From Zero Tracking to $47M in Pipeline: How HeatMaster Scaled Paid Media into a Revenue Engine

The Need

HeatMaster saw paid media as a major growth opportunity. It was already running ads, but it had no way to measure what those ads were doing. 

With no tracking in place, the team couldn't answer basic questions. They didn't know what a lead cost, which channels or campaigns were driving results, or whether the spend was paying off. Budget decisions were based on gut feel and assumptions rather than evidence, which made it risky to invest more. 

HeatMaster needed a paid media strategy that could: 

• Generate a steady flow of qualified leads, not occasional spikes 
• Support both end-customer demand and dealer network expansion 
• Show clear returns, giving leadership the confidence to increase ad spend 
• Turn marketing from an unpredictable cost into a reliable growth channel 

The Challenge

HeatMaster had to solve two growth problems at the same time. It needed to reach end customers spread across rural Canada and the Northern U.S., a large and dispersed audience. It also needed to recruit new dealers to expand distribution and serve that demand locally. 

Several obstacles stood in the way: 

• No attribution or performance tracking. Without data, there was no way to tell which efforts were working and which were wasting budget. 
• Inconsistent lead generation. Lead flow was uneven and couldn't be reliably scaled up. 
• Under-optimized dealer acquisition. Recruiting new dealers hadn't been treated as its own focused effort, so opportunities were being missed. 
• No link between budget and ROI. Leadership couldn't confidently justify spending more without proof of return. 

The nature of the business added another layer of complexity. Buying an outdoor furnace is a considered purchase with a long decision cycle, and demand rises and falls sharply with the seasons. To succeed, HeatMaster needed to reach buyers early, stay top of mind through their research, and be ready to capture as much demand as possible during peak buying months. 

The Solution

1. Full-Funnel Paid Media Strategy 

Roadmap built a strategy around HeatMaster's two core audiences, with distinct goals and messaging for each: 

• End customers: Create demand among homeowners and property owners, then route those leads to the right dealers to close the sale. 
• Dealers: Attract, recruit, and activate new dealer partners to expand HeatMaster's reach. 

Running both at once meant new customer demand had dealers ready to serve it, and new dealers had a steady supply of leads from day one. 

2. Tracking and Attribution Foundation 

Before scaling anything, we put full tracking in place across every campaign and channel. This gave HeatMaster: 

• Accurate cost-per-lead measurement, so the team knew exactly what each new lead cost 
• Clear attribution across channels, showing which platforms and campaigns were driving results 
• Data-driven budget allocation, so spend could move toward what was working 

For the first time, HeatMaster could see exactly where its marketing dollars were going and what they were producing. 

3. Channel and Campaign Optimization 

Each channel was given a specific job in the buyer's journey: 

• Google Search captured high-intent buyers who were already looking for outdoor heating solutions. 
• Meta (Facebook and Instagram) built awareness, retargeted past visitors, and generated leads directly in-platform. 
• YouTube introduced HeatMaster to new audiences at the top of the funnel through video. 
• Additional platforms were trialed to find new sources of qualified leads. 

Across these channels, we used retargeting to bring interested prospects back and improve conversion rates. Creative built on user-generated content and customer testimonials added real-world credibility to a high-consideration purchase. High-performing search campaigns ensured HeatMaster showed up when buyers were ready to act. 

4. Seasonality-Driven Scaling 

Campaigns were planned around how and when HeatMaster's customers actually buy: 

• Early-year demand generation reached buyers at the start of their research, filling the pipeline well before peak season. 
• Aggressive scaling during peak buying periods made sure HeatMaster captured as much in-market demand as possible when it mattered most. 
• Geographic and seasonal budget shifts moved spend toward the regions and time periods showing the strongest performance. 

5. Continuous Optimization and Scaling 

With reliable performance data in place, we kept improving results over time. Audience targeting was refined to focus on the people most likely to buy or become dealers. Creative was tested regularly, with top performers scaled and weaker ads retired. Budget was reallocated on an ongoing basis toward the best-returning channels and campaigns. 

The result was a paid media program that became more predictable and more efficient the longer it ran. 

The Results

HeatMaster went from running ads with no visibility to operating a measurable paid media engine that fuels both sides of its business. 

What is ROAS? Return on ad spend (ROAS) is the revenue earned for every $1 spent on advertising. A 3.93 ROAS means every $1 returned $3.93. 

Revenue and Performance 

• $47M in pipeline opportunity generated across end customers and dealers 
• 3.93 ROAS on end-customer campaigns: $3.93 back for every $1 spent 
• 2.8 ROAS on dealer campaigns in year one: $2.80 back for every $1 spent 

Lead Generation 

• 2,000 end-customer leads routed to dealers 
• 906 dealer leads to expand the network 

Business Growth 

• +$50K in annual ad spend, backed by proven returns 
• Full attribution across every campaign, replacing guesswork with data 

Operational Impact 

• One new hire to manage the increase in inbound leads 
• Stronger marketing and sales alignment (see how we also improved HeatMaster's revenue generation system) 

Brand Growth 

• +606 social media followers from awareness and retargeting campaigns