How HVA Climate Control Reduced Lead Cost by Over $90

Building a Profitable HVAC Marketing System

In late 2023, HVA Climate Control faced rising customer acquisition costs and an unpredictable flow of quality HVAC leads. Their marketing was heavily reliant on outdated pay-per-click campaigns and expensive third-party lead generation platforms — both of which offered poor visibility into performance and limited control over results. Cost per lead often exceeded $120, with many leads turning out to be unqualified or outside their service area.

To fix this, they partnered with Steady Slope Marketing for a full-scale marketing transformation. Our team implemented a holistic, performance-driven digital strategy — focused on tracking, optimization, and sustained growth. Within months, we helped cut their cost per lead by more than $90 while generating consistent, high-quality leads and laying the foundation for long-term scalability.

The Challenges HVA Climate Was Seeing

High Cost Per Lead
Their Google Ads account was bloated with generic keywords, poor ad relevance, and inefficient bidding strategies. They were paying too much for traffic that wasn’t converting.

Lack of Lead Tracking and Attribution
With no CRM or call tracking in place, HVA couldn’t tell which marketing efforts were driving results. This made it nearly impossible to optimize spend or improve ROI.

Minimal Local SEO Visibility
Their Google Business Profile was incomplete and unoptimized. Organic visibility was low, especially for competitive HVAC terms in Portland and Vancouver, WA — limiting their reach to local customers.

Our Strategy: Reducing Costs and Increasing Conversions

To address these challenges, we built a conversion-focused marketing system tailored specifically for local HVAC lead generation. Our approach focused on 4 core areas:

1. Revamped Google Ads Campaigns

We rebuilt HVA’s entire Google Ads structure from the ground up — focusing on intent-driven search terms like “AC installation near me” and “furnace repair Vancouver WA.” We added negative keywords, enabled tighter geographic targeting, tested new ad copy, and created high-converting landing pages. As a result:

• Lead quality dramatically improved
• Cost per lead dropped from over $120 to under $30
• Click-through rates and conversion rates increased significantly

2. Local SEO Optimization

We optimized HVA’s website pages with localized HVAC keywords and improved their on-page SEO structure (titles, headers, internal links, and metadata). We also implemented technical SEO fixes to ensure faster load times and better mobile performance — both important ranking factors.

These changes helped boost their organic traffic and positioned them higher in the Google Map Pack for relevant local searches like:

• “HVAC contractor Portland OR”
• “AC repair Vancouver WA”
• “Heating and cooling near me”

3. Google Business Profile Overhaul

We overhauled their Google Business Profile with updated services, geo-tagged images, weekly posts, a strong service area definition, and an improved review request process. This helped:

• Increase local visibility on mobile searches
• Improve their star rating and review frequency
• Build more trust with potential customers researching HVAC providers online

4. Call Tracking + CRM Setup

To close the loop on marketing performance, we integrated call tracking, form submission tracking, and a lightweight CRM. Every phone call, form fill, or booked appointment was now tied back to its original ad or source. This allowed HVA Climate Control to:

• Accurately track ROI
• Identify high-performing campaigns
• Scale up what worked while cutting wasted spend

The Result: Scalable HVAC Growth with Lower Costs

By combining better ad targeting, organic SEO growth, and full-funnel visibility, we transformed HVA’s marketing from a cost center into a predictable growth engine. With a $90+ drop in lead acquisition cost and the ability to see where every lead came from, they’re now in a position to scale profitably — backed by real data.

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