Cut Parker HVAC cost per lead from $83 to $15 at 18x ROAS
A family-owned HVAC company running broad self-managed Google Ads with no tracking. A full PPC rebuild scaled to 125+ leads a month at $15 each.
A family-owned Colorado HVAC company with strong service and referral roots
Parker Heating and Cooling is a family-owned HVAC installer and service provider serving Colorado homeowners across install, repair, and maintenance work.
The service reputation was solid but self-managed ads were bleeding budget. The team wanted digital to become a growth channel, not a cost center.
Big spend, broad ads, unknown ROI
Broad campaigns, wasted clicks
Head terms like HVAC and AC pulled irrelevant traffic, inflated CPCs, and buried real buying intent.
Homepage as landing page
Ad traffic hit the homepage instead of service-specific pages, cratering conversion rate on paid clicks.
No conversion tracking
Every lead cost $83 and looked the same on paper, so ad decisions were guesses instead of moves.
A full PPC rebuild with tracking, landing pages, and seasonal scaling
Service-specific landing pages
AC repair, furnace install, and maintenance each got a dedicated page with copy and CTAs matched to the query.
Targeted keyword and negative lists
Negative keywords cut wasted clicks and tight match types focused every dollar on real buying intent.
End-to-end conversion tracking
Calls and form fills both attributed so every lead mapped back to a specific ad group and keyword.
Territory and unit-type segmentation
Campaign structure matched dispatch reality, so ads only ran where Parker could actually service the call.
Heatwave seasonal scaling
Pre-built scaling plays flexed budget upward fast during demand spikes, capturing volume that used to slip away.
Weekly install-margin reporting
Weekly rollup tied lead cost back to install margin, so budget shifts followed the profitable service categories.
Lead cost slashed, install margins expanded
Headline: 18x ROAS, CPL from $83 to $15, 125+ qualified leads a month.
$18 in profit for every $1 spent on PPC once campaigns focused on high-margin installs.
More than 125 qualified leads a month at under $15 each, steady across the year.
Cost per lead dropped from $83 to $15, an 82% improvement on acquisition cost.
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