← All work/ Case study · Home services
Owning the emergency call in a two-county service area.
A heating and cooling company wanted to be the first name people thought of when the furnace quit, not the fourth result on a search page.
- +49%Web sessions during flights
- 000Verified leads
- 0.0×Return on ad spend
- 01Problem
- 02Insight
- 03Idea
- 04Connected campaign
- 05Result
01 · The problem
The client
A family-owned HVAC company serving St. Joseph and Elkhart counties.
The problem
Emergency calls went to whoever ranked first that night. Paid search was getting more expensive every season, and the company had no way to be remembered before the emergency happened.
The goal
Be the name people already know when something breaks, and bring the cost per booked call down.
02 · The insight
Nobody researches HVAC companies until the heat is out. By then they call the name they already know. The job isn't winning the search; it's being remembered before the search starts.
03 · The idea
Year-round frequency on the stations homeowners already listen to, with a simple promise repeated word for word everywhere: a real person answers, day or night.
04 · The connected campaign
Every piece hands off to the next.
- Amplify
Radio builds the memory
Drive-time schedule on news/talk and country, weighted into the first cold weeks of the season. A host endorsement adds a voice people trust.
2 stations · 12 weeks · drive-time weighted
- Be Found
Search catches the name
Branded search and local listings timed to the flights, so people who heard the name find it first, at a fraction of generic keyword cost.
Branded search · Google Business Profile · local listings
- Convert
One page, one promise
A landing page that repeats the spot word for word, with click-to-call and a tracked number so every call is counted.
Landing page · call tracking · short form
- Nurture
A contest builds the list
A station contest for a free furnace tune-up turns listeners into an opt-in list the company owns, followed up with seasonal maintenance emails.
Station contest · opt-in list · email follow-up
- Learn
Lift tracking proves it
Website lift tracking lines up site traffic with the hours the spots aired, so the budget moves toward what is working.
Website lift tracking · monthly review
The creative · one message, every channel
"A Real Person Answers" · :30
"When the furnace quits at 2 a.m., a real person answers. [Company], heating and cooling since [year]."
The live version embeds the aired spot here.
Sponsored
Furnace Out? A Real Person Answers | [Company]
company.example/emergency
Heating and cooling repair across St. Joseph and Elkhart counties. Call any hour.
Heard it on the radio?
A real person answers, day or night.
Call now05 · The result
This is what "it worked" looks like.
| Week | Sessions | Radio on air |
|---|---|---|
| 1 | 410 | No |
| 2 | 395 | No |
| 3 | 430 | No |
| 4 | 420 | No |
| 5 | 560 | Yes |
| 6 | 610 | Yes |
| 7 | 640 | Yes |
| 8 | 655 | Yes |
| 9 | 600 | No |
| 10 | 470 | No |
| 11 | 445 | No |
| 12 | 452 | No |
- +49%Average weekly sessions during flights vs. before
- 000Verified leads: forms plus tracked calls
- −00%Blended cost per booked call
- 000Opt-in contacts from the station contest, owned by the client
The contest list matters most. Those households are now an audience the company owns and can reach every season, long after the flight ends.
"For the first time we could see which weeks the phone rang, and why."
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