Cut Ad Spend by 91%. Grew Revenue to a Record Year.
Heinlein Supply
Heinlein Supply is a Chicago-based HVAC equipment wholesaler serving contractors and commercial buyers. They carry a deep catalog of heating, ventilation, and air conditioning equipment from major manufacturers.
Their old website couldn't keep up with the business. The product catalog was impossible to browse, the quote process was manual and slow, and they were spending $3,500 a month on Google Ads just to stay visible. Organic search brought in almost nothing.
Before
After
CHALLENGE
Heinlein had the inventory and the industry relationships, but their website was costing them money instead of making it. They were dumping $3,500 every month into Google Ads because organic search wasn't producing. The site itself was outdated, couldn't display their full product line, and made the quote process painfully slow.
They needed a website that could actually sell, an SEO strategy that would replace paid traffic with organic, and a Google Ads setup that wasn't bleeding cash.
Bleeding Ad Spend
$3,500 per month on Google Ads with diminishing returns. The paid traffic was propping up a website that couldn't convert on its own, and the budget kept climbing.
No Organic Visibility
The site had no SEO foundation. Buyers searching for HVAC equipment online found competitors and manufacturers, never Heinlein. All traffic depended on paid ads.
Outdated Platform
The old site couldn't scale with Heinlein's product catalog. Adding new equipment lines was difficult, the quote process was manual, and the user experience drove buyers away.
SOLUTION
We rebuilt the website as a custom e-commerce platform with 65+ SEO-optimized pages, built a quote system designed for HVAC buyers, and restructured their Google Ads to eliminate waste.
The strategy was straightforward: build organic traffic so Heinlein could stop paying for every click, then optimize the ad spend that remained so every dollar actually produced results.
Custom E-Commerce Platform
Built a scalable product catalog with filtering, search, and room for future expansion. The new platform showcases Heinlein's full equipment range and supports online quote requests.
65+ Page SEO Build
Created and optimized over 65 pages targeting the terms HVAC buyers actually search. Product pages, category pages, and content that positioned Heinlein as the go-to supplier.
Google Ads Restructure
Gutted the bloated ad campaigns and rebuilt them around high-intent keywords only. Eliminated wasted spend on broad match terms that attracted tire-kickers instead of buyers.
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Discovery and Platform Planning
We started by mapping Heinlein's full product catalog and understanding how their buyers actually shop for HVAC equipment. This shaped every decision about site structure, navigation, and the quote workflow.
The goal was a platform their team could manage independently after launch, not one that required a developer for every update.
Build, Optimize, and Launch
We built the e-commerce platform, wrote and optimized 65+ pages, and implemented custom quote forms designed for HVAC buyers who need specs and pricing fast.
The launch included hands-on training and custom tutorial videos so Heinlein's staff could add products, update content, and manage the site without outside help.
Ad Spend Reduction
As organic rankings climbed, we systematically reduced Google Ads spend. We cut campaigns that were now redundant because SEO was covering those keywords.
The remaining ad budget was concentrated on high-converting terms only. The result: $3,500/mo dropped to $300/mo with better traffic quality.
The Impact
Heinlein had a record revenue year. Organic traffic grew 56% while Google Ads spend dropped from $3,500 to $300 per month. The math is simple: they're spending less and making more.
The new platform handles their full product catalog, the quote process runs in minutes instead of hours, and organic search now drives the majority of their leads. The $3,200 in monthly ad savings alone paid for the entire project.
Increase in organic traffic
Monthly Google Ads spend
Revenue year
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