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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
Common questions

What operators ask before downloading.

Read the playbook. Apply it yourself.
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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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We are focused on building our clients in an intimate, personalized fashion. We are not looking for hundreds of clients. We are looking to add only a few to our portfolio — and we need to choose wisely.

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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