Case Study: Scalable Lead Generation for HVAC & Refrigeration Company in Delaware & Eastern PA

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Client: HVAC & Refrigeration
Contractor Service Area: Delaware, Philadelphia, Chester County, and surrounding regions
Campaign Period: June 1 – July 30, 2025
Account Type: Newly structured Google Ads account launched by Rooks Advertising

Background

The client, an established HVAC & refrigeration contractor, needed to increase their volume of qualified inbound leads. They were servicing commercial and residential customers across Delaware and key counties in Eastern Pennsylvania, but lacked a dependable pipeline of high-intent search traffic.

Strategy

Rooks Advertising developed and launched a multi-campaign Google Ads strategy tailored to their services and geography. Key actions included:

  • Tightly focused geo-targeting across Eastern PA and Delaware
  • Commercial-intent keyword strategy
  • Conversion-based automatic bidding with data-driven targets
  • Calibrated daily budgets to stabilize learning
  • Weekly optimization based on search terms and performance data

We began by designing a tightly focused Google Ads strategy built around the client’s core service offerings and geographic footprint. We created separate campaigns for brand awareness, general HVAC services, commercial HVAC, and commercial refrigeration.

Each campaign was tailored to match the specific intent of users searching for those services in Delaware and Eastern Pennsylvania, with precise geographic targeting to eliminate wasted spend.

We launched with a Maximize Conversions bidding strategy to prioritize lead volume while Google’s algorithm gathered data. Daily budgets were calibrated to maintain stability through the learning phase and ensure each campaign had enough activity to perform. Search term audits and negative keyword management were used to refine targeting and preserve lead quality.

Once the account accumulated sufficient conversion data, we layered in a target CPA threshold to help control acquisition costs and improve long-term efficiency. This shift allowed us to retain strong lead volume while strategically driving the cost per conversion downward.

Campaigns were monitored weekly with adjustments to ad copy, scheduling, keyword match types, and location targeting to continually optimize results.

The goal was not only to generate leads but to do so predictably and profitably — and the campaign performance confirms that success.

Results (June 1 – July 30, 2025)

Duration: 10 weeks
Total Campaign Spend: $6,490.58
Total Conversions: 91
Average Cost per Conversion (CPL): $71.33

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Key Outcomes

91 high-intent leads were generated across HVAC and refrigeration services

CPL held under $75, a strong performance in this industry

  • According to 2025 data from First Page Sage, the average cost per lead for paid HVAC advertising is approximately $115. Compared to that benchmark, this campaign’s $71.33 cost per conversion is roughly 38% lower.
  • This positions the client’s performance well below the average for paid HVAC lead generation, indicating strong cost efficiency and effective targeting.

(Source: First Page Sage – “Average Cost Per Lead by Industry,” 2025)

Conclusion

We built a lead generation system from the ground up. In just 10 weeks, we delivered scalable results with efficient spend and strong conversion metrics. Our approach combined geographic precision, service-focused messaging, and smart bid strategy.

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