Overview

A local German heat pump installer needed a more predictable and scalable lead pipeline. Before our collaboration, they brought in around 8–10 leads/month, with little clarity on what worked or why. I built a data-based strategy that clarified the target audience, sharpened their positioning, and improved paid media performance — resulting in 25+ consistent leads per month.

1. The Challenge

• Highly saturated market with both local installers and aggressive national providers

• Homeowners overwhelmed by contradictory information and unclear value propositions

• No structured messaging, audience segmentation, or funnel strategy

2. Research & Insights

To create a robust foundation, I carried out a full research phase:

Market & Trends

Understanding political uncertainty, demand cycles, and customer confidence levels.

Competitor Analysis

Local installers lacked heat-pump specialisation; national players invested heavily in performance marketing.

Opportunity: position the client as local, specialised, and reliably reachable.

Customer Behaviour & Questions

Analysis of comments, social media sentiment, and search data revealed homeowners’ real doubts:

• Cost, electricity usage, ROI

• Noise + winter performance

• Trust and long-term service

Audience Definition

Two segments shaped the strategy. All assets and copy were adjusted to reflect the profiles of these 2 segments.

3. Strategy

A clear message architecture and funnel were developed:

Positioning

“A reliable, local partner offering secure, future-proof heating — not just an installation.”

Messaging Framework

Built to address:

• Real objections

• Emotional motivators

• Information needs at each stage of the journey

Funnel Setup

• TOFU: Pain point agitation + clarity

• MOFU: trust building, comparison

• BOFU: lead generation + retargeting

Media Execution

• Structured Google Ads with intent-based segmentation

• PMax rebuilt to match audience behaviours

• Landing pages aligned with messaging and objections

4. Results

• +212% lead volume (8 → 25+ monthly leads)

• Clearer targeting and more consistent cost per lead

• Stronger differentiation vs. local and national competitors

• Improved Google Ads performance through structured testing and messaging

5. What This Case Shows

This project demonstrates the impact of research-led marketing in complex, high-investment categories:

• Customers respond to clarity, not aggressive selling

• Data-based segmentation and positioning dramatically improve results

• Sustainable performance requires both strategy and execution working together

Do you want to build a data-driven strategy like this?