Case study · HVAC Companies · Ireland

HVAC Case Study Ireland: +150% Leads

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

How a 10-technician HVAC company in Waterford grew enquiries 150% and cut cost per lead 45% in 6 months with CRM Follow-up and LinkedIn Outreach.

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

HVAC Companies · Ireland

HVAC

A 10-technician HVAC company based in Waterford, serving the wider Waterford area and focused on commercial HVAC installation, plus ventilation and heat recovery systems. Before working with us, 55% of enquiries came through trade directories 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

+150%

Cost per lead

-45%

Marketing-sourced revenue

+208%

Return on marketing spend

14.8x

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.
Peak season (commercial work runs year-round; residential heat pump demand rises ahead of winter) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

We focused on CRM Follow-up & Remarketing and Prospect Outreach (LinkedIn Sales Navigator), the two channels with the best cost per booked job for HVAC businesses in Waterford. Every call, form and chat was tracked to a booked outcome from week one, so every decision was based on revenue, not clicks.

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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 30 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 2,000 past customers with a service reminder campaign.

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Service 2

Prospect Outreach (LinkedIn Sales Navigator)

Defined the ideal customer profile and built 829 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 6-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.

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The numbers

Before and after

Metric	Before	Month 6	Change
Enquiries per month	48	120	+150%
Cost per lead	€107	€59	-45%
Cost per booked job	€399	€178	-55%
Lead-to-job rate	27%	33%	+6 pts
Website conversion rate	2.5%	3.9%	+54%
Marketing-sourced revenue / month	€42k	€129k	+208%
Share of leads from paid directories	55%	28%	-27 pts
Median speed to lead	151 min	30 sec	instant
Sales meetings booked / month	0	7	new channel

Lead growth

Enquiries per month

Marketing-sourced revenue went from €42k to €129k a month, measured from booked installs and repairs in the CRM.

Optimisations That Moved The Numbers

01
Replying to new enquiries in under 30 seconds raised lead-to-booking rate from 27% to 33%.
02
The quote follow-up sequence recovered 4 quotes a month that would otherwise have gone cold.
03
Personalised connection notes reached a 47% acceptance rate, and 26% of new connections replied.
04
Sales Navigator outreach booked 7 meetings a month with facility managers, leading to 7 new commercial accounts in six months.

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 and LinkedIn Outreach.
Weeks 3 to 6
Build and launch
CRM Follow-up and LinkedIn Outreach live for commercial HVAC installation, plus ventilation and heat recovery systems.
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 Kildare 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.