Case study Meta Ads

PNW Heating and Air: 66 leads and 64 calls with seasonal HVAC offers

PNW Heating and Air serves homeowners in Mead and Spokane. Seasonal offers like a $19 furnace tune-up, run through lead form, call and Messenger campaigns, brought in 66 leads, 64 phone calls and 61 conversations.

Client: PNW Heating and Air
Industry: HVAC, home services
Market: Mead and Spokane, Washington, United States
Timeline: July 2024 to November 2025

66 Form leads

64 Phone calls from call campaigns

$10.57 Best cost per call

$15.20 Best cost per lead

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

Overview

The starting point

Background

PNW Heating and Air installs and services furnaces and air conditioning for homeowners in the Spokane area of Washington.

The challenge

HVAC demand is seasonal, and homeowners contact businesses in different ways: some fill in forms, some call and some message. The campaigns needed to catch all three.

Goals

Generate tune-up and install leads each season
Get phone calls, not just form fills
Keep each lead affordable

Approach

What I did

Meta Ads Lead forms Call campaigns Messenger

01

Seasonal offers

Ran clear offers like a $19 furnace tune-up and buy a furnace, get a free AC.
02

Three ways to convert

Separate lead form, phone call and Messenger campaigns.
03

Local targeting

Focused on the company's service area, testing a wider radius where needed.
04

Compare and shift

Compared cost per lead and per call, and moved budget to the cheapest.

Results in detail

66 form leads, 64 phone calls and 61 Messenger conversations from $5,540 in total spend.
$19 furnace tune-up: 17 calls at $10.57 and 12 leads at $15.20.
Buy a furnace, get a free AC: 36 leads at $39.75 for a high-value install.

Cost per call, lead or conversation from Meta Ads Manager. Lower is better.

A simple, low-price seasonal offer was the cheapest way to start conversations that lead to bigger jobs.

How to read these numbers

Lifetime totals from Meta Ads Manager. Phone calls are calls placed from the ads (click-to-call). The $10.57 per call and $15.20 per lead come from the $19 furnace tune-up campaigns.