Client: Cumberland Home Services · Market: Nashville, TN Metro · Timeframe: 12-Month Strategy, First Results in 90 Days
Cumberland Home Services has been serving the Nashville metro area for 14 years. They run HVAC installation and repair, plumbing, and water heater services with a fleet of 11 trucks. When Teresa, the owner, hired us, she had a straightforward complaint: "Our Google Ads aren't working, but I don't know if I'm spending too much or too little."
The answer was neither. She was spending $8,500/month — roughly the right budget for her market. But she was spending it evenly across all 12 months, which meant she was dramatically underspending in April, May, and September (when Nashville homeowners prepare for summer heat and winter cold) and overspending in January and February competing against emergency service calls she couldn't realistically capture at profitable margins.
The campaigns had no seasonal bid adjustments, no creative rotation, and no separation between high-margin (HVAC replacement, full system installation) and low-margin (emergency repair, plumbing snake-out) service types. Every click was treated the same. Every conversion was counted the same.
The Meta account was an afterthought — a boosted Facebook post running continuously for "spring tune-up specials" in January.
We pulled 24 months of Google Search Console data, Google Ads search term history, and the client's own job ticket data to map search demand to actual bookings month-by-month. The pattern was clear and consistent: demand for AC-related services surged 280% from March to June, HVAC replacement intent peaked in late September (before the heating season), and plumbing emergencies were relatively flat with a spike in January from freeze events.
We redistributed the flat $8,500/month budget across a demand-matched calendar:
Budget increased to $11,200/mo. Focus: tune-up, refrigerant check, AC maintenance. High ROAS period — bids elevated 40%.
Budget at $13,000/mo. Focus: emergency repair, system replacement. Top-of-mind retargeting on Meta for maintenance customers.
Budget at $9,500/mo. Focus: furnace tune-up, heating system replacement. Early-season messaging for planned replacements.
Budget reduced to $4,300/mo. Focus only on plumbing emergency and emergency heat. Lower spend, tighter targeting, no waste.
| Metric | Before BZM | After Seasonal Strategy |
|---|---|---|
| Revenue per lead (avg) | $412 | $847 |
| Summer AC bookings | Baseline | +340% vs. prior summer |
| Winter CPL (Google Search) | $94 | $65 (lower spend + tighter targeting) |
| HVAC replacement leads/mo (peak) | 18 | 71 |
| Meta as customer retention tool | Not used | Active — 34% of summer jobs from past customers |
| Monthly ad spend (annual avg) | $8,500 (flat) | $8,500 (reallocated, same total) |
| Conversion value tracking | All leads equal | Revenue-weighted conversion values |
"We used to just run the same ads all year and hope for the best. BZM showed us that we were spending money in January trying to compete against emergency HVAC calls we couldn't even win profitably, while underspending in April and May when everyone in Nashville is getting their AC tuned up before the heat hits. The seasonal strategy paid for itself in the first summer. We had our best summer ever and didn't spend a dollar more on advertising." — Teresa W., Owner, Cumberland Home Services · Nashville, TN
Home services businesses don't have a flat demand curve — they have peaks and valleys that are highly predictable. Running a flat budget against a seasonal demand curve is the equivalent of farming the same field the same way in January as in June. The soil doesn't change. The weather does.
The highest-leverage move for any HVAC or plumbing company is to match budget to demand, separate high-ticket services from emergency calls, and use off-season periods to retain existing customers cheaply through Meta rather than trying to acquire cold traffic at off-season CPCs.
We'll audit your current paid media account free of charge and show you where your seasonal budget allocation is costing you — and what a demand-matched strategy would deliver for your specific market and service mix.
Get Your Free Home Services Audit →