HVAC Company in Nashville Uses Hyperlocal Targeting to Cut Costs and Drive More Business
A Nashville-based HVAC company wanted to move away from traditional advertising methods that cast too wide a net. Their service calls were coming from over an hour away—frustrating for both technicians and customers. They needed a way to focus only on the homeowners closest to their office. That’s when they partnered with A Nice Guy Marketing to implement a hyperlocal marketing strategy like geofencing for home services to reach nearby homeowners who were most likely to need their services.
The Challenge
The HVAC company had long relied on traditional ads that reached the entire Nashville DMA (Designated Market Area). This approach was driving leads, but many were far outside their ideal service radius, leading to wasted ad spend and inefficient service routes. Long drive times reduced the number of daily appointments technicians could take and led to poor customer experiences when clients realized how far away the company was located.
They needed a better way to connect with local customers—specifically, homeowners living in neighborhoods near their office.
The Goals
The company needed a more efficient marketing approach that would:
- Reduce drive time by targeting homeowners near their building.
- Increase weekly service appointments by focusing on nearby neighborhoods.
- Raise brand awareness among homeowners in their immediate community—many of whom didn’t realize a reliable HVAC provider was located just down the road.
The Strategy
We executed a three-pronged digital campaign focused on targeting, precision, and re-engagement:
Demographic Targeting
We used first-party data to build custom audience segments. This allowed us to target local homeowners and exclude renters. We also created a “new movers” segment to reach individuals just settling into the area. A/B testing helped optimize campaign performance across segments.
Neighborhood Geofencing
Geofences were placed around neighborhoods within close proximity to the HVAC office. We refined the audience to ensure ads were reaching actual residents—not just visitors passing through. The client could then track leads and appointments tied to these specific geofenced areas.
Site Retargeting
Using pixel tracking, we re-engaged users who had clicked on ads or visited the website organically. This tactic improved brand recognition and ensured the campaign continued reaching high-intent users in the lower funnel.
The Results
After running the campaign for a year across zip codes surrounding the company’s location, we saw strong engagement and lead generation—especially among the “new movers” segment.
The campaign combined display and pre-roll video ads to connect with users on multiple devices, reinforcing both service quality and affordability.
Campaign Highlights:
- 5,067 Click
- 0.23% CTR
- 553 Online Conversions
Our Hyperlocal Marketing Strategy Delivered Real Results
By narrowing their focus to the neighborhoods around their building, the HVAC company saw measurable improvements in both lead quality and scheduling efficiency. Geofencing for home services and smart audience segmentation allowed them to make every marketing dollar count—without wasting time on distant service calls.