Case study · HVAC Companies · Canada

HVAC Case Study Canada: +115% Leads

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

How a 14-technician HVAC company in Ottawa grew enquiries 115% and cut cost per lead 49% in 6 months with CRM Follow-up and Google Ads.

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

HVAC Companies · Canada

HVAC

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. Before working with us, 56% of enquiries came through HomeStars 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

+115%

Cost per lead

-49%

Marketing-sourced revenue

+178%

Return on marketing spend

13.8x

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 (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

We focused on CRM Follow-up & Remarketing and Google Ads, the two channels with the best cost per booked job for HVAC businesses in Ottawa. 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 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 1,200 past customers with a service reminder campaign.

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Service 2

Google Ads

Restructured the account into 25 single-theme ad groups by job type, with exact and phrase match only and a 285-term negative keyword list.
Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimized for revenue, not form fills.
Moved from manual CPC to Maximize Conversion Value with a target ROAS once 50+ conversions a month were flowing.
Set up and managed Google Local Services Ads next to search campaigns, disputing invalid leads weekly.

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The numbers

Before and after

Metric	Before	Month 6	Change
Enquiries per month	41	88	+115%
Cost per lead	C$147	C$75	-49%
Cost per booked job	C$589	C$233	-60%
Lead-to-job rate	25%	32%	+7 pts
Website conversion rate	3.6%	5.1%	+43%
Marketing-sourced revenue / month	C$44k	C$121k	+178%
Share of leads from paid directories	56%	23%	-33 pts
Median speed to lead	82 min	45 sec	instant
Search impression share	24%	59%	+35 pts

Lead growth

Enquiries per month

Marketing-sourced revenue went from C$44k to C$121k 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 25% to 32%.
02
The quote follow-up sequence recovered 6 quotes a month that would otherwise have gone cold.
03
The 285-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 50%.
04
Offline conversion import let bidding favour furnace replacement and installation searches, raising average lead value by 27%.

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 Google Ads.
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.
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 Montreal 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.