How WebHorse Marketing switched Aspen One Hour Heating & Air Conditioning’s HVAC campaign from Search to Performance Max and drove a 235.7% increase in leads at 94.5% less cost per conversion.
Aspen One Hour Heating & Air Conditioning has been a trusted name in residential HVAC services in Jackson, Michigan since 1981. They have spent over four decades showing up for homeowners when they need it most. When Aspen came to WebHorse Marketing with a limited time offer — up to $2,200 in instant savings on a new Amana Heating & Cooling System — the goal was simple: get it in front of the right people, fast, and turn clicks into booked appointments.
What started as a straightforward Search campaign quickly became one of the most compelling examples of campaign strategy making all the difference. Same offer. Same daily budget. Same targeting. Same ad schedule. Completely different results. This is the story of how one strategic switch changed everything.
In the 12 months following the launch of the new website, Aspen One Hour Heating & Air Conditioning saw measurable growth across every key metric, and not a single dollar of additional budget was spent to get there. Total website visitors grew by 33% and total leads climbed by 16%. And in February — historically their worst month — traffic grew by 40% in just one year, and a staggering 72.5% by 2026. When your worst month starts looking like your average month, something is working.
In May 2025, WebHorse launched Aspen’s $2,200 HVAC savings campaign as a Search campaign at $15 per day. The offer was compelling: up to $2,200 in instant savings on a new Amana Heating & Cooling System, special financing as low as 0% for 12 months, a free WiFi thermostat, a free 10-year parts and labor warranty, and payments as low as $59 per month. The Search campaign generated 14 conversions at a cost per conversion of $84.58 and a conversion rate of 3.05%. A reasonable start, but WebHorse saw an opportunity to do significantly better.
In June 2025, we switched the campaign to Performance Max while keeping every other variable identical — same $15 per day budget, same targeting, same ad schedule. The difference was immediate. Performance Max generated 47 conversions compared to Search’s 14, at a cost per conversion of just $4.61 compared to $84.58. The conversion rate jumped from 3.05% to 20.17% — a 561.31% increase.
To drive the point home even further, we ran both campaigns simultaneously in June so the comparison was completely controlled. The Search campaign generated just 3 conversions in June at a cost per conversion of $190.37. Performance Max generated 47 at $4.61. That is not a marginal difference, that is a 4,029.5% difference in cost per conversion between the two campaign types running at the exact same time for the exact same offer.
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