31x PPC Traffic and Leads for HVAC Contractor
How Northland Heating & Cooling Generated Leads for $21 per Lead
Improve website lead conversion and reduce customer acquisition costs.
Revamped website using Service Titan Online Booking tools and CRM
Website improved customer experience and conversion, while increasing ROAS.
Clicks to Site
Revenue from Leads
Digital Strategies for HVAC Contractors
The first step was to reconstruct the website with a more conversion focused approach. One that spoke to the target customer and implement calls to action such as online booking. We then recommended getting the business off a home grown database and onto Service Titan in order to get better visibility into performance. We also bolted on Schedule Engine to replace the traditional contact forms as today’s customer expects immediate appointment booking to rectify a home’s HVAC when the heat or air go out. This application was implemented onto the website and then directly integrated into Google My Business and Local Service Ads.
With improved conversion and lead tracking capabilities, we were then able to reconstruct their Google Ads accounts to be performance driven. Google’s bidding algorithm incorporates 3 factors into the Cost Per Click for a keyword. The 3 factors are conversion rate, average ticket value and the target return on ad spend desired. Now that the website can track conversion rate from phone calls and bookings, we can plug that into Google’s automation tools to deliver the 7-10x desired ROAS needed to profitably buy ads.
The new website and technology stack allowed us to improve the marketing efficiency of Google Ad campaigns. Conversion rates jumped to 22% which was 171 leads out of 768 clicks to the website. Much better than the prior 5% with the old website. This allowed us to obtain leads from PPC ads at a cost of $21.96 per lead. The return on investment was 31.83x which is well above average when the Google industry average is only 2x. Contact us below if you are interested in obtain the same results.
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