Turning the Heat Up for Leads
HVAC Digital Marketing That Drove Service Calls by 405%
Meet Mountain Heating & Cooling
Mountain Heating & Cooling is a Bozeman-based HVAC company serving furnace repairs, AC installs, and seasonal maintenance across the Gallatin Valley. They had the services, the team, and the local reputation. What they needed was more inbound calls when demand spiked.
The Challenge
The problem wasn’t the service. It was timing and visibility. In a competitive local market with big seasonal swings, Mountain Heating & Cooling was spending on advertising without seeing a consistent lift in booked jobs. They didn’t need “more marketing.” They needed an HVAC digital marketing strategy built around how people actually search in Bozeman: fast, local, and usually from a phone when something stops working.
Goals
Increase Qualified Calls during Peak Seasons
They needed marketing that showed up when people were ready to book, whether it be heating in the winter or cooling in the summer.
Better Local Visibility
When someone searches “AC repair near me,” in Bozeman and the Gallatin Valley, they needed to be easy to find, trust, and call.
Lower Cost per Lead
More calls are great. More affordable calls are better. The goal was efficiency without sacrificing growth.
Consistent Brand Presence
With customers seeing them across ads, web, and traditional channels, they needed messaging that felt consistent and instantly recognizable.
Our Strategy
We started by answering one simple question: how does an HVAC company show up when someone needs help right now and turn that click into a booked job? Our strategy worked backward from that question to the best answer for Mountain Heating & Cooling.
Step 1: Location-Based Advertising
We restructured their Google Ads campaigns around the Bozeman area and surrounding communities. We aligned their campaigns with real-time demand, like promoting heating services during cold snaps and cooling services when temperatures climbed. We prioritized precise timing over broad reach, which meant the right message, the right area, and the right moment all lined up to create the perfect storm for calls.
Step 2: Remarketing to Bring People Back
HVAC decisions aren't always instant. Someone might search during an HVAC breakdown, get distracted, and come back two days later. We used Google's Display Network to stay in front of people who had visited the site but hadn't booked. Remarketing kept Mountain Heating & Cooling top of mind when that second look happened.
Step 3: Local Services Ads for “Call-Now” Searches
We launched Google Local Services Ads to put Mountain Heating & Cooling at the top of results for high-intent searches, like "AC repair Bozeman" and "furnace service near me." LSAs carry Google's verification badge, which adds credibility and makes it easier for calls to come through.
Step 4: A Website Design Built to Convert
Mountain Heating & Cooling’s previous website design wasn’t built for conversion. We resigned it to make the next steps obvious, smoothing out any friction between “click” and “call”. That meant creating a clear navigation, distinct pathways for heating and cooling services, and a mobile-optimized design for phone searches. We also added call and form tracking so we could measure what worked and what didn’t to improve long-term functionality.
Step 5: Boosting Local SEO & Google Business Profile Visibility
For a service-based business, a significant share of calls is driven by Map Pack visibility. So, we optimized their Google Business Profile and strengthened local SEO so Mountain Heating & Cooling showed up in more organic results and Google Maps.
Step 6: Integrated Marketing Support
We also supported messaging across direct mail, email marketing, and radio, so the brand stayed recognizable across every touchpoint.
Results
%
405% increase in year-over-year key events
Phone calls, contact forms, and scheduling requests
%
85%+ increase in engagement rate
More people interacting with the site, not bouncing
%
47% decrease in cost per key event
Lower cost per lead while increasing overall volume
A Smarter System for Local Growth
This was a coordinated local strategy—ads, local SEO, and a conversion-focused website working together. The result: Mountain Heating & Cooling captured demand at the point of intent, turned more clicks into calls, and improved efficiency as volume climbed.
Turn Searches Into Scheduled Jobs
If you’re an HVAC company and your leads don’t feel predictable, we can help. Big Storm builds local strategies that connect the dots between search, ads, and a website that converts, so you get more of the calls you actually want. Let’s talk about your goals and what’s getting in the way.