Seasonal Pacing Doubled Peak-Week Leads for an Illustrative Phoenix HVAC Operator

Summary

An illustrative Phoenix-area HVAC business had been running a flat $6K/month Google Ads budget year-round, missing the summer demand spike that defines the Arizona HVAC market. We rebuilt the account around seasonal pacing plus Spanish-language expansion and saw roughly 30-40% more annual qualified leads at the same total spend.

The challenge

The account had been producing steady results for 18 months but was structurally capped by a flat monthly budget. Arizona HVAC search volume triples between May and August versus shoulder seasons. A flat budget meant the account ran out of impression share on the hottest weeks while overspending on low-intent spring and fall traffic. Additionally, the East Valley has a significant Spanish-speaking population that the English-only campaigns had zero coverage on.

Approach

1. 1

   Week 1 — Baseline audit and seasonality map

   Analyzed 24 months of historical search volume, conversion data, and auction insights. Mapped peak weeks (mid-June to late August) against shoulder seasons to model a budget reallocation with the same annual total.

2. 2

   Weeks 2-3 — Budget reshape

   Reallocated budgets: $12K/month during peak weeks, $3K/month during shoulder. Added negative-keyword discipline to filter out DIY and parts-only searches that were burning shoulder-season budget.

3. 3

   Weeks 3-4 — Spanish-language campaign build

   Researched East Valley Spanish-language search volume. Built a dedicated campaign with Spanish ad copy, landing-page coordination, and a Spanish-speaking intake line. Launch alignment with local heat-wave forecasts.

4. 4

   Months 2-12 — Sustained optimization

   Monthly search-term audits, weekly budget pacing checks during peak weeks, creative refreshes before each major seasonal shift. Reports delivered in writing every week.

Results

Over the 12-month engagement, the account captured meaningfully more peak-week demand without increasing total annual spend. The Spanish-language campaign produced roughly 25% of the new lead volume on its own — effectively a new channel that had been invisible to the business before. CPA dropped because peak-week auctions had been the most efficient slot the flat-budget account had been missing.

Services used