As Capital City expanded its ambitions, marketing needed to connect Ottawa homeowners with the right heating and cooling services. HVAC demand rises and falls with the seasons, the local market is competitive, and the team needed to grow while working within a lean budget and keeping acquisition costs efficient.
We coordinated paid search, local SEO, and service-focused content into one local growth strategy. Each channel supported the others, increasing visibility for the services homeowners search for most, driving more qualified inquiries, and improving campaign efficiency throughout the year.
Phone leads from Google Ads grew 62% year over year, and cost per conversion on our search campaigns dropped 23% as conversion rates improved. Organic Google search clicks rose 171% and impressions grew 73%, putting Capital City in front of far more Ottawa homeowners. The company now has a steadier flow of qualified demand across the year.
Whether it’s a furnace in January or an air conditioner in July, Capital City now shows up when homeowners search for help. Coordinated search marketing has turned online visibility into a reliable source of qualified calls for the team.
What we did
We structured Google Ads around the heating and cooling services Ottawa homeowners search for most, with call extensions and click-to-call so people ready to book could reach the team directly. Calls became the strongest source of leads, with phone leads from Google Ads up 62% from April to October compared with the same period last year.
We strengthened the website’s local SEO so Capital City shows up when homeowners in Ottawa look for heating and cooling help. Clicks from Google organic search grew 171% year over year, and impressions rose 73% as the site appeared in more local searches.
We built content around the individual services Capital City offers, so homeowners could quickly find the help they needed and understand why to call. The same content supported both organic rankings and paid campaigns, giving every channel stronger pages to send people to.
HVAC demand shifts between heating and cooling seasons. We managed campaigns throughout the year with that in mind, keeping spend focused on the services homeowners were searching for at the time and working within a lean budget instead of spending evenly across busy and slow months.
We tracked calls, contact form submissions, and dealer form clicks as conversions, so every campaign could be judged on the inquiries it produced. That visibility helped us shift budget toward what worked, lowering cost per conversion by 23% while lifting the conversion rate from 11.4% to 14.6%.
A 30-minute strategy call to map out your ideal lead gen system.