A dual-channel rebuild that turned A$840k of split-system demand into a measurable pipeline.

High-intent demand existed, but spend and follow-up were leaking it.

Split-system air conditioning is a high-intent, seasonal purchase. When the heat arrives, homeowners search and buy fast; when it cools, demand falls away. King Cooling had real demand to capture, but the acquisition setup was not built to capture it efficiently or to prove what it was worth.

Two problems compounded each other. First, paid spend was not split by intent, so high-intent Google searches and lower-intent seasonal interest were funded the same way, pushing the cost of a Google enquiry to around A$50. Second, enquiries arrived without a clear read on what happened next, so there was no reliable line from ad spend to booked jobs to revenue. The business could see leads, not pipeline.

Two channels with two jobs, supplier-funded spend, and analytics on the follow-up.

Blufire treated the account as a dual-channel acquisition system rather than a single ad budget. Each channel was given a distinct job, the spend behind it was made more efficient and partly co-funded, and a measurement layer was placed over the enquiry-to-job journey so the result could be modelled rather than guessed.

• Google as the high-intent engine. Search was rebuilt around in-market buyers ready to install, with budget concentrated on the queries that convert. Tightening intent and structure pulled the cost per enquiry from roughly A$50 down to about A$27.
• Meta as seasonal backfill. Paid social kept demand warm across the cooler months and ahead of peak, smoothing the seasonal curve so the pipeline did not collapse between heat events.
• Supplier co-investment on product-line campaigns. Around half of the working media was co-funded by supplier programmes tied to specific product lines, stretching reach without stretching King Cooling's own budget.
• Pipeline analytics on response and follow-up. Enquiries were tracked through to booked jobs so conversion rate, average job value and channel contribution could be measured, then fed back into where spend should sit.

The analytics here is textbook pipeline economics: count the enquiries a channel produces, measure the rate at which they convert to jobs, attach an average job value, and you can model the revenue a media plan is really building. That is what turns a lead count into a defensible A$840k pipeline figure, and it is what told the team which channel and which product line deserved the next dollar.

A cheaper enquiry, a smoother season, and a pipeline you can put a number on.

Concentrating Google spend on high intent nearly halved the cost of an enquiry, while Meta held volume through the off-peak. With follow-up measured, the enquiry-to-job economics became legible end to end.

The same discipline behind our best HVAC results.

King Cooling is a clean example of the model Blufire runs across trades: separate intent across channels, make the working media go further, and measure the pipeline rather than the click. The paid media moved the cost per enquiry; the analytics made the A$840k real and showed where to push next season.