Home Services Case Study

Thermacon — HVAC Marketing That Fills Schedules Year-Round

852 Google Ads conversions. Google Ads + Meta Ads combined. A full lead generation system for a Texas HVAC company — with seasonal campaign scaling that keeps the schedule full in every season.

852

Google Ads Conversions

2 Channels

Google + Meta Ads

The Challenge

Seasonal Demand Swings in a Competitive Texas Market

Thermacon is an HVAC company operating in Texas. HVAC is one of the most seasonal industries in home services — summer AC rush, winter heating demand, and unpredictable dead months in spring and fall.

The challenge isn't just generating leads — it's generating the right leads in the right season. Emergency AC repairs in July need different campaigns than furnace tune-ups in November or new system installations year-round.

Texas HVAC is also fiercely competitive. Large franchise operations dominate Google Ads with massive budgets. Thermacon needed to compete efficiently — generating leads at a cost that makes sense for an independent HVAC company.

The Strategy

Google Ads + Meta Ads — Seasonal Scaling, Year-Round Results

Google Ads with seasonal campaign segmentation — emergency repair, maintenance, installation campaigns scaled dynamically based on weather and seasonal demand.

Meta Ads for proactive reach — maintenance plan promotions, financing offers, and brand awareness campaigns reaching homeowners before the emergency happens.

No SEO component — this is a pure ads case study. Results driven entirely by paid media management and optimization.

Budget scaling during peak seasons (summer AC, winter heating) and maintenance-focused campaigns during shoulder seasons to keep the schedule filled.

The Results

Results by Channel

Google Ads

852

Conversions

Seasonal segments

Campaigns

Search + LSA

Strategy

Weekly

Optimization

852 conversions from search campaigns

Emergency + maintenance + installation campaign segmentation

Seasonal budget scaling — ramp during peak, optimize during shoulder

Negative keyword mining to reduce wasted spend

Weekly optimization cycles

Meta Ads

Proactive reach

Strategy

Maintenance + awareness

Campaigns

Homeowner + geo

Targeting

Seasonal offers

Creative

Proactive campaigns reaching homeowners before the emergency

Maintenance plan promotions during shoulder seasons

Financing offer campaigns for new system installations

Seasonal creative rotation matching current demand

The Journey

Timeline

Campaign Launch

Ads Go Live

Google Ads and Meta Ads campaigns launched with seasonal segmentation from day one.

Peak Seasons

Budget Scaling

Summer AC and winter heating campaigns scaled up. Emergency keywords ramped during extreme weather.

Shoulder Seasons

Maintenance Focus

Spring and fall campaigns shift to maintenance plans, system upgrades, and financing offers.

Ongoing

852 Conversions

Consistent lead generation across all seasons. Google + Meta working together to fill the schedule.

Key Takeaways

What This Proves

HVAC needs seasonal campaign intelligence. Summer AC, winter heating, spring/fall maintenance — different campaigns, different budgets, different creative for each season.

Google Ads + Meta Ads is the right combo for HVAC. Google captures emergency/high-intent searches. Meta reaches homeowners proactively for maintenance and installations.

Pure ads can drive serious volume. 852 conversions without any SEO component. When the ad management is disciplined and the campaigns are structured right, paid media alone works.

Budget scaling is everything. Ramping budget during peak demand and maintaining presence during shoulder seasons keeps the schedule full year-round.

The System Behind the Results