Stop Paying for Calls You Can't Book: Lead Filtering for HVAC Ads

Every HVAC owner has taken the call: a tenant whose landlord will decide, someone who wants to know how to reset their own breaker, or a request for a service you don't do. Each one cost you a click or an LSA charge, and the time it took to answer.

A Logic Inbound client, a mold removal company in the Richmond, VA area, faced the same problem with a brand-new website and $3,000 a month to spend. They hit 128% of their agreed lead goal anyway. Most of the work went into keeping the wrong people out.

Know what you don't sell

The company does testing and remediation, but no demolition or water and fire mitigation. Many "mold" searches were really looking for those. Excluding them, in keywords, negatives and the wording of the ads, kept the budget on people the company could help.

Screen for the person who can say yes

Renters were the hardest group: they can't authorize work in someone else's property. They were also the hardest to filter out, so ad copy and the landing page spoke to homeowners, and leads were reviewed with the client so the targeting kept improving. Over the whole campaign only five leads were flagged as bad.

A new site is fine if the landing page is built for the ad

Instead of waiting for the new site to build authority, a custom landing page was designed alongside the campaign, so each ad led straight to a page that matched it.

The HVAC checklist

• List the services you don't offer and turn them into negative keywords
• Write replacement ads for owners ("your home," "financing available"), not tenants
• Send each ad to a page that matches it: repair to repair, replacement to an estimate page
• Review call recordings weekly and tag the bad ones, so you learn what to exclude next

See the full case study, or find out what your current ads are paying for with a free audit.