From a logo to a full calendar of furnace and install jobs, before the cold hits.
Tim and Ryan, here's the plan from our call, on paper. You know how to do the installs. We'll handle getting homeowners on the phone and on the calendar, and in the first 30 days we'll find out which kind of customer makes you the most money in Duluth.
Prepared forTim Madden & Ryan Laakso
Prepared byWilliam Chao — MaxSystems
Service areaDuluth, MN · Superior, WI · surrounding towns
The strategy
Test three kinds of homeowner at once, then put the money where it works
Every HVAC team sells differently. Some close replacements on the first visit. Others win the home by diagnosing a broken unit and earning trust. Rather than guess, we'll advertise to all three levels of intent in month one and let the results decide.
Something's broken now
Repair
$49 same-day repair visit
Homeowners searching "furnace not working" or "no heat". They want someone today, so these calls convert best and often turn into a replacement.
Google Local Service AdsPerformance Max
Knows it's time
Replacement
New system from $99/mo
Owners of older homes who already know their system is on its way out. Video ads with a financing offer or a 10-year warranty. This is where the $12–13k installs come from.
FacebookInstagram
Getting ready for winter
Tune-up
$89 furnace tune-up
Fall is tune-up season. It gets Ryan into the house, where he can sign a $189/yr maintenance plan and spot what needs fixing or replacing.
FacebookInstagram
A Google Maps profile strategy is great long term, but it takes two to three months to pay off. Ads give Ryan real jobs, and real feedback, in weeks. Once we know what's working, a full website and Maps profile can come later.
What we run
Two platforms, $100 a day each
Meta ads management
$100/day ad spend · ~$3,000/mo
Replacement and tune-up campaigns, run side by side so we can compare lead quality
Lead forms built into the ads, sent straight to your CRM
New video ads every month, testing new offers and angles
Budget moved toward whichever offer is booking the best jobs
Google Local Service Ads + Performance Max
$100/day ad spend · ~$3,000/mo
Local Service Ads set up and verified, so you show at the very top of Google with the "Google Guaranteed" badge and pay per lead
A Performance Max campaign for repair searches across Google, Maps and YouTube
Focused on urgent, broken-system searches, not people just browsing
Call and form tracking, so we only count real conversations as leads
We ran a check in Meta's Ad Library on Oct 23 and didn't find any Duluth HVAC company running Facebook or Instagram ads. That means a brand-new company can show up there without competing on reviews or reputation.
Included
Everything a brand-new company needs to start taking jobs
GoHighLevel CRMSet up from scratch: pipeline, phone number, texting, calendar and automatic follow-up, so no lead goes cold.
Reporting dashboardOne page showing spend, leads, appointments and cost per job by platform and offer.
Appointment setting supportOur team contacts new leads, qualifies them and books the visit. Ryan just shows up.
10–20 custom video ads / monthWe script and edit them. We'll tell Ryan exactly what to film on his phone.
What to expect
Our estimate for your first 30 days
At $100 a day on each platform, here's what we expect in the first month:
Meta (Facebook & Instagram)30–40 leads → 15–20 booked appointments
15–20 appts
Google (Local Service Ads + Performance Max)15–20 leads → 7–10 booked appointments
7–10 appts
Total in 30 days45–60 leads from $6,000 in ad spend
22–30 appts
That's about $200–275 in ad spend per booked appointment.
What those appointments are worth
Our target is to close 20–33% of appointments as system installs, at a $12–14k ticket and a 40% profit margin. Your total cost is about $9,250 a month ($3,250 MaxSystems + $6,000 ad spend).
LowMidHigh
AppointmentsFrom the estimate above
222630
Close rateAppointments sold as installs
20%26.5%33%
Installs sold
~4~7~10
Install revenue$12k / $13k / $14k per system
$52.8k$89.6k$138.6k
Profit at 40%
$21.1k$35.8k$55.4k
Net profitAfter the ~$9,250 marketing cost
$11.9k$26.6k$46.2k
Return on investmentNet profit ÷ marketing cost
128%288%499%
$2.28–$5.99
Profit back for every $1 spent on marketing
$5.71–$14.98
Install revenue for every $1 spent
~2 installs
To break even. Each one makes $4,800–5,600 profit, so 2 of 22–30 appointments covers the month
Projections based on our appointment estimate and your target close rate, ticket and margin. They aren't a guarantee. Installs are rounded to whole jobs, and the math counts installs only, not repair tickets, tune-ups or maintenance plans.
For comparison: our California HVAC client
We've run marketing for one HVAC company for three years, including answering their phones. They do the installs and we handle the rest. Their replacement campaigns run roughly like this:
~$50
per lead
~$150
per booked appointment
~33%
of appointments close
~$350
ad cost per new install
Duluth is a different market and a new company has no reviews yet, so your numbers will differ. Even at $1,000 in ad cost per install, a $12–13k job on a ~$6k unit is very profitable. Month one is about finding out your real numbers.
$1.5M → $5M
Yearly revenue for that client since we started working together
~280k
People in the Duluth area, well above the 50k minimum we work with
30 days
To learn which of the three offers works best for Ryan's team
The first 30 days
How launch month goes
Week 1
Set up the foundationGoHighLevel CRM, phone number, calendar, Facebook/Instagram pages, Google Ads account and Local Service Ads application. Ryan films his first clips.
Week 2
Go liveMeta replacement and tune-up ads launch. Performance Max launches for repair searches. Local Service Ads turn on as soon as Google approves verification.
Week 3
Book and learnWe call and book every lead. Ryan tells us how each visit went, so we can see which offer brings serious buyers.
Week 4
Double downWe review cost per appointment and per job for each offer, move budget to the winners, and plan the winter push.
Investment
What it costs each month
Meta ads + Google Local Service Ads + Performance Max managementIncludes GHL CRM, reporting dashboard, appointment setting support and 10–20 custom video ads per month
$3,250
MaxSystems totalPaid to MaxSystems
$3,250/mo
Meta ad spend$100/day, charged to your card directly by Meta
~$3,000/mo
Google ad spend$100/day across Local Service Ads and Performance Max, charged directly by Google
~$3,000/mo
All-in, per monthMaxSystems + $6,000 ad spend on two platforms
~$9,250
You control the ad budget, and it's never marked up. Once the winter rush starts and we know which offer is working, we can raise spend on that offer.
Before we start
What we need from you
Name
Business name, logo and service areaThe towns Ryan wants to cover, and how far he'll drive.
License
License and insurance detailsGoogle Local Service Ads checks licensing in some states. If Minnesota requires it, we can use the license Ryan's dad holds.
Financing
A financing optionAbout 4 in 5 replacement buyers finance. See our recommended financing options at onboard.maxsystems.co. They make monthly payments easier to quote in the home than Hearth.
Access
Cards on file with Meta and GoogleAd spend goes straight to the platforms, so you always see exactly where it went.
Next step
Look it over with Ryan, then text me.
Reply "let's go" and we'll start the CRM setup and the Local Service Ads application right away, so ads are live in time for the first cold snap. Happy to jump on another call if you have questions.