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CASE STUDY: HVAC Contractor
A Full-Funnel, Multi-Channel Strategy leads to Increas in ROI
THE RESULTS
113% Increase QoQ in Market Qualified Leads
5x Increase in Monthly Conversions
46% Decrease QoQ in Cost per Lead
At Digital Strike – Targeted Marketing, we bring meaningful strategy, innovation, and data-driven know-how to turn our clients’ challenges into results that matter. That’s exactly what we did for one of our clients, a home services provider that offers HVAC and plumbing solutions. In April 2024, they came to us looking to revamp their paid media campaigns.
The Problem
The client wanted more from their paid search efforts. Our client came to us with underperforming paid search campaigns and wanted to turn them into a steady source of leads, without sacrificing lead quality. They had been focusing most of their paid campaign efforts on one channel. At the time, their campaigns were performing at industry averages, but to compete with the well-known, national brands we needed to outperform all of them to grow. We knew we could get more out of their ad dollars and help them stand out amongst the big brands in their industry.
After reviewing the campaigns, our strategists uncovered 3 areas that would improve the campaigns and maximize ad spend:
1: Seasonal Patterns
The first thing our strategist discovered was that seasonal patterns were hurting the campaigns. The budget was being spent on campaigns during months when they had little chance of actually converting customers.
2: Lackluster Targeting
The campaigns had two targeting issues: misaligned audience targeting and ad copy. We found that some of the budget was being spent on audiences unlikely to convert. In addition to extra audiences being targeted, we found that the main target audience wasn’t resonating with the current ad copy.
3: Poor Funnel Coverage
The final issue we uncovered was that the campaigns didn’t address every stage of the sales funnel. While the ads were effective at building brand awareness, they weren’t optimized for converting customers.
That’s where Digital Strike - Targeted Marketing comes in.
The Solution
After reviewing these challenges, our team developed a customized strategy to optimize their paid campaigns and fully capitalize on ad spend. We knew we needed to optimize these campaigns so our client could generate more leads with their ad budget. To get the most out of their ad budget, we restructured their account in 3 major ways:
Part 1: Seasonal Optimization
The first thing we did was account for the seasonal patterns. We optimized the account so ad spend was directed toward campaigns during months with a high likelihood of conversion.
Part 2: Refining Targeting
Next, we looked at the audiences being targeted and refined them to reflect the audiences that were converting. This cut down on wasted ad spend and ensured that every ad dollar was spent on the target audience most likely to convert.
After refining the target audience, we optimized the ad copy to better resonate with them. We tested different versions to identify the best-performing copy, then applied the winning copy to all of the ads running.
Part 3: Full Funnel Targeting
With the right timing, audience, and copy in place, we needed a strategy to reach customers at every stage of the sales funnel. To hit every stage of the funnel, we introduced a more detailed strategy that would use multiple channels to target our audience. This multi-channel approach would leverage specific tactics and tools across different platforms (e.g., Google, Bing, Meta, Nextdoor) to maximize return on ad spend (ROAS). This strategy would reach customers at every stage of the sales funnel with a tailored message to where they were in the purchase process.
The Results
Before our optimizations to the campaigns, the Google search campaigns were averaging 37 conversions a month with an average cost of $1,431 per lead. After identifying and capitalizing on seasonal patterns, and optimizing the ad copy and the target audiences, the stats looked a lot different. By the end of quarter 4, 2025, we were averaging 205 conversions a month at an average cost of $387 per conversion.
Google Ads Data in Q2 2024:
Google Ads Data from Q4 2025:
“By restructuring the account around seasonality, tightening audience targeting, and implementing a full-funnel, multi-channel strategy, we increased monthly conversions from 37 to over 205 and decreased cost per lead from $1,431 to $387. This optimization resulted in a 113% quarter-over-quarter increase in market-qualified leads while achieving a 46% reduction in CPL, allowing us to get the most out of our client’s budget”
– Alex Middel
Senior Paid Search Strategist
The wins didn’t stop there! Our team began rolling out the full-funnel strategy in Q2 of 2025 by adding Bing and Meta ad campaigns. By Q3, the account saw an 113% increase QoQ, from 154 in Q2 to 329 in Q3, in market-qualified leads. This increase in leads was accompanied by a 46% decrease in the average cost per lead. These numbers showed that the full-funnel strategy was connecting with the target audience at every step of the purchase process, and that we were able to get the most out of our client’s ad budget.
Complete Portfolio Performance in 2025:
This case is a great example of how our team’s expertise can take campaigns to the next level through expert analysis. A paid search campaign that capitalizes on seasonality and has an optimized target audience will get the most out of your ad spend. These optimizations, coupled with a paid social campaign designed to reach customers at every stage of the sales funnel, result in a sales funnel full of market-qualified leads at the lowest possible ad spend.
Digital Strike can deliver results like these for your business through meaningful strategies tailored to your goals, target market, and ad budget. Connect with us today to start building the visibility and leads your business deserves.
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