Kelvinaire | Case study
730+ leads a year and an $876K revenue engine for a trade service company.
The bottom line
61+ qualified leads every month.
From one integrated system: SEO and Google Ads campaigns built for the HVAC trade.
$876,000 a year in revenue opportunities.
At an average job value of $1,200.
And it’s still building. The leads come from assets that keep working, not traffic we rented.
We built Kelvinaire a digital asset that gains value every month: search authority and a market position that spend alone can’t buy.
Client overview
Kelvinaire installs, services and repairs air conditioning across Melbourne’s homes and businesses. Excellent service and loyal customers, but a digital presence capturing a fraction of the market it deserved.
It needed to:
Win local search
Convert high-intent buyers
Build a lead system that runs around the clock
It needed to:
Win local search
Convert high-intent buyers
Build a lead system that runs around the clock
The challenge
Despite premium service, Kelvinaire had clear digital gaps:
No visibility in the high-value suburbs where its ideal customers searched
No content to capture suburb or equipment searches
Technical issues stopping Google from understanding its expertise
Lead flow that depended on referrals and directories
No system to generate qualified enquiries predictably
The business was strong. The digital engine didn’t exist. Every day, people searched for air conditioning across Melbourne and found competitors instead.
No visibility in the high-value suburbs where its ideal customers searched
No content to capture suburb or equipment searches
Technical issues stopping Google from understanding its expertise
Lead flow that depended on referrals and directories
No system to generate qualified enquiries predictably
The business was strong. The digital engine didn’t exist. Every day, people searched for air conditioning across Melbourne and found competitors instead.
Our approach
A growth system built for the trade.
No standard package. Every system is built around the business and its industry.
01.
Phase 1
Technical foundation
Technical SEO and site architecture:
Crawl and indexing issues fixed
Metadata and navigation structure cleaned up
Internal linking built around the key services
Local business schema added
Mobile experience and site speed improved
Crawl and indexing issues fixed
Metadata and navigation structure cleaned up
Internal linking built around the key services
Local business schema added
Mobile experience and site speed improved
02.
Phase 2
Content in three layers
We built content across three layers:
Layer 1
Suburbs
30+ suburb service pages across Melbourne’s highest-value areas:
Toorak, Brighton, Sandringham, St Kilda
Docklands, Southbank, South Yarra
Clayton, Bentleigh, Oakleigh, Malvern
And 20+ more suburbs
Toorak, Brighton, Sandringham, St Kilda
Docklands, Southbank, South Yarra
Clayton, Bentleigh, Oakleigh, Malvern
And 20+ more suburbs
Layer 2
Equipment brands
Service pages for the major HVAC brands:
Daikin, Mitsubishi, Fujitsu
Brivis, Bonaire, Samsung
Daikin, Mitsubishi, Fujitsu
Brivis, Bonaire, Samsung
Layer 3
Services
A landing page for each revenue stream:
Installation, servicing and repairs
Maintenance and emergency service
Residential and commercial
Each page answers local customer questions, carries an FAQ, converts on mobile and links into the rest of the site.
This is the asset that compounds. These pages keep ranking and generating leads long after the initial work.
Installation, servicing and repairs
Maintenance and emergency service
Residential and commercial
Each page answers local customer questions, carries an FAQ, converts on mobile and links into the rest of the site.
This is the asset that compounds. These pages keep ranking and generating leads long after the initial work.
03.
Phase 3
Local search
Google Business Profile:
A posting schedule built around seasonal HVAC demand
Q&A written from real customer searches
Citations and NAP details made consistent
A review system to build social proof
A posting schedule built around seasonal HVAC demand
Q&A written from real customer searches
Citations and NAP details made consistent
A review system to build social proof
04.
Phase 4
Paid search
Google Ads built on intent:
Campaigns structured by buyer intent and urgency
Targeting across Melbourne’s premium suburbs
A commercial and transactional keyword focus
Landing pages tested for conversion
Budget shifted with seasonal demand
This brings in leads now while the long-term asset builds.
Campaigns structured by buyer intent and urgency
Targeting across Melbourne’s premium suburbs
A commercial and transactional keyword focus
Landing pages tested for conversion
Budget shifted with seasonal demand
This brings in leads now while the long-term asset builds.
The results
Growth across every metric
Website traffic, year on year
Metric
2024
2025
Growth
Total users
984
1,620
+64.6%
New users
985
1,609
+63.4%
Returning users
92
167
+81.5%
Engagement time
33s
46s
+36.9%
Total events
6,204
11,674
+88.2%
What this means
Website traffic grew by nearly two thirds year on year.
Engagement time rose 37%, with visitors viewing more pages.
Tracked events rose 88%, a clear lift in on-site action.
Returning visitors rose 81.5%, so the site keeps bringing people back.
This isn’t vanity traffic. These are qualified visitors taking action.
Engagement time rose 37%, with visitors viewing more pages.
Tracked events rose 88%, a clear lift in on-site action.
Returning visitors rose 81.5%, so the site keeps bringing people back.
This isn’t vanity traffic. These are qualified visitors taking action.
Channel breakdown, year on year
Paid search
Users: 537 → 620 (+15.5%)
Engagement time: 21s → 38s (+79.0%)
Events: 2,542 → 3,101 (+22.0%)
Engagement time: 21s → 38s (+79.0%)
Events: 2,542 → 3,101 (+22.0%)
Organic search
Users: 211 → 489 (+131.8%)
Engagement time: 42s → 1m 15s (+77.0%)
Events: 1,527 → 5,245 (+243.5%)
Engagement time: 42s → 1m 15s (+77.0%)
Events: 1,527 → 5,245 (+243.5%)
The story
Organic users more than doubled year on year. That’s the asset at work: the suburb, equipment and service pages now rank, bring in traffic and generate leads with no ongoing content cost.
Organic users more than doubled year on year. That’s the asset at work: the suburb, equipment and service pages now rank, bring in traffic and generate leads with no ongoing content cost.
Why it matters
The 243.5% increase in organic events tells the real story. People aren’t just visiting. They’re calling, filling in forms and requesting quotes.
The 243.5% increase in organic events tells the real story. People aren’t just visiting. They’re calling, filling in forms and requesting quotes.
Lead generation performance
Metric
Result
Monthly qualified leads
61
Annual lead volume
730+
Google Ads conversion rate
15.1%
Industry benchmark
2-4%
Against benchmark
3.8 to 7.5x higher
Revenue impact
Monthly revenue opportunity: $73,200 (61 leads × $1,200 average job)
Annual revenue opportunity: $876,000+
At a conservative 30% close rate: $262,800 in closed revenue a year
The 15.1% conversion rate is 3.8 to 7.5 times the typical HVAC benchmark of 2 to 4%. That comes from precise targeting, landing pages built to convert and steady campaign refinement. These are homeowners and businesses searching for air conditioning in Melbourne, ready to book within days.
Annual revenue opportunity: $876,000+
At a conservative 30% close rate: $262,800 in closed revenue a year
The 15.1% conversion rate is 3.8 to 7.5 times the typical HVAC benchmark of 2 to 4%. That comes from precise targeting, landing pages built to convert and steady campaign refinement. These are homeowners and businesses searching for air conditioning in Melbourne, ready to book within days.
Client testimonials
What the client says
“Amazing work. I was very reluctant at the start and it was a tough first couple of months, but after 6-8 months of refining I am super happy with the quality of calls we are getting and the growth our service division has experienced in the last 8 weeks.”
What other trade clients say
“We’ve had our business working with Brock and his team for just on 18 months now. We took a risk given that SEO didn’t work for us in the past with another provider. With Brock, the results have been great. We’re only generating leads from the areas we want and they’re quick to adjust the target audience if required. Thanks Brock for the great work thus far and I’m looking forward to continuing our journey together. Jim.”
“I had a bad experience with my initial marketer which made me hesitant in choosing someone else but Brock was great from the get go. Only about 6 weeks in and already getting results that I wanted. Thanks for helping my small plumbing business grow mate”
Why it compounds
Why the results compound
Most marketing is linear. Spend, get leads. Stop spending, and the leads stop.
Every page we published for Kelvinaire keeps working:
It ranks higher as it ages and builds authority
It lifts the relevance of the whole domain
It sets a barrier competitors need years to match
It generates leads around the clock with no ongoing production cost
Every page we published for Kelvinaire keeps working:
It ranks higher as it ages and builds authority
It lifts the relevance of the whole domain
It sets a barrier competitors need years to match
It generates leads around the clock with no ongoing production cost
How the channels work together
Each channel strengthens the others:
SEO captures people researching solutions
Google Ads covers urgent searches organic hasn’t reached yet
A stronger technical foundation lifts Quality Scores and lowers paid costs
Landing page improvements lift paid and organic conversion
Ad conversion data shapes the SEO content plan
The system is stronger than any one channel.
SEO captures people researching solutions
Google Ads covers urgent searches organic hasn’t reached yet
A stronger technical foundation lifts Quality Scores and lowers paid costs
Landing page improvements lift paid and organic conversion
Ad conversion data shapes the SEO content plan
The system is stronger than any one channel.
The trajectory
What comes next
These numbers are early momentum. Over the next 12 months:
Suburb pages keep climbing as they mature
Brand and equipment pages capture more high-intent searches
Domain authority lifts rankings across the site
The gap between Kelvinaire and its competitors keeps widening
Work done in month six keeps generating leads in months 12, 18 and 24.
Suburb pages keep climbing as they mature
Brand and equipment pages capture more high-intent searches
Domain authority lifts rankings across the site
The gap between Kelvinaire and its competitors keeps widening
Work done in month six keeps generating leads in months 12, 18 and 24.
What Kelvinaire gained
Immediate impact
61 qualified leads a month
$876K+ a year in revenue opportunities
A 15.1% Google Ads conversion rate, 3.8 to 7.5 times the benchmark
131.8% more organic users year on year
$876K+ a year in revenue opportunities
A 15.1% Google Ads conversion rate, 3.8 to 7.5 times the benchmark
131.8% more organic users year on year
Long-term assets
30+ suburb pages ranking with no ongoing cost
Visibility across Melbourne’s high-value service areas
An advantage that grows every month
Authority in equipment and service searches
Visibility across Melbourne’s high-value service areas
An advantage that grows every month
Authority in equipment and service searches
Strategic position
A leading position in its local market online
Growth that builds on itself
Lower acquisition costs as the organic share grows
A more valuable business, built on assets competitors can’t copy quickly
Growth that builds on itself
Lower acquisition costs as the organic share grows
A more valuable business, built on assets competitors can’t copy quickly
The result
Kelvinaire no longer competes for scraps. It leads its market in the channels that matter.
Common questions
How long until we see results?
Paid ads bring in leads within the first one to two weeks. Organic traffic builds over three to nine months, then accelerates. Kelvinaire saw meaningful organic growth by month four and strong growth by month nine.
What does it cost?
Every engagement is scoped to the market and the goals. You get a clear number after the first conversation, covering strategy, implementation, ad management and ongoing optimisation.
What if we’re in a different industry?
This case study is HVAC, but the system works across trade services. The principles hold: local SEO, precise paid acquisition and conversion optimisation, working together.
What if we don’t have a website yet?
Not a problem. We started with Kelvinaire before he had a proper website. We can build the foundation as part of the engagement.
Next move is a conversation.
If lead flow is inconsistent and you want an advantage that compounds month after month, we should talk.
We build industry-specific marketing systems for businesses ready to scale predictably.
We also work with newer businesses when the fit is right. We started with Kelvinaire before it had a website.
We build industry-specific marketing systems for businesses ready to scale predictably.
We also work with newer businesses when the fit is right. We started with Kelvinaire before it had a website.
Start a project