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Example · HVAC Companies · Canada

HVAC Marketing Example: Canada

An illustrative plan showing how CRM Follow-up and Google Ads could work for a 14-technician HVAC company in Ottawa.

Illustrative example: this is not a client result. It shows how this work could be structured.

HVAC Companies · Canada

HVAC

Example business: a 14-technician HVAC company based in Ottawa, serving the wider Ottawa area and focused on furnace replacement and installation, plus cold-climate and dual-fuel heat pumps. Businesses like this often get many enquiries through HomeStars and similar paid platforms, where the same lead often goes to three or four competitors. The goal was more exclusive enquiries, a lower cost per booked job and a pipeline the owner controls.

CRM Follow-upSMS & WhatsAppGoogle AdsSearch adsHVACGoalqualified leads

The challenge

Where a business like this gets 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 (furnace demand peaks from october to february and air conditioning from june to august; heat pump campaigns should run in spring and fall) was not being planned for, so budget ran out when demand was highest.

The approach

Two services, one goal

This example focuses on CRM Follow-up & Remarketing and Google Ads, two channels that can suit HVAC businesses in Ottawa. Every call, form and chat is tracked to a booked outcome from week one, so decisions are based on revenue, not clicks.

See our HVAC marketing service in Canada

What the work could include

The technical work, service by service.

Service 1

CRM Follow-up & Remarketing

  • Connect every form, call and chat to a CRM pipeline with automatic SMS replies within seconds.
  • Build a multi-step quote follow-up sequence by SMS and email for quotes that have not been accepted.
  • Launch remarketing audiences on Google and Meta for site visitors and quote recipients, with job-specific ads and reviews.
  • Add missed-call text back and reactivate past customers with a service reminder campaign.
Related service

Service 2

Google Ads

  • Restructure the account into single-theme ad groups by job type, with exact and phrase match only and a negative keyword list.
  • Install call tracking and import booked jobs from the CRM as offline conversions, so bidding optimises for revenue, not form fills.
  • Move from manual CPC to Maximize Conversion Value with a target ROAS once enough conversions a month are flowing.
  • Set up and manage Google Local Services Ads next to search campaigns, disputing invalid leads weekly.
Related service

An example 6-month timeline

From tracking to scale.

  1. Weeks 1 to 2

    Audit, tracking and baseline

    Call tracking, conversion tracking, CRM connection and a full audit covering CRM Follow-up and Google Ads.

  2. Weeks 3 to 6

    Build and launch

    CRM Follow-up and Google Ads live for furnace replacement and installation, plus cold-climate and dual-fuel heat pumps.

  3. Months 2 to 4

    Optimise

    Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.

  4. Months 5 to 6

    Scale

    Expansion into Montreal and nearby areas, plus new services with clear demand.

Illustrative example: this is not a client result. It shows how this work could be structured. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.

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