Doubled Conversion Rate for HVAC Contractor

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Assignment

A heating and air conditioning contractor in Gig Harbor asked us to help get them more consistent contracting leads, not just in a short span of time but over the span of an entire quarter of a year. We accepted their challenge and got to work creating a strategy to increase the rate at which they got leads over a longer period of time!

Our Approach

We used a 3-step approach for this HVAC Contractor: (1) Decide which target audience we should advertise to, (2) Create advertisements that will attract new visitors to the site and garner more leads, (3) and make it as easy as possible to call or fill out a form on the website.

1. Find Out Who to Target (or as we like to say, which pond to fish in)

We looked at Google keyword data and Facebook demographics and found the best keywords and audiences to target homeowners and people looking for help with heating & air conditioning with.

2. Design & Develop Ad Campaign

Based on the audiences and keywords we chose, we created Facebook ads, Google Search text ads and Google display ads that would appeal to people in the audiences we’d chosen. After initially running the ads, we also monitored them closely and adjusted the images and text we used to increase clicks based on the data of how many people were clicking through and staying on our client’s site.

3. Streamline Lead Process

We wanted to make sure that prospective clients would have no difficulty calling or filling out a form to contact the clinic, so we created a new page on the website focused on “Schedule an Appointment!” The page encouraged visitors to call or fill out a form, and also included the most important information about the contractor in an easy-to-read format so visitors could quickly learn what services and qualifications they offered and contact them right away.

Results

Our work was a huge success for our contractor client, helping them get more consistent leads by phone and online! We consistently got new leads over an entire quarter at a much higher rate than average advertising campaigns for similar businesses in the area.

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