I Heat & Cool is a high-volume HVAC business operating across multiple regions with differing competitiveness and margin realities. They needed paid media to become a controllable scale lever, supported by search visibility and commercial forecasting.
Scope of work
Paid Media, Google Ads, Meta Ads, SEO
At ~$5–$6M turnover, they didn’t trust reported outcomes from the prior agency.
Paid media remained at ~$50–$60/day because scaling felt risky and unproven.
SEO progress lacked confidence and commercial relevance to local dominance.
How we rebuilt acquisition, then scaled with commercial control.
We segmented Google Ads targeting based on where I Heat & Cool is most competitive, then aligned geo strategy to profitability. This created controllable acquisition at the suburb and region level, instead of one blended campaign with mixed economics.
We reviewed enquiry-to-booking performance by sales rep and found material differences in close rates (56% vs 25%). We then adjusted lead routing and geo weighting so more of the highest-intent volume flowed toward the stronger closer in the regions they cover.
We secured co-op advertising arrangements with key suppliers, covering roughly 50% of spend when campaigns were aligned to supplier brands. This improved net efficiency and created more room to scale without increasing risk.
Once acquisition mechanics were stable, we increased investment from roughly $3,000/month to $20,000/month, lifting lead volume from 1–2 per day to 10–15 per day.
We executed an area-page strategy aligned to their dominant regions, building relevant local pages to improve visibility and support long-term share of search.
We modelled budget requirements against revenue targets across a 12-month cycle, including seasonality sensitivities. The plan forecast a ~30% budget increase in shoulder seasons to offset higher CPAs and maintain consistent lead volume, with scenarios for CPA, lead volume, booked jobs, and sales conversion rates.
We turned paid media from a low-spend experiment into a scalable acquisition system, backed by pipeline analytics and financial forecasting.
This was achieved by engineering acquisition at the regional margin level, using Meta as a cost-control layer, and applying pipeline analytics to route higher-intent volume to the strongest closer. Financial modelling then governed spend decisions through seasonality, ensuring lead volume stayed stable even as CPAs rose in shoulder months.
01
Year-to-date in FY25 from paid media.
02
From $131K invested in Google Ads.
03
Meta acquisition cost improvement.
04
Moved from $50–$60/day to scale budgets.
05
Lead distribution optimised to close rates.
06
Budget and CPA sensitivities modelled.
I Heat and Cool
