HVAC Company Sees 8x Increase in Leads Within First 30 days

825%

Increase in Conversions

68%

Decrease in Cost Per Acquisition

725%

Increase in Conversion rate

Overview

A South East HVAC Company wanted to see an increase in qualified leads within 30 days of campaign launch.

They had no recent paid search campaigns. Therefore, Turn Key Lead was tasked developing a brand new keyword strategy that would target HVAC leads. Additionally, TKL leaned on their vast database of keywords and HVAC consumer data to develop a targeted audience.

Challenges

The HVAC industry is extremely competitive and the market is ever-changing.
Large online companies increase CPC bids across all search engines.

Goals

Increase conversions while keeping CPA stable
The goal was to increase quality of leads over quantity to help reduce operational pressure
Create campaigns that could be scalable into other regions

Strategy

We broke out campaigns by state to hyper target location based keywords
75% exact match keyword structure to increase quality of leads
25% phrase match keyword structure to develop scalable keyword expansion
Utilized offline revenue data to increase algorithm learnings
Built long-form surveys that qualified leads before submission

Results

Increased conversions by 825%
Decreased cost per lead by 68%
Increased conversion rate by 725%