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HVAC PPC Management: 2× Qualified Leads at 600% ROAS

2x

Qualified Leads

600%

Average ROAS

6+ months

Time Running

hvac ppc case study

A mid-sized HVAC company doubled its qualified lead volume at a 600% average ROAS in six months. The gain came from clean tracking, a restructured Google Ads account, and a lead-quality feedback loop with the client, with no growth hacks involved.

1

About the Project

  • Client: a mid-sized HVAC company
  • Target Region: North Carolina
  • Service: HVAC PPC management (Google Ads and Local Service Ads)
  • Duration: 6 months, ongoing
  • Tools: Google Ads, two Local Service Ads accounts (North Carolina and South Carolina), CallRail
2

Five problems capped growth. Five fixes removed the cap.

ppc case study before after
Five problems capped this HVAC account’s growth: brand and service terms shared the same campaigns, tracking was unreliable, bidding chased lead volume, Google never saw lead quality, and demand swung seasonally across two states. Each one was matched with a specific fix, from a brand/service split and CallRail tracking to value-based bidding, offline conversions, and seasonal budget and bid shifts. Together, they gave the accounts clean, quality-weighted data to scale on.
3

The lead quality loop

ppc case leads

Every lead is captured, graded by the client, and used to optimize Google Ads and LSA.

  1. Capture. CallRail captures every call and form submission from Google Ads and LSA and logs them in a secure Google Sheet that only the client and our team can access.
  2. Qualify. The client marks each lead as valid or not valid and adds a job estimate.
  3. Optimize. We use that feedback to adjust the Google Ads and LSA accounts, and upload qualified and converted leads to Google Ads as offline conversions.

ppc campaign

4

Build order

ppc campaign timeline case

Fix the foundation first, then scale on clean data.

  1. Account restructure
  2. CallRail tracking
  3. Enhanced conversions
  4. Value-based bidding
  5. Offline conversions
  6. Performance Max, once the data was ready

Throughout the engagement, we adjusted budgets and bids to match seasonal demand and kept working on lead quality as the client grew.

5

Results and key takeaways

results ppc case
2x qualified leads, 600% average ROAS, and the client’s yearly growth goals met and exceeded so far.
  • Separating brand and service campaigns made performance readable and protected brand impression share (above 90%).
  • CallRail tracking and enhanced conversions made every call and form submission visible to both sides.
  • Maximize Conversion Value, with calls prioritized over web forms, pointed bidding at higher-value leads.
  • The client’s valid / not valid feedback and job estimates informed optimization in Google Ads and LSA, with qualified leads uploaded to Google Ads as offline conversions.
  • Performance Max launched only after the account had enough valid-lead data to learn from.
  • Seasonal adjustments and open, frequent communication kept growth steady.

 

# HVAC # PPC

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