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Weather Tech Heating & Cooling
Weather Tech Heating & Cooling turned Facebook lead ads into a 14.93x ROAS and $80,252.84 in closed revenue from 284 leads, growing so fast during a Winnipeg heat wave that they launched a hiring campaign just to keep up
About the project
Weather Tech Heating & Cooling turned Facebook lead ads into a 14.93x ROAS and $80,252.84 in closed revenue from 284 leads, growing so fast during a Winnipeg heat wave that they launched a hiring campaign just to keep up.
Campaign Performance Snapshot
Results reflect the full campaign window, April 8 – July 24, 2026, with revenue reflecting the 9 deals closed as of that date. An additional 33 quotes sent and 11 booked quotes were still moving through the pipeline at the time of writing.
- 📩 284 Leads Generated
- 💰 $80,252.84 Revenue Generated (CAD, from deals closed as of July 2026)
- 🚀 14.93x Return on Ad Spend
- 📊 312,363 Impressions
- 👥 68,697 Accounts Reached
- 💵 $5,376.27 Total Ad Spend (CAD)
- 🎯 $18.93 Average Cost Per Lead
- 🖱 4,643 Clicks
The Outcome
By midsummer, Weather Tech was booking further out than they had in years. In their own words, they were the busiest they'd been since 2003.
The CRM buildout mattered as much as the ads themselves. Of the 195 total opportunities tracked in the pipeline, the reception team maintained a 74% lead pickup rate — well above what most home service businesses manage — meaning fast follow-up turned a much larger share of leads into booked quotes. That organization, combined with a steady flow of fresh ad creative, is what let a temporary demand spike turn into sustained, bookable work.
The growth created a new problem worth having: Weather Tech didn't have enough technicians to keep up. MAD helped launch a second, separate hiring campaign targeting experienced HVAC technicians, using the same lead generation playbook to solve a staffing shortage instead of a sales one.
Client Testimonial
"We are the busiest we've been since 2003 right now. We're making money on these ads — to me, that's worth it right away. What we're doing is working, so I'd love to just keep pushing it."
— Josh DeVries, Weather Tech Heating & Cooling
Why This Matters for HVAC and Home Service Businesses
Weather-driven demand doesn't have to mean feast-or-famine lead flow. The businesses that turn a hot streak into lasting growth are the ones with a system built to catch every lead and follow up fast, not just an ad account that's turned on.
- A high contact rate on incoming leads can matter as much as the ad spend that generated them
- Consolidating every lead source — ads, referrals, in-store, word of mouth — into one pipeline is what makes real cost-per-lead and ROAS numbers possible in the first place
- Refreshing ad creative on a regular cadence keeps performance from decaying, especially in seasonal, weather-driven industries
- A well-run lead system doesn't just fill the sales pipeline — it can also expose growth problems, like needing to hire, early enough to act on them
Project execution
How Weather Tech Heating & Cooling Turned Facebook Ads Into Its Busiest Season Since 2003
Weather Tech Heating & Cooling is a family-run HVAC company based in Winnipeg, Manitoba, offering furnace, air conditioning, water heater, and filtration installs alongside 24-hour emergency service.
Before partnering with MAD, new business came in through word of mouth, a handful of Costco lead generators texting names into a WhatsApp chat, and whatever showed up at the door. There was no single system tracking a lead from first contact to closed job.
MAD came in to build a Facebook lead generation engine — and the CRM to actually make sense of it.
The Challenge
Weather Tech's demand swings hard with the weather, and a good week can look nothing like the week before or after it.
- Lead volume was tied directly to hot and cold snaps, creating feast-or-famine call volume the team couldn't plan around
- Leads came in through multiple disconnected channels — website, Costco kiosks, word of mouth — with no central record of any of them
- Everything was tracked on paper and Google Calendar, making it easy for a lead to fall through the cracks
- There was no way to see which ads were actually producing booked jobs versus which were just spending money
- A growing technician team needed a faster way to follow up on leads, since in HVAC, speed-to-lead is often the difference between booking the quote and losing it to a competitor
For a company living job to job on emergency calls, a missed lead in a heat wave is a missed AC repair — and a customer who calls someone else next time.
The Strategy
MAD built a Facebook lead generation system paired with a GoHighLevel CRM built specifically around how Weather Tech's team actually works.
High-Intent Facebook Lead Ads
Ads targeted Winnipeg-area homeowners actively dealing with furnace, air conditioning, water heater, and filtration issues, using Meta's on-platform lead forms to keep friction low and fill-out rates high.
A Single Pipeline for Every Lead
Every lead — regardless of source — now moves through one GoHighLevel pipeline, from New Lead through Requested Call Back, Booked Service Call, Quote Sent, Booked Quote, and Sold. The team was given full admin access so nothing needed to happen through MAD as a middleman.
Speed-to-Lead Systems and Creative Refreshes
A power dialer was set up to work through no-answer leads in minutes instead of hours, and new ad creative was filmed on a rolling monthly basis — including inside a team member's own home — to keep ads fresh and fight the ad fatigue that comes with running the same creative for months at a time.
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