomes the input of the next. Master them sequentially. Don't try to optimise stage 3 before stage 1 is working.
Lead Generation
Inbound Qualification
CRM Pipeline
AI Setting
Survey Booked
| Lead Gen | Meta Ads + cold outreach targeting BUS grant homeowners |
| CRM | Go High Level (white-labelled) |
| AI Setting | AppointWise (qualifies + books) |
| Booking | Google Calendar (direct sync) |
| Target | MCS-certified heat pump installers |
| Size | 2–15 engineers, owner-operated |
| Revenue | £200k–£2M annually |
| Job Value | £8,000–£18,000 per installation |
| Delivery | 8–15 qualified surveys/month guaranteed |
Why heat pump installers are perfect: High job value (£8k–£18k), MCS database gives you a verified prospect list, BUS grant creates urgent homeowner demand, and installers lack the time and systems to capture it. The need is real and the ROI case writes itself.
The goal is to generate inbound interest from homeowners who qualify for the Boiler Upgrade Scheme and are actively researching heat pump installation. These are motivated, pre-qualified leads — not cold traffic.
Ads Manager → Create → Select Leads as objective. Choose "Manual leads campaign." Name it clearly.
Enable Campaign Budget Optimization (CBO). Minimum £5/day per ad creative. For 3 creatives = £15/day minimum. CBO distributes spend to best-performing ads automatically.
Budget Rule: Never go below £5/day per creative. Meta can't optimise without sufficient data. Lower budgets = wasted money.
Set location to the installer's service area (typically 25–40 mile radius from base). Age 30–65+ (homeowners with property suitable for heat pumps).
"Still relying on gas central heating? Homeowners in [area] are switching to heat pumps and getting £7,500 back from the government. Book your FREE no-obligation survey and find out if your home qualifies."
"We install heat pumps in [area]. MCS certified. Air source and ground source. Contact us for a quote."
Create form in ad setup. Select More volume form type initially. Required fields:
Qualification questions (1–2 max):
Include: "We'll contact you within 60 minutes to arrange your free survey." + installer's phone number + Google reviews link. Sets immediate expectation and builds trust.
Creative Testing: Launch with 3 different ad creatives in one ad set. Test one offer with three different angles or visuals. After 7 days, kill underperformers and scale the winner. Never kill an ad before day 7 — Meta needs time to optimise.
All leads flow into Go High Level — your single source of truth. White-label it as your own branded platform to each installer client.
Create a pipeline that mirrors the homeowner journey from lead to booked survey.
Ad enquiry
AI confirmed interest
Date booked
Attended
Converted
Critical: One Sub-Account Per Installer Client. Never cross-pollinate data between clients. Each installer gets isolated data, automations, and AppointWise strategies. Prevents AI confusion and data leakage between competing businesses in the same region.
Agency view → Sub-Accounts → Create new. Name it: "[Installer Company] - Heat Pumps - [Region]"
Set company name, logo, timezone (UK), phone number. This is what appears in all outgoing SMS/emails from the AI.
Pipelines → Create → Add stages in order: New Lead → Qualified → Survey Set → Survey Done → Install → Not Qualified → No-Show → Ghosting → Future Follow-Up
Integrations → Facebook → Connect. Select the installer's Facebook Ad Account. Map the lead form fields to GHL contact fields (Name, Phone, Email must map correctly for AppointWise to work).
Calendars → Create → Personal Meeting → "Heat Pump Survey Bookings". Duration 60–90 minutes. Connect installer's Google Calendar for conflict checking. Set available hours to their actual availability.
AppointWise is the engine that qualifies leads and books them into the installer's survey calendar automatically. Set it up correctly once — it runs 24/7 from there.
AppointWise → Strategies → Create. Name it "[Installer] — Heat Pump Surveys". One strategy per installer client.
For UK heat pump homeowners: SMS + WhatsApp is the highest-converting channel. WhatsApp tends to get higher response rates with homeowners over 35. Test both in separate strategies.
For heat pump installers: Friendly and Casual works best. Homeowners are making a significant financial decision — they want to feel like they're talking to a helpful person, not a corporate bot.
| Setting | Recommendation | Reason |
|---|---|---|
| Objection Handling | Top Closer | Push past initial hesitation — BUS grant urgency helps |
| Qualification Priority | Balanced | Get answers without being aggressive |
| Creativity | Closer to Script | Accuracy matters — don't hallucinate grant details |
The opening message must be a low-friction question to maximise response rate. High friction = low responses.
Female names convert better. Per Jordan Platten: "Female names convert better than male names on these bots." Consider names like Emma, Sarah, Amy for the AI persona. Test both — measure response rates.
Test before launch. Use AppointWise's "Test AI" tab. Spend 30–60 minutes running through every scenario: qualified homeowner, renter, "not interested," grant questions, pricing questions. Fix edge cases before live leads come in.
The technical setup. Follow these steps exactly. Done correctly once — runs automatically from there.
AppointWise → Integrations → Connect Go High Level → Log in with GHL credentials. Do this at agency level, not sub-account level.
In GHL → Sub-Account → Actions → Load Snapshot → Select "AppointWise 6.0". Select all items → Proceed. This imports all necessary automations, custom fields, trigger configurations, and pipeline templates.
Book an AppointWise onboarding call if you get stuck here. Per Jordan: "Such a great support team." They'll walk you through it.
GHL → Settings → Custom Values. Two values required:
Edit "AppointWise Error Notification" workflow → Add your email to receive alerts when automations fail. Optional: add installer's email to receive win/loss notifications directly.
AppointWise → Strategy → Booking → Automated AI Booking → Select the GHL calendar you created for this installer. This is what lets the AI check availability and book times automatically.
GHL → Contacts → New → Create "Test Lead" with your own phone number. Copy the Contact ID from the URL. Paste into AppointWise → Strategy → Test Customer ID.
GHL → Automations → AI Companion → Step 3 → Click first step → Scroll to Test → Select test contact → Send. Confirm "Success." Run a full test conversation with your own phone.
| Automation | Purpose |
|---|---|
| Step 1: Triggers | Defines when the bot activates (new lead enters pipeline stage) |
| Step 2: Apply Strategy | Connects the lead to the correct AppointWise strategy |
| Step 3: Generate Response | AI generates response when lead replies |
| Step 4: Send Message | Delivers AI response via SMS or WhatsApp |
| Step 5: Follow-Ups | Sends configured follow-up messages to non-responders automatically |
Every number in the pipeline is a lever. Know your benchmarks. Red flag early. Fix at the right stage.
100,000
1,000 (1% CTR)
450 (45% rate)
315 (70% rate)
95 (30% close)
| Metric | Target | Red Flag | Fix At |
|---|---|---|---|
| Cost Per Lead (CPL) | £8–20 for heat pumps | >£35 | Ad creative, targeting, offer |
| Response Rate | 55%+ | <35% | Initial AI message, timing |
| Qualification Rate | 65%+ | <45% | Lead form questions, targeting |
| Survey Set Rate | 40–50% | <25% | AppointWise script, follow-ups |
| Show-Up Rate | 70%+ | <50% | Confirmation sequence, reminders |
| Opt-Out Rate | <10% | >20% | Message frequency, tone |
| Cost Per Survey (CPS) | £20–50 | >£80 | Full funnel review |
"The single biggest attributing factor to increasing appointment set rate is speed to lead. With every minute that a lead has opted in, they're getting colder." — Jordan Platten
A smooth onboarding sets the tone. Collect everything upfront. Launch fast. The goal is surveys in their calendar within 2 weeks of signing.
Create sub-account. Import AppointWise snapshot. Configure pipeline stages. Set custom values. Create calendar and connect Google Calendar.
Create strategy. Input business details and AI instructions. Configure qualification questions and follow-up messages. Connect calendar. Run full test conversation.
Build Meta Ads campaign. Write 3 ad creatives. Create lead form with qualification questions. Connect lead form to GHL sub-account. Test lead flow end-to-end.
Submit a test lead through the actual form. Verify it lands in GHL. Verify AppointWise fires the initial message. Confirm calendar booking flow works. Then go live.
Hit the minimum survey target every month. Under-deliver and you're one invoice from losing them. Over-deliver and they'll never leave.
Send the numbers before they ask. Installers who see consistent data trust you. Silence breeds doubt. A weekly 5-line update is all it takes.
Quantity means nothing if the surveys are tyre-kickers. One high-quality survey that converts to a £12k install is worth 10 no-shows. Qualify harder if quality drops.