Illustrative composite: Wellington HVAC operator, 4-truck fleet.
The client was running a single "West Palm Beach HVAC" campaign targeting the entire county with one ad creative and one landing page. Wellington equestrian-season demand (Dec–Apr) was being blended with Lake Worth off-season data, suppressing optimization signals. The landing page converted at 5.1% — no seasonal messaging, no Wellington-specific content, no click-to-call prominence for snowbird buyers on mobile.
We split the account into three geo-clusters (Wellington/33413/33414, Royal Palm Beach/33411, Lake Worth-Greenacres/33415), built dedicated landing pages for each, and turned on seasonal budget ramps entering November. Blended CPL dropped 43% in the first full season. Wellington cluster alone produced 28 qualified booked jobs in January at a $118 CPL vs. the previous $214.
Illustrative composite based on real campaign patterns. Client details anonymized.