Heating & Cooling Equipment Hire

HIGHLIGHTS

Services: Google Ads strategy, conversion tracking, CRM integration, campaign restructuring
Timeline: December 2023 to 2025 

The challenge: ROI had dropped and the root cause was unclear due to limited tracking and fragmented campaigns 

What we did:

• Implemented full conversion tracking across website enquiries and calls
• Integrated Salesforce with Google Ads to enable closed loop, offline reporting
• Rebuilt campaign structure around services, intent and landing pages
• Reduced wasted spend through negative keywords and tighter targeting
• Introduced weather and time based bidding strategies 

The impact: 

• Sales grew from £187,519 generated on a £72k ad spend in 2023 to almost £1 million in revenue from £180,000 ad spend in 2025. 
• ROI increased from x2.59 in 2023 when we started working together, to to x5.39 by the end of 2025 
• Full visibility from first click to closed sale 
• Clearer forecasting and more confident budget decisions 

MEET THE CLIENT

We work with a Heating & Cooling Equipment Hire client who provides specialist climate control solutions to businesses across the UK, offering heating and cooling system equipment hire. Their clients often operate in time sensitive environments where maintaining temperature control is critical and sometimes unexpected, making responsiveness and reliability central to their reputation.

As demand is frequently driven by urgency and seasonal changes, paid search plays a crucial role in capturing high intent enquiries. The Heating & Cooling Equipment Hire company had already recognised this and invested in Google Ads internally before working with Hewitt Matthews.

However, while activity was in place, the right insight was not. The team needed a clearer understanding of how marketing investment translated into revenue.

THE CHALLENGE

By late 2023, the Heating & Cooling Equipment Hire company had a familiar problem. Spend was increasing, leads were coming in, but ROI appeared to be falling, but pinning down the root cause to tackle was tough.

Campaigns had evolved organically over time. There were multiple campaigns covering different service areas, with cooling and heating often separated but not always structured consistently. Keywords were generally relevant, yet the relationship between search intent, ad messaging and landing page experience was not always clear.

The biggest issue was measurement. Google Ads was primarily tracking phone calls, meaning form enquiries and downstream sales were not fully attributed. The business could see activity at the top of the funnel but had little understanding of what progressed into revenue.

This created uncertainty. The team did not want to restrict lead flow too aggressively for fear of missing opportunities, but without quality signals they risked spending budget on low value enquiries.

The Heating & Cooling Equipment Hire company needed clarity on performance, confidence in optimisation decisions and a framework that would allow them to scale without waste.

OUR STRATEGIC APPROACH

The first step was fixing the foundation. In December 2023, we implemented tracking which was able to more reliably capture events such as form submissions, and began tracking calls as well as other meaningful on site actions (known as micro conversions). This meant every key enquiry point was measurable and consistent.

The next milestone came in January 2024 with the integration of Salesforce and Google Ads. While this required custom configuration and careful mapping between marketing and sales stages, it finally enabled closed loop, offline lead reporting for the first time.

Enquiries could now be tracked through to marketing & sales qualified leads and ultimately confirmed sales & revenue. With reliable data in place, we could now positively restructure the account based on commercially linked data.

Campaigns were organised around clear service themes and aligned with dedicated landing pages. Messaging was refined to emphasise equipment hire where relevant, reducing confusion with installation related searches. This improved relevance and conversion intent.

We then focused on efficiency and control. Negative keywords were introduced to filter irrelevant traffic. As CRM data revealed which enquiries progressed, targeting was tightened without unnecessarily restricting opportunity. Budgets were adjusted to prioritise higher quality segments.

Demand was influenced by weather and operational urgency, so we introduced more dynamic bidding approaches. Campaigns were adapted to prioritise daytime performance and peak demand periods, ensuring spend aligned with real buying behaviour.

By the end of 2024, optimisation was driven by revenue data rather than surface level metrics. The account moved from reactive management to strategic performance growth.

RESULTS

The shift from partial tracking to full funnel visibility had a measurable impact.

Once Salesforce data fed back into Google Ads, the client could understand not only which campaigns generated leads, but which leads generated business. This enabled more confident optimisation and reduced wasted spend.

Sales began to increase through 2024 while spend grew at a slower pace. Improvements were driven by better alignment between targeting, messaging and landing pages, combined with clearer quality signals.

By 2025, the Heating & Cooling Equipment Hire company set a clear objective to reach £1 million in revenue from £200,000 in advertising spend.

They achieved just under £1 million while spending £180,000, delivering an ROI of 5.39 and exceeding the efficiency required to hit the target.

The key outcomes of our work included:

• End to end attribution from first click to closed sale, giving the client the ability to optimise campaigns around revenue rather than lead volume and increase return on every pound spent. 
• A clear understanding of the sales cycle and typical conversion timeframe, enabling more accurate forecasting and smarter budget pacing during peak demand periods. 
• Improved lead quality without significantly reducing volume, allowing the sales team to convert a higher proportion of enquiries into revenue while maintaining pipeline strength,
• Reduced wasted budget through negative keywords and refined targeting, ensuring spend was focused on high intent searches and lowering the cost of acquiring each sale. 
• Stronger alignment between campaigns, landing pages and customer intent, improving conversion rates and reducing friction for urgent, time sensitive enquiries. 
• Smarter bidding based on weather patterns and time of day demand, prioritising visibility when customers were most likely to need equipment and act quickly. 
• Year on year improvement in sales efficiency and revenue contribution, demonstrating paid search had evolved into a scalable and predictable growth channel rather than an uncertain cost. 

The business also gained something less visible but equally as valuable, increased confidence in their investment.

The account moved from fragmented activity to a structured growth engine supported by reliable data and clear strategic direction.

WHY HEWITT MATTHEWS

For the Heating & Cooling Equipment Hire company, the key was removing tracking risks and establishing the required clarity to start increasing ROI.

Rather than applying isolated optimisations, we rebuilt the measurement infrastructure that allows performance marketing to function properly. By connecting advertising activity directly to CRM outcomes, the client gained control over how the budget was deployed and evaluated.

This created a shift in mindset. Conversations moved away from lead volume and towards revenue impact. Budget decisions became evidence based and testing finally had purpose. 

The result was not just improved ROI, but an owned, repeatable revenue engine that the business could continue to use beyond their engagement with us.

With the right data, the right structure and the right strategy, the Heating & Cooling Equipment Hire company transformed paid search from what felt like a necessary expense with unclear return, into a measurable growth channel.