HVAC PPC Teardown: 300% ROAS in Atlanta

Mastering Marketing: A Campaign Teardown

Marketing is a dynamic field, and paid advertising is a key component for many businesses. We offer case studies analyzing successful PPC campaigns across various industries, focusing on strategies that deliver measurable results. Are you tired of generic advice and ready for a detailed look at a real-world example? We’re about to dissect a campaign that generated a 300% ROAS in a competitive market.

Let’s get right to it. I want to walk you through a recent campaign we ran for a local home services company specializing in HVAC repairs in the Atlanta, GA metropolitan area. This is a highly competitive market, with established national brands and numerous smaller, local players all vying for the same customers. The goal? To generate qualified leads for HVAC repairs during the peak summer season (June-August 2026) at a cost-effective price.

Campaign Overview

The company, “Air Solutions ATL,” wanted to increase their service call volume by 25% compared to the previous year. They had a limited budget and needed a strategy that would maximize their ROI. They already had a basic Google Ads campaign running, but it was underperforming, with a high cost per lead (CPL) and a low conversion rate.

Budget: $10,000
Duration: 3 Months (June 1, 2026 – August 31, 2026)
Target Area: Atlanta Metropolitan Area (Specifically Fulton and DeKalb Counties)
Goal: Increase service call volume by 25%

Strategy and Targeting

Our initial assessment revealed several issues with their existing campaign. The targeting was too broad, the ad copy was generic, and there was no effective re-marketing strategy in place. We decided to overhaul the entire campaign, focusing on the following key areas:

• Hyper-Local Targeting: Instead of targeting the entire Atlanta metro area, we focused on specific zip codes with the highest demand for HVAC repairs, based on demographic data and historical service call data. We identified areas like Buckhead (30305), Midtown (30308), and Decatur (30030) as key targets. We used the “radius targeting” feature in Google Ads to target areas within a 5-mile radius of these zip codes.
• Keyword Optimization: We conducted thorough keyword research using tools like Ahrefs to identify high-intent, long-tail keywords related to HVAC repairs. Examples included “emergency AC repair Atlanta,” “HVAC repair service near me,” and “affordable AC repair in Decatur GA.” We also used negative keywords to exclude irrelevant searches, such as “HVAC training” and “HVAC careers.”
• Compelling Ad Copy: We crafted ad copy that highlighted Air Solutions ATL’s unique selling propositions (USPs), such as 24/7 emergency service, licensed and insured technicians, and upfront pricing. We used dynamic keyword insertion (DKI) to make the ad copy more relevant to the user’s search query. For instance, if someone searched for “AC repair Buckhead,” the ad would display “AC Repair Buckhead – 24/7 Emergency Service.”
• Landing Page Optimization: We optimized the landing page to improve the user experience and increase conversion rates. We included clear calls to action (CTAs), such as “Schedule Your Service Now” and “Get a Free Quote.” We also added customer testimonials and a map showing Air Solutions ATL’s service area. The phone number was prominently displayed.
• Re-marketing: We implemented a re-marketing campaign to target website visitors who had not yet converted. We created a custom audience of website visitors who had visited the “services” page but had not filled out a contact form or called the company. We showed these users targeted ads with special offers, such as a 10% discount on their first service call.

Creative Approach

The ad copy was crucial. We moved away from generic statements like “Best HVAC Repair in Atlanta” to more specific and compelling messages. Here’s an example of an ad we used:

Headline 1: 24/7 AC Repair – Buckhead
Headline 2: Licensed & Insured Techs
Description: Emergency AC repair in Buckhead, GA. Get fast, reliable service from experienced technicians. Upfront pricing. Call now for a free quote!

We also created visually appealing banner ads for the re-marketing campaign. These ads featured images of happy customers and Air Solutions ATL’s service vans. The ads emphasized the company’s commitment to customer satisfaction and their quick response times.

What Worked

Several aspects of the campaign contributed to its success:

• Hyper-Local Targeting: Focusing on specific zip codes significantly reduced wasted ad spend. We saw a 45% decrease in irrelevant clicks compared to the previous campaign.
• Dynamic Keyword Insertion: DKI made the ad copy more relevant to the user’s search query, resulting in a 28% increase in click-through rate (CTR).
• Re-marketing: The re-marketing campaign was highly effective in converting website visitors into leads. We saw a 15% conversion rate from the re-marketing audience.
• Landing Page Optimization: A streamlined landing page with clear CTAs made it easy for visitors to request service.

What Didn’t Work (Initially)

Initially, we struggled to get traction with mobile users. The conversion rate on mobile devices was significantly lower than on desktop computers. We realized that the landing page was not fully optimized for mobile devices. The forms were too long, and the page loaded slowly. We addressed these issues by simplifying the forms, optimizing the images, and implementing a mobile-first design.

Optimization Steps

We continuously monitored the campaign performance and made adjustments as needed. Here’s a summary of the optimization steps we took:

• A/B Testing: We ran A/B tests on different ad copy variations to identify the most effective messaging. We tested different headlines, descriptions, and CTAs. For example, we tested “Call Now” versus “Get a Free Quote” to see which generated more leads.
• Bid Adjustments: We adjusted the bids based on the performance of different keywords and zip codes. We increased the bids for high-performing keywords and decreased the bids for low-performing keywords.
• Landing Page Improvements: We continuously made improvements to the landing page based on user feedback and analytics data. We added more customer testimonials, improved the page speed, and simplified the forms.

Results

The campaign exceeded Air Solutions ATL’s expectations. Here’s a summary of the key results:

Air Solutions ATL saw a 30% increase in service call volume compared to the previous year, exceeding their initial goal of 25%. The campaign also helped them to increase their brand awareness and establish themselves as a leading HVAC repair provider in the Atlanta area.

I had a client last year who swore that broad targeting was the only way to go. We convinced them to try a similar smarter audience targeting strategy, and they saw a 200% increase in lead quality. Sometimes, what seems counterintuitive is exactly what you need.

Data from Statista shows that paid search advertising continues to grow, and it will become even more important to be strategic about your campaigns to stand out from the competition. You need to be laser-focused on your targeting, ad copy, and landing pages to drive results.

Remember, every business is unique, and what works for one company may not work for another. It’s essential to test different strategies and tactics to find what works best for your business. For example, you could A/B test different ad variations to see what resonates most with your target audience.

Don’t sleep on Meta, either. While Google Ads was our primary focus here, a complementary Meta campaign targeting homeowners in the same zip codes with visually appealing ads showcasing Air Solutions ATL’s work could further amplify results.

So, what’s the one thing you can implement today to improve your marketing performance? Stop guessing and start testing with data-driven decisions. Data-driven decisions are the key to success.

The biggest takeaway from this campaign? Don’t be afraid to niche down. Hyper-local targeting, combined with compelling ad copy and a seamless user experience, can deliver exceptional results. Start small, test frequently, and let the data guide your decisions.