Turning local visibility into measurable HVAC leads through SEO and paid search.
Services: SEO, Google Ads, Website
Industry: HVAC
When Thelen Mechanical partnered with Hook Agency, the focus was clear: strengthen local visibility, increase organic lead volume, and create a marketing system that could support steady growth over time, not just short bursts of traffic.
Rather than relying on a single channel, the strategy centered on aligning website performance, SEO authority, and paid demand capture into one unified system.
The Results at a Glance
- 133% year-over-year increase in local search visibility
- 30% improvement in overall keyword position since baseline
- 53% increase in organic leads year over year
- 23 organic leads generated in May 2025 alone
- $250 cost per lead from Google Ads
These gains were achieved by fixing the foundation first, then layering on authority and demand.
Building the Right Website Foundation
Thelen’s growth began with a new website built to support both SEO and conversion. The previous site limited how effectively search engines could understand service offerings and locations. The new site created clarity, for users and Google alike.
From there, the site was expanded strategically to improve local relevance and topical authority.
Key improvements included:
- Creation of location pages for primary HVAC services
- Optimized service and blog content aligned to buyer intent
- Clean, intentional meta data optimizations across priority pages
- Implementation of local business schema
- An expanded “Areas We Serve” page to reinforce geographic relevance
This ensured the site wasn’t just visually improved, it was structurally prepared to rank.
SEO That Drives Measurable Leads
With the new site live and SEO fundamentals in place, organic performance followed.
Since the SEO start date in April 2024, Thelen Mechanical has seen a 133% year-over-year increase in local visibility, paired with a 30% improvement in overall position rank. More importantly, that visibility translated into real business impact.
Organic leads increased 53% year over year, with 23 organic leads generated in May 2025 alone, a clear signal that rankings were improving in the right areas, not just vanity keywords.
To support authority and trust, we also:
- Published additional press releases to strengthen brand signals
- Completed citation cleanups to eliminate inconsistencies across the web
This reinforced Thelen’s credibility in both search engines and local directories.
Paid Search That Complements Organic Growth
While SEO drove compounding results, Google Ads played a supporting role in capturing high-intent demand.
On a $5,253.61 budget, Thelen Mechanical achieved:
- $250.17 average cost per qualified, project-ready lead
- $276.51 non-brand CPL
Paid campaigns were managed to stay efficient and complementary to organic efforts, ensuring that ad spend filled demand gaps without cannibalizing SEO gains.
Why This Strategy Works
Thelen Mechanical’s success didn’t come from chasing trends or shortcuts. It came from building a marketing system that works together.
Today, Thelen has:
- A modern website built to support SEO and lead conversion
- Local search visibility that continues to grow year over year
- Organic leads that compound over time
- Paid campaigns that stay efficient and controlled
This is what sustainable HVAC growth looks like, measurable results, built on a solid foundation, with room to scale.
