Case Study · Residential HVAC
A Washington, DC contractor had been serving the same neighbourhoods since 1996 and had never cleared $500,000 in revenue. Two years later, revenue is up 400% and the owner is closing commercial work instead of answering the phone at midnight.
Two Years · Washington, DC Metro · Lead costs measured April 2026
Cost Per Lead · Washington, DC
Same market, same trade. Su’Coy runs no pay-per-click at all.
Local Services Ads Ledger · April 2026
Charged Leads · 26
Lead Spend · $1,226.75
You pay Google directly. We take 0% markup on ad spend.
Su’Coy had never cleared $500,000 in revenue since 1996. Two years after working with us, the owner is closing commercial clients instead of working around the clock.
Su’Coy Heating, AC & Duct Cleaning had been serving Washington, DC, and suburban Maryland since 1996, but they had never broken $500,000 in revenue. The business struggled with erratic leads and difficulty paying technicians during the slow fall and spring months.
The owner wanted a new website, better SEO, and an aggressive paid ads strategy that would bring in a consistent flow of leads. He also needed a full-time Customer Service Rep to handle dispatch, booking maintenance visits, and sending out estimates and invoices.
The reputation was already there. Nearly thirty years of it. What was missing was a system that put it in front of the people searching right now.
Four moves, in order. Each one made the next one cheaper.
We designed a new, SEO-friendly and mobile-optimized website with an updated, fresher colour scheme and brand, authentic photos of technicians at work, and detailed content on the full range of HVAC services.
It’s not enough to have one page for “cooling services” and another for “heating services.” To rank at the top of local searches, Su’Coy needed expertly written pages for dozens of specific services, from ductless mini-splits to furnaces, all with at least 3,000 words of informative content.
The Google Business Profile delivers the highest return on investment of any channel. It produces zero-cost, organic leads, usually within five miles of the office. We optimized Su’Coy’s profile from top to bottom:
The payoff only grew over time. 30 to 60 leads per month came straight from Google Maps. That success led Su’Coy to open a second office in Maryland in October 2025, and the second profile added another 20 to 30 leads per month — all without stretching their service area more than 8 miles from the original location.
What A Second Profile Added
Organic Leads Per Month · Zero Cost Per Lead · Scale 0–90
Profile One
30–60
Profile Two
20–30
Both Profiles
50–90
A second Google Business Profile did not split the existing leads — it added a new stream, without stretching the service area more than 8 miles.
With SEO carrying so much of the load, Su’Coy keeps ad spend conservative, usually $2,000 to $3,000 a month, going higher only in summer when demand peaks. Their Google Local Services Ads do the heavy lifting on the paid side, powered by hundreds of five-star reviews:
Add the two profiles together and April 2026 comes to $1,226.75 across 26 charged leads — $47.18 each. You pay Google directly; we take 0% markup on ad spend.
In two years, Su’Coy grew revenue by 400% and added three new trucks. Every day now brings:
We also placed a full-time Customer Service Rep to handle sales, dispatch, customer service, estimates, and invoicing. The owner no longer feels on call 24/7. He spends his time training his team, closing large commercial clients, and with his family.
Every signal in this case study traces back to one person. Derrick Conyers is one of the DC–Maryland area’s most respected Black HVAC entrepreneurs — an owner who built Su’Coy from modest beginnings in 1996 into a thriving, multi-truck operation. Conyers is a community leader recognized well beyond his customer base, including a cover feature in COPA Style Magazine as an “Entrepreneur Extraordinaire.”
He gives back in the most durable way an operator can: by creating opportunity for others. Through Su’Coy Community Learning Center, Derrick founded a trade school that trains young people straight out of high school for stable, upper-middle-class careers in HVAC — and mentors them into the trade.
That mission also quietly solves the industry’s hardest problem for his own company. The school trains and vets new technicians, then channels the best of them into Su’Coy Heating, AC & Duct Cleaning. While competitors scramble to hire people they can trust, Su’Coy grows its own — a self-built talent pipeline no marketing budget can buy.
There is a marketing reason this matters, too. Google and AI search increasingly weigh the real-world authority of the people behind a business — the E-E-A-T signals of experience, expertise, authority, and trust. A founder who is genuinely admired, publicly recognized, and visibly invested in his community is exactly the kind of authority both homeowners and algorithms reward. Derrick is not just the face of the brand; he is its most credible spokesman.
“We’ve been working with this marketing agency for almost a year now, and the experience has been nothing short of excellent. They’re reliable, innovative, and consistently deliver results that align with our goals. A great partner for long-term growth.”
Su’Coy came to the table with two things money can’t buy: a reputation in the DC area going back to 1996, and hundreds of genuine five-star reviews. That reputation is what makes their Local Services Ads convert at $47.18 a lead.
Our job was to put that reputation to work, with a website that ranks, a Google Business Profile that pulls in “near me” leads, and a Customer Service Rep system that keeps every lead handled.
Results like these are not typical. They happen when an established local operator gets the marketing and systems to match.
A strong Google Business Profile can be your highest-ROI channel, often at zero cost per lead.
Great reviews and fast response times can make Local Services Ads cheaper than pay-per-click.
A second Google Business Profile location can open up a whole new stream of “near me” leads.
Handing dispatch and admin to a Customer Service Rep frees the owner to grow the business.
Most HVAC companies don’t have a lead problem — they have a system problem. We fix both. SEO, Google Ads, websites, reviews and email work together, not in silos. And you pay Google and Meta what they charge, because we take 0% markup on ad spend.
sucoyclc.com
Derrick’s HVAC trade school filled every class with Facebook ads and organic content — and now runs a waitlist.
Read The Story
kellysheatingandair.com
We told them not to replace their brand. A century of trust is not something you replace — it is something you express.
Read The StoryWe’ll show you what your market can realistically produce across SEO, Google Business Profile, and paid ads — and what it would take to get there. No pitch, no pressure, and 0% markup on ad spend if you do work with us.
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