Predictable Leads Through Meta Ads for an HVAC Brand
The client is a national provider of HVAC solutions: heat pumps, heat-recovery ventilation systems, underfloor heating, and thermal boilers.
Their objective was clear: increased visibility among the right audience and a consistent flow of leads from customers actively searching for heating and cooling solutions for residential and commercial spaces.
When we started working together, Meta activity existed, but it was neither scaled nor clearly oriented toward lead generation. The lack of a structured funnel made the results difficult to interpret and challenging to optimise.
Within just a few months, we transformed Meta Ads into a stable source of relevant traffic and qualified leads, with clear and measurable outcomes.
Key Metrics
This case study demonstrates what happens when strategy, data, and continuous testing are fully aligned with business objectives.
In only a few months of Meta Ads campaigns for an HVAC brand, we achieved:
approximately 1.1 million impressions and nearly 1 million unique users reached
over 21,500 link clicks towards the website and dedicated landing pages
more than 1,000 leads generated via Meta instant forms
average CPC around 0.58 RON
average cost per lead around 12 RON
All achieved with a total investment of approximately 12,400 RON over 3 months.
Ready for Real Visibility and Qualified Leads
The client already had strong offline recognition in the HVAC market, but its digital presence did not reflect this.
The main need was to transform Meta Ads from a general visibility channel into a clear lead-generation system for high-value products, especially heat pumps.
We built a communication funnel focused on education and conversion: from awareness messages around benefits and cost savings to dedicated lead-generation campaigns.
The result: Meta became a channel that not only increases visibility but consistently generates discussions and new project opportunities for the sales team.
What We Did and Why It Worked
1. Performance-focused planning
Strategy
We defined clear objectives and structured campaigns across the full funnel: awareness, remarketing, and instant-form lead generation.
Why it worked
Interest-based and geo-relevant segmentation directed the budget toward users with real intent, improving lead quality.
2. Accurate measurement and focus on real leads
Strategy
We aligned all campaign objectives around lead generation and closely monitored instant-form performance.
Why it worked
Clear data provided a realistic view of performance and enabled fast, meaningful optimisations—not just cheap clicks.
3. Continuous optimisation through testing
Strategy
We consistently tested visuals, messages, and campaign types, keeping only the top-performing variations.
Why it worked
Disciplined testing increased lead volume without significant budget increases, maintaining strong cost efficiency.
4. Conversion-driven creative
Strategy
We used benefit-driven headlines and clear explanations of HVAC advantages, avoiding unnecessary technical jargon.
Why it worked
Simple, relevant messaging improved engagement and made it easier for users to move from interest to form completion.
5. A trust-based, optimisation-driven collaboration
Strategy
We integrated sales insights and commercial priorities into budget allocation and ongoing optimisation.
Why it worked
Close collaboration enabled rapid adjustments based on seasonality, stock, and demand, keeping campaigns relevant and high-performing.
Results Achieved So Far
Throughout the collaboration, Meta Ads evolved into a stable, scalable lead-generation channel, not just a traffic source.
Specifically:
- the brand generated a high volume of inquiries directly through Meta forms, which reached the sales team quickly
- cost per lead stabilised at a competitive level for the HVAC industry—around 12 RON
- paid traffic became far better filtered, resulting in more relevant conversations and more high-potential projects
- campaigns can now be adjusted rapidly based on stock availability and commercial focus, without performance loss
In short, we built a system where the budget invested in Meta Ads reliably translates into high-quality leads and real sales opportunities.
Impressions
Link clicks
Leads
What’s Next
We will continue testing messages and creative angles tailored to each customer segment: homeowners, real-estate developers, commercial clients.
We will more closely integrate Meta data with CRM results for an even more accurate understanding of ROI.
We will leverage peak demand periods during the cold season to increase the number of qualified leads.
The objective remains the same:
A Meta Ads system that provides predictability, controlled costs, and high-quality leads for HVAC solutions, regardless of market conditions.