HVAC
CyberEngine™ Advertising
Our client is a residential HVAC contractor operating in Houston, Texas—a region where climate extremes create year-round demand for reliable heating, ventilation, and air conditioning services. The company runs with a lean yet skilled team of three technicians, offering high-quality repair, maintenance, and system installation services to homeowners across the Houston metro area. With a focus on professionalism and technical expertise, the business has earned a solid reputation for delivering timely, trustworthy solutions in a competitive market.
At the time of engagement, the client had a clear vision: scale lead generation and booked jobs while keeping operational overhead low. Hiring an in-house marketing manager was off the table due to cost concerns. Instead, they sought a performance-driven digital marketing agency that could function as a true partner—delivering expert guidance, strategic execution, and measurable results, all without the burden of adding full-time staff. The client was ready to invest in smart, data-driven marketing that could move the needle—what they needed was the right team to make that growth both manageable and sustainable.
Despite offering a valuable service in a high-demand market, the client faced significant marketing obstacles that hampered their growth trajectory. Chief among these was an underperforming Google Ads account managed by a previous agency. The campaigns were poorly structured, targeting too broadly, and lacked both geographic precision and seasonal relevance. This scattershot approach led to inflated cost per lead (CPL), disappointing lead quality, and a low return on ad spend (ROAS). Additionally, reporting was vague and inconsistent, leaving the client with little visibility into what was working—and what wasn’t.
Beyond paid advertising, the client’s digital footprint lacked the social proof needed to build consumer trust. While they had accumulated some positive customer experiences, their Google reviews were inconsistent and unleveraged. There was no system in place to actively encourage or collect reviews after service calls. In residential services, reputation is everything—consumers heavily rely on online feedback to assess credibility before choosing a provider. This absence of a reputation strategy directly impacted conversions and made it harder for the business to compete in local search results.
Operational inefficiencies also compounded these marketing issues. Incoming calls from prospective customers were not always answered in real time, and in many cases, lead data was not systematically tracked or followed up. Without a reliable process to manage and convert inquiries, even the most well-optimized ads struggled to generate revenue. These missed opportunities highlighted a crucial gap: without a strong system to capture and handle leads effectively, growth would remain out of reach.
Our engagement began with a full-spectrum audit of the client’s digital ecosystem, including their Google Ads account, landing pages, local SEO presence, and backend processes. The analysis revealed substantial ad spend wasted on broad, non-converting keywords and weak local targeting. From there, we deployed our proprietary CyberEngine™ Advertising system, engineered to deliver precision-targeted campaigns that align tightly with each client’s business model, geographic footprint, and service offerings.
We restructured their Google Ads campaigns to focus on highly specific keyword sets tied to HVAC-related intent within key zip codes in the Houston metro. These were supported by negative keyword lists to exclude irrelevant traffic, along with granular bid adjustments based on historical performance data. We then launched custom-built landing pages optimized for conversion, with compelling headlines, clear service descriptions, and persuasive calls to action. These pages were designed not just to attract clicks—but to convert them into qualified leads.
To track performance with pinpoint accuracy, we integrated CallRail for call tracking, enabling us to monitor where each lead came from and how it was handled. We also implemented ClickCease to actively prevent click fraud and block suspicious or bot traffic. This ensured every advertising dollar went toward real prospects, not wasted on fake or accidental clicks—an often-overlooked detail that can make a significant impact over time.
Recognizing the power of social proof in local services, we rolled out a structured Reputation Management program. After each completed service, customers were automatically prompted to leave reviews on Google and other high-visibility platforms. This not only improved the client’s star rating but also increased their visibility in local search results, establishing them as a trustworthy, high-quality provider in the eyes of new prospects.
Seasonality was another key factor. Houston’s HVAC demand fluctuates sharply with the weather, so we proactively adjusted campaign budgets and bidding strategies month to month. Ad spend was ramped up during summer’s peak demand for cooling services and scaled down during slower spring months. This seasonal agility allowed us to stretch the client’s budget further while capturing maximum revenue when consumer demand was highest.
Lastly, we worked with the client to improve their internal lead-handling process. A dedicated team member was assigned to monitor incoming calls, ensuring inquiries were answered live and logged systematically. This seemingly small change made a significant difference—boosting the percentage of leads that converted into booked jobs and giving us clean data to inform future campaign optimizations.
Over a 12-month engagement, the impact of our strategy was both measurable and transformative. The client experienced a sharp increase in qualified leads and service bookings, alongside stronger operational consistency and improved brand credibility in their local market.
The CyberEngine™ campaigns generated 303 high-quality leads at an average cost per lead (CPL) of $137, well below the industry average for HVAC services in competitive urban markets. Each lead was meticulously tracked, allowing for real-time performance feedback and iterative campaign improvements. These leads drove a total of $367,412 in revenue, with an average revenue per lead of $1,213—a clear indicator of high-value traffic and effective lead handling.
The result was an impressive Return on Ad Spend (ROAS) of 8.87—meaning the client earned nearly $9 for every $1 invested in digital advertising. This exceptional ROAS was sustained through seasonal budget optimization, smart keyword strategy, and disciplined call handling. The summer months delivered the highest ROI, aligning perfectly with Houston’s climate-driven demand surge. But it was the consistent attention to detail—ad fraud prevention, review management, and internal operations—that made this success repeatable and scalable.
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