ECM Heating & Cooling: Ads, Site Rebuild & Brand Unification

ECM Heating & Cooling needed one thing: consistent leads. That turned into three connected efforts, paid search, a full site rebuild, and eventually pulling a second, disconnected brand into the fold.

It started with search. I rebuilt ECM’s Google Ads account from the ground up, A/B testing different segments of their customer base until heat pumps came out as the clear winner. With the strongest local reputation, lowest competition, best margin. Every campaign got its own optimized landing page, with real tracking in place so I could see what was actually converting, not guess. The budget has scaled more than 50% since, and expanded into Local Service Ads on the same strategy. ECM now sees an average of 6 leads a week, with peaks of 14, and revenue is up more than 20% year-over-year.

The website came next. A full service-page rebuild so customers can actually find and understand what ECM offers, backed by a real content and backlink strategy instead of ad-hoc copy. In the first 12 months, organic traffic was up 177%, with a 46-second average time on page and a bounce rate under 50%.

Kingston Heat Pumps unified the brand. ECM had been running a heat pump rebate arm in-house as its own separate brand for years, splitting traffic, doubling hosting and ad costs, and confusing customers who didn’t realize both brands were the same company. I brought the two sites together under one roof, and used the rebuild as a chance to ship something new: custom-coded lead magnets: a heat pump sizing calculator, a rebate estimator, and a SEER calculator. Organic views were up another 50% in the six months since, with 200+ tool submissions, dozens of new leads every month, and 50+ people now signed up for the Kingston Heat Pump newsletter.