From $118 to $64 per booked job—here’s the exact system we used.
Twin Cities Finest, a leading air duct cleaning service provider in the Minneapolis-St. Paul metro area, came to us with a problem every home services business knows too well: customer acquisition costs were eating into their margins.
At $118 per booked job, their paid advertising was generating leads—but not profitably.
We partnered with them to build a full-funnel marketing system that combined intent-based advertising, multi-platform remarketing, and AI-powered lead nurturing. The result? A 46% reduction in cost per booked job, saving $54 on every single appointment.
Here’s exactly how we did it.
The Challenge
Twin Cities Finest was stuck in a cycle that plagues most home services companies:
- High acquisition costs limiting scalability and profitability
- Leads dropping off before booking due to lack of follow-up touchpoints
- Inefficient ad spend without proper audience segmentation
- Manual lead qualification consuming valuable staff time
- Low conversion rates from initial contact to booked appointment
They needed a system that would reduce costs, improve lead quality, and increase conversions throughout their entire sales funnel.
The Solution: A Four-Phase Full-Funnel System
Phase 1: Intent-Based YouTube Advertising via Google Ads
Instead of casting a wide net with awareness-focused campaigns, we targeted users actively searching for air duct cleaning solutions through Google Ads on YouTube.
By capturing users at the moment of intent, we dramatically improved initial lead quality and reduced wasted ad spend.
What we targeted:
- High-intent search queries like “air duct cleaning near me,” “HVAC cleaning services,” and “duct cleaning cost”
- Geo-targeted campaigns to Twin Cities metro area zip codes for maximum relevance
- Video content showcasing before/after transformations and professional service
Phase 2: Multi-Platform Video Remarketing
Users who engaged with YouTube ads but didn’t convert were immediately enrolled in a sophisticated remarketing campaign across YouTube, Instagram, and Facebook.
This multi-touch approach kept Twin Cities Finest top-of-mind while building trust through repeated exposure to video content.
Platform breakdown:
- YouTube: In-stream video ads reaching users during content consumption
- Instagram: Story and Reels placements with mobile-optimized video creative
- Facebook: Feed and Watch placements with testimonial-focused content
Phase 3: AI-Powered Lead Nurturing & Qualification
This is where the real transformation happened. We implemented comprehensive AI touchpoints throughout the lead nurturing process—a system that worked 24/7 to engage, qualify, and convert leads while reducing the burden on staff.
The AI touchpoints:
- AI Web Chat: Instant engagement with website visitors, answering questions about services, pricing, and availability while capturing contact information
- AI Email: Automated follow-up sequences with personalized content based on lead behavior and expressed interests
- AI SMS: Two-way conversational SMS for quick responses, appointment reminders, and re-engagement of dormant leads
- AI Voice: Intelligent voice assistant handling inbound calls, qualifying leads, and scheduling appointments without human intervention
- Online Booking: Self-service scheduling integrated across all touchpoints, enabling 24/7 appointment booking with real-time availability
Phase 4: Conversion Rate Optimization
Continuous optimization was built into every aspect of the system. We analyzed data across all touchpoints to identify bottlenecks, test messaging variations, and refine targeting parameters.
- A/B testing of video creative, messaging, and calls-to-action
- Landing page optimization for maximum lead capture
- Audience segmentation refinement based on conversion data
- AI response optimization based on lead engagement patterns
The Results
The integrated approach delivered transformational results:
46% reduction in cost per booked job — from $118 down to $64
$54 savings per booked job — direct margin improvement on every appointment
Additional business impact:
- Scalable Growth: Lower acquisition costs enabled profitable scaling of ad spend and business volume
- Staff Efficiency: AI touchpoints reduced manual lead handling, freeing staff for higher-value activities
- 24/7 Operations: AI-powered engagement captured leads outside business hours that would have previously been lost
- Improved Lead Quality: Intent-based targeting and AI qualification delivered more job-ready prospects
- Consistent Experience: Multi-channel remarketing and nurturing created a cohesive brand experience
Key Takeaways
1. Intent Beats Awareness Targeting users actively searching for services delivers higher-quality leads at lower costs than broad awareness campaigns.
2. Multi-Platform Remarketing Compounds Results Reaching prospects across YouTube, Instagram, and Facebook creates multiple touchpoints that accelerate conversion.
3. AI Transforms the Funnel Intelligent automation across chat, email, SMS, voice, and booking creates a seamless experience while reducing operational burden.
4. Continuous Optimization is Essential Data-driven refinement across all touchpoints compounds efficiency gains over time.
Want to Implement This System?
The approach we used for Twin Cities Finest can work for any home services business. The key is building an integrated system where intent-based advertising feeds into multi-platform remarketing, which feeds into AI-powered lead nurturing—all working together to reduce acquisition costs while scaling volume.
If you’re spending too much to acquire customers and want to see what’s possible with a full-funnel AI-powered approach, let’s talk.
This case study represents actual results achieved for Twin Cities Finest, an air duct cleaning company in the Minneapolis-St. Paul metro area.
