1000 Percent Increase in Phone Calls for E&L Material Wholesale
A Northeast Philadelphia HVAC supplier transformed a broken website into a dominant lead engine through local SEO paid ads and conversion focused design.
E&L Material Wholesale is an HVAC supply distributor based in Northeast Philadelphia.
The company provides a wide range of HVAC products including condensers, coils, furnaces, air conditioners, water heaters, PTAC units, and water filtration systems.
Historically, the business operated as an in shop only supplier serving contractors and homeowners in the Philadelphia area.
Recently, E&L expanded its offerings to include delivery services, allowing the business to serve a broader customer base more efficiently.
Their customers range from contractors looking for the best deals for ongoing projects to homeowners purchasing supplies for residential use. Purchasing decisions are driven primarily by availability, price, and convenience.
The Challenge
Before working with Kaizen Web Marketing, E&L Material Wholesale had no reliable digital foundation.
The website had been poorly built and offered little value to visitors.
It generated almost no organic traffic, lacked clear calls to action, and provided no way to track where leads were coming from.
As a result, the business had no visibility into what was working and what was not.
Most inquiries came through Facebook Marketplace, which produced inconsistent and often low quality leads.
Without search visibility or tracking in place, lead flow was unpredictable and difficult to scale.
Understanding The Market
The local HVAC wholesale market in Philadelphia is highly competitive and heavily price driven.
Contractors and homeowners often search for suppliers based on availability and proximity, with little brand loyalty unless a business is consistently visible and easy to work with.
While several large suppliers had established websites, no single company clearly dominated local search results.
This created an opportunity for a supplier that could secure strong map pack visibility and become the most obvious option during high intent searches.
Marketing HVAC supplies presents a unique challenge. Products are utilitarian rather than aspirational, which makes it difficult to differentiate beyond price and convenience.
Seasonality also plays a role, with demand shifting throughout the year depending on equipment needs rather than disappearing entirely.
Strategic Approach
The primary objective was to generate consistent phone calls and visibility from Google.
We began with search engine optimization to establish local presence and capture high intent searches.
This included rebuilding local signals through citations and Google Business Profile optimization to quickly gain traction.
Once visibility and inbound calls increased, paid advertising was introduced to expand reach.
As traffic grew, we addressed conversion gaps by redesigning the homepage to improve clarity, trust, and call volume. Additional channels were layered in only after each step proved effective.
Search Engine Optimization
Search engine optimization was the first priority because E&L Material Wholesale had no meaningful presence in Google search results despite strong local demand.
We began by fully optimizing the Google Business Profile to accurately reflect services, product categories, and location relevance.
This created a stronger foundation for appearing in high intent local searches.
At the same time, we corrected inconsistent business information across the web and built citations on more than one hundred local and industry relevant directories.
On site SEO improvements followed, focusing on service clarity, internal structure, and relevance for HVAC supplier related searches.
As location signals strengthened and authority increased, E&L Material Wholesale began ranking at the top of the local map pack for key terms such as HVAC supplier Philadelphia.
Within two months, inbound calls from Google increased significantly, and local visibility became a consistent source of demand rather than an occasional win. SEO in philadelphia was a winner.
CRM Automation
As inbound calls and inquiries increased, speed became critical.
Missed calls and delayed follow ups were costing real revenue, especially in a market where buyers often contact multiple suppliers.
We implemented CRM automations to ensure no opportunity went unanswered.
Missed call text back workflows were put in place so callers immediately received a response if a call was not picked up.
Call tracking provided visibility into which channels were driving demand and which products were generating interest.
Mass SMS campaigns were also introduced to re engage past customers and contractors, creating additional demand without relying solely on new traffic.
These systems reduced friction, improved response times, and helped convert inbound interest into actual orders.
Google Ads Management
Google Ads were used as an expansion channel rather than a starting point.
With SEO driving consistent inbound calls, paid campaigns allowed E&L Material Wholesale to capture additional demand beyond organic reach.
Initial testing included both search and Performance Max campaigns.
Performance Max consistently delivered higher volume and stronger results, leading to a strategic decision to focus entirely on that channel.
Campaigns were adjusted throughout the year based on seasonality and inventory availability.
Guardrails around budget and exclusions ensured traffic remained relevant and high intent. This flexibility allowed paid ads to remain profitable while supporting long term growth.
Website Design
As SEO and paid ads began driving consistent traffic, it became clear that the website was limiting results.
The original homepage had poor navigation, minimal trust signals, and unclear calls to action.
Visitors could not quickly understand what E&L Material Wholesale offered or how to take the next step.
There was also no clear brand identity, which made the business blend in rather than stand out.
Rather than rebuilding the entire site, we focused on redesigning the homepage to support conversions.
The new layout emphasized phone calls and form submissions, clarified product offerings, and made pricing expectations easier to understand.
Reviews were added prominently to build trust, and the overall structure was simplified so visitors could take action without friction.
With the same traffic levels, conversions increased significantly after the redesign.
Before:
After:
Meta Advertising
Meta ads were used to expand awareness rather than chase quick leads.
Initial campaigns focused on cold audiences, but early results made it clear that instant form submissions were attracting unqualified inquiries.
Based on performance data, we adjusted the approach and directed traffic to dedicated landing pages instead.
This allowed potential customers to better understand the business before reaching out and improved overall lead quality.
Over time, Meta advertising helped reinforce brand presence and supported consistent website traffic, contributing to over two thousand monthly visits without sacrificing lead intent.
The Results
From June 2024 to the present, E&L Material Wholesale experienced a complete transformation in how demand was generated and managed.
What began as an operation reliant on Facebook Marketplace and walk in traffic evolved into a business with consistent inbound calls, strong local visibility, and growing brand recognition across Philadelphia.
By prioritizing local search, improving conversions, and layering paid channels strategically, E&L moved from unpredictable lead flow to a system that supported ongoing growth and expansion.
Exponential Growth
Compared to the pre Kaizen baseline, inbound phone calls increased by over one thousand percent.
Calls from Google became consistent and reliable rather than sporadic.
As SEO gains took hold and paid campaigns were refined, lead volume continued to increase without sacrificing quality.
Website traffic grew steadily, eventually surpassing two thousand visits per month, while improved conversion rates ensured that increased traffic translated into real inquiries.
This growth allowed the business to scale delivery services and handle higher demand without relying on informal or low quality lead sources.
Market Dominance
By securing top positions in the local map pack for key HVAC supplier searches, E&L Material Wholesale established itself as a go to option in the Philadelphia market.
Consistent visibility reinforced trust with both contractors and homeowners, while increased reviews and omnipresent advertising strengthened brand recognition.
Over time, E&L became known locally not just as a supplier, but as a reliable and accessible one.
The result was stronger inbound demand, better quality calls, and a recognizable brand presence in a traditionally price driven industry.
Looking to Build a More Predictable Lead System for Your Business
Reach out to see how we help local service businesses generate consistent leads and long term growth.
Frequently Asked Questions
Will this work for my business if I am in a different market or industry?
The exact tactics may vary, but the system stays the same. Visibility, trust, and conversion apply across local service businesses. We adapt execution to your market, competition, and customer behavior.
How long did it take to start seeing results?
Initial traction began within the first one to two months once the website and local presence went live. Consistent inbound calls followed as visibility and reviews increased. Paid search became profitable after the first month and continued to improve as data accumulated.
Do I need all of these services to see results?
Each service supports a different part of the system. The right combination depends on your goals, competition, and current visibility. We prioritize what creates the most impact first.
How do you ensure lead quality and not just volume?
Lead quality is controlled through targeting, messaging, and conversion paths. We focus on high intent searches and clear service positioning to attract serious buyers.
Ready To Grow Your Business
A Message From Joshua, Founder of Kaizen Web Marketing
I didn’t grow up wanting to run a marketing agency. I wanted to build something of my own.
Something that gave me the freedom to work anywhere in the world and help anyone. Digital marketing gave me that chance.
But building Kaizen taught me something way bigger than marketing:
If you want to scale anything — a business, a skill, a life — you need discipline, structure, and relentless consistency.
I’ve spent years refining the craft:
Web design, SEO, ads, automation, CRM architecture, strategy.
But the real skill I’ve learned is improving a little every day — the true definition of Kaizen.
I live by the principle of being 1% better every day.
I’m driven by competition and the fear of being average — not out of ego, but out of purpose.
Life isn’t about money, cars, or titles. It’s about the people we help, the relationships we build, and the impact we leave behind.
If you’re here, you’re not just another client.
You’re part of the mission.
