Who we work with · HVAC & Air
One ad produces a $150 call.The same ad produces a $12,000 replacement.
HVAC sells two completely different things through one phone number. If both are counted as one conversion, the platform optimises toward whichever is more common, and the common one is the cheap one.
Where the measurement breaks
In this business
- Conversion count is the wrong measure here. Twenty service calls and one system replacement is one very good month, and a report counting events says the opposite.
- Emergency and planned work behave nothing alike. One closes in an hour, the other after a quote, a financing conversation and a scheduled install.
- Almost all of it starts as a phone call, which is the single most commonly untracked path in this trade.
What we do about it
Enumerated, not implied
- Conversion value sent back rather than conversion count, so a replacement outranks a diagnostic in the bidding.
- Emergency and planned work separated as distinct actions instead of being averaged together.
- Call tracking wired to the system where the job is actually recorded, whatever that system is.
- Every action in the ad account audited first. Most accounts we open are counting something that stopped existing.
The technical work is the same everywhere. What changes is which failure is costing you money, which is what the diagnostic finds before anyone quotes you anything.
Where this is proven
No published study on this one yet
What happens next
No call required
Start with the free diagnostic. Four checks on your site, your Google Business Profile, your tracking and your search visibility, then a written answer. No call, no charge, and no obligation to act on anything it turns up. If there is nothing worth fixing, the write-up says so.
The diagnostic
Four checks.
A written answer.
No call.
Free, and you are not on the hook for anything afterwards. If there is nothing worth fixing, the write-up says so.
Check 01
Your site, on the phone your buyer is actually holding. Whether a lead can finish what they started.
Check 02
Your Google Business Profile. Categories, hours, photos, and the reviews nobody answered.
Check 03
Your tracking, read from your own page source. Whether the ads you pay for report anything at all.
Check 04
Your main service and your city, typed into Google. Whether you appear.