Home Services case study, 2024

Drove 300+ qualified HVAC leads in 90 days for McKinnon Heating & Cooling.

A new lead-focused WordPress site and a fully rebuilt Google Ads account paid off in just three months.

Website Redesign Google Ads Management Display Advertising Lead Generation

Homepage of McKinnon Heating & Cooling, a HVAC · Toronto business, shown in a browser window

MCKINNONHEATING.COM

300+

QUALIFIED LEADS

Leads in the first 3 months from the new website and ad campaigns.

18K+

AD CLICKS

Clicks from the restructured Google Ads campaigns.

2.6M

IMPRESSIONS

Impressions across targeted campaigns in just 3 months.

Headline result · 300+ leads in 90 days Reporting cadence · weekly · install-tied

CLIENT SNAPSHOT

In business Since 1934

Sector HVAC · install, repair, maintenance

HQ Toronto, Canada

Recognition Authorized Reliance contractor

Engagement PPC + Web Redesign · 90-day sprint

Timeline 2024

Platform WordPress + Google Ads

The brief

A trusted Toronto HVAC company for homes and businesses, and an authorized Reliance dealer.

McKinnon Heating & Cooling is a trusted HVAC company in Toronto. It installs, repairs and maintains heating, ventilation and air conditioning for homes and businesses. It has served Toronto home owners and small businesses since 1934, and it is an authorized Reliance contractor and dealer.

McKinnon was credible and strong offline, but it was falling behind online. Its outdated website had only two pages of content, which limited visibility, engagement and leads.

The problem

Two pages of content, broad campaigns and no display reach.

The old website had only two content pages and gave prospects little reason to engage or become leads.

The dated design also made the brand look weaker than its competitors.

The Google Ads campaigns were poorly built and wasted budget on broad, irrelevant audiences.

The ads did not show the full range of services. They also skipped high-value campaign types like Google Display, which could have built reach and brand awareness.

What we did

Build a site worthy of the ads, then build ads worth sending people to it.

We fixed the destination before we paid to send people there.

We built a custom plan to get the most leads and the best return on ad spend. First, we built a new WordPress site made for usability, credibility and conversions.

Then we audited McKinnon's Google Ads account, found wasted spend and restructured the campaigns. Finally, we added new campaign types, including display, to reach more people and bring qualified prospects into the pipeline.

RESULTS

300+ QUALIFIED LEADS Leads in the first 3 months from the new website and ad campaigns.

18K+ AD CLICKS Clicks from the restructured Google Ads campaigns.

2.6M IMPRESSIONS Impressions across targeted campaigns in just 3 months.

Lead-focused WordPress site

A modern site built to convert, replacing the old two-page site.

Restructured Google Ads

Tight ad groups, sharper targeting and copy that matches how people search for HVAC help.

Display campaign launch

A new campaign type that built awareness and brought brand searches back into the funnel.

Service-coverage content

A page for each service, so the ads finally had relevant places to land.

Conversion tracking and reporting

Full attribution, so the new lead numbers could be trusted.

FREE · WRITTEN IN 24 HOURS · NO PITCH

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WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021