90%CPL Reduction
HVAC — McNally's HVAC
Their Last Agency Charged $150/Lead. We Charged $15.
This HVAC company escaped expensive Google Ads by switching to Meta, cutting lead costs by 90% while scaling toward their first $1M month.
Results
The numbers behind the rebuild.
$1M/monthRevenue Target
The problem
Where the chain was breaking.
Google Ads were costing $80+ per click with inconsistent lead quality, burning through budget without predictable returns
Summer demand flooded the schedule while shoulder months left technicians idle, creating a cash flow rollercoaster
Many incoming leads were price shoppers or outside the service area, wasting the sales team's time
What we built
The system we put in place.
We moved their budget from Google to Meta and built campaigns around real photos of their techs on the job. The game-changer was a seasonal campaign calendar with weather-triggered messaging: AC tune-ups when temps spiked, furnace prep when they dropped. We added qualifying questions to lead forms that filtered out renters and time-wasters before they reached the team, then launched a maintenance plan campaign to smooth out the seasonal revenue swings.
“We were bleeding money on Google Ads, $80+ per click and half the leads were tire kickers. Dancing Chicken moved us to Meta and within two months we were getting quality leads at $15 each. The seasonal campaigns they built kept our crews busy even in the shoulder months. We're now hitting our $1M/month revenue target consistently.”Tim McNally
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