An approach to optimal actuator design based on shape and topology optimisation techniques is presented. For linear diffusion equations, two scenarios are considered. For the first one, best actuators are determined depending on a given initial condition. In the second scenario, optimal actuators are determined based on all initial conditions not exceeding a chosen norm. Shape and topological sensitivities of these cost functionals are determined. A numerical algorithm for optimal actuator design based on the sensitivities and a level-set method is presented. Numerical results support the proposed methodology.