HVAC Coverage Case Study

Our client offers HVAC services against costly repairs or replacements on their home’s covered essential systems and appliances through service provided by a large network of prescreened contractors and qualified technicians.

They are a leading provider of HVAC services with the experience and strength of an industry leader.

210%
Lead Increase
33%
Cost Decrease

The result-driven process

Challenges
Solution
Results

The account literally had a few campaigns on broad match. The account was generating a steady amount of leads per month on a decent CPL, but they were missing 90% of the opportunity in the search channel. When checking the change history tool, there was literally 1 or 2 changes per month. With this size of an industry opportunity, there needs to be changes made every single day.

Overall, the challenge was that our client did not get the attention they needed in order to grow their business. The problem is that when large agencies on-board client that spend $20,000 – $50,000, it gets pushed as low priority, but what they miss is the opportunity to grow the account.

When we took this account over, they were spending $30,000 a month on average, which is not a LARGE client, but with extensive effort and showing results, we were able to grow the account to spend over $100,000 in just 45 days.

• Made all positive queries in the 12 months as exact and BMM keywords.
• Revamped broad match keywords
• Implemented TOD strategy
• Implemented A/B Copy tests
• Adjusted bid modifiers based on historical geographic performance
• Adjust bid modifiers based on TOD historical performance
• Assisted with re-adjusting cost per lead goals based on new customer lifetime value.
• Re-focused branded efforts to capture 100% impression share.
• Shifted focus to 1 click / 1 impression keywords because of low competition and low CPL.

37% increase in conversion rate

210% increase in leads

33% decrease in CPL

Avg. search position dropped 35%, from 4 to 2.6

37%
Increase in CVR
210%
Increase in Leads
33%
Decrease in CPL
35%
Decrease in Avg Position
32%
Increase in AVG Quality Score

We grow accounts

Overall, the challenge was that our client did not get the attention they needed in order to grow their business. The problem is that when large agencies on-board client that spend $20,000 – $50,000, it gets pushed as low priority, but what they miss is the opportunity to grow the account.

When we took this account over, they were spending $30,000 a month on average, which is not a LARGE client, but with extensive effort and showing results, we were able to grow the account to spend over $100,000 in just 45 days.

Always growing -

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