Increasing Annual Revenue +41% with Performance Advertising & SEO
How we helped Wind Bender achieve nearly 7x ROAS on Google Ads and own geothermal search traffic in a competitive, PE-backed HVAC market.
Wind Bender's annual revenue grew over 41% year-over-year in 2025 through a combination of targeted Google Ads and a comprehensive web and local SEO strategy. We increased organic traffic and Google Business Profile visibility, establishing Wind Bender as the dominant search result for geothermal interest across their service area. Google Ads compounded these results with consistent 6–7x monthly ROAS returns, driving steady lead and job volume throughout the year — all while competing against PE-backed companies spending multiples of Wind Bender's budget.
The Challenge
Matt Near purchased Wind Bender from the company's founder in 2023 with a vision to grow a business built on transparency and ethical practices — not high-pressure sales tactics or commissioned techs. But the HVAC and plumbing space is increasingly dominated by private equity firms with significant marketing budgets, driving advertising costs higher every year. Wind Bender had no dedicated digital marketing strategy, limited organic visibility, and no clear way to compete with larger, better-funded competitors for local search traffic and leads.
The Goal
Position Wind Bender as the leading provider of geothermal heating and cooling systems in the Dayton and Columbus areas — leveraging a key specialty and active homeowner tax incentive as a competitive edge — while building a sustainable digital presence and consistent lead pipeline on a limited budget.
Our Strategy
Web & Local SEO
Optimized Wind Bender's website and Google Business Profile to own geothermal search traffic — increasing organic visibility and establishing them as the go-to provider in the Dayton and Columbus markets.
We overhauled Wind Bender's website and Google Business Profile with a focus on geothermal heating and cooling — a specialty that differentiates them from generalist HVAC companies and aligns with active federal and state tax incentives for homeowners. Content, metadata, and local citations were optimized to position Wind Bender as the authority in geothermal across their service area. We also leaned into Matt's core values — honesty, transparency, no high-pressure sales, and no commissioned technicians — as a messaging differentiator in a market where homeowners increasingly distrust PE-backed competitors. The result: dominant organic and map pack visibility for high-intent geothermal and HVAC searches.
Targeted Google Ads
Launched and scaled geothermal and HVAC campaigns on Google Ads — driving consistent lead volume at 6–7x monthly ROAS returns throughout 2025.
We built targeted Google Ads campaigns around Wind Bender's geothermal specialty and core HVAC/plumbing services, focusing on high-intent local searches. The geothermal angle served as a major unlock — lower competition and higher intent than general HVAC keywords — allowing us to achieve outsized returns on a limited budget. We systematically optimized bids, ad copy, and landing pages to maintain 6–7x monthly ROAS as we scaled spend, driving consistent lead and job volume that compounded with the organic growth from SEO.
Brand Positioning & Messaging
Differentiated Wind Bender in a PE-backed market by centering their brand on transparency, honest pricing, and geothermal expertise — turning a small-business disadvantage into a trust advantage.
Private equity roll-ups have fundamentally changed how homeowners experience HVAC and plumbing companies — commissioned sales techs, aggressive upsells, and opaque pricing have eroded trust across the industry. We positioned Wind Bender as the antidote: a locally owned company led by Matt Near, built on honest practices and deep geothermal expertise. This messaging threaded through every touchpoint — website copy, ad creative, Google Business Profile, and review response strategy — giving Wind Bender a brand advantage that no amount of PE marketing spend can replicate.
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