$15Cost per lead
HVAC — Guyette Air
The $40/Week Trick: How Financing Ads Crushed Guyette's CPL to $15
Sticker shock killed conversions. By leading with '$40/week' instead of '$8,000 AC system,' Guyette Air cut cost per lead to $15.
Results
The numbers behind the rebuild.
$40Weekly AC payment offer
The problem
Where the chain was breaking.
Homeowners were experiencing sticker shock at $8,000+ price tags for new AC systems, causing most leads to go cold
Traditional ads focused on the total system cost, which scared away prospects before they ever picked up the phone
Long sales cycle because prospects needed multiple touchpoints before committing to a major purchase
What we built
The system we put in place.
The insight was simple: stop leading with an $8,000 price tag. We reframed the offer as "New AC for as low as $40/week" and response rates tripled overnight. From there, we built urgency campaigns tied to heat waves and utility bill spikes, then layered in a nurture sequence that educated prospects on long-term savings, financing options, and available rebates. By the time they called, they were already pre-sold on the value.
“The 'as low as $40/week' angle was genius. Instead of scaring people with an $8,000 price tag for a new AC system, we led with financing options that made it feel affordable. Response rates tripled immediately. People who would've ignored a traditional ad were now raising their hand. Our close rate on these leads was over 35% because they were already pre-sold on the value.”Mike Guyette
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