How we generated 72% more leads using PPC and SEO
Heritage Heating supply and install industrial heating and cooling nationwide. Heavily reliant on repeat custom, they wanted to attract new business – but an outdated website and unresponsive marketing agency held them back.
1.Challenge
Heritage Heating wanted to shift from repeat customer reliance to high-value new business.
Heritage wanted to press forward with their goal of gaining new business, but their efforts were being held back by a few things.
Heritage’s pain points
- They were spending a lot of money with their previous marketing agency, but were seeing very little return or new leads.
- They also didn’t know what their marketing budget was being spent on, and received very little communication from the agency.
- Their website was outdated, slow, and hard to navigate. It was built to be an online shop window – not a lead generating tool.
- Their current website also wasn’t fit to support a digital marketing strategy.
2.Approach
To kick things off, Heritage needed a new, custom-built website.
We could see the best lead generation route for Heritage was SEO and PPC – but their old website didn’t showcase their expertise and would hold us back from delivering an effective digital marketing strategy. So, step one was to replace it.
Alongside industry and competitor research, we audited the old website, analysing where users came in and left, what they were engaging with, what their journey looked like.
Once the new website was live, we carried out extensive marketing research. This led to a 12-month strategy and day-to-day plan of how we were going to attract new customers using SEO, PPC, and content creation.
Step 1: Website
- A modern design geared towards supporting digital marketing.
- A lead generation funnel that offered free site surveys as the main CTA.
- A new page structure, showcasing all the information customers need in the final, decision-making stage.
Step 2: Marketing strategy
- Highly targeted PPC campaigns around heating and cooling, tweaking the budgets to align with seasonal changes.
- An SEO strategy for new landing pages, articles, and case studies to increase Heritage’s discoverability in search.
- Content to guide the user through their buying journey.
3.Results
A purpose-built website and strategic digital marketing continue to drive new business year after year.
Since the launch of their new website and our ongoing marketing support, Heritage have been getting more new leads than ever before. At one point, they were passing work to trusted competitors as they were getting too much to deal with themselves.
The stats from 2025 compared to 2024 show an improvement in every KPI, which has been the case every year since we started working together (4 years and counting). Heritage rank strongly for most of their high-value keywords, and now appear as a trusted source in many of Google’s AI overviews.
A marketing focus on evaporative cooling, which most people have never heard of, has worked its magic too. Businesses are now coming to Heritage for evaporative cooling, something they’ve never had enquiries about before.
Results for 2025 (vs 2024)
- PPC leads: +85.3%
- PPC traffic: +103%
- PPC cost per conversion: -40%
- SEO leads: +48.4%
- SEO traffic: +159%
Showcase the range
Their old website wasn’t clear about the entire range of product systems they offered which was causing a lot of phone calls. Displaying the full range in a clear and simple way was crucial for this website to be a success.
Clarify the details
Every product has its unique benefits, we made these prominent so it was easy to compare with striking call to actions (CTAs) to enquire. For those that didn’t know what they needed, we enticed users to book a free site survey.
Built for SEO
In order to carry out a successful SEO and content strategy, we saw an opportunity to offer informative and helpful content that answered a lot of FAQs they were getting. This now acts as their popular information hub.
Mobile user journeys
A lot of their audience were visiting the website on mobile phones so we made sure their entire user journey was intuitive and painless too, with clear navigation, and prominent jump off points to all product types.
Improved user experience
At each stage of their journey we made it clear where they had to go next. An uncluttered but informative design allowed users to find everything they needed right up to the point of enquiring, improving their overall experience.
