HVAC Social Media Advertising Campaign
Developed and launched an HVAC ad designed to increase lead generation and drive installation services in the winter.
Overview
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The goal of this campaign was to increase HVAC leads and increase installed sales revenue.
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We wanted to reach potential customers in the Danville, Lexington, and Somerset area. Since our offer was specific to HVAC, we understood that not everyone needed it. I needed to target homeowners. To do this, I targeted users aged 25+.
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My role was to create the ad graphic, write copy, and then market it online via social media, our website, and email.
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For this ad, we primarily focused on Facebook (due to the audience), email, and creating our website coupon.
Strategy
1. Since we were primarily advertising on Facebook and Instagram, I wanted to quickly grab the attention of users.
Execution
When creating graphics, I usually make several based on ideas I may have. I then select the cleanest and the graphic most likely to perform the best.
2. I wanted my copy to reflect not only an immediate need, but a future one. Since our promotion covered equipment used in both winter and summer, I wanted our customers to see it as a need in either case.
Copy:
“We’re running a limited-time special: Get a FREE furnace when you purchase a new A/C system with installation. Book now for an estimate!”
“BIG NEWS!
Get a FREE furnace when you buy & install a new A/C system!
Limited time only - don't miss out! Book your estimate now and stay cool all summer long!”
Results
3. I wanted to test lead generation across phone calls, direct online booking (created a new category just for it), and online forms.
Our forms and online booking option outperformed leads by calling.
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Calls: 4,570
Booking Online: 2,759
Forms: 3,620
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Link Clicks: 281
Shares: 21
Reactions: 20
Impressions: 24,894
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Calls: $100
Forms and online Booking: $150
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Calls: 2
Booking Online: 28 active sessions (+27%)
Forms: 17 Leads
Takeaway
This campaign highlighted the impact of intentional digital marketing for service-based businesses. It also revealed a shift toward online lead generation over phone calls, even among an older homeowner demographic, reinforcing the importance of providing a simple and streamlined inquiry process.