Henry Mechanical
2.5x ROAS in the Bay Area: Henry Mechanical's Dual-Service Strategy
“Achieving 2.5x ROAS in the Bay Area, one of the most expensive ad markets in the country, proves Meta Ads work when the strategy is right. Our HVAC business competes against companies with 10x our budget, but the targeted campaigns Dancing Chicken built consistently outperform. Lead quality is excellent and our close rate is above industry average.”
Dan Henry
Key Metrics
2.5x
Return on ad spend
$50K
Monthly revenue growth
Without Dancing Chicken
The Bay Area is one of the most expensive ad markets in the country, making cost-effective lead generation extremely challenging
Competing against HVAC companies with 10x larger marketing budgets and established brand presence throughout the region
Homeowners in the area had high expectations for service quality, making it critical that leads matched the company's premium positioning
With Dancing Chicken
We ran tightly geo-targeted campaigns focused on specific Bay Area neighborhoods where the service team could respond fast, avoiding waste in the expensive market. The creative told the family-owned story with real team photos and decades of local experience, something the big national brands couldn't replicate. Each service line, AC, heating, plumbing, electrical, got its own audience and messaging. Maintenance campaigns to past customers built the recurring revenue base.
