Background: Summit HVAC (composite) — 8 technicians, Midwest metro, strong on repairs but flat shoulder seasons and over-reliance on word-of-mouth. Owner had a basic GBP listing but few photos, irregular posts, and no paid system.
Strategy Implemented
Following guides on this site:
- Weeks 1–2: GBP Setup Prep then full GBP Mastery — 35 photos, seasonal services listed, Q&A seeded, weekly posts planned via GBP Posts.
- Week 3: Launched LSA with license/insurance uploaded; $600/week test budget; tracking number on profile.
- Weeks 4–6: Meta tune-up ads ($25/day) with before/after carousel; retarget site visitors.
- Ongoing: Post-job review SMS (Reviews & Referrals); <5 min response on LSA; maintenance agreement offer on every tune-up (HVAC playbook).
Seasonal calendar used: Ramp LSA +20% in April (AC) and September (heat); Meta tune-up focus in March and October.
Results After 90 Days
| Metric | Before | After |
|---|---|---|
| Leads / month | 14 | 38 |
| Booked jobs | Baseline | +120% |
| Cost per booked job | Unknown | ~$72 blended |
| New Google reviews | Sparse | +38 in 90 days |
| Maintenance agreements sold | Ad hoc | 22 new annual plans |
Key Lessons
- Seasonal timing beat random ad spend — budget followed weather and demand curves from the HVAC lead gen guide.
- Tune-up Meta leads needed nurture — 3-touch follow-up doubled close rate vs one call.
- LSA emergencies required true <5 min response — missed calls went to competitors within minutes.
- Review velocity lifted organic calls — GBP Insights showed more discovery searches by month 3.
Tools Used
Google Business Profile, LSA, Meta lead ads, Google Voice + spreadsheet tracking, templates from Templates and Scripts.
Replicate This
- 7-Day Quickstart
- HVAC Lead Gen Playbook
- Lead Gen Scorecard
- Printable Checklists — weekly metrics + LSA ops
- Ultimate Guide — full 90-day roadmap
Compare approach: Plumber case study (emergency-heavy trade) · Roofing case study (visual + multi-touch follow-up).
Composite based on common patterns across HVAC companies; results vary by market, capacity, and execution.