Marketing 180

BACKGROUND

Please describe your company and position.

I am the CEO of a HVAC company

Describe what your company does in a single sentence.

An Orlando-based HVAC company focused on fast, reliable, and high-quality residential and commercial cooling and heating solutions.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Marketing 180 to accomplish?

• Increase Local Leads
• Increase Our Company Reputation
• Position us Locally For Target Keywords

SOLUTION

How did you find Marketing 180?

Referral

Why did you select Marketing 180 over others?

• High ratings
• Close to my geographic location
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Marketing 180 were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Scope of Work & Key Deliverables:

Marketing 180 came in with a clear goal: generate qualified HVAC leads at scale while improving the company’s local dominance in Orlando’s competitive service market.

Here’s what they executed:

1. Google Ads (PPC) Campaigns

 Built high-converting search campaigns targeting HVAC-specific keywords like “AC repair near me,” “emergency HVAC Orlando,” and “commercial HVAC service.”

Set up location targeting, ad extensions (callouts, sitelinks, call), and click-to-call tracking.
Delivered consistent leads at a sub-$40 CPL (cost per lead) within 60 days.
 

2. Landing Page Design & Optimization
 

Designed custom, conversion-focused landing pages tailored to HVAC services.
A/B tested multiple versions for CTA placement, trust signals (badges, testimonials), and copy tone.
Increased landing page conversion rate to over 18%.
 

3. Local SEO Optimization
 

Optimized our Google Business Profile for map pack visibility.
Built out localized service pages for every city and neighborhood we serve in the Orlando metro.
Implemented on-site SEO changes: schema markup, internal linking, meta descriptions, and page speed improvements.
 

4. Reputation Management
 

Set up review automation flows using SMS/email to encourage satisfied customers to leave Google reviews. Helped grow our Google rating from 3.8 to 4.6 stars, a major trust booster.
 

5. Call Tracking & CRM Integration
 

Implemented call tracking to monitor lead quality and source.
Integrated lead flows with our CRM for easier follow-up and reporting.
 

6. Monthly Reporting & Strategy Reviews
 

Delivered transparent reports showing ad spend, CPL, lead sources, and close rates.
Held monthly strategy calls to refine campaign targeting and test new ideas (e.g. seasonal service pushes, financing offers).
 

Results?

We went from 40 leads/month to consistently generating 160+ leads/month within 6 months,  and that number has held strong.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

1. Lead Volume Growth
 

Before: ~40 leads/month
After (Month 6+): 160–175 leads/month
Growth: 4.2x increase in qualified leads

2. Cost Per Lead (CPL)

Industry average CPL for HVAC in Orlando: $60–$85
Marketing 180’s CPL: $32–$39
Savings: Up to 50% lower than the market average
 

3. Conversion Rate
 

Landing page conversion rate improved from 6.4% to 18.1% through continuous testing and optimization.

4. Close Rate Impact
 

Maintaining ~30% close rate, the increase in leads translated to:

Before: ~12 new jobs/month
After: 48–52 new jobs/month
 

5. Revenue Growth
 

Average job value: ~$2,500
Before: ~$30,000/month in new revenue
After: $125,000+/month in new revenue directly attributed to the marketing funnel
 

6. Google Business Profile Metrics
 

Increased total reviews by 3.5x over 12 months
Improved average rating from 3.8 stars to 4.6 stars
Local rankings rose to Top 3 in map pack for major keywords in Orlando

7. Ad Click-Through Rate (CTR)
 

CTR on Google Ads campaigns consistently hit 6.5%+, well above industry benchmarks

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Marketing 180 ran this campaign like pros. Every deliverable, from the landing pages to the ad campaigns, was launched on time or ahead of schedule. There was no hand-holding needed. They had a clear system and stuck to it.

What stood out most was their responsiveness.

Anytime we had a question, needed to pivot, or wanted to test a new offer, they were on it. Same day replies, quick turnaround on changes, and solid strategic input when we needed direction.

They didn’t just follow a checklist, they listened to what we needed, adapted fast, and executed with precision.

It felt like having an in-house growth team without the overhead.

What was your primary form of communication with Marketing 180?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What really set Marketing 180 apart wasn’t just the lead volume, it was how dialed-in they were on strategy and execution. Most agencies either talk a big game or just push buttons. These guys did both.

They understood our business model, knew our margins, and tailored campaigns that actually made financial sense, not just marketing sense.

Their ability to blend paid ads, SEO, and on-the-ground reputation management into a cohesive system was rare. It wasn’t a one-size-fits-all approach, it felt like they built a growth engine specifically for us.
They consistently delivered high performing assets, clear strategy, and measurable results that directly impacted our bottom line.

Are there any areas for improvement or something Marketing 180 could have done differently?

If I had to point out one area for improvement, it would be their onboarding speed. While the long-term results were rock solid, the first 2–3 weeks felt like groundwork and setup. It wasn’t wasted time, but I would’ve liked to see momentum build a bit faster out the gate.

That said, once the machine was in motion, it stayed in motion,  and the performance made the wait worth it.