UK Lead Generation Podcast

James Dooley: So if I want to consistently grow my HVAC company, get more inquiries, and not rely on word-of-mouth referrals, what would you recommend?

Kasra Dash: For HVAC lead generation, you’ve got four major players. Number one is lead generation companies. Head over to FatRank.com to see whether you qualify as an HVAC company because they only do pay-on-performance or pay-on-conversion. If you qualify, it’s a no-brainer for any HVAC business owner. I’d also try one or two other lead gen companies—like Bark, Checkatrade, TrustATrader, and other tradesman platforms.

James Dooley: My number one play is teaming up with a specialist lead generation company. The next major play is SEO. It’s long-term, but also essential for branding and reputation management. If I’m buying leads, I need to look good online to convert them. Long-term, the Holy Grail is ranking your own website and Google Business Profile and generating your own leads via search engine optimization. You could also do social media and then paid social ads. The last option is PPC with Google Ads — expensive, but it works when done right.

Kasra Dash: Yeah, some people succeed with PPC, but you need to target long-tail keywords and track KPIs and cost per acquisition. If I’m an HVAC business owner looking to grow, I’d still keep the same order. But if I don’t meet the criteria to qualify for Fat Rank — for example, if I lack online presence or brand assets — I’d fix those fundamentals first. Set up branded email, create a proper quote template, build a good website, and get reviews. So many HVAC businesses have 2.5 stars or zero reviews. Even if you get great inquiries, you won’t convert if competitors look better online.

James Dooley: Exactly. Get your fundamentals in place — services listed, reviews, case studies. It doesn’t take 6–12 months; more like 6–8 weeks. Then reapply to Fat Rank or even consider PPC if you have someone in-house. PPC can deliver quality leads, but you must have a strong converting website, protect against click fraud, and work with specialists. The first six months are usually learning and expensive.

Kasra Dash: Facebook ads can be cheaper but the quality is usually lower than PPC. You might get more volume, though. Still, SEO plus strong brand presence is the major long-term play. It’s crazy how many HVAC companies say, “We’ve been trading 15 years and we’re the best in the UK,” but they only have two Google reviews — one is a one-star, the other is a three-star. Online, that averages two stars.

James Dooley: And that’s why Fat Rank sometimes declines customers — their branding and online presence just aren’t ready to handle the HVAC leads we can generate. If you’re an HVAC business owner, go to FatRank.com, fill out the form, and see if you qualify. If not, ask why, fix it, then reapply. Also don’t put all your eggs in one basket — test one or two other lead gen companies and track all KPIs to ensure ROI.

Kasra Dash: SEO and branding are long-term investments. PPC and paid leads require strict tracking. But if you’re an HVAC company looking to grow, these are the best strategies I’ve come across.

James Dooley: The link to the Fat Rank form is in the description. Head over, fill it out, and the team will get back to you.