2.7× the leads, for less per lead.
Oria Heating & Cooling installs and repairs furnaces, air conditioners and heat pumps across Ottawa. We have run their Google Ads since the end of 2022, turning one Search campaign into a year-round source of calls and quote requests, and redesigned their logo and designed and developed a new website with a strong SEO foundation, so the traffic we pay for (and the traffic we don't) has somewhere good to land.
A crowded, expensive local market.
Oria Heating & Cooling is a family-owned HVAC company serving Ottawa since 2014: furnaces, air conditioners, heat pumps, water heaters and gas lines, from Kanata and Barrhaven to Orléans and across the river in Gatineau.
Heating and cooling is one of the most competitive categories on Google. Homeowners search when something breaks, call the first company they trust, and the big franchise brands bid hard for every click. Over three years Oria's average cost per click rose 41%. Growing leads meant getting more out of every click, not just buying more of them.
We launched Oria's Google Ads at the end of 2022 and built the account one proven step at a time: clean lead tracking first, then Google Guaranteed, then new channels layered on top of Search. Alongside the ads we redesigned the Oria logo, then designed and developed a new website on WordPress, built to turn visitors into calls, and laid a proper SEO and AIEO foundation underneath it, with a page for every service and every town they serve.
Count real leads. Then scale what works.
Three years, three phases, and one rule throughout: budget follows results. Every channel we added was tested against Search before it got serious money.
Step one · Count calls and quote requests, nothing else
In the first year, about two thirds of what Google reported as conversions were people tapping for directions on the map. That made the account look far better than it was, and it taught Google's bidding to chase the wrong people. We removed map directions and profile views from the account's goals, so bidding now optimises toward people who actually get in touch: calls from ads, calls from the website, quote forms and Google Guaranteed leads. Every figure on this page counts those real leads only.
Clicks cost 41% more. Cost per lead went down anyway.
Google Ads figures are from Google Ads reporting, January 2023 to December 2025. Leads are calls from ads and the website, quote form submissions and Google Guaranteed leads. Organic figures are Google Search Console, the six months to November 2026 against the six months before.
A new website, built to rank and convert.
Ads only pay off if the website closes the deal. We designed and developed a new website for Oria on WordPress: clean, fast, easy to navigate and built for the phone, with a call button and quote form never more than a tap away. Then we built the SEO and AIEO foundation underneath it. Over the last six months non-brand organic clicks are up 4.7× on the six months before, and in October 2026 we shipped a major round of SEO and AIEO improvements on top.
01
Designed and developed on WordPress
A custom design in Oria's red and white, built on WordPress so the team can update services, offers and seasonal promotions themselves, without waiting on a developer.
02
Easy to navigate, mobile-first
Clear menus for services and service areas, fast pages, and click-to-call and quote buttons on every screen, because most HVAC searches happen on a phone when something has just broken.
03
Trust up front
Live Google reviews (5.0 from 578), TSSA and HRAI approval, Lennox dealer status and financing sit right where homeowners decide who to call.
04
A page for every service and every town
Around 40 service pages, from furnace repair to water heater rentals, plus 16 service-area pages from Kanata and Barrhaven to Orléans and Gatineau, each written for that community.
05
Titles, descriptions, schema and FAQs
Every page has a written title and meta description, structured data for the business, services, areas, breadcrumbs and FAQs, and self-contained answers and key takeaways that Google can feature and AI assistants can quote.
Four rules we kept.
Measure real leads. Dropping map taps from the goals pointed Google's bidding at people who call, and made every number in the account honest.
Earn the badge. Google Guaranteed puts Oria at the very top of the page with a trust signal homeowners recognise, and its leads cost 22% less than Search.
Test, then commit. Location, Smart and Maps campaigns were each tested against Search, and budget followed the results rather than the other way round.
Follow the weather. Furnaces in the cold months, air conditioning in the heat, with budget moved to match.
Creative Scope has run our Google Ads for three years and it has changed how we grow. They stopped Google counting map clicks as leads, got us Google Guaranteed, and kept our cost per lead going down even as HVAC clicks in Ottawa got more expensive. They also rebuilt our website and SEO with a page for every service and every area we cover, and we're now showing up for searches we never used to. Our phones are busier in every season, furnace and AC alike.
Mansoor
Owner · Oria Heating & Cooling
Get more calls from every click.
If you run an HVAC, plumbing or home services company and your Google Ads cost more every year without the phone ringing more, we can fix that. Real lead tracking, Google Guaranteed, the right mix of channels, a brand people remember, and a website and SEO foundation that turn searches into booked jobs.