THE CLIENT

Coldflow: 1,200 Leads Per Month And $39 Cost Per Lead

PPC
HVAC

Coldflow is a Melbourne-based heating and cooling specialist founded in 1961, operating as a family business across residential and commercial installations and servicing. The company runs its own in-house engineering team and covers the full HVAC range: split system, ducted refrigerated, gas ducted heating, evaporative cooling and the major brands including Daikin, Braemar and Breezair. Six decades in, Coldflow is one of the most established HVAC businesses in the Melbourne market.

Leads Per Month

1200

Sustained monthly lead volume into Coldflow’s CRM from Google Ads.

Cost Per Lead

$ 39

Blended cost per lead across heating and cooling campaigns.

Retained Google Ads Partnership

9 + Years

Nine years and counting as Coldflow’s Google Ads partner.

The Challenge

HVAC demand doesn’t move on a steady line. The entire category moves with the weather: the first hot day of summer or the first cold snap of winter can send search volume vertical overnight, and the days between can go quiet just as fast. A campaign setup that stays static misses the lead surge when it hits, or burns budget when nothing’s happening. Coldflow runs the full HVAC product range across split system, ducted refrigerated, gas ducted heating, evaporative cooling and brand-specific lines (Daikin, Braemar, Breezair), each with its own seasonal pattern, buyer behaviour and rebate conditions. Running Google Ads at scale here means every one of those product lines needs the right setup for the right week.

The Strategy

The approach is built around how HVAC buyers actually behave: by season, by service type, and by weather. Three connected workstreams keep the campaigns aligned to real demand: campaign structure split by season and product line, weather-led budget movement, and direct CRM-level feedback on lead quality.

Step 1 - Campaign Structure Built By Season And Service Type

Campaigns are split by season (heating and cooling) and by service type beneath each: split system, ducted refrigerated, gas ducted heating, evaporative cooling. Rebate-driven and brand-driven campaigns run alongside the service lines, with brand terms covering Daikin, Braemar and Breezair separately so the right landing page meets the right query. Servicing campaigns switch on tactically when the account calls for it. Keeping each product line in its own structure means budget, bids and creative can move independently when weather or demand shifts, without disrupting what’s working elsewhere.

Step 2 - Weather-Led Budget Movement Across The Change Of Seasons

Weather dictates HVAC buying, which means weather dictates the budget. We watch the forecast daily, especially heading into the first hot days of summer or the first cold snap of winter when searches spike. Budget stays fluid: scaled up fast when demand lifts so leads don’t slip, pulled back when the days quieten so spend doesn’t bleed. The change of seasons is where most agencies miss or waste money, and it’s where the account earns most of its results.

Step 3 - Direct Client Access And CRM-Level Lead Quality Review

Lead quality comes direct from Coldflow’s CRM, with ongoing discussion on volume, quality and job close rates feeding straight back into campaign decisions. We talk to the client regularly: what’s converting, what isn’t, which service lines are tracking warm, which are cold. That feedback loop drives constant refinement across bids, keywords, landing page work and ad copy, with the goal of keeping the $39 CPL defensible against lead quality that actually turns into installed jobs.

The Results

The account delivers 1,200 leads per month into Coldflow’s CRM at a blended $39 cost per lead, held consistently across heating and cooling seasons. Nine-plus years of retained partnership is the real signal: this is an HVAC business that has stayed with the same Google Ads partner through weather cycles, rebate changes, market shifts and competitor pressure.

Leads Per Month

1200

1,200 leads per month land in Coldflow’s CRM through Google Ads, split across heating, cooling and brand-specific service lines. Volume holds year-round because the campaign structure and weather-led budget work keep demand captured in both seasons.

Cost Per Lead

$ 39

$39 blended cost per lead across all campaigns, maintained through constant refinement rather than a single fixed setup. The CPL holds because budget moves with weather, bids move with demand, and lead quality feedback from the CRM feeds straight back into campaign decisions.

Retained Google Ads Partnership

9 + Years

Nine-plus years as Coldflow’s Google Ads partner, with the account structure, weather-led operating model and CRM-level feedback loop refined continuously across every heating and cooling season in that window.

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