Every HVAC and plumbing company dreams of starting the year with a full calendar and a steady stream of quality leads. For one Crew Marketing client in the Northeast, this dream became a reality last January. By embracing a data-driven approach and leveraging Crew Marketing’s digital marketing expertise, they more than doubled their bookings compared to the previous winter. Here’s how they did it—and how you can, too.

1. Audit and Refresh the Website for Peak Season

‍The client started with a complete website audit. Outdated service pages were rewritten with winter-specific keywords like “emergency furnace repair,” “frozen pipe repair,” and “24/7 heating service.” High-quality photos of technicians working in winter conditions were added to boost credibility. The homepage featured a bold call-to-action for January specials, with a booking form front and center.

2. Launch Targeted Google Ads Campaigns

‍Next, Crew Marketing helped the client set up Google Ads campaigns focused on urgent winter needs. Ad groups targeted “furnace repair near me,” “emergency plumber,” and “no heat help.” The ads highlighted fast response times, 24/7 availability, and a January-only discount for new customers. Location targeting ensured ads only appeared in the client’s true service area, reducing wasted spend.

3. Optimize Google Business Profile and Collect Reviews

‍The client’s Google Business Profile was updated with new winter photos, holiday hours, and a post about their January specials. After every job, technicians asked satisfied customers to leave a review, offering a small incentive for their time. Within weeks, the profile gained over 20 new five-star reviews, helping the business climb to the top of local search results.

4. Run a Social Media Contest and Share Success Stories‍

On Facebook and Instagram, the client launched a “Winter Woes” contest, inviting followers to share their funniest or most challenging winter home stories. Winners received a free tune-up or a gift card. The contest posts were shared widely, driving new followers and engagement. The client also posted weekly before-and-after photos of emergency repairs, tagging happy customers (with permission) for added reach.

5. Implement Retargeting and Email Follow-Ups

‍Crew Marketing set up retargeting ads for website visitors who didn’t book on their first visit. These ads offered a “Book Now, Save $25” incentive and linked to a streamlined landing page. Meanwhile, a three-part January email series reminded past customers to schedule maintenance, promoted the referral program, and shared winter safety tips.

6. Track Every Lead and Refine Weekly‍

The client used Crew Marketing’s analytics dashboard to monitor leads from every channel—website, phone, ads, and email. Weekly check-ins allowed them to pause underperforming ads, double down on what was working, and make quick adjustments to offers or messaging.

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The Results:

‍By the end of January, the client had booked over twice as many jobs as the previous year. Their Google Ads conversion rate increased by 40 percent, social media followers grew by 30 percent, and referral bookings hit an all-time high. Most importantly, the business built lasting relationships with new customers who are now part of their maintenance program.

Takeaway:

‍This success story shows the power of an integrated, data-driven marketing approach. By working with Crew Marketing and committing to weekly optimization, any HVAC or plumbing company can achieve similar growth—even during the most competitive months.

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