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AllClimate Heating & Air Cooling

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Project Overview

AllClimate partnered with IT Edge to turn Meta advertising into a steady, season-driven demand engine. IT Edge produced custom ad graphics and short-form reels, managed every campaign end to end, and ran structured A/B tests. Over 81+ days of continuous management, the program moved from engagement to traffic to awareness as the season changed, building up to AllClimate’s Fall Tune-Up push.

The Project Scope

HVAC demand is seasonal, and the weeks before heating season are the best time to reach homeowners about maintenance. AllClimate needed a Meta presence that could keep up: scroll-stopping creative, campaigns built around timely service offers, and a clear way to learn what actually drives results. IT Edge was brought on to design and produce all ad graphics and reels, build and manage campaigns across Facebook and Instagram, and test against the data to sharpen performance from month to month.

The IT Edge Strategy

  • Our team ran a full-funnel Meta advertising program built around AllClimate’s seasonal service calendar:
  • Custom Graphics & Reel Production: Designed and produced original static graphics and short-form video reels for every campaign, made to stand out in Facebook and Instagram feeds and match AllClimate’s brand.
  • Engagement Testing (August): Launched two engagement campaigns side by side, Campaign A and Campaign B, to compare creative and messaging before scaling spend.
  • Traffic Campaigns & Controlled A/B Test (September): Ran two traffic campaigns in parallel with nearly identical budgets. One was a dedicated Fall Tune-Up test and the other was a multi-ad campaign. The setup gave a clean comparison of offer-focused and broader creative for driving website visits.
  • Seasonal Awareness Push (October to November): Launched a Fall Tune-Up awareness campaign that puts AllClimate’s maintenance offer in front of homeowners right as heating season begins.
  • Hands-On Campaign Management: Handled budgets, targeting, scheduling, and in-flight optimization across all campaigns. AllClimate got a fully managed program without the day-to-day workload.

Key Performance Metrics

  • $615+ in managed Meta ad spend
  • 5 campaigns launched
  • Custom ad graphics and reels, produced in-house
  • 3 campaign objectives: Engagement, Traffic, Awareness
  • 2 head-to-head A/B tests
  • 81+ days of continuous campaign management

Meta Ad Campaign Results

  • $615.12 Total Managed Spend: Invested across 5 campaigns and 3 objectives from August through the current Fall Tune-Up push.
  • $106.42 Engagement Phase (Aug 6 to 13): Split between Campaign A ($51.17) and Campaign B ($55.25) for a balanced head-to-head creative test.
  • $299.92 Traffic Phase (Sep 2 to 30): Two traffic campaigns run in parallel at nearly identical budgets ($149.94 and $149.98), giving a clean A/B comparison of the Fall Tune-Up offer against a multi-ad approach.
  • $208.78 Awareness Phase (Oct 7 to Nov 3, active): Fall Tune-Up awareness campaign running through the start of heating season.

The Outcome

  • The program gave AllClimate a test-driven Meta advertising system tied to the rhythm of the HVAC season. AllClimate now has:
  • A Library of Tested Creative: Professionally produced graphics and reels that are on-brand and ready to refresh for future seasonal offers.
  • Disciplined, Balanced Testing: Evenly split budgets in every test phase, so results reflect the creative and messaging rather than uneven spend.
  • A Repeatable Seasonal Framework: A full-funnel approach of engagement, then traffic, then awareness. It can be relaunched for spring AC tune-ups, summer cooling, or any future service push.

Click the photos to enlarge.