Case study Meta Ads

ATC Cooling & Heating: cost per lead cut from $226 to $18.73

ATC Cooling & Heating is an HVAC company in Kingsport, Tennessee. Its first lead campaign cost $226.30 per lead. After rebuilding the campaign around maximum leads, the cost dropped to $18.73, a 92% reduction.

Client: ATC Cooling & Heating
Industry: HVAC, home services
Market: Kingsport, Tennessee, United States
Timeline: May 2026 to July 2026

$18.73 Cost per lead after the rebuild

-92% Lower cost per lead

14 Leads from the rebuilt campaign

17 Customer chats started

Source: Meta Ads Manager, lifetime account data to 14 November 2026

Overview

The starting point

Background

ATC Cooling & Heating provides AC and heating repairs, tune-ups and installs for homeowners around Kingsport, Tennessee.

The challenge

The first service call and tune-up lead campaign spent $679 for only 3 leads, a cost per lead of $226.30. That is far too high for a local HVAC company.

Goals

Bring cost per lead down to a profitable level
Get steady service call and tune-up enquiries
Keep spend tightly controlled

Approach

What I did

Meta Ads Lead generation Campaign restructure

01

Diagnose the old campaign

Reviewed targeting, form and optimisation settings to find why leads were so expensive.
02

Rebuild for maximum leads

Relaunched the campaign optimised for the highest number of leads.
03

Simpler lead form

Made the form quicker to complete on mobile.
04

Service-led offer

Focused the ads on service calls and tune-ups.

The numbers

Before and after

Cost per lead

-92%

Before$226.30

After$18.73

Leads

+367%

Before3

After14

Results in detail

First campaign: $678.91 spent for 3 leads ($226.30 each).
Rebuilt campaign: $262.20 spent for 14 leads ($18.73 each) and 14 chats.
Overall: 17 leads and 17 chats from $954.72.

Cost per lead from Meta Ads Manager. Lower is better.

The same budget now buys more than ten times as many leads, which makes Meta a profitable channel for the business.

How to read these numbers

Both figures come from Meta Ads Manager. The first campaign ran from May 2026 and the rebuilt campaign from late June 2026. The rebuilt campaign spent $262.20, so the lead numbers are small but the change in cost per lead is clear.