An embedded growth team lifted lead flow for a heating and cooling contractor

The situation

A heating and cooling contractor had capacity to take on more work but a lead flow that never kept the crews fully booked. Previous attempts had involved hiring a vendor for advertising and another for the website, with nobody connecting the two to the office or to results. The owner was spending on marketing without knowing which channel paid for itself, and the follow-up on enquiries depended on whoever answered the phone that day.

What was done

• Replaced separate vendors with one embedded team covering strategy, website, paid media and content
• Rebuilt the website and landing pages around the services with the best margins
• Installed call and web enquiry tracking so every lead was attributed to a channel
• Wrote the enquiry handling process for the office and trained the team on it
• Moved budget between channels weekly based on which produced booked jobs

What it shows about teams

Vendors optimise their own channel. An embedded team optimises the company's result. Because strategy, website, paid media, content and the office process sat with one team reporting to the owner, budget could move to whatever produced booked jobs, and no enquiry was lost between a vendor's dashboard and the dispatch board. That is the difference between buying marketing and installing a growth team, and it is the model behind our outsourced growth team and Growth Partner program.

Figures as published at https://hvac.agency/case-studies.