HPAC

About the Brand

HPAC is a Christchurch-based heating, cooling and ventilation company with decades of experience in residential and commercial HVAC solutions. At the time of engagement, the business had strong capabilities and supplier relationships (e.g. Daikin, Mitsubishi Electric) — but lacked a structured digital presence and lead generation strategy to match its scale and potential.

Project Goals
When I stepped in, the business faced the following challenges:

No structured social media content strategy

Google Ads relying solely on Smart Bidding with low ROAS and unclear attribution

No formal lead generation framework for either residential or commercial clients

Outdated branding and lack of customer-centric visual assets

No reporting system to assess performance and guide decisions

Objective: Build a lead-driven, brand-aligned digital marketing system to support both B2C and B2B growth.

What I Delivered
A full-service marketing transformation tailored to the trades sector:

1. Content Plan + Social Media Strategy
Created a structured monthly content calendar with educational, testimonial, and behind-the-scenes posts.
Captured on-site staff photography and customer installs to showcase real work and build trust.

2. Google Ads Audit & Rebuild
Restructured campaigns away from default Smart Bidding, introducing manual segmentation and intent-based targeting. Improved lead quality and ROAS.

3. Meta Ads Lead Campaigns
Developed:

Residential lead ads with strong seasonal messaging (e.g. winter-ready, energy savings)

B2B lead ads targeting commercial sectors including retirement villages, developers, and project managers

4. Brand Refresh + Creative Assets
Modernised the HPAC brand look with a redesigned logo, photography direction, and clearer visual identity suited for trucks, uniforms, and online use.

5. Co-Branding & Supplier Marketing Support
Collaborated with key suppliers (Daikin, Mitsubishi Electric) to execute joint marketing campaigns, supported by co-op funding and aligned messaging.

6. Reporting Framework
Built a performance dashboard to track leads, channel ROI, and campaign effectiveness for internal decision-making.

The Outcome

HPAC is now recognised as one of Canterbury’s leading HVAC service providers, with a significantly stronger presence in both residential and commercial sectors. Digital campaigns consistently deliver high-intent leads, and the business now services major clients including University of Canterbury, PGG Wrightson, Orange Homes, and retirement villages across the region.

With a professional brand presence, local trust-building content, and a lead engine that works — HPAC has transformed its marketing from passive to powerful.