HVAC Client Establishes Regional Market Share Ownership After Achieving Record Setting Google Ads Account Performance
1,249.42%
Increase In Conversion Rate
59.25%
Decrease In Cost Per Conversion
165.46%
Increase In Conversion Volume
586.84%
Decrease In Invalid Clicks
“It's been really amazing watching our lead cost go down each month. When we look at the graph for our all time performance, the line showing our cost per lead gets closer and closer to the bottom. You can barely see it compared to where we started from!”
Fred ******, Owner - C*****'s Heating and Air
| Overview
Although this client began using Google Ads in 2016, the company could not develop strong strategies for lead generation on the platform. Without proper management, lead cost fluctuation from month to month created a serious problem for the client, as they could not plan nor standardize the required budget. Therefore, a primary concern was to establish and maintain a strong direct correlation between cost and conversion volume. With the client's goals in mind, Doggo Digital stepped in to analyze and fine-tune the account.
| Goals
- Increase revenue by expanding client base
- Increase the quality and quantity of leads
- Decrease the cost for each lead generated
| Problems
- High cost per conversion which limited lead volume
- Low conversion rate which prohibited investing in Google Ads budget when lead volume was needed
- Conversion cost fluctuations: cost per lead increased and decreased by margins of 60% month-to-month. This lack of continuity resulted in inconsistent revenue projections
- High number of invalid clicks: competitors and bots, some found by Google which exhausted daily budget
| Strategies
- Implement thorough tracking for all conversion actions including phone calls
- Provide a more relevant and focused website experience based on what users were searching
- Target local searches with location specific ads that convey the client's award-winning reputation within the region
- Incentivize clicks by incorporating a Google Ads-exclusive offer within the ad text
- Utilize conquesting by capitalizing on competitor search
- Refine brand based traffic to determine true baseline performance for cold lead generation
- Invalid clicks: exclude dubious and over-served computer IPs from google ads
ABOUT THE CLIENT
Founded in 1986, this heating and air client has achieved over ten awards and certifications for their commitment to excellent HVAC service integrity, including being a Trane Comfort Specialist founding member. This family owned and operated company has provided service to eighteen neighboring cities and counties across a 75 mile radius for over thirty years. They are one of the most trusted and recognized companies in their state.
TYPE
Home Service
INDUSTRY
Heating Ventilation and Air Conditioning (HVAC)
SERVICES RENDERED
- PPC Management
- Phone Tracking
- Landing Page Creation
- Conversion Rate Consulting
Results
Case study timeframe: Jan 1 2018-Jan 1 2019 vs Jan 1 2019-Jan 31 2020
Before
After
| Conclusion
After a year of ad management with Doggo Digital, this HVAC company was able to achieve significantly increased regional search and conversion volume. This was accomplished through our refinement of ad campaign and landing page traffic, which drastically decreased this client's cost per lead while substantially increasing overall account stability.