Get a Quote Six ways we bring in calls and quote requests.
Services
All servicesPrice a project before you call: Investment Estimator
Ventilation distributors
Industrial manufacturing
Don't see your industry? Talk to us
Google Ads tools
Resources
Articles
All articlesCase studies
Opens our contact form. No phone call.
Case Study
Organic traffic grew 56% while ad spend dropped, and Heinlein Supply had a record revenue year.
56%
Increase in organic traffic
$3,555 → $343
Monthly Google Ads spend
Record
Revenue year
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 $3,555 a month on Google Ads just to stay visible. Organic search brought in almost nothing.
Heinlein had the inventory and the industry relationships, but their website was costing them money instead of making it. They were dumping $3,555 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 The site itself was outdated, couldn't display their full product line, and made the quote process painfully slow.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.
$3,555 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.
The site had no SEO foundation. Buyers searching for HVAC equipment online found competitors and manufacturers, never Heinlein. All traffic depended on paid ads.
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.
We rebuilt the distributor website as a custom e-commerce platform with 65+ SEO-optimized pages, built a quote system designed for HVAC buyers, and took over their Google Ads management to eliminate waste. Heinlein is one of the distributors behind our SEO for ventilation equipment distributors work.
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.
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.
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.
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.
Start with a no-cost call. Leave with a plan.
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.
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.
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: $3,555/mo dropped to $343/mo with better traffic quality.
Heinlein had a record revenue year. Organic traffic grew 56% while Google Ads spend dropped from $3,555 to $343 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.
Want results like these?
See If We're a Good Fit
RWA Ventilation Solutions
Knape Associates
Hillco Distributing
Medicanix
