Case study · Heat Pump Companies · New Zealand
Heat Pump Case Study New Zealand: +147% Leads
How a heat pump installer with 6 install teams in Tauranga grew survey requests 147% and cut cost per lead 55% in 6 months with AEO, GEO and Content.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
Heat Pump Companies · New Zealand
Heat Pump
A heat pump installer with 6 install teams based in Tauranga, serving the wider Tauranga area and focused on high-wall heat pump installation and ducted heat pumps. Before working with us, 59% 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 survey requests, a lower cost per install and a pipeline the owner controls.
Results After 6 Months
Leads per month
+147%
Cost per lead
-55%
Marketing-sourced revenue
+174%
Return on marketing spend
16.9x
The challenge
Where the business was stuck
- Heat pumps are a new purchase for most homeowners, so buyers need education before they are ready to talk to an installer.
- Grants and energy prices move the market quickly, and campaigns must keep pace.
- Many enquiries come from homes that aren't ready for a heat pump without insulation work first.
- Peak season (demand peaks from march to august, ahead of and during winter) was not being planned for, so budget ran out when demand was highest.
The approach
Three services, one goal
We focused on AEO (Answer Engine Optimisation), GEO (Generative Engine Optimisation) and Content Marketing, the three channels with the best cost per install for heat pump businesses in Tauranga. 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
AEO (Answer Engine Optimisation)
- Rewrote 10 service pages so each opens with a direct 40 to 60 word answer to the question buyers actually search.
- Added FAQPage, HowTo and Service schema and question-led headings to target featured snippets and People Also Ask.
- Built a price and timeline guide for high-wall heat pump installation with tables that answer engines can lift straight into results.
- Optimised for voice and conversational queries such as "how much does high-wall heat pump installation cost near me".
Service 2
GEO (Generative Engine Optimisation)
- Created a consistent entity profile: the same business facts across the website, Google Business Profile, directories, LinkedIn and review sites.
- Published 34 citation-ready answers on costs, timelines, regulations and brands, written in the formats ChatGPT, Gemini and Perplexity quote.
- Earned mentions on 17 trusted third-party sites (industry bodies, local news, comparison articles) that AI models draw from.
- Tracked 60 buyer prompts across ChatGPT, Perplexity, Gemini and Google AI Overviews every month to measure citations and share of voice.
Service 3
Content Marketing
- Built a content plan of 17 articles around cost, comparison and how-to questions for high-wall heat pump installation and ducted heat pumps.
- Produced 28 short videos from real jobs and repurposed them for the website, Google Business Profile, YouTube and social.
- Created a downloadable buyer guide as a lead magnet, capturing 121 email leads a month for follow-up.
- Linked every article to the matching service page and quote form, so readers move from research to enquiry.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Survey requests per month | 19 | 47 | +147% |
| Cost per lead | NZ$363 | NZ$163 | -55% |
| Cost per install | NZ$1,954 | NZ$792 | -59% |
| Lead-to-job rate | 19% | 21% | +2 pts |
| Website conversion rate | 3.0% | 4.5% | +52% |
| Marketing-sourced revenue / month | NZ$66k | NZ$181k | +174% |
| Share of leads from paid directories | 59% | 13% | -46 pts |
| Featured snippets and PAA answers | 3 | 29 | +26 |
| AI answer citations (tracked prompts) | 3 of 60 | 31 of 60 | +28 |
| Organic visits to guides / month | 125 | 4,071 | new channel |
Lead growth
Survey requests per month
Marketing-sourced revenue went from NZ$66k to NZ$181k a month, measured from booked installs in the CRM.
Optimisations That Moved The Numbers
- 01
The business now holds 29 featured snippets and People Also Ask answers, up from 3.
- 02
Direct-answer intros raised organic click-through rate on question searches from 2.9% to 6.6%.
- 03
The business is now cited in 31 of 60 tracked AI prompts, up from 3.
- 04
The top 12 articles now rank on page one and send readers to quote forms at a 20% higher rate than other traffic.
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 AEO, GEO and Content.
Weeks 3 to 6
Build and launch
AEO, GEO and Content live for high-wall 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 Queenstown 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.
Heat Pump Companies case studies in other countries
NetherlandsMore case studies in New Zealand
Let's Discuss Your Growth
Tell us about your business. We'll reply with a plan, realistic lead volumes and costs.