Results from our HVAC work, read as KPIs

HVACDeal.ca: a return measured against spend

HVACDeal.ca generated 500+ leads at a 12:1 ROI. In dashboard terms, ROI is a ratio of what came back to what went in, and it only means something when both sides are defined.

What transfers to your numbers:

• Define the "in" side fully. Ad spend, fees and tools all belong in it. That is the same rule we use for marketing cost per booked job.
• Define the "out" side honestly. Revenue is not profit. A ratio based on gross margin is the more conservative test.
• Track it monthly. A ratio that is only calculated once a year cannot guide a budget decision in March.

CombiBoiler.ca: volume and return together

Our combi-boiler client, CombiBoiler.ca, sits at 300% ROI, and the same reports count 300+ monthly leads plus 500+ page-1 rankings for combi-boiler keywords. The useful lesson for an owner is that volume and return were reported side by side.

Many companies watch only one. High volume at a poor return drains cash; a strong return on tiny volume does not fill the schedule. On a dashboard, booked jobs and cost per booked job sit next to each other for exactly this reason.

What transfers:

• Put a volume line and a cost line together for every channel.
• Specialised work, like combi boilers, can deserve its own job-type line in gross margin by job type, because its equipment cost and install time differ from a standard furnace.

BCWide.ca: a short measurement window

BCWide.ca achieved 3× leads in 90 days. A 90-day window is a useful reminder that some KPIs should be read over a quarter rather than a single month.

What transfers:

• Use rolling three-month figures for anything that builds over time, such as organic search or reviews.
• Fix the start point. A three-times claim needs a clear baseline, so record the starting value before any change.
• Separate seasonality from progress. A heating company's leads rise every fall anyway. Compare with the same quarter last year, which is how we handle cash-flow seasonality too.

HeatLand: content as a long-term asset

For HeatLand, the content library passed 850+ SEO articles, and leads went up 300% within 6 months. Content is a cost today that keeps working later, much like a well-priced service agreement.

What transfers:

• Some spending should be judged over seasons, not weeks. On the dashboard, we note when a cost is an investment with a longer payback.
• The same logic applies to service-agreement economics: a member who costs money in year one can be worth a great deal by year four.

What these results do not show

They do not show profit margins, cash positions or technician productivity at those companies, and we do not claim anything about them. They are marketing outcomes. The KPI work on this site is about measuring the rest of the business with the same care.

Turning a result into a dashboard line

If you want to measure your own company the way these results were measured, pick one outcome and write three things next to it before you start: the starting value, the measurement period, and the exact definition. "Leads" is not a definition; "inbound calls over 60 seconds plus messages that left a phone number" is. Then report it on the same day every month. That discipline is most of what separates a usable KPI from a marketing claim.

Using results honestly

When anyone shows you a result, from us or anyone else, ask three questions: what exactly was measured, over what period, and from what starting point. If the answer is vague, the number is decoration. Ask us those questions about any figure on this page by phone, text or email, or start with the FAQ.