Case study · HVAC Companies · New Zealand

Heat Pump & HVAC Case Study New Zealand: +119% Leads

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

How a 17-technician HVAC company in Christchurch grew enquiries 119% and cut cost per lead 42% in 6 months with CRM Follow-up, LinkedIn Outreach and UX/UI & CRO.

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

HVAC Companies · New Zealand

HVAC

A 17-technician HVAC company based in Christchurch, serving the wider Christchurch area and focused on heat pump installation and ducted heat pumps. Before working with us, 71% of enquiries came through Builderscrack 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

+119%

Cost per lead

-42%

Marketing-sourced revenue

+176%

Return on marketing spend

8.0x

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 (heating demand peaks from april to august; cooling demand rises in summer) 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, Prospect Outreach (LinkedIn Sales Navigator) and Website Optimisation (UX/UI & CRO), the three channels with the best cost per booked job for HVAC businesses in Christchurch. 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 heat pump & hvac marketing service in New Zealand

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 6-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 900 past customers with a service reminder campaign.

Related service

Service 2

Prospect Outreach (LinkedIn Sales Navigator)

Defined the ideal customer profile and built 886 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.

Related service

Service 3

Website Optimisation (UX/UI & CRO)

Ran a UX audit using heatmaps and 1,900 session recordings to find where mobile visitors dropped off.
Rebuilt 9 landing pages with one offer, one call to action and proof (reviews, licences, guarantees) above the fold.
Cut the enquiry form from 12 fields to 4, added a sticky click-to-call bar and a multi-step quote form on mobile.
Ran 5 A/B tests on headlines, form placement and offers; the winning variants now carry all traffic.

Related service

The numbers

Before and after

Metric	Before	Month 6	Change
Enquiries per month	31	68	+119%
Cost per lead	NZ$284	NZ$164	-42%
Cost per booked job	NZ$1,031	NZ$472	-54%
Lead-to-job rate	28%	35%	+7 pts
Website conversion rate	3.1%	6.6%	+112%
Marketing-sourced revenue / month	NZ$40k	NZ$111k	+176%
Share of leads from paid directories	71%	13%	-58 pts
Median speed to lead	118 min	45 sec	instant
Sales meetings booked / month	0	14	new channel
Enquiry form fields	12	4	-8

Lead growth

Enquiries per month

Marketing-sourced revenue went from NZ$40k to NZ$111k a month, measured from booked installs and repairs in the CRM.

Optimisations That Moved The Numbers

01
Replying to new enquiries in under 45 seconds raised lead-to-booking rate from 28% to 35%.
02
The quote follow-up sequence recovered 3 quotes a month that would otherwise have gone cold.
03
Personalised connection notes reached a 37% acceptance rate, and 23% of new connections replied.
04
The shorter 4-field form lifted form conversion rate by 51%.

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 UX/UI & CRO.
Weeks 3 to 6
Build and launch
CRM Follow-up, LinkedIn Outreach and UX/UI & CRO live for heat pump installation and ducted heat pumps.
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 Dunedin 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.