Marketing for Home Service in Royal Oak, MI

Home Service

Marketing Qubed helped this Metro Detroit HVAC company generate consistent leads year-round and lower cost per lead through a data-driven digital strategy.
Industry

Home Service, HVAC

Goal
Generate consistent leads for service and installation year-round
Services
SEO, Content, Video, Google & YouTube Ads, Social
Main Conversion
Service and installation calls
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The challenge

Where the client needed help

While seasonality is a common factor for the heating and cooling industry in Michigan, this HVAC company was seeing a very inconsistent flow of leads despite being established in the market for a long time.
Beyond inconsistent leads throughout the season, the shoulder season between winter and summer was consistently slow, and the company needed a better return on marketing for more aggressive growth.

Visibility gaps

In a highly competitive market, the company needed to set itself apart from other HVAC providers who were also fighting for the same searches.

Conversion friction

Website visitors and callers weren’t converting consistently, especially during the slower shoulder seasons between winter and summer.

Tracking needs

Without clear lead tracking, it was difficult to see which channels were driving service calls versus installation leads.

The Goal

From interest to action

The client’s goals included generating consistent leads for both service and installation, decreasing the cost per acquisition, and improving brand awareness as the premier service provider in the area.
That meant building a strategy that could adapt to the seasons instead of losing momentum in the slow months.

Business Goals

Generate consistent leads for both service and installation work throughout the year.

Measurement Goals

Decrease the cost per acquisition and improve brand awareness as the premier service provider in the area.

Our Strategy

How We Got There

01

Discover

We met with the HVAC company to understand its goals, its busiest and slowest seasons, and where the biggest opportunities were.
02

Plan

We proposed a data-driven marketing strategy and a creative new approach to generate consistent leads for installation sales and service throughout the year.
03

Execute

We developed an omnichannel strategy to lower cost per lead and adjusted for each season to drive conversions consistently, including a campaign to generate installation leads during the slowest time of year.
04

Measure

We tracked results continuously, combining data and creativity, adjusting for the seasons, and staying consistent with optimizations and A/B testing.

What we work on

Platforms & Services

We combined the following platforms and services into one omnichannel strategy built specifically for this HVAC company.

Digital Agency of Record and ongoing marketing strategy development.

Content marketing and SEO to keep the company visible for local heating and cooling searches.

Video production and graphic design tailored to the brand.

Email marketing and Google Ads, YouTube Ads, and social media ads.

Social media marketing to stay visible between service calls.

Retargeting to bring back visitors who didn’t convert on the first visit.

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The Results

Through an omnichannel strategy, adjusted for the seasons and backed by consistent A/B testing, this HVAC company saw significant improvements immediately.

Performance story

Leads increased 70% over the prior year, even through the slower shoulder seasons between winter and summer.

reporting story

Clear reporting let the company see exactly how many service and installation leads each channel was generating in real time.

The Home Service Case Study Results

Real Numbers, Real Results

Increased Leads

0 %

Leads increased 70% over the prior year.

Lower Cost Per Lead

0 %

Cost-per-lead decreased 47% year over year.

Installation Leads Generated

0 +

138 installation leads generated in one month during the slowest time of the year.

Metric Four

0 %

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Deliverables

What We Delivered

Reporting dashboards

Custom conversion tracking and reporting dashboards to monitor leads by season in real time.

landing page

Dedicated landing pages built to convert service and installation traffic into booked calls.

campaign creative

Video production and graphic design built around the brand and the seasons.

SEO / Content updates

Ongoing SEO and content updates to keep the company visible for local heating and cooling searches year-round.

Key Takeaways

Why it worked

A few things made the difference between a one-time campaign and a strategy that held up through every season.

Trust/Clarity

A consistent brand message across every channel built trust with homeowners before they ever called.

Execution

An omnichannel strategy, adjusted for each season, kept leads flowing even during the slowest months.

Meaningful measurement

Real conversion tracking meant every dollar of ad spend could be tied back to an actual service or installation lead.

FAQ's

Questions this page can answer

What type of home service businesses do you offer digital marketing services to?

We work with plumbers, roofers, garage door companies, kitchen and bath remodelers, landscapers, and other home service trades across Metro Detroit.

Google Ads and local SEO tend to carry the most weight, since most homeowners are searching with intent to hire right away.

A season-adjusted strategy that shifts budget and messaging toward installation during slow months, and toward service calls during peak season, keeps leads flowing year-round.

We track leads and conversions monthly, then compare that against your close rate and average job value so you can see the real ROI, not just clicks or impressions.

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Want your business to be the next success story?

This is what a season-adjusted, data-driven strategy did for one Metro Detroit HVAC company. Get a free marketing analysis to see what’s possible for yours.
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