330+ qualified leads in 90 days.
A Meta ad campaign built for a local heating and cooling company that needed predictable inbound leads, not seasonal guesswork.
Industry
HVAC
Location
Greater Vancouver
Campaign Duration
90 Days
Total Ad Spend
$10,304
Avg. Cost Per Lead
$31
Referrals only go so far.
The core problem
The company had no predictable way to generate leads outside of word of mouth and seasonal peaks. When demand dropped, so did revenue.
This HVAC company served the Greater Vancouver area and had been running primarily on referrals and repeat customers. Their revenue was tied to unpredictable seasonal swings, with no consistent inbound pipeline to fall back on.
They needed a system that could generate qualified local leads on demand, lower their customer acquisition cost, and give them visibility into what was actually working.
Built for quality, not just volume.
Every tactic was chosen to generate leads that would actually convert, not just fill a spreadsheet.
Audience Strategy
Targeted local homeowners in Greater Vancouver by location, home ownership signals, and seasonal intent behaviour.
Higher Intent Forms
Set up Meta lead forms with qualifying questions and an in-form disclaimer to set expectations before submission.
Creative Testing
Ran multiple ad variations built around seasonal pain points. Cut poor performers weekly and reallocated budget to winners.
Weekly Optimisation
Monitored CPL, lead quality, and form completion rate weekly. Adjusted targeting and creative to keep cost per lead under $35.
90 days. 332 leads. $31 average CPL.
The campaign ran for 90 days across Greater Vancouver. Every lead came through a structured form with qualifying questions, so the client only spoke to prospects worth their time.
Qualified leads generated
Average cost per lead
Total ad spend over 90 days
Campaign duration
From word of mouth to a repeatable system.
Before this campaign, the company's revenue depended on timing and luck. After 90 days, they had a paid acquisition channel that generated consistent inbound demand regardless of season.
The $31 average CPL meant the economics worked. One closed job pays for dozens of leads. The system now runs with a defined budget, a defined cost per lead, and a predictable return.
Instead of waiting for the phone to ring, they now have a system that fills the calendar. That's the difference between a reactive business and a scalable one.
MBN Digital · Campaign Summary
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