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HVAC · Mississauga, ON

A residential HVAC & home-comfort company

A Mississauga HVAC company lost jobs to faster competitors and watched cost per lead spike every peak season. Service-split Search with seasonal pacing, Meta lead-gen, and speed-to-lead automation that called every lead within minutes cut cost per lead by a third while qualified install leads more than doubled.

−33%

cost per lead

2.6x

qualified install leads

4.8x

return on ad spend

<5 min

average lead follow-up time

The shift

Before vs after

Cost per lead
Before
$96
After
$64
Qualified install leads / mo
Before
22
After
57
Avg. lead follow-up time
Before
~3 hrs
After
<5 min
Return on ad spend
Before
2.1x
After
4.8x
Return on ad spend, by month
2.1xM12.8xM23.6xM34.2xM44.8xM5

Representative progression — individual results vary.

The challenge

Where they started

Seasonal demand swings and expensive clicks meant the company's cost per lead spiked in peak season and leads often went uncontacted for hours, losing jobs to faster competitors.

What we did

Our approach

  • Split Search campaigns by service (furnace, AC, maintenance) and intent, with seasonal budget pacing.
  • Added Meta lead-gen for tune-up and replacement offers with short-form video creative.
  • Built speed-to-lead automation so every lead got an SMS + call attempt within minutes.
  • Connected ads, calls and forms into one dashboard tying spend to booked installs.
The outcome

What changed

Cost per lead dropped by a third while qualified install leads more than doubled. Instant follow-up lifted booking rates, and the unified dashboard let the owner shift budget to the campaigns producing real installs.

Turning points

Key decisions

Speed-to-lead automation

Every new lead triggered an instant SMS + call attempt — the single biggest lever on booked installs.

Seasonal budget pacing

Budgets followed demand by service (furnace, AC, maintenance), pulling back in lulls and pushing in peaks.

What it teaches

Key takeaways

  • Most lost HVAC jobs are a follow-up-speed problem, not a targeting problem.
  • Track to booked installs so budget shifts to revenue, not raw leads.
  • Separate emergency intent and pace budget to the season.
They treat our ad budget like it's their own money. Every month we book more installs for less.
— Owner, HVAC company, Mississauga

Representative case study. Built from typical engagement patterns and industry benchmarks to illustrate our approach; anonymized to protect client confidentiality. Individual results vary.

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