64 Meta instant-form leads in four days, €670.17 in ad spend and a blended cost per lead of €10.47. These are the reported Meta Ads Manager results for Dura Groep, a Netherlands-based air-conditioning installation business, during 1–4 November 2026. This case study explains the campaign structure, results and lessons for HVAC and home-service lead generation.
Campaign results at a glance
- 64 Meta lead-form submissions
- €10.47 average cost per lead
- €670.17 total advertising spend
- 21,906 total ad impressions
- 9,654 reported deduplicated reach
- €6.71 cost per lead in the strongest campaign
Reporting period: 1–4 November 2026. Channel: Facebook and Instagram through Meta Ads. Conversion event: Meta instant-form submission, not a verified booked installation or sale.
About Dura Groep
Dura Groep supplies climate and energy solutions in the Netherlands, including air conditioning and heat pumps. The Meta campaign promoted air-conditioning enquiries involving multisplit systems, Daikin Sensira Perfera and Mitsubishi MSZ-AY35VGK.
This case focuses on Meta Ads lead generation for air-conditioning installation. It does not represent a paid-search or website landing-page conversion campaign.
The acquisition challenge
Air-conditioning suppliers compete for local homeowners researching equipment, installation options and quotes. Product-specific campaigns must attract enough enquiries while keeping acquisition costs practical. Dura Groep’s campaign approach tested multiple offers rather than relying on one generic air-conditioning advertisement.
Our Meta Ads approach
1. Separate campaigns for specific AC products
The account included a multisplit air-conditioning campaign, a Daikin Sensira Perfera campaign and a Mitsubishi MSZ-AY35VGK campaign. A separate broad AC test campaign provided a fourth performance comparison. Product-specific messaging made it possible to evaluate which offer generated form submissions most efficiently.
2. Meta instant lead forms to reduce submission friction
All four campaigns used Meta lead forms inside Facebook or Instagram. Users could submit an enquiry without visiting a separate website landing page. This simplified the conversion path, although the supplied screenshots do not prove that instant forms outperformed a dedicated landing page.
3. Broad and age-based audience tests
The shared campaign details describe broad targeting for the general AC and multisplit campaigns, with age 30–65 targeting for the Daikin and Mitsubishi product campaigns. This structure allowed the team to compare offers and audiences; the screenshots alone cannot establish why one campaign achieved a lower cost per lead.
Meta Ads campaign breakdown: 1–4 November 2026
| Campaign | Reach | Impressions | Leads | Spend | CPL |
|---|---|---|---|---|---|
| Multisplit AC | 4,623 | 6,951 | 14 | €218.05 | €15.58 |
| Broad AC test | 2,636 | 5,341 | 32 | €214.66 | €6.71 |
| Mitsubishi MSZ-AY35VGK | 2,851 | 4,336 | 8 | €119.16 | €14.90 |
| Daikin Sensira Perfera | 3,213 | 5,285 | 10 | €118.30 | €11.83 |
| Total (Meta reporting) | 9,654 | 21,906 | 64 | €670.17 | €10.47 |
Note: Total reach is Meta’s deduplicated figure, not the sum of campaign reach. Meta’s total impression count is 21,906; individual campaign impression rows can differ slightly from combined totals because of reporting breakdowns. Reported frequency: 2.27 overall.
What the numbers show
Half the leads came from the broad AC test
The broad AC test accounted for 32 of 64 leads, or 50% of reported submissions, while consuming approximately 32% of the total budget. Its €6.71 cost per lead was roughly 57% lower than the €15.58 cost of the multisplit campaign. That is an observed campaign comparison, not evidence that a specific creative or algorithm-learning period caused the difference.
Product-specific campaigns added 18 leads
The Daikin and Mitsubishi campaigns together generated 18 leads on €237.46 in spend, equivalent to approximately €13.19 per lead combined. The branded campaigns were less efficient than the broad AC test during this short reporting period, but their enquiries could still have different downstream sales values. The supplied data does not establish that.
Daily reach and impressions varied
Meta’s daily breakdown shows reach and impressions shifting across 1–4 November. On 3 November, the multisplit campaign reached about 1.30K people. Daily delivery trends are useful for monitoring pacing, but a four-day chart is insufficient to diagnose fatigue or long-term performance.
What this teaches HVAC and home-service marketers
- Track performance by offer. Separate reporting reveals differences between general AC enquiries and product-specific campaigns.
- Keep lead capture simple. Meta instant forms are one low-friction option; compare them with landing pages using the same definition of lead quality.
- Measure beyond cost per lead. Follow up with leads and record qualified contacts, booked surveys, installation quotes, close rates, revenue and cost per acquired customer.
- Do not scale on a four-day snapshot alone. Verify lead validity, conversion rates and fulfilment capacity before increasing budgets.
Landing page CRO considerations for air-conditioning businesses
These campaigns used Meta instant forms, not a separate landing page. For businesses testing landing-page lead generation alongside instant forms, a conversion-focused air-conditioning page should clearly explain the service area, the product or installation offer, trust signals, contact options, and what happens after the enquiry. The next test should compare qualified enquiry rate and cost per booked installation, not only form completion volume.
Explore our paid advertising services, conversion-focused website design and other client case studies.
Results and measurement limitations
For the reviewed four-day period, the account recorded 64 Meta lead-form submissions at €10.47 each. The supporting screenshot confirms advertising results, spend, reach and impressions; it does not verify lead qualification, calls, bookings, closed installations, profitability or return on ad spend. Performance can vary by location, offer, creative, budget and period.
Frequently asked questions about Meta Ads for air-conditioning companies
How many leads did Dura Groep generate through Meta Ads?
The four Meta Ads campaigns recorded 64 instant lead-form submissions between 1 and 4 November 2026. These are form submissions, not confirmed sales or verified qualified leads.
What was the average cost per lead for Dura Groep?
The account spent €670.17 and reported 64 lead-form submissions, giving an average cost per lead of €10.47. Results are specific to the four-day reporting period.
Which Meta Ads campaign performed best?
The broad AC test campaign generated 32 form submissions at €6.71 each. It had the lowest recorded cost per lead of the four campaigns, but downstream lead quality and installation bookings were not provided.
Were the leads generated using a landing page?
No. These campaigns used Meta’s native instant lead forms within Facebook and Instagram. A dedicated landing-page conversion rate was not measured in the supplied results.
Can air-conditioning and HVAC installers use Meta Ads to generate enquiries?
Yes. Meta Ads can be tested to generate installation and service enquiries using clear offers, suitable audience targeting and lead forms or landing pages. Lead quality, quote requests and booked jobs should be tracked before deciding whether the advertising is profitable.
Does a €10.47 cost per lead mean the campaign was profitable?
Not necessarily. Cost per lead is an advertising efficiency metric, not a return-on-investment measure. Profitability requires information about valid contacts, sales close rate, installation revenue and delivery costs.
How do you measure lead quality from Meta instant forms?
Connect lead forms to a CRM, record contactability and service-location fit, and track follow-up outcomes such as qualified enquiries, booked surveys, quotes and completed installations. Compare cost per qualified lead and cost per sale alongside cost per form submission.
Want more enquiries for your home-service business?
Dexora Digital helps service businesses plan and evaluate paid lead-generation campaigns with transparent reporting, conversion-focused creative and follow-up measurement. Request a Meta Ads strategy consultation to discuss your market and acquisition goals.
Source: Meta Ads Manager screenshots supplied for 1–4 November 2026. Campaign figures are reporting-period results and are not a guarantee of future performance.
