Ad leads up about 3× in nine months, at under $35 a lead.
10,000+ ad leads so far this year. Every one got a call schedule, not a single call.
The situation
Heat pumps are a high-ticket, rebate-driven purchase. People compare three quotes and take weeks to decide. Leads were coming in. The question was how many of them ever got a second call.
Leads, month by month
busiest day: 100+ new leads.
Meta and Google ad form leads, rounded. October is a partial month.
New ad leads per month in 2026 rose from under 1,000 in January to more than 1,500 by September. Figures are rounded.
- 3×+ad leads a day, October against January
- 1,500+new ad leads in September, up from under 1,000 in January
- <$35average ad cost per lead this year, Meta and Google combined
- 55+the age group that was cheapest to reach and most likely to buy
From ad to installed, this year so far
- $50K+spent on Meta and Google adsunder $35 a lead
- 10,000+ad leadsMeta ads only
- 400+sales from Meta ads aloneinstalls trail sales by weeks
- 90+of those already installed
About 7 in 10 of the company’s sales this year started with a Meta ad. Google ads brought in 20+ more.
This year to late October 2026. Figures are rounded.
The link that mattered: the call schedule
Leads are only worth what happens after them. These rules ran every day.
- Many
Every lead is contacted many times, spread over several days. One call and done is not a follow-up.
- 1st
No-shows and cancellations are called first.
- Days
After a quote goes out, follow up within a few days.
- 1 week
Then again within a week.
Where the leads came from
Two channels, two jobs
Meta brought the volume and took most of the budget. Google, a smaller share, caught people already searching. Together they kept the cost under $35 a lead.
Spend where it converts
Owners aged 55 and over were both the cheapest to reach and the most likely to buy. Budget moved toward them.
A real photo beats a polished one
One plain photo of a real installation ran for six months and stayed the best-performing ad.
Leads routed to how sales actually worked
New leads went straight to the booking team, and the routing changed whenever the sales team’s capacity did.
The outcome
This year, ad leads grew from under 1,000 in January to 1,500+ in September, and the cost stayed under $35 a lead. About 7 in 10 of the company’s sales so far started with a Meta ad: 400+ sales, 90+ already installed.
We don’t name the company. Source: the company’s CRM and its Meta and Google Ads accounts, this year to late October 2026. Figures are rounded.