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Facebook Marketing for HVAC: Lead Generation Case Study from Marketing 360®

Post By Scott Yoder | Case Studies

This case study demonstrates that local contractors like HVAC companies can get valuable lead generation from Facebook advertising. Here’s how they do it.

Brand Advertising

Here is the ad that performed the best for this HVAC company in the last 6 months.

It’s a 2 second gif that shows a dog shaking its head in a funny way. This ad reached 4,864 people with an estimated ad recall lift (which estimates how many people remember seeing the ad) of 580 people.

When this ad ran in October of 2018, they got the highest total conversions over a 6 month period.

The purple line indicates Facebook traffic.

In the last 6 months, this business has run a series of Facebook ad campaigns built for awareness goals. They reached 65,153 people at a cost of $1190.36.

During this time, Facebook Ads (coming through our Social Targeting Ads® channel) has accounted for the highest percentage of leads out of any channel:

The Facebook channel converted at 27.83%. The average cost per conversion across channels is $45.56, but the HVAC Facebook ads we run have an average cost per conversion of $7.88.

Not bad for “Motivation Monday”, “Happy Friday” posts, and dog gif videos.

Why These HVAC Facebook Ads Work

It’s likely that you find it surprising that these non-promotional Facebook ads work so well for an HVAC company. But this exemplifies how Facebook tends to work with consumers. These fun, playful posts get more engagement than promotional or sales type offerings.

There are several other considerations as well. First, Marketing 360® designed an excellent mobile landing page for the business:

hvac mobile page

This content has strong calls to action that motivate phone calls (easy to do with the multiple click to call buttons).

Second, we track call conversions through the Marketing 360® software. We can’t emphasize how important it is to track call conversions, because that’s how this channel works.

The majority of Facebook users are on their phones, and when they click through to the website, the way they’re most likely to convert is a click to call. The landing page is set-up for this conversion. If we didn’t track these conversions, we’d have no data on how this channel is delivering leads.

On Facebook, we can see the exposure the ads create. But it’s through Marketing 360® that we track the lead-generation ROI.

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