McKinnon Heating & Cooling struggled with a low-traffic, outdated website and underperforming Google Ads campaigns. After redesigning their site for lead generation and restructuring their paid ads, we generated 300+ new leads, 18,000 clicks, and 2.6M impressions within three months.
McKinnon Heating & Cooling is a reputable HVAC company based in Toronto, serving residential and commercial clients with heating, ventilation, and air conditioning installations, repairs, and maintenance. With over 10 years of service, the company is an authorized contractor and dealer of Reliance, a name that instills trust within their market segment. Despite their credibility and strong offline presence, McKinnon was falling behind in the digital landscape. Their website was outdated, containing only two pages of content, which limited visibility, engagement, and overall lead capture. Additionally, their Google Ads campaigns were not structured effectively, producing lackluster results despite significant ad spend. Redefine Web stepped in to restructure and optimize their digital marketing approach with a goal to rapidly increase qualified leads, maximize ROI, and help McKinnon strengthen its position as an HVAC leader in Toronto.
McKinnon Heating & Cooling, despite over a decade of HVAC experience, struggled with serious digital gaps that limited growth. Their outdated website had only two content pages, offering little engagement or reason for prospects to convert into leads. The lack of a modern, professional design also weakened brand perception compared to competitors.
Their Google Ads campaigns were poorly structured, with budgets wasted on broad, irrelevant audiences. The ads failed to highlight their full range of services, leading to low conversions. They also missed opportunities with high-value campaign types like Google Display, which could expand reach and brand awareness.
McKinnon relied heavily on offline reputation and their Reliance dealership for credibility. While valuable, this was not enough to drive consistent new business in Toronto’s highly competitive market, where competitors with optimized websites and aggressive digital strategies dominated.
To stay competitive, McKinnon needed a lead-focused website, a well-structured ad strategy, and continuous optimization to reliably turn digital traffic into long-term customers.
Redefine Web developed a custom digital marketing strategy centered around maximizing lead generation and return on ad spend. The first step was building a new lead-focused WordPress website designed for usability, credibility, and conversions. We then audited McKinnon’s Google Ads account, identified wasted spend, and completely restructured their campaigns. Finally, we introduced new campaign types — including display campaigns — to expand reach and drive qualified prospects into their pipeline.
Key steps included:
Within just three months, McKinnon Heating & Cooling experienced a complete digital turnaround. Their new website effectively captured and converted traffic, while optimized ad campaigns brought in high-intent leads at scale. The combination of 18,000 targeted clicks, 2.6M impressions, and over 300 new leads confirmed the effectiveness of a strategic digital overhaul and positioned the company for long-term competitive success in Toronto’s HVAC market.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
