13:1 return on ad spend: HVAC marketing case study

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HVAC Business Targets Homeowners to Get New Customers

Case study objective

To measure the effectiveness of Valpak in reaching potential customers to keep heat & air conditioning techs busy and drive sales and return on ad spend (ROAS).

HVAC marketing strategy


Mailed 260,000 high-quality households 4 times across 3 HVAC company markets


HVAC business team supplied a list of serviceable areas to match back to Valpak zones and target the ZIP codes most likely to generate response / impact conversion rate.



  • Market 1: $50 off any repair; free diagnostic call; $20.21 full HVAC system tuneup
  • Market 2: $500 off 16 SEER or higher new unit replacement; $59 tune-up; $50 off any repair
  • Market 3: $50 off any repair; $49.95 HVAC tuneup; free diagnostic call with any repair

Results of the case study

  • $417,595 (30% of total sales) from Valpak leads
  • $8,849 avg. install job ($431 higher than total avg.)
  • $1,378 average sale ($109 higher than total avg.)
  • 13:1 return on ad spend

HVAC market 1 spotlight

  • $204,490 in incremental sales ($334,620 total)
  • 132 incremental customers (57% customer lift)
  • $1,549 average sale (30% higher than total avg.)
  • 27:1 return on ad spend

The results of the program confirmed the Valpak audience responded to the marketing efforts, increasing sales and generating a higher average ticket and a positive return on ad spend for the HVAC services provider.

In addition to powerful print solutions, Valpak is the marketing agency that can boost your online presence with pay-per-click (PPC) advertisingsocial media, phone call tracking and website design for small businesses. Contact us today via the phone number on this page to discuss your marketing plan.