The challenge
A local HVAC company was spending steadily on Google Ads but couldn't tell which clicks turned into actual service calls. Conversion tracking was broken, broad keywords were burning budget on tire-kickers, and the cost per lead was climbing with no clear ROI.
What we did
- Rebuilt conversion tracking end to end — calls, form fills, and booked jobs all attributed back to campaigns.
- Launched Google Local Services Ads alongside tightly themed search campaigns.
- Cut wasted spend with negative keywords, tighter match types, and zip-code geo-targeting.
- Built fast, single-offer landing pages for each core service (repair, install, maintenance).
- Added call tracking and weekly optimization based on cost-per-booked-job, not clicks.
The results
Within the first two months, tracked return on ad spend reached 3.2×, cost per lead dropped to around $38, and the business was fielding 60+ qualified calls a month — with a clear, weekly view of exactly where every dollar went.
Representative results from a client engagement; figures anonymized for privacy.