Results
Panther HVAC came in with a lead quality problem. Within the first 8 months, the campaigns were generating 104 qualified leads, 77 calls and 27 forms, at $105 per conversion. For residential and commercial HVAC in a competitive market, that’s a genuinely strong number that beats industry benchmarks.
But the more telling story is what’s happened since.
The Campaigns Keep Getting Better
Over the most recent four months, with the same ad spend, conversion rate improved by 16% and total conversions increased by 29.5%. That’s not a lucky stretch. It’s what consistent, data-informed optimization looks like over time. The longer the campaigns run with proper tracking and clear attribution, the more precisely budget gets directed toward what’s actually generating revenue.
This is the compounding effect of building the right foundation first. Clean conversion tracking, keyword-level attribution, campaigns structured around high-intent service searches, these aren’t one-time wins. They create a system that gets more efficient the longer it runs.
The Website & SEO Foundation
The paid search results don’t exist in isolation. Before any optimization could happen, Panther needed a website that could actually convert the traffic being sent to it. That meant a full rebuild: removing hundreds of irrelevant product pages that were cluttering the site and hurting search visibility, simplifying the architecture around the core HVAC services customers actually search for, and building a clean URL structure that supports long-term organic growth.
The SEO foundation isn’t fully mature yet, that’s the nature of organic search, but the structural work done in year one means Panther is positioned to compound visibility over time the same way their paid campaigns already are.
About Panther HVAC
- Industry: Residential & Commercial HVAC
- Location: Rock Hill, South Carolina
- Founded: 1994
- Company Size: ~30 employees
- Services: SEO, Google Ads, Website Strategy
Panther HVAC is a family-owned heating and cooling company founded by Mike and Cheryl Geddings. What started as a three-person operation has grown into a team of 30+ serving the Rock Hill community for over 30 years. In 2025, leadership transitioned to their son Josh Geddings, bringing a renewed focus on growth while maintaining the reputation the company was built on.
The Challenge
Panther had something a lot of contractors don’t: a genuinely strong local reputation built over three decades. What they didn’t have was a digital presence that reflected it.
The website was outdated and cluttered, hundreds of irrelevant product pages that confused both visitors and search engines. Reporting from their previous setup showed activity but not insight. Leads were coming in, but quality was inconsistent and attribution was unclear. There was no reliable way to know which campaigns, keywords, or channels were actually driving the right customers.
For a company entering a new chapter of leadership with real growth ambitions, the gap between their offline reputation and their online presence was the central problem to solve.
Strategy
Rather than focusing on small optimizations, the strategy centered on rebuilding Panther’s digital presence around clarity, conversion, and long-term growth.
The approach focused on three core areas:
- Modernizing the website to reflect Panther’s brand and make it easier for customers to take action
- Improving lead quality through better campaign structure and clearer messaging
- Creating a scalable SEO foundation with stronger site organization and URL structure
The goal was not simply to generate more leads but to attract better, more qualified customers while building a system that could support future expansion.
Execution
Website Rebuild
The existing site was working against Panther in two ways: it wasn’t converting visitors effectively, and the bloated page structure was hurting search visibility. The rebuild stripped it back to what matters, clear service pages, simplified navigation, and a site architecture built around how HVAC customers actually search. Hundreds of irrelevant product pages were removed. The URL structure was rebuilt to scale cleanly as the business grows.
SEO Foundation
Content and site organization were restructured around high-intent HVAC service searches. The goal wasn’t immediate traffic gains, it was building the kind of clean, authoritative site structure that earns organic rankings over time. That work is ongoing and compounding.
Paid Search
Before optimizing bids or budgets, we established proper conversion tracking with keyword-level attribution. From there, campaigns were restructured by service type to capture high-intent searches, with reporting built to show what was actually driving qualified leads, not just clicks or form fills.
The result after 12 months: 104 qualified leads at $105 per conversion, with efficiency improving every month.
Key Takeaway
Panther’s results aren’t surprising if you understand what was built. A website that converts, tracking that tells you what’s actually working, and campaigns optimized around qualified leads rather than volume, that combination produces $105 conversions. And it keeps improving.
For established home service companies who’ve built a strong reputation locally but haven’t seen their digital presence reflect it, Panther is the model. The foundation work isn’t glamorous, but it’s what makes everything else possible.
