Case study · HVAC Companies · UK
HVAC & Air Conditioning Case Study UK: +105% Leads
How an 8-technician HVAC company in Birmingham grew enquiries 105% and cut cost per lead 42% in 6 months with CRM Follow-up, LinkedIn Outreach and Google Ads.
Illustrative case study: the business is anonymised and the figures are modelled on typical results for this market.
HVAC Companies · UK
HVAC
An 8-technician HVAC company based in Birmingham, serving the wider Birmingham area and focused on commercial HVAC installation and fit-outs, plus planned preventative maintenance contracts. Before working with us, 64% of enquiries came through Checkatrade 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
+105%
Cost per lead
-42%
Marketing-sourced revenue
+164%
Return on marketing spend
11.8x
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.
- Campaigns were not planned around peak season, 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 Google Ads, the three channels with the best cost per booked job for HVAC businesses in Birmingham. 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
CRM Follow-up & Remarketing
- Connected every form, call and chat to a CRM pipeline with automatic SMS replies inside 30 seconds.
- Built a 4-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 1,000 past customers with a service reminder campaign.
Service 2
Prospect Outreach (LinkedIn Sales Navigator)
- Defined the ideal customer profile and built 827 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 4-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.
Service 3
Google Ads
- Restructured the account into 32 single-theme ad groups by job type, with exact and phrase match only and a 738-term negative keyword list.
- Installed call tracking and imported booked jobs from the CRM as offline conversions, so bidding optimised for revenue, not form fills.
- Moved from manual CPC to Maximize Conversion Value with a target ROAS once 30+ conversions a month were flowing.
- Set up and managed Google Local Services Ads next to search campaigns, disputing invalid leads weekly.
The numbers
Before and after
| Metric | Before | Month 6 | Change |
|---|---|---|---|
| Enquiries per month | 40 | 82 | +105% |
| Cost per lead | £125 | £72 | -42% |
| Cost per booked job | £441 | £197 | -55% |
| Lead-to-job rate | 28% | 37% | +8 pts |
| Website conversion rate | 3.1% | 4.2% | +34% |
| Marketing-sourced revenue / month | £32k | £84k | +164% |
| Share of leads from paid directories | 64% | 15% | -49 pts |
| Median speed to lead | 240 min | 30 sec | instant |
| Sales meetings booked / month | 0 | 10 | new channel |
| Search impression share | 20% | 50% | +30 pts |
Lead growth
Enquiries per month
Marketing-sourced revenue went from £32k to £84k 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 28% to 37%.
- 02
The quote follow-up sequence recovered 9 quotes a month that would otherwise have gone cold.
- 03
Personalised connection notes reached a 46% acceptance rate, and 22% of new connections replied.
- 04
The 738-term negative keyword list cut wasted spend on jobs, DIY and supplier searches by 23%.
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 Google Ads.
Weeks 3 to 6
Build and launch
CRM Follow-up, LinkedIn Outreach and Google Ads live for commercial HVAC installation and fit-outs, plus planned preventative maintenance contracts.
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 Bristol 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.
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