Results
Real numbers, from real accounts.
Anonymized client accounts, shown as the platforms report them.
- Steel BuildingsCentral Florida · Meta Ads →
- HVAC ContractorFlorida · Google + Meta →
$352K closed. $92K in ads.
How a Central Florida turnkey steel building contractor turned Facebook and Instagram into a steady source of high-value jobs, with a 3.85x return on ad spend over 17 months.
Meta Ads · Tracking & CRM attribution · Job-site content · May 2025 – Oct 2026
Every dollar in
That counts only deals the CRM credits directly to paid social, so the real figure is higher.
Spend vs. return
Breakeven in month 11. Then it ran away.
Cumulative closed revenue against cumulative ad spend. Steel buildings have long sales cycles, so leads from the first year came back as the biggest jobs in year two.
Steady spend. Revenue lands in waves.
Monthly Meta spend (bars) and revenue from deals closed that month (columns). The budget stayed steady for 17 months, and the payoff came in bigger and bigger waves.
Five jobs over $20K
16 closed deals, largest to smallest. The top three alone account for 60% of revenue.
Revenue mix
By platform and by deal concentration.
Bigger jobs take longer, and they're worth it.
Each dot is a closed deal: days from first inquiry to signed contract vs. deal value. Median cycle: 166 days. The five largest averaged ~9 months.
A bigger social footprint, too.
Facebook and Instagram account activity, May 2025 – Sep 2026, compared with the 17 months before the engagement (Nov 2023 – Apr 2025).
New followers per month. Instagram began reporting follows in late Sep 2025.
Account-level figures from Meta Business Suite include activity driven by both organic posts and ads.
Timeline
Month 1
Proposal accepted. Strategy, tracking audit and campaign rebuild begin.
Month 3
First ad-sourced deal closes. Pixel and Lead tracking restored.
Month 11
Cumulative revenue passes cumulative ad spend.
Months 14–15
Five deals worth $276K close as last year's leads mature.
The system behind the number
Restructure
Steel and Shed split into separate campaigns, targeted to the counties the crews actually serve, with RV and boat owner audiences tested against Advantage+.
Fix tracking
Pixel restored, a Lead event fires when the HubSpot form is submitted, and every ad is tagged so closed deals get credited back to paid social.
Real content
Photos and video from completed job sites used in the ads and on the website.
Pace to capacity
When leads outgrew the sales team, the budget was stepped down without losing efficiency.
Consult
Advice on positioning, lead qualification and follow-up, starting with the first strategy meeting.
Takeaways
Fix tracking first
You can't scale what you can't measure. Crediting closed deals to the ads made every later decision possible.
Judge on revenue
For high-ticket trades, the biggest wins showed up 6–12 months after the first click.
Match capacity
More leads than the team can work is wasted spend.
Show real work
Buyers spending $20K–$80K want proof, not stock photos.
How we measured this
Client name withheld at the client's request. Revenue: client HubSpot CRM, deals with original source Paid Social, Closed Won, May 2025 – Oct 2, 2026. Ad spend: Meta Ads Manager, same period. Figures are gross revenue, not profit. Leads that called in are logged as offline sources and are not included, so the reported return is conservative.
Both Channels, One Quarter: Google Conversions Up, Cost Down. Meta Engagement Doubled On The Same Audience.
A Florida HVAC contractor running the full AIREVIN stack — Google capturing demand, Meta building memory with real on-site content.
Google (the interception layer)
See our Google Ads approach →Meta (the memory layer)
How we measured this
Quarter-over-quarter, spend grew 74% while cost per conversion fell 38% ($50.31 → $31.04) and tracked conversions nearly tripled (16 → 45). That improvement came while we deliberately excluded branded searches from Performance Max — cheap “they already knew us” conversions were removed from the count, and efficiency still improved.
Same quarter, essentially the same audience reached (~280K people): clicks more than tripled (7,936 → 25,770), cost per click dropped 48% ($0.78 → $0.41), and click-through rate nearly doubled (0.82% → 1.59%). Same people — but the creative switched from general branding to specific, action-driven offers: replacement quotes for aging systems, and an affordable annual maintenance plan with service discounts. Twice the response at half the cost per click.
The honest notes: Google “conversions” are Google-tracked actions (calls, form fills, and local actions), reported under Google's attribution. Meta figures are delivery metrics from the platform. We show the numbers as the platforms report them and tell you exactly what they mean — that's the whole point.
Next step
Start with the audit.
Every engagement starts with The Ecosystem Audit — so the numbers you see later are numbers you can trust.