Heating Up Success: 173% Conversion Rate Growth in the HVAC Industry!

Mega Services is a Maryland HVAC company with a good reputation. The business is best at heating, cooling, and ventilating. Its maintenance, repair, and installation services are available to clients in residences and commercial buildings.

Technicians on the team are licensed and protected. Care and accuracy are used on every project. Transparent pricing ensures no hidden costs, building trust with every customer.

Each job is completed with attention to detail. The company focuses on delivering reliable and lasting solutions. Mega Services continues to be a dependable choice for HVAC needs in Maryland.

Budget Challenges

 

With a limited budget, it was crucial to focus on cost-effective strategies that delivered results. This required careful allocation of resources and a focus on channels that could maximize ROI without overspending.

 

High Cost-Per-Acquisition

 

The cost of acquiring leads was higher than expected, driven by competitive CPC benchmarks. Adjustments to bidding strategies and keyword targeting helped lower these costs while maintaining lead quality.

 

Low Conversion Rates

 

The campaigns were not converting enough website visits into consultations. Incorporating Local SEO services helped attract a more relevant audience and improve the overall conversion rate.

 

Traffic and Visibility Issues

 

Campaigns were not generating enough traffic and struggled to rank well on the search network. Enhancements to ad copy and targeting boosted traffic and improved positions, driving more clicks from the right audience.

 

Lead Generation Goals

 

The main objective was to increase website leads and consultations. A combined focus on paid search optimization and organic reach helped the client achieve measurable growth in inquiries.

Ad Group Segmentation: Eight distinct ad groups were developed to identify which service categories performed best, allowing for better targeting and resource allocation.

Website Redesign and Optimization: A new website design was implemented, focusing on conversion optimization to ensure visitors had a seamless and user-friendly experience that encouraged more consultations.

Daily Negative Keyword Updates: Negative keywords were updated regularly to eliminate irrelevant traffic and prevent wasted clicks, helping to improve the efficiency of the campaigns.

Keyword Strategy Refinement: A new campaign was launched using top-performing service keywords with strong search intent, while keyword match types were updated to “exact match” to avoid unnecessary clicks and irrelevant terms.

Ad Variations and Analysis: Multiple ad variations were created to test performance and identify areas for improvement, providing actionable insights for campaign adjustments.

Ad Copy Improvements: Ad copy was tailored to highlight unique selling points, target relevant keywords, and incorporate special offers, boosting engagement, click-through rates, and ad relevance.

Bidding Strategy Adjustments: The bidding approach was fine-tuned to maintain a smooth campaign flow and achieve better results within the available budget.

Performance-Based Keyword Updates: Non-performing keywords were regularly removed, and new ones were added based on top-performing search terms to continuously refine the campaign’s effectiveness.

Ad Extensions: Necessary ad extensions were added to improve click-through rates, enhance reach, and drive more traffic, particularly from local areas.

Local Targeting Enhancements: Local location groups were expanded to attract maximum leads from high-performing local areas, ensuring the campaigns reached the right audience.

Conversion Tracking Updates: Conversion tracking was updated and corrected to capture all goal opportunities accurately, helping measure and analyze campaign success.

Remarketing List Updates: The remarketing audience list was refined to engage relevant groups more effectively and maximize leads.

Optimized Ad Scheduling: Ads were scheduled to run during working hours, with non-performing hours removed to make the campaigns more efficient and cost-effective.

• 173% increase in overall conversion rate
• 112% increase in conversions
• Cost per acquisition reduced to 48%
• Achieved 5% CTR goal