How We Generated 730+ Annual Leads and Built a $876K Revenue Engine for a Melbourne HVAC Company
The Bottom Line
61+ qualified leads every month. Consistently. Predictably. Profitably.
That's what Kelvinaire's integrated marketing system delivers—combining AI-powered SEO with precision Google Ads campaigns engineered for their industry.
At an average job value of $1,200, that's $876,000 in annual revenue opportunities flowing through their business. And the trajectory? Accelerating.
We didn't just buy traffic. We built Kelvinaire a compounding digital asset that gets more valuable every single month, creating search authority and market position that money alone can't replicate.
Client Overview
Kelvinaire delivers air conditioning installation, servicing, and repairs across Melbourne’s residential and commercial sectors. Exceptional service quality. Loyal customer base. But their digital presence wasn’t capturing anywhere near the market share they deserved.
They needed to dominate local search, convert high-intent buyers, and build a lead generation system that worked 24/7/365.
The Challenge
Despite premium service delivery, Kelvinaire faced critical digital gaps:
- No visibility in Melbourne’s high-value suburbs where their ideal customers searched
- Zero content infrastructure to capture location-specific and equipment-specific demand
- Technical barriers preventing Google from understanding their expertise
- Inconsistent lead flow dependent on referrals and directories
- No scalable system to predictably generate qualified enquiries
The business was strong. The digital engine? Non-existent.
Every day, homeowners and business owners searched for air conditioning services across Melbourne and found competitors instead.
Our Approach: Industry-Specific Growth Systems
We don’t run standard marketing packages. We engineer integrated marketing systems custom-built for each business and industry.
Phase 1: Foundation - Making the Site Conversion-Ready
Technical SEO & Site Architecture Overhaul:
- Resolved critical crawlability and indexing issues
- Fixed metadata inconsistencies and navigation structure
- Implemented strategic internal linking
- Deployed local business schema markup
- Optimised mobile experience and site speed
Phase 2: Strategic Content Development
We created comprehensive content across three strategic layers:
Layer 1: Geographic Dominance 30+ suburb-targeted service pages covering Melbourne’s highest-value areas:
- Toorak, Brighton, Sandringham, St Kilda
- Docklands, Southbank, South Yarra
- Clayton, Bentleigh, Oakleigh, Malvern
- And 20+ additional key suburbs
Layer 2: Equipment Authority Brand-specific service pages for major HVAC systems:
- Daikin, Mitsubishi, Fujitsu
- Brivis, Bonaire, Samsung
Layer 3: Service Verticals Comprehensive landing pages for each revenue stream:
- Installation, servicing, repairs
- Maintenance, emergency service
- Residential and commercial applications
Every page included local customer pain points, strategic keyword integration, FAQ sections, mobile-optimised conversion paths, and internal linking that builds authority.
This is the asset that compounds. These pages will rank, mature, and generate leads for years—long after our initial work.
Phase 3: Local Search Domination
Google Business Profile Optimisation:
- Consistent posting schedule targeting seasonal HVAC demand
- Strategic Q&A entries aligned with real customer search behaviour
- Complete citation management and NAP consistency
- Review generation system to build social proof
Phase 4: Precision Paid Acquisition
High-Intent Google Ads System:
- Campaigns structured around buyer intent levels and service urgency
- Geographic targeting across Melbourne’s premium suburbs
- Commercial and transactional keyword focus
- Landing page optimisation and conversion rate testing
- Budget allocation responsive to seasonal HVAC demand
This creates immediate, predictable lead flow whilst the long-term asset compounds.
The Results: Explosive Growth Across Every Metric
Website Traffic Performance (Year-Over-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% |
Avg. 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-over-year
- User engagement jumped 37%—visitors spending more time, viewing more pages
- Event tracking increased 88%, indicating significantly higher on-site action
- Returning visitor rate surged 81.5%, proving the site creates lasting value
This isn’t vanity traffic. These are qualified visitors taking meaningful actions.
Channel Performance Breakdown (Year-Over-Year)
Paid Search (Google Ads):
- Users: 537 → 620 (+15.5%)
- Engagement time: 21s → 38s (+79.0%)
- Events: 2,542 → 3,101 (+22.0%)
Organic Search (SEO):
- Users: 211 → 489 (+131.8%)
- Engagement time: 42s → 1m 15s (+77.0%)
- Events: 1,527 → 5,245 (+243.5%)
The Story: Organic search traffic more than doubled year-over-year. This is the compounding asset at work. Those suburb pages, equipment pages, and service pages are now ranking, driving traffic, and generating leads without ongoing content costs.
The 243.5% increase in organic events tells the real story: people aren’t just visiting—they’re calling, filling 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% |
Performance vs. Benchmark | 3.8-7.5x higher |
Revenue Impact:
- Monthly revenue opportunity: $73,200 (61 leads × $1,200 average)
- Annual revenue opportunity: $876,000+
- Conservative estimate (30% close rate): $262,800 in closed revenue annually
That 15.1% conversion rate is 4-7x higher than typical HVAC industry performance. This is the result of precision targeting, optimised landing pages, and ruthless campaign refinement.
These aren’t cold leads. These are homeowners and business owners actively searching for air conditioning solutions in Melbourne, ready to book service 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.”
— Cemil, Director Kelvinaire Air Conditioning
What Other Trade Industry 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.”
— Jim, Director Air Conditioning Industry
“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”
— Johnny K, Director Plumbing Industry
Why This Works: The Compounding Effect
Most marketing delivers linear results. Spend money → get leads. Stop spending → leads evaporate.
We build systems that compound exponentially.
Every piece of content we published becomes a perpetual lead generation machine:
- Ranks higher month after month as pages age and build authority
- Lifts the entire domain through improved topical relevance
- Creates competitive barriers that take competitors years and six figures to overcome
- Generates leads 24/7/365 without ongoing content production costs
- Increases in value over time—pages published in month three are worth 10x more in month twelve
The Integrated System Advantage
Each channel amplifies the others:
- SEO captures bottom-of-funnel searchers researching solutions
- Google Ads fills gaps for urgent, high-intent searches organic hasn’t captured yet
- Technical foundation improves Quality Scores and reduces paid CPCs over time
- Landing page optimisation lifts performance across both paid and organic traffic
- Conversion data from ads informs SEO content strategy
The whole becomes greater than the sum of its parts. Results compound.
The Trajectory: Acceleration, Not Plateau
The numbers you see here represent early-stage momentum. This system is engineered to accelerate.
What happens over the next 12 months:
- Suburb pages continue climbing to top 3 positions as they mature
- Brand and equipment pages capture more long-tail, high-intent searches
- Domain authority strengthens, lifting rankings across all pages simultaneously
- Organic lead volume grows 150-200%, reducing cost per acquisition
- The gap between Kelvinaire and its competitors widens every month
The compounding effect means: Effort invested in month six generates leads in months 12, 18, 24, and beyond. The asset appreciates. The competitive moat deepens. The ROI multiplies.
What Kelvinaire Gained
Immediate Impact:
- ✓ 61 qualified leads per month through precision-targeted acquisition
- ✓ $876K+ annual revenue opportunities from predictable lead generation
- ✓ 15.1% Google Ads conversion rate—4-7x industry benchmarks
- ✓ 131.8% organic traffic growth year-over-year
Long-Term Assets:
- ✓ 30+ ranking suburb pages working 24/7 without ongoing costs
- ✓ Search dominance across Melbourne’s high-value service areas
- ✓ Competitive moat that compounds in value monthly
- ✓ Brand authority in equipment-specific and service-specific searches
Strategic Position:
- ✓ Market leader status in their digital ecosystem
- ✓ Sustainable growth trajectory that accelerates over time
- ✓ Reduced customer acquisition costs as organic share grows
- ✓ Business equity increase through defensible competitive advantages
The ultimate result: Kelvinaire doesn’t compete for digital scraps anymore. They own their market in the channels that matter.
Common Questions
Q: How long until we see results?
A: Paid ads generate leads immediately (week 1-2). Organic traffic builds momentum over 3-9 months, then accelerates. Kelvinaire saw meaningful organic growth by month 4, explosive growth by month 9.
Q: What if we’re in a different industry?
A: Whilst this case study focuses on HVAC, our system works across all trade services. The principles are the same: local SEO dominance + precision paid acquisition + conversion optimisation.
Q: What’s the investment range?
A: Our integrated marketing systems typically range from $3,500-$8,500/month, depending on market size and goals. This includes strategy, implementation, ad spend management, and ongoing optimisation.
Q: What if we don’t have a website yet?
A: Not a problem. We started with Kelvinaire before he had a proper website. We can build the foundation as part of the engagement.
Is Your Business Ready For A Growth System?
If you’re tired of inconsistent lead flow and want to build a real competitive advantage—one that compounds in value month after month—we should talk.
We specialise in creating industry-specific marketing systems for businesses doing $500K–$2M+ in revenue who are ready to scale predictably and profitably.
We also work with new businesses, but we need to see if you are a good fit. We started with Kelvinaire before he even had a website, and now it’s paid off for him.
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