HVAC · Full Marketing Plan

The Challenge

The marketing was a pile of disconnected tactics. A bit of Google Ads here, some SEO there, an occasional social post, all running with no plan behind them. There were no clear targets and no way to tell what was actually working, so despite real monthly spend, growth stayed flat.

When we mapped how the channels were operating, the reason for the plateau was clear:

• There was no overarching strategy guiding the spend
• There was no funnel, so nothing moved a prospect from first click to booked job
• No measurement framework existed, so wins and waste looked the same
• Channels ran in isolation instead of reinforcing each other
• With no shared targets, no one could say what drove revenue

Channels that reinforce each other, not compete

Run alone, each channel does a fraction of its job. Wired into one funnel, they hand prospects to each other and compound. That is the difference between spending on marketing and running a system.

• SEO builds the base: steady organic visibility feeds the top of the funnel with people who are researching, so paid does not have to carry every lead.
• Google Ads fills the gaps: paid search captures the high-intent searches SEO has not won yet, aimed at the same landing pages built to convert.
• Google Business Profile wins local: an active profile pulls in map pack and near-me searches and sends them to the same booking path.
• The website converts them all: every channel points to one conversion-optimized site, so traffic from anywhere turns into booked jobs instead of leaking away.

Tie every dollar of spend to booked jobs

You cannot optimize what you cannot see. We wired the whole plan to one measurement framework so leadership could finally tell what drove revenue and where the conversion path was strongest.

• Call tracking on every channel: CallRail attributes each phone lead back to the source that produced it, so nothing gets credited to a guess.
• One reporting dashboard: GA4 and a single dashboard replace scattered numbers with one shared source of truth everyone trusts.
• Shared KPIs: every channel is judged against the same targets, so budget flows to what books jobs rather than what looks busy.
• Monthly optimization: each month the plan gets tuned against real attribution, which is how cost per acquisition kept falling.
• A predictable pipeline: with spend tied to outcomes, leadership could forecast jobs instead of hoping the month worked out.