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Scaling Install Leads for a Growing HVAC Contractor

HVAC • Denver, CO

Project Overview

Apex Climate Solutions wanted more high value install leads without wasting budget on low intent traffic.
Business Type
Commercial and Residential HVAC
Industry
HVAC
Location
Denver, CO
Website
Visit Site
The Challenge

Problems We Needed to Solve

Several critical obstacles were limiting growth potential

1

Low Quality Leads

Inquiries included service requests and non qualified searches.

2

High Cost Per Lead

Broad campaigns pushed CPL too high for sustainable growth.

3

Limited Qualification

The team needed better intake information to prioritize high value jobs.

Project Deliverables

What We Delivered

Comprehensive solutions tailored to drive measurable business growth

1

Install focused landing pages

2

Google Ads segmentation

3

CRM lead scoring

4

Conversion tracking improvements

Our Strategy

High Value Lead Qualification

We separated install intent from service intent and implemented lead qualification to improve job value and efficiency.

1

Intent Segmentation

Separated install and replacement searches from service and repair traffic.

2

Landing Page Focus

Improved messaging around replacement, financing, and scheduling.

3

Lead Scoring

Captured key details and scored leads in the CRM for faster prioritization.

SEO Transformation

The Impact

Strategic optimization that drives organic growth and visibility

Technical Foundation

Built foundational local SEO with technical setup, on-page targeting, and local signals to support Maps exposure.

On-Page Optimization

Optimized page titles, meta descriptions, and header tags to align with target keywords and user search intent.

Local SEO Enhancement

Strengthened Google Business Profile optimization, improved NAP consistency, and created location-specific content.

Content Strategy

Developed content targeting customer questions and service-related queries, building topical authority.

Paid Advertising

PPC Campaign Optimization

Data-driven paid search strategies that maximize ROI and conversion rates

Campaign Structure

Ran intake focused search campaigns to drive early inquiries while SEO matured.

Keyword Strategy

Focused on high-intent keywords with clear commercial value. Implemented comprehensive negative keyword lists to eliminate wasted spend.

Ad Copy Optimization

Created compelling ad copy highlighting unique value propositions, clear calls-to-action, and relevant ad extensions to improve click-through rates.

Landing Page Alignment

Ensured each ad group directed traffic to dedicated landing pages with relevant content, reducing bounce rates and improving conversion rates.

Before
Cost per lead
$142
Lead quality
Mixed
Job value
Inconsistent
After
Cost per lead
$71
Qualified leads
+55%
Average job value
Higher consistency

Website Redesign & Development

1

Financing Visibility

Highlighted financing options and next steps.

2

Trust Signals

Added certifications, reviews, and warranty messaging.

3

Form Optimization

Reduced friction while collecting the details needed to qualify leads.

Outstanding Results

The Impact

Here's how our strategic approach transformed the business

Overall Performance Impact

The clinic began receiving steady intake inquiries shortly after launch and established a durable digital foundation for continued growth.

Search Visibility Improvements

•Local impressions: Growing week over week

•Pages indexed: Core pages indexed quickly

•Organic inquiries: Early upward trend

Business Impact

The combined improvements in search visibility and paid advertising efficiency created a sustainable lead generation system with predictable costs and consistent quality.

Success Factors

Why This Worked

The critical ingredients that made this campaign a remarkable success

1

Clear Intent Separation

Install campaigns avoided repair noise.

2

Stronger Qualification

Lead scoring improved response time to the best opportunities.

3

Better Page Alignment

Landing pages matched user expectations for larger purchases.

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