Newtown Energy: HVAC Contractor Local Services Ads Case Study

One heating season, every call counted.

Newtown Energy installs and services furnaces. For one heating season we ran its Google ads, with about half the money in Google's pay-per-call ads. This Newtown Energy case study shows what that season brought in, and what each call cost.

Book a call See all case studies

HVAC contractor Local Services Ads case study: A Goodman furnace installed by Newtown Energy

5 ★ on Trustindex (5.0 from 49 reviews)
Owner-run since 2010
863 College St, Toronto

The facts

Client: NewTown Energy Inc. Heating & Cooling
Contact: Fabian Atkins
Trade: Furnaces, heating and cooling
Town: To be confirmed
What we did: Google ads, Google's Local Services Ads, the website quote form, and marketing and branding work
Period: October 2023 to July 2024, one heating season to be confirmed
Sources: Google's own call log, the website's quote form and Google's record of Local Services calls and messages

Results at a glance

81
calls and quote requests in one heating season, October 2023 to July 2024: 46 phone calls (20 of them lasted 30 seconds or longer) and 35 quote requests.
About $60
each, on CA$4,821 of ad spend for the season.
About half of them came through Google's Local Services Ads.

These are calls and quote requests, not booked jobs: the account holds no job data.

Results depend on your market, your budget and how fast you answer the phone.

The challenge

Heating season is when a furnace company earns its year. The calls come when it gets cold, and they go to whoever shows up first on Google and picks up. Miss the start of the season and you spend the winter watching other trucks on your street.

There's no "before" number in this story. The ad account's whole history is this one season, so we won't dress it up as a before-and-after. What it does show is something every owner wants to know before spending a dollar: what a call costs in this trade, when the ads are set up properly.

What we did

Get found: two kinds of Google ads, side by side

We split the ad money roughly in half. One half went to regular Google ads for furnace and heating searches. The other half went to Google's Local Services Ads: the pay-per-call ads at the very top of the page, with the "Google Verified" check mark. With Local Services Ads you pay for a call or a message, not for a click, and Google keeps its own record of each one.

Running both gave the company two ways to show up for the searches that matter in winter. For how we set this up for heating and cooling shops, see HVAC PPC or our Google Ads management page.

Placeholder: calls and messages from Google's Local Services Ads for the furnace company, one heating season

Know what works: every call on the record

Every call from the ads went through Google's own call log, every quote request through the website form, and every Local Services call or message through Google's own record of them. That's why we can tell you exactly how many came in and what each one cost, instead of a report full of clicks.

Marketing and branding

Alongside the ads, we worked on Newtown Energy's marketing and branding, and Fabian also brought us a project for a sister company. story to come

The moment it turned

The split is the part worth copying. About half the calls and quote requests came from the pay-per-call ads, and about half from everything else. Had all the money gone into one kind of ad, nobody would have known what the other could do. Now the company knows what each one brings in.

In Fabian's words

“Thank you Preston and his team at Java Logix for doing such amazing marketing strategies for Hvac company … Strongly appreciate your help with overcoming our challenges in the digital marketing space. Highly recommend Preston over at Java Logix …”

Fabian AtkinsNewtown Energy

What Newtown Energy did well

They started before the cold.
The account opened in October, ahead of the busy months, not halfway through them.
They used both kinds of Google ads.
Plenty of owners pick one and never test the other.
They came back.
Fabian trusted us with a second company after the first.

How we count

Every number on this page has a source and a date. We count real calls from Google's call log, not taps on a phone number, and real quote requests, not page views. We never put a client's name on a number that isn't theirs.

Source: the company's Google Ads account, pulled October 3, 2026.

Book a call about your HVAC shop

Wondering what a call would cost in your area?

Book a call.

Thirty minutes, no pitch. We'll look at your market and tell you straight.

Get the free check-up.

We look at four things: whether your calls get answered, how your Google listing stacks up, whether your website books work or just sits there, and whether you can tell which ads bring in customers. You get what we find in plain words.

Get the free check-up