Case Studies

Case Study: Adema Heating & Air Conditioning

Local HVAC Company Rebrands to Compete with Industry Giants and Build a Scalable Growth Platform

Industry

HVAC Sales and Service

Company Size

21 employees
Approximately $5M–$7M in annual revenue

Challenge

Standing out in a crowded HVAC market while competing against larger, multi-service providers

Services Provided

Brand Strategy, Visual Identity & Logo Design, Website Development, Digital Advertising (Search & Performance Max), Connected TV (CTV), Content Marketing, Review Generation, Exterior Branding & Signage, Vehicle Graphics, Local Print & Field Marketing

The Challenge

Adema Heating & Air Conditioning had built a loyal customer base through quality workmanship, responsive service and deep experience, particularly in historic homes. But as the HVAC market grew more competitive, Adema faced a familiar challenge for strong regional service providers.

Large competitors with expansive budgets and bundled offerings like plumbing, electric and solar were dominating visibility across search, streaming platforms and neighborhoods. At the same time, Adema’s outdated brand no longer reflected the professionalism, expertise or customer experience they delivered every day.

Compounding the issue, Adema was dissatisfied with their previous agency relationship and lacked a cohesive strategy to support both customer growth and employee attraction.

Key obstacles included:

  • An outdated brand identity that limited perceived value
  • Inconsistent messaging across digital and physical touchpoints
  • Difficulty standing out against multi-service competitors with larger budgets
  • The need to generate qualified leads for service and HVAC installations
  • Growing pressure to attract and retain skilled employees in a tight labor market

Adema needed a partner who could elevate their brand, sharpen their message and help them compete strategically without losing what made them trusted and local.

ThreeSixty’s Solutions

ThreeSixty partnered with Adema to lead a full brand transformation and marketing rollout designed to elevate perception, increase visibility and support long-term growth.

Our work began at the foundation.

  Brand & Identity Transformation

  • Developed clear, customer-focused brand messaging that emphasized trust, expertise and professionalism
  • Designed a new logo and visual identity system to modernize Adema’s look and feel
  • Established consistent brand standards to be applied across all marketing and physical assets

  Digital & Demand Generation

  • Built a new, conversion-focused website aligned with the refreshed brand, designed to feel modern, competitive, and credible
  • Implemented contact forms and service-driven pathways to support lead generation
  • Concepted, scripted, and produced a professional commercial aligned with Adema’s new brand, messaging, and target homeowner audience
  • Deployed the commercial through Connected TV (CTV) as a cost-efficient alternative to linear television, expanding brand awareness across streaming platforms with flexibility for future reuse
  • Launched paid search and Performance Max campaigns to capture high-intent homeowners
  • Integrated Local Services Ads to strengthen visibility in service-driven search results
  • Layered CTV with Search, Performance Max, and LSAs to reinforce brand awareness, improve conversion efficiency, and amplify overall performance

  Content, Reputation & Local Visibility

  • Developed blog content to support SEO and position Adema as a knowledgeable HVAC authority
  • Implemented Podium to generate and manage Google reviews, strengthening local trust
  • Designed building and street signage to reinforce brand presence
  • Created a bold vehicle wrap to turn Adema’s fleet into mobile brand assets
  • Produced lawn signs, door hangers and printed handouts to support neighborhood-level marketing

By aligning Brand Strategy, Identity Services, Lead Generation Services and Local Visibility, ThreeSixty helped Adema move from an underrecognized local provider to a confident, competitive HVAC brand.

The Experience

Description

“Coming Soon”

Adema President

The Results

Adema’s rebrand and integrated marketing strategy delivered measurable gains across brand perception, visibility and performance, even as overall advertising spend was reduced.

Brand & Market Impact

  • Brand Elevation: A cohesive, modern identity that better reflects Adema’s quality, professionalism and expertise
  • Consistent Brand Presence: Unified messaging and visuals across digital platforms, vehicles, signage and neighborhood marketing
  • Brand Visibility: Increased awareness driven by Connected TV, vehicle wraps, building and street signage, and localized field marketing

Reputation & Trust

  • Reputation Growth: Expanded Google review activity through Podium, strengthening trust with prospective homeowners and improving local credibility
  • Customer Confidence: A stronger digital footprint that reinforces trust before the first service call or installation inquiry

Performance & Efficiency Gains

In 2024, Adema benefited from NYSERDA co-op funding through New York State, enabling up to $100,000 in advertising investment and averaging 204 digital conversions per month.

In 2025, that funding ended and overall advertising spend was reduced by 50%. ThreeSixty’s objective was to match or exceed prior results with significantly less budget by shifting toward more efficient, integrated channels.

By layering Connected TV with Search, Performance Max, and Local Services Ads, performance improved across every key metric:

  • Conversion rate increased by 159.53%
  • Total conversions increased by 514.63%
  • Cost per conversion decreased by 78.93%

Connected TV Impact

CTV played a critical role as both a brand driver and a performance catalyst:

  • 300,527 impressions
  • 79,614 household reach
  • 3.77 average frequency
  • 104 direct conversions
  • $78.18 cost per conversion

Beyond direct conversions, CTV significantly amplified downstream performance:

  • Branded search impressions increased by 264.86%
  • Branded search clicks increased by 142.28%
  • Branded search conversions increased by 102.23% while CTV was live

CTV also improved efficiency across other campaigns:

  • Retail heating cost per conversion decreased by 59.12%
  • Performance Max campaigns with aligned messaging delivered conversions at just $19.35 per event during the CTV period

Measurement & Ongoing Optimization

  • Performance Tracking: Year-over-year measurement established through ServiceTitan
  • Scalable Framework: A flexible marketing foundation designed to adapt as budgets, channels, and market conditions evolve

The Future

Today, Adema Heating & Air Conditioning has a brand and marketing foundation built to compete in a crowded HVAC landscape without sacrificing its local roots or reputation for quality.

With a modern identity, consistent messaging and a scalable marketing engine in place, Adema is positioned to grow market share, attract the right customers and support future team growth.

As a long-term partner, ThreeSixty will continue refining campaigns, scaling what performs and supporting Adema’s evolution as the market changes.

If your business is ready to transform its digital presence into a lead-generation engine that drives measurable growth, ThreeSixty can help you get there.