The Challenge

COLDCOAST HVAC was struggling with inconsistent lead flow and seasonal fluctuations in their residential ducted air conditioning business. The company was heavily dependent on word-of-mouth referrals and had no reliable system for generating qualified leads.

Key challenges included:

• Seasonal business fluctuations affecting cash flow
• No digital presence in a competitive local market
• Difficulty reaching homeowners ready to invest in HVAC systems
• Inconsistent lead quality from traditional advertising methods

Our Strategy

We implemented a focused digital marketing approach designed specifically for high-value residential HVAC projects:

1. Google Ads Optimization

• Targeted high-intent keywords like "ducted air conditioning installation"
• Geographic targeting for service areas
• Seasonal budget adjustments to maximize peak periods
• Negative keywords to filter out commercial inquiries

2. Landing Page Development

• Created dedicated pages for different HVAC services
• Highlighted financing options and seasonal promotions
• Showcased before/after project photos
• Implemented clear, action-oriented contact forms

3. Lead Qualification System

• Set up automated lead scoring based on project value indicators
• Created follow-up sequences for different lead types
• Implemented SMS and email nurture campaigns
• Established clear handoff process to sales team

The Results

Within 6 months, COLDCOAST HVAC transformed their lead generation:

• Monthly Revenue: Consistent $30k/month from digital leads
• Ad Spend Efficiency: Only $2k monthly ad spend (15:1 ROAS)
• Lead Quality: 80% of leads were qualified homeowners
• Conversion Rate: 35% of qualified leads became customers
• Seasonal Stability: Reduced revenue fluctuations by 60%

Emma's Feedback

"We implemented a Google Ads Strategy over the last few months and it is proving to be very effective (our best quarter ever). We are getting plenty of high quality leads."

What Made the Difference

1. Local Market Focus: Deep understanding of the regional HVAC market and customer behavior
2. Quality Over Quantity: Focused on generating fewer, higher-value leads rather than volume
3. Seasonal Optimization: Adjusted campaigns based on heating/cooling demand patterns
4. Technical Expertise: Leveraged HVAC industry knowledge to create compelling ad copy and landing pages

Long-term Impact

The success of the digital marketing strategy allowed COLDCOAST HVAC to:

• Hire additional installation teams
• Invest in better equipment and training
• Expand service offerings to commercial clients
• Build a sustainable, predictable business model

This case demonstrates how focused, industry-specific digital marketing can transform service-based businesses and create stable, scalable growth.