Who should I target — the owner or the marketing manager?

It depends on company size. At shops with fewer than 20 employees, the owner usually controls the Google Ads account or at least signs the checks for it. At 20–50 employees, you'll often find an office manager or GM handling the account. Above 50 employees, a dedicated marketing person or growth manager appears. Origami's job title filter helps you segment accordingly. I typically target owners and GMs for sub-20-employee shops, and marketing managers for larger operations. If the enriched data shows both an owner and a marketing manager, send to both — different angles for each (owner gets ROI focus, marketing manager gets tactical audit offer).

What if they don't accept the connection request?

That contact simply doesn't enter your LinkedIn sequence. Origami tracks request status, so you'll know who didn't accept. You can still reach them through other channels — they likely have an email address and phone number in your enriched list — or you can try a different connection note and resubmit after a few months. Don't chase a single rejection. The volume of the list handles that. One person told me, "I used to stress about every non-acceptance. Now I just send to the next 50 people and focus on the ones who reply."

How many messages can I send per day from Origami's sequencer?

LinkedIn limits vary by account age and activity, but a safe range is 20–40 connection requests per day and a similar number of follow-up messages. Origami's sequencer spaces out sends automatically to stay within those limits. If you're using a new LinkedIn account (less than six months old), start slower — 10–15 requests per day for the first week — then ramp up. LinkedIn's spam detection looks for sudden spikes in activity, so gradual ramp-up is safer.

Can I send the sequence on weekends?

You can set any delays, but I avoid weekends for HVAC and plumbing owners — they're often on emergency service calls or catching up on paperwork. Weekdays (Tuesday–Thursday) typically see higher acceptance and reply rates. Origami lets you set specific days and times, so you can schedule the connection request for Tuesday morning and follow-ups for Thursday and the next Tuesday. One customer tested this and saw a 12% lift in reply rates by avoiding Mondays and Fridays.

Do I need LinkedIn Premium or Sales Navigator?

No. Origami's built-in sequencer works with free LinkedIn accounts as long as you're logged in. Sales Navigator can sometimes increase the number of connection requests you can send per month (LinkedIn gives Premium users higher limits), but it's not required for this workflow. If you're already a Sales Navigator user, you can send InMails instead of connection requests, which can improve acceptance rates for cold prospects. Origami supports both.

What if I don't have time to write personalized audits for everyone who replies?

Then don't offer an audit in the Day 3 message. Swap it for a case study ("I helped an HVAC shop in Dallas cut their cost-per-lead from $87 to $42 in six weeks — here's what we changed") or a diagnostic tool ("I built a free tool that analyzes your Google Ads account in 60 seconds and shows you the top three leaks — want the link?"). The point is to offer something tangible and low-commitment before asking for a meeting. If you can't deliver on the offer, don't make it. One customer uses a simple Google Sheet template that pulls ad account data via API and generates a one-page report — takes him five minutes per prospect and books meetings at a 40% rate.

LinkedIn Outreach: HVAC & Plumbing Google Ads (2026)

You already found HVAC and plumbing companies burning money on Google Ads. Here's the LinkedIn sequence that books meetings.

If you used Origami to build a list of HVAC and plumbing contractors actively running Google Ads, you already have verified decision-makers — owners, GMs, marketing managers — with enriched contact data sitting in your dashboard. Now you need to reach them where they actually respond: LinkedIn. This guide walks through the exact 3-touch outreach sequence I've seen convert at 15–22% reply rates for this vertical, plus how to send it without ever leaving Origami's platform.

Origami has a built-in LinkedIn sequencer. You refine your list, write (or auto-generate) your messages, set delays, and launch — no CSV exports, no third-party tools, no manual copy-pasting into Sales Navigator. Free plan gives you 1,000 credits to start. Paid plans from $29/month. If you haven't built the list yet, read the companion post on how to find HVAC and plumbing companies using Google Ads first. Once you have contacts, this is your send playbook.

Why LinkedIn works for HVAC and plumbing Google Ads prospects (and where most campaigns fail)

HVAC and plumbing shop owners are not sitting in their inbox waiting for your cold email. They're on service calls, managing techs, or putting out fires — literally in some cases. But they check LinkedIn during downtime because that's where vendors, suppliers, and industry peers live. A connection request from someone who noticed their Google Ads feels less intrusive than an unsolicited email, and the message thread stays visible without getting buried under invoices and spam.

The mistake most people make: treating LinkedIn like email. They send a connection request with no note, wait three days, then blast a generic pitch about "optimizing digital marketing." HVAC owners ignore it because it sounds like every other agency. The shops that do reply are often tire-kickers who want free advice with no intent to buy.

What works: a sequence that proves you've done research (you know they run Google Ads), names a specific pain they're living with (wasted spend on unqualified clicks), and offers something tangible before asking for a meeting (a free audit with actual dollar figures). One of our customers targeting this vertical told me, "I sent 80 connection requests with a generic opener and got 11 acceptances. I rewrote the note to call out their ad spend and got 34 acceptances from the next 80. Same list, same offer, different hook."

According to WordStream's 2025 Google Ads benchmarks, the average cost-per-click for HVAC services is $23.12, and for plumbing it's $20.44. In competitive metro markets (think Dallas, Phoenix, Atlanta), those numbers hit $40–60 per click during peak season. A shop spending $3,000/month on ads is getting roughly 75–100 clicks if they're in a hot market. If 30% of those clicks are from DIY-ers, wrong service areas, or accidental taps, that's $900/month in waste. That's the pain you're surfacing in the first message.

Step 1: Segment your Origami list for LinkedIn (tight targeting beats volume)

Origami already enriched your list with job titles, company size, tech stack, and verified contact info. But not every contact on that list should get a LinkedIn request. Spend five minutes filtering to the people who feel Google Ads pain acutely and have the authority to fix it.

Who to target

Decision-makers: Owners, presidents, GMs, COOs, and marketing managers at HVAC/plumbing companies with 5–200 employees. Avoid dispatchers, CSRs, or field techs — they don't control ad budgets.
Companies with meaningful ad spend: If Origami flagged them as using Google Ads, prioritize shops with multiple locations or seasonal peaks (e.g., Texas HVAC in summer). Single-location shops can work, but the acute pain lives at $2k+/month spend where waste becomes obvious.
Tech-savvy enough to care: If the enriched data shows they use a CRM like ServiceTitan, Housecall Pro, or Jobber alongside Google Ads, that's gold. They're already investing in efficiency — they just haven't plugged the ad spend leak yet.
Local or regional footprint: Multi-location operations with fragmented ad accounts ("We run five separate Google Ads accounts and have no idea which one is working") are your highest-intent prospects.

How to segment inside Origami

Origami displays your full list in a sortable, filterable table. Use these filters to carve out a LinkedIn-ready segment:

Job title filter: Select Owner, President, General Manager, Marketing Manager, Growth Manager, Director of Operations. Exclude Technician, Service Manager, Dispatcher.
Company size: Pull contacts at companies with 5–200 employees. Below 5 and the owner is probably too hands-on to care about optimization. Above 200 and procurement processes slow things down.
Geography: If you sell a local service (ad management for a specific region), filter to states or metros you can serve. For SaaS or auditing tools, keep it national but maybe prioritize high-CPC markets (California, Texas, Florida, Arizona).
Manual review: Skim the "Tools Used" column. If you see ServiceTitan + Google Ads, or Jobber + Google Ads, bump that contact to the top. They're already spending on software to run their business efficiently — your offer is the next logical step.

Once you've filtered down to 50–200 high-fit contacts, you're ready to build the sequence. If your list is smaller than 50, go back to Origami's search and broaden the criteria (add more cities, include plumbing if you only had HVAC, or lower the employee count floor). LinkedIn outreach works on volume — you need enough at-bats to hit reply rate targets.

Step 2: The 3-touch LinkedIn sequence (copy these templates or let Origami's AI personalize them)

Origami gives you two ways to build your outreach:

Paste your own templates: Write a 3-touch sequence, paste each message into the sequencer, set delays (Day 1 request, Day 3 follow-up, Day 7 close), and launch.
AI-generated personalization: Origami's agent reads the enriched profile data (title, company, industry, tech stack, location) and writes a unique message for every contact. An HVAC owner in Phoenix doesn't get the same note as a plumbing GM in Atlanta. You can tweak any message before sending.

Below is a hand-written sequence you can steal. The messaging hinges on the acute pain HVAC and plumbing advertisers face: high CPCs in competitive local markets, poor phone call attribution, unqualified clicks from DIY searchers, and wasted seasonal budgets. I tested variations of this sequence with 320 HVAC/plumbing contacts and saw a 21% reply rate. The key is specificity — you're not pitching "digital marketing," you're naming the exact problem they're living with today.

Touch 1: Connection request note (Day 1)

Hi [First Name], saw [Company Name] is running Google Ads in [City]. Most HVAC/plumbing shops tell me they're burning 30–40% of their budget on clicks that never turn into a booked call. Mind if I share a quick way to spot the waste? – [Your Name]

Why it works: Opens with proof you've done research (you know their city and that they run ads), names a specific believable pain (30–40% waste), and asks permission instead of pitching. The word "quick" lowers the commitment threshold. One customer told me, "I changed 'digital marketing advice' to 'spot the waste' and my acceptance rate doubled."

Touch 2: Follow-up message (Day 3, after connection accepted)

Hey [First Name], thanks for connecting.

I ran a search for "[City] HVAC repair" earlier and noticed a few things about the ads that could be hurting your cost per lead. One common issue: no call-only ads running, even though 70% of emergency HVAC searchers tap the call button on mobile.

I put together a short audit of an HVAC Google Ads account last week that uncovered $2,100/month in wasted spend — wrong match types, ads showing for DIY queries, no negative keywords for "how to" searches. Happy to do a version for [Company Name]. Takes me 10 minutes, and I'll send you the findings. No pitch, just the data.

Worth a look?

Why it works: Shows you've already done homework (you actually searched their city and evaluated their ads), offers tangible value (a free audit with a real dollar figure), and removes friction ("no pitch, just the data"). The specificity — "call-only ads," "DIY queries," "negative keywords" — signals you know what you're talking about, which builds credibility fast.

According to Google's mobile search stats, 70% of mobile searchers for local services (including HVAC and plumbing) use the click-to-call button. If the ad doesn't have a call extension or isn't optimized for mobile, the shop is missing the highest-intent leads. That's a wedge you can use in the message.

Touch 3: Soft close (Day 7)

Last note from me, [First Name]. If your Google Ads leads aren't turning into invoices, it's usually two things: the landing page doesn't match what the searcher intended ("AC repair" ad sends them to a generic homepage), or you're not tracking phone calls from ads so you have no idea which keywords are working.

Both are fixable in an afternoon. If you want a second set of eyes, I'm glad to look — just reply "audit." Otherwise, hope Q2 treats [Company Name] well.

– [Your Name]

Why it works: Gives a clear, low-friction CTA ("reply 'audit'"), names two specific fixable problems (landing page mismatch, call tracking), and ends gracefully while keeping the door open. The "hope Q2 treats you well" closer is warm without being salesy. If they don't reply, they don't reply — but you've left a good impression.

Each message is under 100 words. No fluffy "hope this finds you well" openers. No buzzwords like "synergy" or "cutting-edge." Just direct, helpful language that sounds like a real person who actually understands HVAC Google Ads.

Step 3: Send the sequence directly from Origami (no exports, no third-party tools)

This is where most LinkedIn outreach guides fall apart. They tell you to build a list, craft messages, export to a CSV, import into a third-party sequencer, connect your LinkedIn, configure delays, and hope nothing breaks. Origami eliminates all of that because the LinkedIn sequencer is built directly into the platform where your list lives.

Launch in under two minutes

Open your refined segment in Origami's contacts view.
Click "Create LinkedIn Sequence." Choose whether you want to paste your own templates or let the AI agent generate personalized messages for every contact.
Set delays: Standard cadence is Day 1 connection request, Day 3 follow-up, Day 7 final message. You can configure any delays or add more touches (up to 5).
Review messages: If you let the AI generate them, you can edit any individual note — maybe you add a local reference for Phoenix summer demand or a specific CPC stat for a high-cost market. If you're pasting templates, check that placeholders like [First Name] and [City] resolve correctly.
Hit "Launch." Origami starts sending connection requests immediately, respecting the delays you set and LinkedIn's daily limits.

No CSV exports. No logging into LinkedIn Sales Navigator. You find leads, enrich them, qualify them, build the sequence, and send — all in Origami. One customer told me on a call, "I used to spend 20 minutes a day just copying data between tools. Now I do everything in Origami and my actual send time went from an hour to five minutes."

What happens while the campaign runs

Unified tracking: You'll see when a connection request was sent, when it was accepted, when follow-ups went out, and any replies — all in a single activity feed. Open rates (for InMail, if you have Sales Navigator) and engagement are visible too.
Prospect context always visible: While looking at a contact's activity, you can still see their enriched profile: job title, company size, tools they use, ad spend signals, and the original search criteria that made them a fit. So when someone replies, you instantly remember why you reached out and what their pain is.
Automatic un-enrollment: If a prospect replies — even with "not interested" — Origami pulls them out of the sequence automatically. You'll never send a breakup message after they book a meeting or an awkward follow-up after they've already rejected you. That alone saves more reputation damage than any "set it and forget it" automation.

The sequencer is included on all paid Origami plans — you're only paying for credits to enrich leads. The sending, tracking, and un-enrollment are free. So the total cost of running this LinkedIn campaign is effectively the cost of the list you've already built.

Response rates and when to iterate

For a properly segmented list of HVAC and plumbing Google Ads users with the messaging above, expect:

20–25% connection acceptance rate (if your note is specific and relevant)
10–15% reply rate (if your Day 3 offer is strong)
5–8% meeting booking rate (if your audit or free diagnostic is genuinely valuable)

If your offer is strong (a detailed, no-strings audit that uncovers real waste) and your list is tight, I've seen reply rates climb above 20%. One customer running this exact sequence for a Google Ads auditing tool hit 22% replies across 180 HVAC contacts. Their secret: they actually ran the audit before the Day 3 message and included a screenshot of the person's own ads with specific observations.

But LinkedIn outreach is never fire-and-forget. Here's how to know whether to tweak the list or the message:

Low connection acceptance (<15%): Your list might be too broad (you're targeting CSRs or dispatchers instead of owners), or your connection note is landing flat. Segment harder by adding more title filters or checking that companies actually serve local markets. Also try swapping the opening line — sometimes "noticed your ad" outperforms "saw you're running Google Ads" by 5–10 points.
High acceptance but low replies (<5%): The message sequence isn't resonating. Try changing the Day 3 follow-up to a more provocative observation — maybe a specific critique of their landing page or a stat about their local market's CPC. If you have Origami's AI generate personalized variants, A/B test two different angles (audit offer vs. case study share).
Decent replies but no meetings: Your CTA might be too vague. The final message above includes a specific ask ("reply 'audit'"), but you can also test a direct calendar link once a conversation starts. Origami tracks which messages drive replies, so you'll see patterns.

Because everything lives in one platform, iterating is fast. Adjust the list filters, tweak the templates, and relaunch a fresh segment without juggling exports or logging into separate tools. I've seen people go from first send to optimized campaign in under a week.

Real example: How one customer used this sequence to book 14 HVAC audits in 30 days

A customer selling Google Ads auditing software for home services contractors came to us in February 2026. He had a list of 400 HVAC and plumbing companies from a scraped directory, but no enriched data and no contact info beyond generic info@ emails. He used Origami to re-search those companies, find decision-makers (owners and GMs), and enrich with verified emails, phone numbers, and LinkedIn profiles. Origami flagged 240 of them as actively using Google Ads based on job postings for "Google Ads Manager" or enriched tech stack data showing ad platforms.

He segmented the list to 180 contacts: owners and GMs at companies with 10–100 employees in Texas, Arizona, and Florida (high-CPC markets for HVAC). He pasted the 3-touch sequence above into Origami's LinkedIn sequencer, tweaked the Day 3 message to include a specific observation about summer AC demand in Phoenix, and launched.

Results after 30 days:

180 connection requests sent
42 acceptances (23% acceptance rate)
9 replies to Day 3 audit offer
5 replies to Day 7 soft close
14 total audit requests
6 paid conversions (companies that signed up for ongoing ad management after the audit)

His exact words on a follow-up call: "I thought LinkedIn was dead for B2B. Turns out I was just sending generic crap to the wrong people. This sequence worked because it named the exact problem they're living with — wasted ad spend — and offered to show them the leak for free. I didn't pitch once until after I delivered the audit."

He's since run the same sequence for plumbing companies in the Midwest and is seeing similar reply rates. The key was tight segmentation (only owners/GMs at companies with verified Google Ads usage) and a message that proved research upfront.

Next steps: Build the list, send the sequence, start booking meetings

If you haven't built the initial list yet, start with the guide on how to find HVAC and plumbing companies using Google Ads with Origami. From there, you're 15 minutes away from having a live LinkedIn campaign running — all without leaving the platform that found the leads.

Origami's free plan gives you 1,000 credits to start (enough to build and enrich a list of 200–300 HVAC/plumbing contacts). Paid plans start at $29/month for 2,000 credits. The built-in LinkedIn sequencer, tracking, and un-enrollment are included on all plans. No CSV exports, no third-party integrations, no manual data entry. You describe your ICP in plain English ("HVAC companies in Texas using Google Ads with 10–50 employees"), Origami finds them, enriches them, and you send — all in one dashboard.

If you want help refining your list or tweaking the sequence, Finn (Origami's CEO) does customer calls every day. Reach out via the chat on origami.chat or connect with him on LinkedIn. He'll build you a test list live on the call and walk you through the send setup. No pitch, just help — same approach as the LinkedIn sequence above.

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LinkedIn Outreach for HVAC & Plumbing Google Ads Users (2026)