Case Study — HVAC + Drain

FlowMaster Services:
3 Leads/Week to
22 Leads/Week
in 8 Months.

A North NJ HVAC and drain company was spending $3,000+/month on Angi shared leads and getting half tire-kickers. We built their marketing system from the ground up.

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The Situation

What we
walked into.

The Problem

100% dependent on Angi for leads — $80 per shared lead
4–6 competitors calling the same homeowner simultaneously
Half the leads were price-shoppers or no-shows
No Google Business Profile — invisible on maps
No website — no place to send people searching for them directly
Spending $3,000+/month with nothing to show for it long-term

What We Inherited

Zero online presence — no GBP, no website, no reviews
No call tracking — no data on what was or wasn't working
No customer list — leads came and went with no follow-up system
All ad spend going to Angi — zero owned marketing assets
A solid technician team and real service area — just no way for customers to find them

What We Built

The marketing
system we built.

WeWebWorks handles all digital marketing for FlowMaster. Every channel below was built from scratch and is managed ongoing.

New WordPress Website

Built for emergency HVAC and drain searches. Click-to-call above the fold, service pages optimized for Bergen and Passaic county searches, structured data on every page, fast load times, mobile-first.

Google Business Profile

All 100+ fields completed. Weekly photos uploaded. Services structured for map-pack rankings on emergency HVAC and drain queries. Review generation system put in place from day one.

Google Local Services Ads

Set up and managed from launch. Google Guaranteed badge secured. Pays per verified lead — not per click. Filtering for quality leads built into the campaign from the start.

Results Timeline

Month by month
what happened.

Month 1

Site Live + GBP Optimized

Website launched with full on-page SEO. GBP profile fully built out and verified. Call tracking installed on all pages. First 8 inbound calls from organic search and GBP within the first 30 days.

Month 3

Google LSA Live

Local Services Ads launched with Google Guaranteed badge. Combined with GBP momentum, inbound calls hit 12/week. Cost per lead dropping — already at $42 vs. $80 on Angi.

Month 4

Angi Cancelled

Owned channels were generating enough volume. FlowMaster cancelled their Angi subscription — eliminating $3,000+/month in shared lead spend. All incoming leads now exclusive.

Month 6

18 Calls/Week

GBP ranking in map pack for emergency HVAC searches across Bergen County. Organic website traffic growing month over month. Review count building consistently.

Month 8

22 Calls/Week — $26 Cost Per Lead

22 inbound calls and form submissions per week. Cost per lead dropped from $80 (Angi) to $26 (owned channels). All leads exclusive. GBP ranking top 3 for emergency HVAC + drain queries across Bergen and Passaic counties.

Impact

What this meant
for the business.

FlowMaster stopped paying Angi in month 4. Every lead that comes in now belongs to them — customer name, phone number, email. No competing with 5 other HVAC companies on the same call.

GBP rankings in the top 3 for emergency HVAC searches across Bergen and Passaic counties means customers searching at 11pm for a heat outage are finding FlowMaster first — not a lead aggregator.

The customer data is owned. The website is owned. The rankings are owned. The only ongoing cost is management — not a per-lead fee to a third party.

Monthly Angi spend (was $3,000+)

Top 3

Map Pack — Emergency HVAC, Bergen + Passaic

Your Business Could Be Next

Want results like these?
Start with a free audit.

We'll analyze your GBP, your website, and your current lead sources — and show you exactly what's costing you leads right now.

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FlowMaster Services:3 Leads/Week to22 Leads/Weekin 8 Months.

What wewalked into.