$44.45 Average cost per conversion for an HVAC company — 79 leads in one month
8.06% Average conversion rate across four HVAC ad campaigns
$0.21 Average cost per click for a compliance MSP running GCC High and CMMC campaigns
Most businesses that come to us frustrated with Google Ads have the same story.
They ran ads. They spent money. The phone didn’t ring enough to justify it. They paused the campaign. They tried again six months later with a different agency. Same result.
The problem is almost never the ads themselves. It’s what the ads are pointing to.
Google Ads put you at the top of the page. But if your landing page is weak, your GBP is unoptimized, and your site loads slow on mobile, you’re paying for clicks that don’t convert. You’re filling a leaky bucket.
We don’t run ads in isolation. We run them as part of a system — one that includes a strong organic foundation, an optimized Google Business Profile, and landing pages built to convert the traffic you’re paying for.
That’s why our clients see $44 per lead instead of $200. The ads are optimized. But so is everything the ads point to.
Not just setting up campaigns and checking in once a month. Active management that keeps cost per lead down and conversion rate up.
Campaign Strategy & Structure
Most ad accounts we inherit are structurally wrong — too broad, wrong match types, no negative keyword list, campaigns competing against each other. We start with a full audit and rebuild the account structure around high-intent searches that actually convert for your specific business and service area.
Keyword Targeting
The keywords you bid on determine the quality of every lead you get. We target the searches your best customers actually use — service-specific, location-specific, intent-specific. We eliminate the broad match wastage that burns budget on people who will never call you.
Ad Copy & Testing
Your ad is competing against every other business on that page. We write copy that speaks directly to the searcher’s intent and tests variations continuously — so your click-through rate stays high and your cost per click stays low.
Landing Page Alignment
A great ad pointed at a weak page wastes every dollar you spend. We make sure the page your ad sends traffic to matches the search intent exactly — the right headline, the right offer, click-to-call on mobile, and a clear path to conversion.
Conversion Tracking
You can’t optimize what you can’t measure. We set up proper conversion tracking so you know exactly which keywords, which ads, and which campaigns are generating real calls and form fills — not just clicks. This is where most agencies cut corners. We don’t.
Ongoing Optimization
Google Ads campaigns decay without active management. Search terms shift, competitors change bids, Quality Scores fluctuate. We monitor performance continuously, adjust bids, add negative keywords, and test new approaches — so your cost per lead trends down over time instead of up.
HVAC Home Service
An HVAC company running four separate campaigns generated 79 conversions in a single month at an average cost of $44.45 per lead. The best-performing campaign — Emergency Repair — converted at 12.90%. The campaign targeting furnace and heating searches converted at 8.17% with a $30.42 cost per conversion. Those numbers reflect a campaign that was built right, targeted correctly, and maintained consistently
MSP Compliance
A compliance-focused MSP running campaigns targeting GCC High, CMMC, and Windows 365 keywords achieved an average cost per click of $0.21 across more than 14,500 clicks in a single month. These are high-competition, high-intent searches in a space where most advertisers pay significantly more. Low CPC combined with high-intent targeting is how you generate qualified pipeline without burning your budget.
Ads Plus SEO
The clients generating the best results from paid ads are the ones running them alongside a strong SEO and GBP foundation. One home service company combined Google Ads with organic search optimization and drove enough lead volume that the owner said they needed to hire a whole new team to keep up. Revenue grew from $1 million to $3.5 million in 12 months. Ads were part of the system — not the whole system.
*All results from real clients. Names withheld by request.
Home Service Companies HVAC companies, plumbers, and contractors running Google Ads need campaigns built around local, high-intent searches — “emergency AC repair near me,” “plumber Greenville SC,” “deck builder Simpsonville.” We build and manage campaigns that target those searches specifically and track every result back to calls and form fills.
MSPs & Cybersecurity Firms MSP and cybersecurity buyers search with technical, specific language — CMMC compliance, GCC High migration, managed detection and response. Generic IT keywords waste budget on the wrong audience. We build campaigns around the exact terms your buyers use and keep cost per click low in a competitive space.
Local Service Businesses If your customers search Google before they buy — and they do — Google Ads puts you in front of them at the exact moment they’re ready to act. We manage campaigns for local service businesses across the US, with a focus on cost efficiency and lead quality over raw traffic volume.
Budget depends on your market, your competition, and your target cost per lead. For most home service companies, a starting budget of $1,000 to $2,000 per month is enough to generate meaningful data and results. MSP campaigns can vary significantly based on keyword competition. We assess your specific market on the audit call and give you a realistic budget recommendation before you spend a dollar.
Unlike SEO, Google Ads can generate leads from day one. Most campaigns need 30 to 60 days to optimize — enough data to identify which keywords convert, which ads perform, and where to adjust bids. By month two or three, cost per lead typically decreases as the campaign matures. We set realistic expectations upfront based on your market.
This is a common issue — especially for businesses using CRMs like HubSpot. When leads come through a form and go directly into your CRM, Google Ads doesn’t always capture that conversion unless tracking is explicitly configured to communicate between platforms. The leads are real — the attribution is just broken. Fixing conversion tracking is one of the first things we do when we take over an account.
Yes — and the data backs this up. Ads stop generating leads the moment you pause your budget. SEO builds visibility that compounds over time and doesn’t disappear when you stop paying. Our best-performing clients run both — ads for immediate lead flow, SEO for long-term organic growth. One without the other is an incomplete strategy.
We don’t run ads in isolation. Every campaign we manage is built around what the ad points to — the landing page, the GBP, the organic foundation. That’s why our cost per lead numbers look different from industry averages. We also set up proper conversion tracking from day one so you always know exactly what your ad spend is producing — not just what Google’s dashboard reports.
We’ll audit your current Google Ads account — or help you build one from scratch — and show you exactly what needs to change to lower your cost per lead and increase your conversion rate. Free. 30 minutes. No pitch, no pressure.
