How Cobex Air cut marketing spend 40% across multiple lead providers

Cobex Air is an HVAC contractor serving the greater Sacramento market. The company buys leads from multiple providers. Before Opta, General Manager Ilya Manzyuk tracked lead performance himself: separate reports from each provider, spend reconciled by hand, and refund requests submitted one at a time.

The problem: manual tracking across multiple providers

Cobex Air had visibility into lead performance before Opta, but maintaining it was expensive. Each provider required its own report. Refunds for bad leads were requested manually, and many were never recovered.

Delivery was its own struggle. Getting each lead source to integrate correctly with ServiceTitan meant ongoing technical back-and-forth with the providers, and that work fell on Ilya.

“Refunds were manual, so we were never really optimizing that process. Thousands of dollars in wasted ad spend sat on my mind every month.”

There was a second problem underneath the reporting workload. Cobex knew which homeowners fit its business: single-family homes in its service area, above a minimum property value. But with each provider working to its own standard, there was no way to enforce that definition on every lead. Leads that didn’t fit were billed anyway, and recovering that money depended on a manual refund process.

Why Cobex Air chose Opta

Ilya was looking for two things: performance and spend across every provider in one place, and rejection tied to billing, so bad leads are blocked before they’re charged rather than disputed after.

“I was skeptical, but the results were immediate. Quick integration with ServiceTitan and all my vendors. Immediate savings and drastic simplification of our entire lead gen program.”

Opta is the only lead filtering platform built exclusively for home improvement and home services, so the property, service area, and duplicate filters Cobex needed were standard features rather than custom work.

What changed: one set of filters across every provider

Opta’s team built the integrations directly with each provider and set up real-time delivery into ServiceTitan, so Ilya was out of the coordination work entirely. Cobex then configured filters that apply to every lead from every source before it’s accepted and billed:

• Property type. Single-family homes only. Apartments, lots, manufactured homes, and multi-family properties are rejected.
• Property value. A minimum home value, so reps don’t quote jobs that won’t be profitable.
• Service area. ZIP-level verification against Cobex’s coverage.
• Contact validation. Phone numbers checked for active, valid lines.
• Duplicates. Repeat emails and phone numbers blocked across all sources.

A lead that fails any filter is rejected in real time, before it reaches ServiceTitan and before Cobex is billed for it.

Where the rejections come from

Most of the leads Opta rejects for Cobex fail the property type and value filter, not contact validation. Duplicates sold across multiple sources make up the next largest share, followed by invalid phone numbers and leads outside the service area.

The property filter rejections are the ones a refund process can’t recover. A lead on a multi-family property with accurate contact data isn’t defective by any provider’s standard, so it doesn’t qualify for a refund. Under the old process, Cobex paid for those leads. Now they’re rejected before billing.

“The filters hold our providers accountable to our business strategy rather than us adapting to theirs.”

The results

Since going live, Cobex Air has reduced marketing spend by 40% and increased its booking rate by 34%. The reporting, reconciliation, and refund work Ilya handled himself is gone, and Opta works with the providers directly when a technical issue comes up.

“The automatic rejection process is the piece that gives me peace of mind. I know we’re only spending money on legitimate HVAC leads inside our service area.”

For contractors on the fence

Asked what Opta means for his operation, Ilya kept it short:

“Having Opta is like having another team member. Absolute game-changer.”

Cobex Air is online at cobexair.com