Campaign overview
Strategy translated into focused media execution.
The Objective
Commercial HVAC lead generation is not simply about generating more form submissions. The objective was to build a consistent pipeline of relevant business enquiries and convert those enquiries into qualified sales opportunities.
To do this, the campaign targeted key decision-makers involved in commercial HVAC procurement, including:
>Facility managers
>Contractors and consultants
>Developers
>Procurement teams and business owners
The Strategy
We built the acquisition strategy around high-intent search demand, precise B2B targeting, and conversion-focused landing pages.
Search Campaigns: Captured companies actively looking for commercial HVAC systems, maintenance contracts, and large-scale cooling solutions.
Remarketing: Maintained brand visibility throughout the longer B2B decision-making cycle.
Campaign Structure: Organized by service, search intent, and audience type, allowing budgets and bidding strategies to prioritize enquiries with the strongest commercial potential.
Messaging: Focused on technical expertise, reliability, response time, and the provider’s ability to manage complex commercial requirements.
Measuring Success & Continuous Optimization
Performance was measured beyond platform-reported lead volume. Leads were evaluated based on company type, service relevance, project requirements, and sales potential, providing a clearer view of both acquisition efficiency and actual lead quality.
Over three years, continuous optimization across keywords, targeting, bidding, campaign structure, messaging, and conversion journeys led to massive efficiency gains.
The Results
The result was a more efficient and scalable B2B acquisition system that generated enquiries at a significantly lower cost while improving the economics of qualified sales opportunities.
>80% reduction in overall Cost Per Lead (CPL)
>60% reduction in Cost Per Qualified Lead (CPQL)