Case Studies | Caldex Media
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A breakdown of how we generate qualified leads and booked jobs for HVAC companies using paid advertising and conversion-focused funnels.

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Case Studies

What We've Done For HVAC Companies Like Yours

Four real campaigns. Real numbers. No fluff.

Case Study 01 · Google Ads Meta Ads AC Replacement

How We Generated 214 Qualified AC Replacement Leads in 60 Days for a Texas HVAC Company

A single-location HVAC business in Dallas was spending $4,000/month on Google Ads with almost nothing to show for it — no funnel, no tracking, no strategy.

214 Leads Generated
$18 Cost Per Lead
3.8x ROAS
About the Client

A family-owned HVAC company serving the greater Dallas–Fort Worth area, specializing in AC replacement, repairs, and seasonal tune-ups. Despite 12 years in business and strong word-of-mouth, they couldn't scale beyond referrals and were bleeding budget on poorly structured Google campaigns.

Challenges
  • Wasted Ad Spend: Broad-match keywords with no negative keyword list — attracting non-buyer traffic.
  • No Landing Page: Ads sent to a slow homepage with no CTA or lead capture form.
  • Seasonal Volatility: Revenue dropped sharply outside summer with no off-season strategy.
  • Zero Call Tracking: No attribution for which ads drove booked jobs.
  • No Retargeting: Visitors were leaving with no follow-up mechanism.
What We Did
ICP-Focused Google Search Campaigns
Built tightly themed ad groups around high-intent keywords like "AC replacement cost Dallas." Added 200+ negative keywords to eliminate irrelevant clicks.
→ CTR improved from 1.8% to 6.4% within 3 weeks of launch.
Dedicated High-Converting Landing Page
Built a landing page with a "Get a Free Quote in 60 Seconds" form, financing options, trust badges, and real reviews above the fold.
→ Page conversion rate reached 18.3%, up from ~2% on the original homepage.
Meta Retargeting Funnel
Set up Facebook and Instagram retargeting for all landing page visitors who didn't convert, using urgency-based creative with a limited-time offer.
→ Recovered 22% of abandoned visitors into booked estimate requests.
Call Tracking & CRM Integration
Implemented full call attribution and automated SMS follow-ups triggered within 5 minutes of every form submission.
→ Lead response time dropped from 6 hours to under 5 minutes.
Results
  • 214 qualified leads generated in 60 days
  • Cost per lead reduced from $87 to $18
  • 31 AC replacements booked, averaging $6,800 per job
  • 3.8x ROAS achieved within the first full campaign month
Case Study 02 · Meta Ads Lead Gen Funnel Tune-Up Offer

How a $29 Tune-Up Funnel Booked 87 Jobs and Generated $94K in Upsells in 45 Days

A Phoenix HVAC company needed a way to fill technician schedules during slower months. We built a front-end offer funnel that filled the calendar and unlocked a major upsell revenue stream.

87 Jobs Booked
$94K Upsell Revenue
11.2x ROI on Ad Spend
About the Client

A 12-technician HVAC company in Phoenix, AZ focused on residential service and maintenance contracts. Strong summers, but shoulder months left technicians idle and cash flow unpredictable with no proactive demand generation in place.

Challenges
  • Seasonal Revenue Gaps: Revenue fell 40–50% outside peak summer.
  • No Entry-Point Offer: All ads led to full-price services — too high a commitment for cold audiences.
  • No Follow-Up System: First-time customers were never re-marketed for maintenance contracts.
  • Generic Ad Creative: Stock-photo ads with no local angle, blending into competitor feeds.
What We Did
Front-End Offer Strategy — The $29 Tune-Up
Designed a low-friction $29 tune-up as the entry point — positioned as breakdown prevention, not a cheap service, preserving brand value while removing the booking barrier.
→ Average cost to acquire a tune-up booking: $11.40.
UGC-Style Facebook & Instagram Ads
Shot video ads with the client's own technicians. Used local neighborhood names in copy to increase relevance and stand out in the feed.
→ Video ads achieved 4.1% CTR vs. the 1.2% industry average.
2-Step Funnel with Maintenance Contract Upsell
Online booking funnel for the $29 tune-up, with a post-booking maintenance contract upgrade presented at a discounted rate with urgency copy.
→ 34% of booked customers accepted the maintenance contract upsell.
Post-Service Email & SMS Re-Engagement
4-step follow-up sequence after each visit — requesting reviews, offering referral discounts, and presenting repair/replacement quotes found during the tune-up.
→ Generated $38K in additional revenue from follow-up sequences alone.
Results
  • 87 tune-up jobs booked in 45 days
  • $94,000 in upsell revenue from contracts and repair jobs
  • 29 new recurring maintenance customers added
  • 11.2x total ROI on ad spend over the campaign period
Case Study 03 · Google Ads LSA Emergency HVAC

How We Helped a Florida HVAC Startup Book 55 Emergency Calls in Their First 30 Days

A newly licensed HVAC company in Orlando had zero brand presence, no reviews, and a $2,500/month budget. We built an emergency-intent funnel that had their phones ringing from day one.

55 Emergency Calls
$24 Cost Per Call
11 Days To Break Even
About the Client

A newly established HVAC company in Orlando, FL, founded by a former technician with 15 years of field experience who went independent. No reviews, no website, no ad history — and a $2,500/month budget. They needed results fast in the middle of peak Florida summer.

Challenges
  • Zero Brand Presence: No reviews, no Google ranking, no social following to leverage.
  • Established Competitors: Going up against companies with 500+ Google reviews and dominant local SEO.
  • Tight Budget: Only $2,500/month — no room for wasted testing.
  • No Website: Everything needed to be built from scratch.
  • Peak Season Window: Launched in July — the opportunity to capitalize was short.
What We Did
Google Local Services Ads (LSA) Setup
Fast-tracked Google Guaranteed verification and launched an LSA profile targeting emergency searches: "AC not working," "same-day AC repair Orlando," "emergency HVAC near me."
→ Appeared in the top 3 LSA results within 9 days of launch.
Rapid Landing Page + Review Generation
Launched a mobile-first landing page in 72 hours. Simultaneously ran a review push — texting 40+ of the client's previous customers to collect 18 five-star Google reviews in 2 weeks.
→ Social proof accelerated LSA rank and improved conversion rate immediately.
Hyper-Local Google Search Campaigns
Geo-fenced campaigns within a 15-mile radius. Ad copy featured the owner's name, "locally owned," and same-day availability — directly differentiating from franchise competitors.
→ Local messaging outperformed generic competitor ads by 2.3x on CTR.
Click-to-Call Mobile Optimization
All campaigns built around mobile call-only ads and single tap-to-call landing pages — because 78% of emergency HVAC searches happen on mobile.
→ 89% of conversions came via direct call, average answer time under 8 minutes.
Results
  • 55 emergency calls booked in the first 30 days
  • $24 average cost per inbound call on a $2,500 total budget
  • 18 five-star Google reviews collected in the first 2 weeks
  • Client profitable by end of week 2 — broke even on ad spend in 11 days
Case Study 04 · Google Ads LinkedIn Ads Commercial HVAC

How We Built a Lead System That Delivered 40+ Commercial Contracts and $310K in Pipeline in 90 Days

A Midwest HVAC contractor had relied exclusively on referrals for commercial accounts for over a decade. We built a full paid funnel to create a predictable, scalable new growth channel.

40+ Commercial Leads
$310K Pipeline Value
9 Contracts Closed
About the Client

A well-established HVAC contractor in the Midwest serving both residential and commercial accounts. Strong reputation, experienced team — but nearly all commercial contracts came through referrals, making growth unpredictable and entirely dependent on existing relationships.

Challenges
  • 100% Referral Dependence: No active outbound pipeline for commercial accounts.
  • No Defined ICP: No ideal customer profile — serving anyone from retail to warehouses.
  • Long Sales Cycles: Commercial contracts require 3–6 touchpoints — no nurture system existed.
  • No Commercial Web Presence: Website was entirely residential-focused.
  • No Urgency Hook: Commercial HVAC has no "emergency" angle — needed a compelling entry offer.
What We Did
Commercial ICP Segmentation
Identified three high-value verticals: restaurant groups, property management companies, and light industrial facilities. Built separate targeting, creatives, and landing pages for each.
→ Restaurant groups and property managers converted at the highest rate — became the primary focus.
LinkedIn Ads to Facility Managers & Property Directors
LinkedIn Lead Gen form campaigns targeting Facility Managers and Property Operations Directors within a 100-mile radius. Hook: a free "Commercial HVAC Efficiency Audit."
→ 27 commercial audit leads at $41 cost per lead via LinkedIn.
Commercial-Specific Google Search Campaigns
Dedicated Google Ads targeting "commercial HVAC service contract" and "rooftop unit maintenance" keywords, paired with a landing page featuring compliance info and a response-time guarantee.
→ 14 additional inbound commercial inquiries from Google within 90 days.
6-Step Email Nurture Sequence
Automated email sequence for all audit leads — educating on efficiency savings, compliance risks, and ROI of a service contract — designed to compress the 3–6 month decision cycle.
→ 9 audit leads converted to paid contracts within the 90-day window.
Results
  • 40+ qualified commercial leads generated in 90 days from zero
  • $310,000 in commercial contract pipeline built from scratch
  • 9 contracts closed within the campaign window — more in negotiation
  • Client now has a fully owned, repeatable pipeline independent of referrals
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