How an HVAC Company Turned Summer Heat Into 53 Booked Calls at $25 Each

The Challenge:

Before the summer heat set in, James Thomas Heating and Cooling received 53 calls from Google ads in just two weeks. For an HVAC business, the valuable lead is the homeowner whose AC just quit in peak heat. That demand was coming with the season. The question was whether the account would be positioned to catch it.

What Foxxr Did:

We optimized the account to win emergency searches, not research sessions. Call assets moved to the front so a phone number met the searcher first. Sitelinks were rewritten around mid-crisis services: AC Repair, Residential AC. And since broken-AC searches happen on a phone, the setup was tuned mobile-first.

Results:

Metric	Before	After	Change
Conversions	33	53	+60.6%
Cost per conversion	~$25	$25.08	Flat
Calls from ads	—	+57.6%	~52 of 53 conversions

Why It Worked:

The timing was everything. When the temperature rises and someone’s AC quits, they don’t shop around — they grab their phone, search, and call the first business that looks trustworthy. We made sure this HVAC company was that business, right at the moment people needed it most.

Instead of spending on people who were just browsing, the ads only showed up for homeowners actively searching to book a repair. No wasted budget on window-shoppers. Every dollar went toward someone with a hot house and a credit card ready.

When you only pay to reach buyers, and you reach them at the exact moment they’re deciding, the cost per call drops and the calendar fills up. Simple as that.

Want Results Like This in Your Market?

Peak season rewards the contractors who are ready before the phones start ringing. Get a free Google Ads audit — we’ll show you where your budget is going, which searches are worth winning, and how to turn seasonal demand into booked calls.