How a Melbourne HVAC installer doubled turnover and returned 30:1 on ad spend.

Growth that did not pay for itself.

AACAE was generating enquiries, but the mix was wrong. Budget spread evenly across every job type and every suburb, which meant a large share of spend chased low-value call-outs and thin-margin work. Lead volume looked healthy on the surface while the contribution behind it stayed flat.

Two structural problems sat underneath it. The website converted at only 6.5%, so a meaningful slice of hard-won paid clicks never became enquiries. And the SEO footprint had ballooned into roughly a hundred near-duplicate suburb pages, diluting authority and exposing the site to ranking risk. The brief was clear: grow revenue, but make every dollar of media defensible against the margin it produced.

Engineer the engine around margin, not volume.

Blufire ran this as a full-stack rebuild. The analytics work came first and set the strategy: by modelling job value and close rate across the existing pipeline, we could see which work was actually worth acquiring and where spend was being wasted.

• Refocus on the high-value work. Pipeline analysis showed ducted installations carried far higher job value than the average call-out. Acquisition was re-pointed at that work so each enquiry was worth more before a dollar of media moved.
• Google Ads engineered by region and margin. Campaigns were rebuilt around the geographies and job types that returned the best contribution, rather than spreading evenly. Low-yield segments were cut and budget concentrated where it paid back.
• Pipeline analytics on the sales side. Close-rate analysis surfaced a wide gap between reps, with the strongest closing near 50% against a team baseline closer to 25%. That insight reshaped how leads were routed and followed up, lifting revenue per enquiry without buying a single extra click.
• Meta with supplier co-investment. A Meta program captured seasonal and problem-aware demand, with roughly half the spend co-funded by a supplier, stretching the working budget further.
• Landing pages rebuilt for conversion. The paid landing experience was reworked around the high-value offer and clear enquiry paths, lifting the share of clicks that turned into leads.
• SEO de-risked. Roughly 60% of the thin suburb pages were pruned and authority consolidated into pages that could actually rank and convert.

Underpinning all of it was financial and seasonal modelling, so spend was paced against demand and judged on the revenue and margin it returned rather than on raw lead counts.

Turnover doubled, and the media paid for itself many times over.

Within FY25 the rebuilt engine generated A$3M in new revenue off roughly A$100k of managed media, a 30:1 return, while delivering 2,600 enquiries in around twelve months. Over an 18-month window, company turnover moved from A$3M to A$6M, a 100% increase.

The underlying engine improved across every lever at the same time. Website conversion roughly doubled, SEO went from fragile to dominant in the categories that matter, and the cost to acquire on Meta more than halved.

• Website conversion rate: 6.5% to 13%. The same traffic produced roughly twice the enquiries.
• Page-one keywords: 22 to 92. Achieved while cutting around 60% of suburb pages, proving the prune lifted authority rather than losing it.
• Meta cost to acquire: A$90 to A$41.95. A 53% reduction in cost per acquisition on paid social.
• Annual turnover: A$3M to A$6M. A doubling of the business over the engagement window.