How Globe United Increased Meta Advertising Results by 406% With a More Focused Local Strategy
By EmoryDay
September 29, 2026
4 Minute Read
Globe United serves contractors with HVAC and related products and solutions, including wholesale mini-split systems. With a strong presence in Southern California, the company has an opportunity to reach a large and diverse contractor market through targeted digital advertising.
When new leadership took over the company, Globe United wanted to rethink its approach to lead generation and create an advertising strategy better aligned with its current growth objectives.
Client’s Challenge:
Before the campaign overhaul, Globe United's advertising was generating leads, but the company wanted greater lead volume and, importantly, more opportunities from the types of contractors it actually wanted to reach.
The arrival of a new CEO created an opportunity to reassess the existing strategy.
Rather than continuing with the same campaigns, EmoryDay worked with Globe United's new leadership to understand its priorities, target market, and the types of prospects that represented the greatest opportunity for the business.
Three opportunities stood out:
- Refocus geographically. Instead of casting a wider net, advertising could concentrate on Globe United's local Southern California and surrounding area market.
- Refresh the creative. New video advertising could communicate the company's contractor-focused value proposition more directly and effectively.
- Reach Spanish-speaking contractors. Southern California's large Spanish-speaking population represented an important audience that warranted dedicated Spanish-language advertising rather than relying exclusively on English creative.
EmoryDay’s Solution:
We implemented a major refresh of Globe United's Meta advertising strategy.
The new approach included brand-new video ads developed around Globe United's value proposition for HVAC contractors. Messaging focused more directly on the reasons contractors would want to work with Globe United and made the advertising more relevant to the intended audience.
We also refined geographic targeting around Southern California, concentrating advertising dollars in the market most important to Globe United's business instead of pursuing a broader audience.
Finally, EmoryDay developed and launched Spanish-language video advertising to expand Globe United's ability to communicate with Spanish-speaking contractors throughout its target market.
Together, these changes represented more than a creative refresh. They created a more localized and audience-specific advertising strategy built around Globe United's new leadership, business priorities, and customer base.
Turning Meta Advertising Into a More Focused Lead Generation Engine
How Globe United drove 406% more results while cutting cost per result by 63%.
Results Experienced:
The difference following the campaign overhaul was significant.
From July 13 through September 23, 2026, Globe United's Meta advertising generated 339 reported results, compared with 67 during the preceding May 1 through July 12 comparison period.
That's an increase of approximately 406% in Meta-reported results.
And the improvement wasn't simply the result of spending proportionally more money.
During the earlier comparison period, Globe United spent approximately $2,153 on Meta advertising. Following the campaign changes, spend increased to approximately $3,999, an increase of about 86%.
Despite that increase in investment, results grew by approximately 406%.
Based on total spend and reported results, Globe United's blended cost per result improved from approximately $32.14 to $11.80 - a reduction of about 63%.
Before vs. After
| Metric | Before Campaign Refresh | After Campaign Refresh | Change |
| Meta-Reported Results | 67 | 339 | +406% |
| Meta Ad Spend | $2,153 | $3,999 | +86% |
| Blended Cost per Result | $32.14 | $11.80 | -63% |
The new English-language video creative became a major source of response, while the newly introduced Spanish-language campaigns added another avenue for reaching contractors within Globe United's Southern California market.
Beyond the advertising metrics, Globe United also reported receiving a strong volume of quality leads following the campaign changes, an important indicator that the new strategy was doing more than simply generating additional activity.
For Globe United, the campaign demonstrates what can happen when advertising evolves alongside a business. Instead of continuing to rely on the previous approach, EmoryDay listened to the priorities of Globe United's new leadership and developed a strategy around new creative, stronger geographic focus, and messaging designed for the audiences the company actually wanted to reach.
The result was a dramatic increase in campaign response alongside a significantly lower blended cost per result.
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