Sample strategy — illustrative, not a past client engagement. No real client or results are depicted. This page shows how a Foundgrove engagement would be structured.
Paid account rebuild + job-value attribution — an illustrative 60 days engagement, not a past client result.
Challenge
A regional HVAC contractor whose Google Ads budget is producing mostly unqualified or out-of-area leads, with no attribution back to booked jobs.
Approach
Account rebuild around service-specific campaigns, GA4 + CRM (ServiceTitan) integration, dedicated landing pages per service, and lead scoring tied to job value.
Outcome focus
Paid account rebuild + job-value attribution
Background
This illustrative scenario models a regional hvac contractor in a regional metro service area that would engage Foundgrove for paid ads while dealing with Google Ads spend producing mostly unqualified or out-of-area leads with no attribution back to booked jobs. The work outlined below would be led by a senior strategist on our team and run for 60 days from kickoff.
This sample strategy maps how a Foundgrove engagement would rebuild an HVAC Google Ads account inherited from a previous agency — typically a single campaign, single ad group, dynamic search ads pointing to the homepage, and no offline conversion imports.
The challenge
In this scenario the business is dealing with Google Ads spend producing mostly unqualified or out-of-area leads with no attribution back to booked jobs. A Foundgrove engagement would lock the baseline in writing during the audit phase, so every target below is measured against a fixed, documented starting point — not a moving denominator.
A regional HVAC contractor whose Google Ads budget is producing mostly unqualified or out-of-area leads, with no attribution back to booked jobs.
The engagement is structured to rebuild the account from scratch around service-line campaigns (AC repair, AC install, furnace repair, furnace install) with dedicated landing pages for each, mobile-first design, and a click-to-call CTA above the fold.
The approach
The engagement would deploy a full Google Ads account rebuild around service-line campaigns, ServiceTitan + GA4 offline conversion imports, dedicated landing pages per service, and lead scoring tied to job value. Each tactic is sequenced over 60 days and tracked weekly inside a live dashboard the client team can view at any time.
Account rebuild around service-specific campaigns, GA4 + CRM (ServiceTitan) integration, dedicated landing pages per service, and lead scoring tied to job value.
The core unlock in this scenario is attribution: a Foundgrove engagement would integrate ServiceTitan with GA4 and Google Ads via offline conversion imports, so the algorithm optimizes toward booked jobs rather than form fills. The intent is to lower cost-per-lead while lifting lead quality, measured by close rate.
Target outcomes
This sample strategy is built around two outcome categories: cost-per-lead and lead quality on paid search and job-value attribution from ad click to booked job. In a real engagement, each target would be measured against the business's own data — GA4, Google Search Console, ad platforms, and CRM — with the baseline locked in writing at engagement start. No figures are shown here because Foundgrove is pre-launch and depicts no real client results.
Primary focus
cost-per-lead and lead quality on paid search
Secondary focus
job-value attribution from ad click to booked job
The engagement is structured so spend follows performance — reallocating budget into the campaigns that book the most job value — with every figure measured against the contractor's own CRM and ad-platform data.
Timeline
An engagement like this would run 60 days from audit kickoff. Below is the illustrative phase-by-phase plan of what would ship and what each phase is structured to move.
Audit of the inherited account: typically a single campaign, single ad group, dynamic search ads pointing to the homepage, and no offline conversion imports. Wasted spend documented.
Service-line campaigns built (AC repair, AC install, furnace repair, furnace install) with tightly themed ad groups and dedicated landing pages with click-to-call above the fold.
ServiceTitan integrated with GA4 and Google Ads via offline conversion imports, so the algorithm optimizes toward booked jobs rather than form fills. Traffic migrated to the rebuilt structure.
The engagement is structured to tighten geo-targeting and zip-code exclusions, reducing out-of-area leads and lowering cost-per-lead against the documented baseline.
Spend follows performance — reallocated into the campaigns booking the most job value. Lead quality is measured by close rate from the contractor's own CRM.
A Looker Studio dashboard surfaces ServiceTitan job-value data daily. Every figure is measured against the contractor's own CRM and ad-platform data, never a benchmark we control.
Next steps
If you run a hvac business, the same playbook applies — adjusted for your market and baseline. Start with our SEO program for HVAC contractors page, or browse all 53 industries we serve. Compare with our other sample strategies in the full sample-strategy library or see the Paid Ads service overview with pricing and process details.
More sample strategies
Two more illustrative scenarios. Each links to the full sample-strategy breakdown.
Free 30-minute audit and a written growth plan within 48 hours — built around the same baseline → tactics → impact framework this sample strategy outlines.
By the Foundgrove team · Updated June 2026