Blind test on a $500 CPM placement in Tulsa, I was wrong the whole time

I run a small digital shop and one client kept pushing for programmatic audio ads, which I thought was a total waste for a local HVAC crowd. Finally gave $500 to test it in Tulsa for 3 weeks against our usual social retargeting. Audio pulled a 2.1% CTR on the landing page while social sat at 0.8%, plus we got 14 service calls directly tagged from that campaign. The execution was clunky at first but the scale of impressions for that budget surprised me. Has anyone else had a channel they wrote off actually outperform their bread and butter when measured with tracking numbers?

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