Case study · HVAC Companies · USA
HVAC Case Study USA: +156% Leads
How a 17-technician HVAC company in Atlanta grew inquiries 156% and cut cost per lead 53% in 6 months with CRM Follow-up, LinkedIn Outreach and Local SEO.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
HVAC Companies · USA
HVAC
A 17-technician HVAC company based in Atlanta, serving the wider Atlanta area and focused on full HVAC system replacement and heat pump installation. Before working with us, 57% of inquiries came through Angi and similar paid platforms, where the same lead often went to three or four competitors. The goal was more exclusive inquiries, a lower cost per booked job and a pipeline the owner controls.
Results After 6 Months
Leads per month
+156%
Cost per lead
-53%
Marketing-sourced revenue
+225%
Return on marketing spend
17.8x
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
Three services, one goal
We focused on CRM Follow-up & Remarketing, Prospect Outreach (LinkedIn Sales Navigator) and Local SEO & Google Maps, the three channels with the best cost per booked job for HVAC businesses in Atlanta. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.
What we did
The technical work behind the numbers, service by service.
Service 1
CRM Follow-up & Remarketing
- Connected every form, call and chat to a CRM pipeline with automatic SMS replies inside 45 seconds.
- Built a 5-step quote follow-up sequence by SMS and email for quotes that had not been accepted.
- Launched remarketing audiences on Google and Meta for site visitors and quote recipients, with job-specific ads and reviews.
- Added missed-call text back and reactivated 800 past customers with a service reminder campaign.
Service 2
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 717 target accounts in LinkedIn Sales Navigator: facility managers, office and retail property managers, and builders.
- Saved lead searches with alerts for job changes, new projects and company growth, so outreach starts with a real reason to talk.
- Ran a 5-step manual sequence from the owner's profile: personalised connection note, value message, case study and a meeting request, within LinkedIn's weekly limits.
- Logged every conversation in the CRM and handed warm replies to the owner with account notes before each call.
Service 3
Local SEO & Google Maps
- Rebuilt the Google Business Profile: primary category corrected, 5 secondary categories added, 17 services with descriptions and a service area matched to the real travel radius.
- Published 8 suburb and area pages across the wider Atlanta 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 4 to 23 new reviews a month.
- Tracked rankings on a 7x7 geo-grid around the office to see Maps visibility street by street, not just from one location.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Inquiries per month | 52 | 133 | +156% |
| Cost per lead | $135 | $63 | -53% |
| Cost per booked job | $472 | $173 | -63% |
| Lead-to-job rate | 29% | 36% | +8 pts |
| Website conversion rate | 2.4% | 3.2% | +34% |
| Marketing-sourced revenue / month | $55k | $179k | +225% |
| Share of leads from paid directories | 57% | 26% | -31 pts |
| Median speed to lead | 231 min | 45 sec | instant |
| Sales meetings booked / month | 0 | 6 | new channel |
| Keywords in the Maps top 3 | 4 | 26 | +22 |
Lead growth
Enquiries per month
Marketing-sourced revenue went from $55k to $179k a month, measured from booked installs and repairs in the CRM.
Optimisations That Moved The Numbers
- 01
Replying to new inquiries in under 45 seconds raised lead-to-booking rate from 29% to 36%.
- 02
The quote follow-up sequence recovered 7 quotes a month that would otherwise have gone cold.
- 03
Personalised connection notes reached a 33% acceptance rate, and 20% of new connections replied.
- 04
Adding 5 secondary Google Business Profile categories lifted discovery searches by 57% in six weeks.
The 6-month timeline
From tracking to scale.
Weeks 1 to 2
Audit, tracking and baseline
Call tracking, conversion tracking, CRM connection and a full audit covering CRM Follow-up, LinkedIn Outreach and Local SEO.
Weeks 3 to 6
Build and launch
CRM Follow-up, LinkedIn Outreach and Local SEO live for full HVAC system replacement and heat pump installation.
Months 2 to 4
Optimise
Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.
Months 5 to 6
Scale
Expansion into Houston 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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