A seven-location HVAC company replaced one flat regional budget with location-level accountability, and found out which offices were actually booking jobs.
Coastal Air runs HVAC service and installation crews out of seven branches. Ad spend had been split evenly across every location for years, regardless of season or performance. There was no call tracking, so a "lead" was really just a click, and nobody could tell whether a branch's slow quarter was a marketing problem or a staffing one.
Two of the busiest branches were quietly under-budgeted while a slower branch kept getting the same spend out of habit.
Budget started following performance instead of habit.
Each of the seven service areas got its own Google Ads and Meta campaigns, mapped to real drive-time radii instead of zip code guesses.
Dedicated tracking numbers made it possible to see which branch, campaign, and ad actually produced a booked job, not just a phone ring.
A weekly review moved spend toward the branches converting best, with seasonal pushes for AC tune-ups in spring and furnace repair in fall.
The two previously under-budgeted branches now receive the largest share of spend, and it shows in booked jobs.
"We'd been guessing which branches needed more budget for years. Now we can see it every week, by location, down to the campaign. Two of our busiest offices were starved of budget the whole time and nobody knew it."
A 30-minute audit, no pitch attached.