This is one client, one market, running two channels as a coordinated system. The numbers below come directly from that client's own ad account dashboards. The client's business name is withheld at their request — we're publishing this as an HVAC contractor in San Antonio, TX rather than by name, which is why you won't find a company name or a signed testimonial on this page.
The Situation
HVAC has a structural marketing problem most contractors run into eventually: demand is seasonal and split between two very different buyer states. Some homeowners are searching right now because a system just failed. Others aren't searching at all yet, because their system is still working, until it isn't, usually at the worst possible time of year.
A single-channel approach misses one half of that split. Google Ads alone only reaches people who are already searching. Meta Ads alone can build awareness but has no way to catch someone the moment their AC dies on a 100°F day. This client was underusing one of the two, and the fix wasn’t picking a winner between the channels — it was running both, each doing the job the other can’t.
What We Ran
We built and ran both channels as one system under the Booked-Job Pipeline™, not as two separate, uncoordinated campaigns:
Meta Ads: built awareness ahead of demand and retargeted people who’d shown interest but hadn’t booked yet, with seasonal creative timed to summer cooling and winter heating cycles.
Both channels fed the same CRM and booking pipeline, so a lead that started as a Meta impression and converted later through a Google search (or the reverse) was tracked as one customer journey, not two disconnected line items.
The Results, By Channel
Google Ads
- 710 HVAC service enquiries generated
- Cost Per Booking reduced by 43%
- 4.7× return on ad spend
- Maintenance plan sign-ups up 86%
- Emergency bookings up 129%
- $2.1M revenue pipeline built
Meta Ads
- 480 booked HVAC leads generated
- Cost Per Lead reduced by 36%
- 4.3× return on ad spend
- Ad engagement up 188%
- Seasonal campaign bookings up 72%
- Retargeting conversions up 59%
Notice the two channels are measured on different terms on purpose: Cost Per Booking for Google, because search-intent traffic converts close to the booking itself, and Cost Per Lead for Meta, because awareness and retargeting traffic converts further upstream. Comparing them on the same single metric would flatten out exactly what makes running both worthwhile.
Want the same two-channel system audited against your own HVAC account? Book a free audit and we'll show you where either channel is leaking before you spend another dollar.
What We Wouldn't Claim
This is one client's results, not an average. Starting account health, existing reviews, and market competition all affect how fast a two-channel system pays off.
The two percentages aren't directly comparable. 43% off Cost Per Booking and 36% off Cost Per Lead are different metrics measuring different stages of the funnel, not a single unified "40% cheaper" number.
Running two channels isn't automatically better than one. It only works when both are coordinated through the same CRM and booking system. Two uncoordinated campaigns just doubles the ad spend without doubling the insight.
The client isn't named. We're publishing this with their industry and market instead of their business name, at their request. If verification matters to you before working with us, ask us directly — we can speak to the results without disclosing the client.