October at a glance
Six campaigns working for you this month
Giveaway recap ยท Ended October 31
Readers' Choice Furnace Giveaway results
A giveaway does two jobs at once: it builds your list of local homeowners, and it surfaces the people already thinking about a new furnace.
What the giveaway ad budget bought
Ended- Facebook ad spend
- $2,832.46
- Entries from Facebook
- 533
- Cost per entry
- $5.31
- Cost per furnace estimate request
- $32.94
$32.94 buys a homeowner who raised their hand for a furnace replacement estimate. A single installed system more than covers the campaign's entire ad spend.
We count only the 86 estimate requests that came from Facebook here. The 33 from your own email list came free on top.
Where the giveaway entries came from
| Source | Entries | % of entries | Estimate requests | Request rate |
|---|---|---|---|---|
| Facebook & Instagram ads | 510 | 64% | 86 | 17% |
| Your email list & direct links | 270 | 34% | 33 | 12% |
| Google search | 23 | 3% | 0 | 0% |
| Total | 803 | 100% | 119 | 15% |
Facebook brought in 64% of the entries and the highest share of estimate requests. The Google search entries are likely people who looked up the giveaway to make sure it was real.
Where giveaway entrants live, by ZIP code
- ZIP codeEntries (% of all)Estimates (% of all)
96% of entries (770 of 801 with a valid ZIP code) came from the area on this map. Northeast Fort Wayne led the way: 46835 alone brought in 10% of all entries and 11% of all estimate requests.
Spring AC vs. fall furnace giveaway
| Entries | Estimate requests | |
|---|---|---|
| Spring 2026 AC | 718 | 175 (24%) |
| Fall 2026 furnace | 803 | 119 (15%) |
Fewer fall entrants asked for an estimate right away. A furnace replacement is a big decision, and many of these homeowners will be ready later in the heating season.
Homeowners who entered both giveaways
141
141 people (18% of fall entrants) entered both the spring and fall giveaways. They keep choosing to hear from Brockman, which makes them some of the best prospects on your list.
Paid ads ยท October 2026
Evergreen ad campaigns
These campaigns run all year and send you install leads every month.
HVAC install leads
Running- Spend
- $2,366.42
- Leads
- 42
- Cost per lead
- $56.34
Cost per lead climbed this fall while the giveaway ads ran to the same Fort Wayne homeowners. We recommend fresh ad creative for November to bring it back down.
Instant-quote install leads
Running- Spend
- $851.69
- Leads
- 14
- Cost per lead
- $60.84
Steady at about 14 leads a month for the second month in a row, and well below August's cost per lead.
Fort Wayne Reddit awareness ads
Recommend pausing- Spend
- $175.02
- Purpose
- Brand awareness
Reddit's job is name recognition with local readers, and your leads come from Facebook. We recommend pausing it and moving that $175 a month into the install leads campaign, where it buys about three more install leads.
Emails to your customers
Campaigns to your existing customers
These go to customers already in your system. We send them in stages so your phones stay manageable and your email reputation stays healthy.
2026 fall tune-up campaign
RunningSent to 2,147 active customers outside your maintenance plan. The goal is to book a tune-up first, then welcome them in as members.
- Customers reached
- 2,147
- Delivered
- 99.1%
- Opened
- 31.7%
- Replied by email
- 0.36%
We built this campaign as email only by design. Whenever you want a scheduling boost, we can add a text message to a select group of customers. Just say the word.
Brockman plumbing launch to members
RunningAnnouncing Brockman's new plumbing services to 2,311 maintenance members, by email and text, in three member groups.
Around 40% of members in every group are opening these emails, so the message is landing. For a new service line, the first job is getting members to remember that Brockman does plumbing. That takes repeated touches, and plumbing calls tend to follow when a member has a problem.
Coming in November
What we're working on next
Giveaway follow-up emails. A six-email series to giveaway entrants, starting with the winner announcement and a $70-off furnace tune-up thank-you.
Fresh creative for the install leads campaign to bring cost per lead back down after the giveaway.
Plumbing launch continues for Best and Better members.
Fall tune-up campaign moves toward its final email in mid-December.
Your call: pause Reddit and move that $175 a month into install leads.
What we need from you
3 things to discuss on our next call. Your input helps us make your campaigns work harder.
- Giveaway estimate follow-ups
Where your team stands with the 119 homeowners who asked for a furnace estimate: who's been called, quoted, and sold. That shows us which sources and ZIP codes turn into installs, so we can aim your next giveaway and your ads at the homeowners who buy.
- New offer for your HVAC install ads
Facebook keeps rejecting new ads built around the 0% interest for 60 months offer, so your install leads campaign is down to one running ad. Let's talk through one or two other system replacement offers you'd like to run, like a rebate, a dollar-off amount, a free upgrade, or an extended warranty. New offers let us launch fresh ads and bring your cost per lead back down.
- Reddit decision
Whether to pause Reddit and move the $175 a month into your install leads campaign, where it produces leads.