HVAC Detroit
Case Study — BACS HVAC
38% CPL Reduction for BACS HVAC in 90 Days.
BACS HVAC came to LeadGenius after their previous agency hit a wall — leads were trickling in at $128 each. We rebuilt the account around predictive AI bidding, killed the dead campaigns, and dropped cost per qualified lead 38% within a single quarter.
$79 New Cost Per Lead
38% CPL Reduction
+47% Lead Volume
90 Days to Hit Target
The Challenges.
1
Previous agency relied on Manual CPC bidding — no learning, no optimization, no scale.
2
Single campaign for AC, furnace, install, repair, and emergency calls — Smart Bidding had no signal.
3
Conversion goal was set to "form fill" not "phone call" — but 92% of revenue came from phones.
4
No GBP integration with the website — map-pack calls weren't being tracked.
5
Service area was set to a 50-mile radius — bidding on Detroit (high comp) the same as Sterling Heights (low comp).
What We Built.
1
Switched to Maximize Conversions with target CPA — let Smart Bidding learn against phone-call data.
2
Split into 6 campaigns: AC Repair, AC Install, Furnace Repair, Furnace Install, Emergency Service, Maintenance Plans.
3
Reset conversion tracking — phone calls = primary goal; form fills = secondary.
4
Added CallRail with full keyword-level call attribution.
5
Tightened geo-targeting: separate bid adjustments per city (Detroit -10%, Sterling Heights +20%, Royal Oak +15%, etc.).
6
Activated Google Local Service Ads (LSA) alongside the search campaign — captures the top "Google Guaranteed" badge spot.
The Outcome
BACS now runs at $79 cost-per-qualified-lead vs. $128 with the previous agency. Lead volume up 47% on the same budget. The owner uses LeadGenius dashboard to see which keywords drive booked appointments — and which ones to pause. Real attribution, real optimization, real revenue.
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