Australian Air Conditioning & Electrical is a Melbourne-based HVAC installation business. When they engaged Blufire, the objective was to turn marketing into a trusted, scalable growth lever across air conditioning, with ducted installs as the commercial priority.
Scope of work
Paid Media, Google Ads, Meta Ads, SEO, Website
The previous agency was too slow to perform, and the results created were not trusted.
Paid media sat at ~$100/day because scaling felt commercially risky -> Google was also not a trusted platform.
Bloated suburb-page strategy created risk without delivering meaningful dominance.
How we rebuilt acquisition and scaled with commercial control.
We redirected the strategy toward air conditioning, and specifically ducted systems, due to higher average job value and stronger profitability. This immediately aligned marketing activity with the business’s best commercial outcomes.
Google Ads was rebuilt to target locations based on competitiveness and margin reality. We then layered pipeline analytics on top, identifying that one sales rep converted Google enquiries at ~50% versus ~25% for another. Lead distribution and geo weighting were adjusted to route higher-intent volume toward the stronger closer, increasing revenue per dollar spent.
We positioned Meta as a supplementary channel to stabilise volume when Google became more expensive. Through supplier co-op negotiations, we secured roughly 50% funding on Meta spend, reducing net acquisition cost and allowing scale without increasing risk.
The existing site skewed commercial and underperformed for residential intent. We built dedicated landing pages for ducted, split systems, and general air conditioning, aligned to search behaviour. Conversion rate increased from 6.5% to 13%, and Google Ads was refocused on form enquiries only to improve lead quality.
We removed roughly 60% of irrelevant suburb pages, keeping only areas AACAE genuinely serviced. Despite the reduction, page-one keywords increased from 22 to 92, and total keywords grew materially as relevance and trust improved.
We built financial models to forecast spend, CPA, lead volume, and booked jobs across a 12-month cycle. This included seasonality sensitivities, forecasting a ~30% budget increase in shoulder months to maintain enquiry volume as CPAs rise.
We transformed paid media from a low-trust experiment into a scalable acquisition system, supported by pipeline analytics and disciplined forecasting.
This was achieved by forcing the strategy toward higher-value ducted installs, allocating spend based on real enquiry-to-revenue performance, and using Meta as a funded volume layer rather than a primary driver. Financial modelling then governed scale through seasonality so growth remained predictable and controlled.
01
Turnover grew from $3M to $6M in 18 months.
02
Lift driven by landing page rebuilds.
03
Achieved after removing 60% of pages.
04
Spend decisions grounded in commercial reality.
05
Channels chosen by revenue impact, not surface CPA.
06
Relevance improved without sacrificing growth.
Owner of AACAE
