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The Multi-Location
HVAC Operator's
Marketing Playbook

Lukasz Rogowski has deployed the same multi-location marketing infrastructure across home services groups — +41% leads, −38% CPL, unified brand across 6 service territories.

✓ The paid search architecture that generates consistent leads per territory ✓ Local SEO for service-area pages — rank in 6 markets, not just 1 ✓ The CPL tracking system that shows which territory is underperforming and why ✓ How to avoid the brand inconsistency problem as you add territories

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+41%
total leads · 6-unit HVAC group · 18 months
−38%
cost per lead reduction
6
service territories tracked centrally
25+
years operating marketing P&L
The case study behind the playbook

6-unit HVAC group: +41% leads, −38% CPL, 18 months.

A 6-unit HVAC group came to RogoLook with inconsistent lead volume across territories — strong in two markets, underperforming in four. We rebuilt the paid search architecture, deployed service-area SEO pages per territory, and wired a central reporting dashboard. Eighteen months later: +41% total leads, CPL down 38%, and the operator had visibility into every territory for the first time.

Territory 1 — Core Market
Primary Metro
Existing paid search. High CPL, low conversion rate.
CPL reduced 44% in 6 months
Territory 2 — Expansion Market
Adjacent Metro
No paid presence. Organic only. Underpenetrated.
Paid launched. Full lead volume in 90 days.
Territory 3 — Underperformer
Secondary Market
Agency-managed. No territory-specific landing pages.
+67% leads after landing page rebuild
Territories 4–6
Regional Expansion
New markets added during engagement.
Centralized reporting from day 1
"The multi-location playbook is the same regardless of vertical. The channels shift. The architecture — unified brand, location-level demand gen, central reporting — doesn't."
— Lukasz Rogowski, Founder, RogoLook
See the full HVAC CPL benchmarks →
Common questions

What operators ask before downloading.

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Serving operators in
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Also worth reading Operator Index → CPL & Lead Velocity Benchmarks → Service Tiers & Pricing → RogoLook vs Stream Companies →

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Once we commit, we take your company like it's ours. Your success is our success. That is the only way we know how to do this.

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