How an HVAC Company Increased Qualified Leads by 312%

Southeast HVAC company, 15 employees

312%

More Qualified Leads

63%

Lower Cost Per Lead

5.8x

Return on Ad Spend

The Challenge

A 15-employee HVAC company in the Southeast was spending $5,000 per month on Google Ads with disappointing results. They were running a single campaign for all services — emergency repairs, maintenance contracts, and new installations — all lumped together. Their cost per lead was $95, but only 40% of those leads were actually qualified. With a return on ad spend of just 2.1x, they were barely breaking even and seriously considering cutting their digital marketing budget entirely.

The Strategy

  • Campaign restructuring: Rebuilt from 1 catch-all campaign into 6 tightly targeted campaigns, each with its own budget, keywords, and ad copy
  • Service segmentation: Separated emergency repairs, preventive maintenance, and new installation campaigns to match searcher intent
  • Negative keyword overhaul: Added 500+ negative keywords to eliminate irrelevant traffic like DIY searches, career queries, and equipment suppliers
  • Call tracking integration: Implemented call tracking to measure lead quality and close rates by campaign
  • Seasonal campaigns: Created dedicated campaigns for peak seasons (AC in summer, heating in winter) with adjusted budgets
  • Landing page redesign: Built service-specific landing pages with clear CTAs, trust signals, and phone-first mobile design

The Results

Monthly Leads

18 → 74

312% increase in qualified leads per month
Cost Per Lead

$95 → $35

63% decrease in cost per qualified lead
Return on Ad Spend

2.1x → 5.8x

Nearly tripled return on every ad dollar
Lead Quality

40% → 78%

Qualified lead rate nearly doubled
Ad Spend

$5,000/mo — Unchanged

Same budget, dramatically better results
“We tried managing our own Google Ads for two years. In the first month with PowerFunnels, our cost per lead dropped by 40%. By month three, we had more qualified leads than we could handle.”
Mike R. — HVAC Company Owner

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