Case Study:
Rusty’s Air Conditioning and Heating Custom Estimator
Rusty’s Air Conditioning and Heating Custom Estimator
Client’s goal: Increase qualified HVAC leads, improve conversion rates, and shorten the path to bookings without relying solely on phone calls.
Our solution: Rocket Media partnered with Rusty’s to implement and promote an instant online HVAC estimator that allows homeowners to receive fast, transparent pricing ranges for HVAC replacement and major services. And rather than treating the estimator as a standalone feature, Rusty’s made it a core conversion asset across all marketing efforts.
14.5x
return on investment in first two years
536
leads generated
The Client
Rusty’s Air Conditioning and Heating is a midsized HVAC contractor based in Arizona that has been providing top-notch heating and cooling services since 2019. Despite its strong reputation and quality service, Rusty’s faced challenges scaling their business efficiently and maintaining consistency across marketing channels. With no dedicated marketing department, they needed a partnership that would provide expert guidance to streamline their marketing efforts and drive growth.
The Challenges
Before launching the estimator, Rusty’s faced several common HVAC marketing challenges:
- Price hesitation from homeowners unsure whether replacement was affordable
- After-hours lead loss when customers didn’t want to call
- High-intent traffic with low conversion rates on traditional contact forms
- Long sales cycles caused by delayed follow-up and qualification
- Inconsistent lead quality from generic “Request a Quote” CTAs
Homeowners want quick answers. Rusty’s needs a way to meet that expectation without overwhelming their team.
That’s where we came in. Rocket Media built Rusty’s estimator strategy around removing friction and guiding homeowners through their decision-making process. The online estimator gives homeowners instant pricing transparency by asking a few simple, guided questions and delivering a real-time quote range, well before a technician ever visits the home. This early clarity sets expectations, builds trust, and eliminates the hesitation that often stalls HVAC decisions.
To maximize performance, Rusty’s aligned marketing efforts around a single, consistent call to action: “Get an Instant HVAC Estimate Online.” Instead of scattering traffic across multiple forms or CTAs, the estimator became the central conversion point, featured prominently in the website navigation, on every major service page, within paid ad extensions, email campaigns, Google Business Profile, and across social ads and landing pages. Because homeowners complete multiple steps and effectively self-qualify, the resulting leads are informed, more price-aware, and ready to schedule. This approach reduces wasted follow-up time, improves close rates, and turns high-intent traffic into revenue.
The estimator changed how homeowners interact with our business. Instead of guessing or hesitating, they come to us informed and ready to move forward. It’s helped us capture better leads, shorten the sales process, and grow without putting more strain on our team.
Rusty Edwards
Owner
Rusty’s Air Conditioning and Heating
The Results
$200,000+ in Estimated 2‑Year Return
With an initial investment of $14,000, Rusty’s brought in more than $200,000 over two years, resulting in a 14.5x ROI.
536 Lead Opportunities Generated
The estimator consistently captures high-intent leads 24,7, including leads that would otherwise be missed during nights, weekends, and holidays.
A Scalable Conversion Engine
Unlike one-off campaigns, the estimator continues to perform as long as traffic is driven to it. Every PPC click, SEO visit, and email send compounds its value.
Here’s How It Works
The custom online estimator tool that connects directly to ServiceTitan, creating a seamless pipeline from original form submission click to closed sale.
When a homeowner completes the estimator, their information is automatically imported into ServiceTitan (and most other CRMs) as a new lead. No manual entry, no lag time. From there, the CSR works the lead like any other, but with one key difference: when they convert that lead into a customer profile and a booked job, they apply a tag that links it back to the estimator.
That single tag unlocks powerful visibility. You can trace revenue directly to the tool that generated it. You can also build automated follow-up sequences targeting users who requested an estimate but never scheduled, recapturing opportunities that would otherwise slip through the cracks.
The result is clean, honest attribution. You see exactly how much revenue the estimator produced, how many opportunities it created, and how many of those opportunities are still sitting on the table. No guesswork, no inflated metrics. Just a clear picture of ROI.
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