Driving Predictable Winter Revenue for a Seasonal Snow Removal Company

‍

Bjorn Mows & Snow operates in one of the most volatile local service markets: seasonal snow removal.

‍

Demand spikes rapidly. Competition intensifies overnight. Lead quality must remain tightly localized. And conversion windows are short.

‍

To capitalize on peak winter months, Bjorn partnered with Adovate to build a scalable, predictable lead generation engine across Meta and Google.

‍

The Challenge

‍

Snow removal marketing isn’t evergreen.

‍

The business faced:

• Seasonal CPL increases at the start of snow season
• Leads appearing outside service postal codes
• Rapid demand spikes during snowfall
• The need to scale budgets without losing efficiency

‍

Performance needed to remain stable — even when weather patterns weren’t.

‍

The Strategy

‍

Adovate implemented a structured, multi-layer acquisition system designed for seasonal adaptability.

‍

Multi-Platform Demand Capture

‍

We built complementary campaigns across:

‍

Meta Ads

• High-volume reach and conversion campaigns
• Service-focused video and static creatives
• Instant lead forms to reduce friction

‍

Google Ads

• High-intent snow removal search traffic
• Demand capture during storm surges
• Supplemental conversion volume during peak months

‍

This diversified approach protected performance during seasonal volatility.

‍

Instant Form Optimization (Performance Breakthrough)

‍

In October, we transitioned from landing page forms to Meta instant forms.

‍

The impact:

• 132 Meta conversions in October alone
• Nearly doubled lead volume month-over-month
• Increased submission rates during peak demand

‍

Reducing friction dramatically increased inquiry velocity.

‍

Geographic Precision & Lead Quality Controls

‍

When off-area leads appeared in early months, we:

• Reinstated strict postal code targeting
• Added disqualifying questions to lead forms
• Refined audience exclusions

‍

This ensured leads remained service-area qualified and operationally viable.

‍

📊 Aggregated Campaign Performance (Sept–Dec 2025)

‍

Meta Ads Performance

• $18,298.80 total spend
• 1,416,856 impressions
• 19,791 clicks
• 433 conversions
• ~$42.26 average CPL

‍

Google Ads Performance

• $8,771.37 total spend
• 125,107 impressions
• 2,763 clicks
• 157 conversions
• ~$55.88 average CPL

‍

📈 Combined Results

• 590 Total Leads Generated
• $27,070.17 Total Ad Spend
• $85,521.69 Revenue Generated
• ~$45.88 Blended Cost Per Lead
• ~3.16x Revenue-to-Ad Spend Ratio

‍

Despite expected seasonal cost increases in December, performance remained predictable and aligned with winter demand patterns.

‍

Key Takeaways

• Seasonal services require speed and simplicity.
• Instant lead forms dramatically increase volume during time-sensitive demand.
• Strict geographic controls are essential for local service businesses.
• A multi-platform strategy stabilizes performance during seasonal volatility.

‍