Their ad campaigns were underperforming despite budget increases. We came in, surfaced the tracking issues nobody else had caught · excessive and broken conversion actions · and restructured the whole account. Better results, on less spend. By March, ROI was up 1,011% and booked jobs were up 218%.
01 Overview.
Fort Collins Heating & Air's ad campaigns underperformed despite budget increases. Spend went up. Results didn't. We identified tracking issues · excessive and broken conversion actions · restructured the campaigns, and achieved better results with more efficient spending.
02 Goals.
Three goals, in order:
- Streamline tracking across platforms and the CRM so every conversion meant the same thing
- Optimize budget use despite upcoming cuts · do more with less
- Build a scalable structure backed by actionable data, not just historical noise
Streamline tracking across platforms and the CRM. Optimize budget despite cuts. Build a scalable structure backed by actionable data.
03 Strategy.
The hard part wasn't running the ads. It was untangling what was happening underneath them.
1 · Get the people in the room
Established communication between the business leaders and the ad specialists · the gap nobody owned Aligned on what “a win” actually looks like at the business level, not the campaign level
2 · Get the tracking honest
Gained access to Service Titan tracking tools and mapped them to ad-platform conversions Audited and pruned excessive and broken conversion actions · the inflated numbers that were lying to everyone upstream
3 · Rebuild on the truth
Built new campaigns, ad groups, and ads from scratch with the corrected conversion actions firing Restructured budget allocation based on what was actually producing booked jobs · not phantom conversions
04 The Results.
The numbers improved in waves as each restructuring layer landed.
Same business. Same trucks. Less ad budget. The compounding effect of clean tracking + honest restructuring: +1,011% ROI and +218% booked jobs by March.
05 What This Meant for the Business.
Fort Collins Heating & Air stopped subsidizing broken tracking. The phone started ringing for the right reasons. Their team stopped chasing phantom leads and started booking real jobs.
And critically: the foundation we built is scalable. When budget went up in subsequent quarters, the results didn't plateau · they compounded. That's the difference between “agency-driven gains” and a real operating system.
Same playbook, your business.