Case study · HVAC Companies · Netherlands

HVAC & Climate Control Case Study Netherlands: +160% Leads

Name: Marketing & Lead Expert
Address: IN
Price range: $$

How a 10-technician HVAC company in The Hague grew enquiries 160% and cut cost per lead 52% in 6 months with CRM Follow-up, Local SEO and LinkedIn Outreach.

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

HVAC Companies · Netherlands

HVAC

A 10-technician HVAC company based in The Hague, serving the wider The Hague area and focused on commercial climate installations, plus ventilation systems and heat recovery. Before working with us, 64% of enquiries came through Werkspot 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.

Results After 6 Months

Leads per month

+160%

Cost per lead

-52%

Marketing-sourced revenue

+238%

Return on marketing spend

19.1x

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.
Peak season (air conditioning demand spikes during heatwaves (june to august); commercial and ventilation work runs year-round) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

We focused on CRM Follow-up & Remarketing, Local SEO & Google Maps and Prospect Outreach (LinkedIn Sales Navigator), the three channels with the best cost per booked job for HVAC businesses in The Hague. 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 HVAC & Climate Control marketing service in the Netherlands

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 60 seconds.
Built a 4-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 2,900 past customers with a service reminder campaign.

Related service

Service 2

Local SEO & Google Maps

Rebuilt the Google Business Profile: primary category corrected, 6 secondary categories added, 18 services with descriptions and a service area matched to the real travel radius.
Published 21 suburb and area pages across the wider The Hague 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 2 to 26 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.

Related service

Service 3

Prospect Outreach (LinkedIn Sales Navigator)

Defined the ideal customer profile and built 808 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.

Related service

The numbers

Before and after

Metric	Before	Month 6	Change
Enquiries per month	47	122	+160%
Cost per lead	€80	€38	-52%
Cost per booked job	€317	€117	-63%
Lead-to-job rate	25%	33%	+8 pts
Website conversion rate	3.0%	4.5%	+49%
Marketing-sourced revenue / month	€38k	€127k	+238%
Share of leads from paid directories	64%	21%	-43 pts
Median speed to lead	45 min	60 sec	instant
Keywords in the Maps top 3	5	29	+24
Sales meetings booked / month	0	8	new channel

Lead growth

Enquiries per month

Marketing-sourced revenue went from €38k to €127k a month, measured from booked installs and repairs in the CRM.

Optimisations That Moved The Numbers

01
Replying to new enquiries in under 60 seconds raised lead-to-booking rate from 25% to 33%.
02
The quote follow-up sequence recovered 5 quotes a month that would otherwise have gone cold.
03
Adding 6 secondary Google Business Profile categories lifted discovery searches by 50% in six weeks.
04
Personalised connection notes reached a 39% acceptance rate, and 21% of new connections replied.

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, Local SEO and LinkedIn Outreach.
Weeks 3 to 6
Build and launch
CRM Follow-up, Local SEO and LinkedIn Outreach live for commercial climate installations, plus ventilation systems and heat recovery.
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 Utrecht 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.