HVAC — Suffolk County
A Suffolk County HVAC contractor was paying $189 per qualified install lead during summer peak. We rebuilt the HVAC website, restructured Google Ads around install intent and built town-level SEO across Brookhaven, Islip and Smithtown.
−61%
Cost per install lead
3.4×
Install booking rate
+212%
Emergency call volume
A 14-tech HVAC company in Islip, NY was running flat all year — emergency calls in summer, dead phones in shoulder seasons. Cost per qualified install lead hit $189 during peak. Website had no separate landing experiences for AC install, furnace install, or heat pump retrofits, and 0 town-level SEO across Suffolk.
HVAC website rebuild: $5,400 one-time. SEO retainer: $2,200/mo. Google Ads management: $1,500/mo. Media spend: $8,500/mo. 90-day total: $16,500 + media.
Built 3 dedicated landing experiences: AC install, furnace install, heat pump retrofit — each with financing CTA, instant-quote form and Suffolk-specific rebate language (PSEG Long Island incentives).
Shipped LocalBusiness + HVACBusiness + FAQPage schema with areaServed across 9 Suffolk towns and explicit knowsAbout for AC, furnace, heat pump, ductless and indoor air quality.
Restructured Google Ads from 2 generic campaigns into 5 SKAGs: AC repair emergency, AC install, furnace repair, furnace install, heat pump. Phrase + exact only, geofenced to Suffolk ZIPs.
Built 9 town-level HVAC pages (Islip, Brookhaven, Smithtown, Babylon, Huntington, Riverhead, Southampton, East Hampton, Patchogue) each with town-specific proof and embedded GBP map.
Added call-only campaigns for emergency keywords with a 60-second qualification threshold and offline conversion import from the dispatch CRM.
| When | Action | Result |
|---|---|---|
| Week 1-2 | Site rebuild + 3 service landing pages | Form conversion 3.1% → 7.8% |
| Week 3-4 | Ads SKAG restructure + Suffolk geofencing | CPC down 31% |
| Week 6 | 9 town pages live + GBP weekly posts | Map Pack in 6 towns |
| Week 9 | Heat pump campaign launched for PSEG rebate intent | $3,200 avg install ticket from heat pump leads |
| Week 13 | Stabilized at new baseline | Cost per install lead: $74, 3.4× booking rate |
Cost per qualified install lead dropped from $189 to $74 (61% reduction). Install booking rate tripled. Emergency call volume up 212% year-over-year. Heat pump revenue — previously zero — became a $52k Q1 line item driven entirely by PSEG rebate–intent traffic.
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