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Case study · HVAC Companies · Australia

Air Conditioning & HVAC Case Study Australia: +141% Leads

How a 7-technician HVAC company in Melbourne grew enquiries 141% and cut cost per lead 50% in 6 months with Google Ads and Local SEO.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.

HVAC Companies · Australia

HVAC

A 7-technician HVAC company based in Melbourne, serving the wider Melbourne area and focused on ducted air conditioning installation, plus split and multi-split system installs. Before working with us, 71% of enquiries came through hipages and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive enquiries, a lower cost per booked job and a pipeline the owner controls.

Google AdsSearch adsLocal SEOGoogle MapsHVAC+141%leads per month

Results After 6 Months

Leads per month

+141%

Cost per lead

-50%

Marketing-sourced revenue

+175%

Return on marketing spend

12.3x

The challenge

Where the business was stuck

  • Demand spikes in the first heatwave or cold snap, then drops, and most marketing is switched on too late to catch the peak.
  • Replacement and new-install jobs are worth many times a repair call, but most ad budgets are spent on low-value service searches.
  • Maintenance agreements are the most profitable revenue in the trade, yet few HVAC websites actively sell them.
  • Campaigns were not planned around peak season, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on Google Ads and Local SEO & Google Maps, the two channels with the best cost per booked job for HVAC businesses in Melbourne. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

See our air conditioning & hvac marketing service in Australia

What we did

The technical work behind the numbers, service by service.

Service 1

Google Ads

  • Restructured the account into 25 single-theme ad groups by job type, with exact and phrase match only and a 436-term negative keyword list.
  • Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimised for revenue, not form fills.
  • Moved from manual CPC to Maximize Conversion Value with a target ROAS once 30+ conversions a month were flowing.
  • Added ad scheduling and location bid adjustments so budget follows the hours and areas that produce booked work.
Related service

Service 2

Local SEO & Google Maps

  • Rebuilt the Google Business Profile: primary category corrected, 5 secondary categories added, 10 services with descriptions and a service area matched to the real travel radius.
  • Published 8 suburb and area pages across the wider Melbourne area, each with local job photos, travel times and area-specific FAQs.
  • Launched a review request flow by SMS after every completed job, lifting review velocity from 3 to 14 new reviews a month.
  • Tracked rankings on a 9x9 geo-grid around the office to see Maps visibility street by street, not just from one location.
Related service

The numbers

Before and after

MetricBeforeMonth 6Change
Enquiries per month46111+141%
Cost per leadA$200A$100-50%
Cost per booked jobA$741A$325-56%
Lead-to-job rate27%31%+4 pts
Website conversion rate3.0%4.6%+54%
Marketing-sourced revenue / monthA$64kA$175k+175%
Share of leads from paid directories71%22%-49 pts
Search impression share34%71%+37 pts
Keywords in the Maps top 3532+27

Lead growth

Enquiries per month

46Before62Month 177Month 290Month 3101Month 4110Month 5111Month 6

Marketing-sourced revenue went from A$64k to A$175k a month, measured from booked installs and repairs in the CRM.

Optimisations That Moved The Numbers

  1. 01

    The 436-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 41%.

  2. 02

    Offline conversion import let bidding favour ducted air conditioning installation searches, raising average lead value by 21%.

  3. 03

    Adding 5 secondary Google Business Profile categories lifted discovery searches by 41% in six weeks.

  4. 04

    Area pages for Adelaide moved the business from outside the top 20 to position 1 in the Maps pack for its main service there.

The 6-month timeline

From tracking to scale.

  1. Weeks 1 to 2

    Audit, tracking and baseline

    Call tracking, conversion tracking, CRM connection and a full audit covering Google Ads and Local SEO.

  2. Weeks 3 to 6

    Build and launch

    Google Ads and Local SEO live for ducted air conditioning installation, plus split and multi-split system installs.

  3. Months 2 to 4

    Optimise

    Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.

  4. Months 5 to 6

    Scale

    Expansion into Adelaide and nearby areas, plus new services with proven demand.

Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.

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