How Semper Fi Heating & Cooling Mastered "Demand Generation" to Dominate the Phoenix Metro Market
CASE STUDY: The $68 Million Blueprint
Client: Semper Fi Heating & Cooling
Markets: Mesa, Phoenix Metro, Las Vegas
Owner: Jesse Keenan (USMC Veteran)
Agency: UpFrog
Primary Strategy: Social Media Demand Generation & Online Pricing
Executive Summary
In an industry paralyzed by Private Equity consolidation and skyrocketing Cost-Per-Lead (CPL) on Google, Semper Fi Heating & Cooling broke the mold. Instead of fighting a “race to the bottom” for emergency repair leads, they partnered with UpFrog to pivot toward a Demand Generation model.
By leveraging UpFrog’s Online Pricing Tool and adapting to Meta’s “Andromeda” algorithm update, Semper Fi achieved what was previously thought impossible for a single-owner brand:
- Total Ad Spend: $5.6 Million
- Directly Attributed Revenue: $68 Million
- ROAS (Return on Ad Spend): 12.1x
- Primary Channel: Paid Social (Facebook, Instagram, TikTok)
The Challenge: The “Sea of Sameness”
Semper Fi, a veteran-owned business built on the Marine Corps values of integrity and service, faced a modern HVAC dilemma. The Phoenix and Las Vegas markets are among the most competitive in the nation, saturated with Private Equity-backed giants capable of outspending any local shop on Google Ads.
The problems were clear:
- Google Ads were becoming cost-prohibitive, with clicks for “AC Repair” often exceeding $100.
- Consumer trust was at an all-time low. Homeowners were exhausted by high-pressure sales tactics and “bait-and-switch” coupon offers ($29 tune-ups that turn into $20,000 quotes).
- Algorithm shifts. The traditional “stock photo of a technician” ads were being penalized by social media platforms favoring authentic, engaging content.
Semper Fi needed a way to bypass the “lead aggregators” and speak directly to homeowners before their systems failed.
The Solution: UpFrog’s “Andromeda” Strategy
UpFrog implemented a “counterintuitive” full-funnel strategy designed to exploit the new Meta Andromeda Algorithm, which prioritizes creative diversity and user engagement over rigid demographic targeting.
1. The Core Engine: “HVAC eCommerce” (The Online Pricing Tool)
The cornerstone of the $68M revenue was transparency. Instead of hiding prices behind a gatekeeper, UpFrog deployed an Online Pricing Tool directly into social media ads.
- The Hook: “See how much a new Trane system costs in Mesa without a salesperson in your living room.”
- The Result: This filtered out “tire kickers” and attracted high-intent buyers who valued honesty. Homeowners could build their own quotes online, effectively pre-selling themselves before the Semper Fi technician ever arrived.
2. The “Andromeda” Creative Pivot
UpFrog abandoned the industry-standard “We Can Fix It” ads in favor of creative diversity that signaled specific buyer stages:
- The “Counterintuitive” Ad: Ads that openly discussed why systems fail in Phoenix heat, without a direct “Book Now” CTA. These educational pieces built massive authority and retargeting pools.
- The “Lifestyle” Ad: Instead of showing condensers, ads showed families comfortable in their homes, with copy focusing on “Air Quality” and “Sleep Comfort.”
- The “TikTok” Style: Low-fidelity, authentic videos shot on iPhones featuring real Semper Fi technicians explaining common issues, humanizing the brand behind the logo.
3. Full-Funnel Demand Gen
Instead of just hunting for broken units (Demand Capture), UpFrog created demand:
- Top of Funnel: Educating homeowners on the benefits of “Preventative Replacement” before the summer crunch.
- Middle of Funnel: Driving traffic to the Online Pricing Tool for instant gratification.
- Bottom of Funnel: Retargeting pricing tool users with “Financing” and “Exclusive Veteran Discount” offers.
The Results Breakdown
The campaign did not just generate leads; it generated revenue.
- $68,000,000+ in closed revenue directly attributed to social media leads.
- Lead Cost Stability: While Google CPLs rose 30% year-over-year, Semper Fi’s social CPL remained stable due to the high engagement rates of the Andromeda-optimized creative.
“We stopped trying to convince people to buy, and started giving them the tools to shop. The result wasn’t just more leads—it was better customers.”
Why “Exclusive Territories” Matter
The success of Semper Fi highlights the power of UpFrog’s Exclusive Territory model.
Because UpFrog restricts its advanced “Andromeda” strategies to one partner per market, Semper Fi did not have to compete against other local companies using the same high-performing ad sets or pricing tools. They owned the “Transparency” lane in Phoenix and Las Vegas entirely.
Conclusion
Semper Fi Heating & Cooling proved that you do not need Private Equity money to win big. You need the courage to be transparent, the agility to adapt to new algorithms, and a partner like UpFrog to turn social media into a $68 million revenue engine.
Case Study prepared by UpFrog. Data verified as of Q4 2025.
