Aspen Air HVAC case study: -58% cost per lead in 60 days
Money going into boosted posts with no tracking, no targeting, and no idea which jobs the ads actually brought in.
Boosted posts had been reaching whoever Facebook thought would engage, not whoever actually needed a repair. We rebuilt the account from a single audience (homeowners within 15 kilometres, in the age range that matches their customers) and one clear offer: same-day emergency repair. Creative was shot on a phone, not designed, because a real before-and-after outperforms a polished graphic every time. Call tracking tied every booked job back to the exact ad and audience that produced it, so budget moved toward what was proven, not what felt promising.
Cost per lead fell 58% while lead volume doubled. For the first time, the slow season did not empty the calendar.
Lessons for a business in the same spot.
- 01Boosted posts reach people likely to react, not people likely to buy. A real campaign with one audience and one offer does better.
- 02Honest phone photos of real work beat polished graphics for local service ads.
- 03Call tracking turns ad spend into a decision: budget follows the ads that book jobs.
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