From no system to a marketing engine that runs itself.
How a Melbourne trades business went from an ordinary website and invisible ad spend to a connected system that qualifies its own leads.
Real expertise, trapped in one head.
First Choice Heating and Cooling is a Melbourne heating and cooling business owned by Vitaly, known for genuine technical depth: they know exactly which system suits which home. That expertise lived in Vitaly's head, not in the marketing.
There was no system underneath the marketing. The website was ordinary and did little more than sit there. The ads, the enquiries and the reviews all ran separately, so nothing talked to anything else.
The real cost was visibility. Money was going into Google Ads, but with nothing tied together there was no way to interrogate the spend or even ask the right questions of it. Leads that did come in had nowhere to land.
Qualified leads
Generated by the AI lead tool.
Connected system
Every lead, ad and review in one place.
Ad spend visibility
Where before there was none.
Foundations first. Then build up.
Humanise first, automate second. Every layer was built on the one beneath it.
- 01Rebuild
The website rebuilt from the ground up in code: fast, fit for purpose and built to convert rather than just exist.
- 02Spine
HubSpot in as the spine: every lead in one place, every enquiry captured, job dates recorded so maintenance and recall can be worked later.
- 03Connect
Google Ads, Search Console and the review process integrated, so the ad spend could be seen, questioned and improved for the first time.
- 04Engine
An AI lead tool built from Vitaly's own technical specs. It asks what the customer needs, educates them on the right system, and sends every qualified enquiry to HubSpot.
The owner's expertise now does the selling.
First Choice Heating and Cooling went from no system at all to an end to end marketing engine. Leads no longer slip through the cracks: they arrive qualified, land in one place, and get segmented for follow-up, social and email.
The ad spend is finally accountable. And Vitaly's technical expertise works for the business around the clock, without Vitaly in the room.
You don't need to be technical to build a marketing system that runs itself. You need to know how to ask the right questions. That's the job.Dan MacInnis, MacInnis Marketing
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