HVAC Company Doubles Inbound Leads With Strategus

A regional HVAC provider partnered with Strategus to modernize its marketing efforts, aiming to boost brand awareness and drive sales of replacement units through inbound leads. Over a 10-month campaign, Strategus deployed connected TV (CTV), display, and online video (OLV) ads across key designated market areas (DMAs). The result: 40,875 online conversions and a year-over-year doubling of inbound leads—prompting a major budget shift from linear to streaming.

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Objective

The HVAC company aimed to increase inbound leads for replacement unit sales while building broader brand awareness in key local markets. They sought a more measurable alternative to traditional broadcast, with the ability to track campaign performance and optimize in real time. The goal was to modernize their media strategy with targeted digital tactics that could drive tangible results.

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Strategy

The audience targeting began with first-party data to build lookalike audiences and to segment out existing customers for individualized messaging. The display campaigns were launched first, supported by pixel tracking on websites to monitor engagement. After initial brand awareness was established through the display campaigns, the CTV and online video campaigns were launched, serving additional ads to the lookalike audience and a new third-party audience targeting homeowners aged 35 and above.

Media was geo-targeted by zip code within select cities, allowing for localized creative execution. As the campaign progressed, Strategus incorporated premium CTV inventory from Netflix and Hulu to expand reach. This led to a measurable lift in organic traffic and brand engagement.

Thanks to ongoing optimization and a tech-savvy client with strong CRM capabilities, the strategy evolved rapidly. Within months, 90% of the company’s former broadcast budget had been reallocated to CTV with Strategus. The success prompted plans to further test high-performing Super Select™ inventory, including YouTube TV.