30-Day Google Ads Case Study - Home Services: HVAC
In this Google Ads case study, you'll see how we helped a Birmingham HVAC company grow its business with paid search, achieving a 31X RoAS (return on ad spend) within 30 days!
Google Ads Case Study
Perfect Heating & Air
Industry: Home Services: HVAC
Location: Birmingham, AL
Size: 45 employees
Monthly Ad Budget: $25K
RoAS (return on ad spend): 31X
Perfect Heating & Air is an HVAC company based in Birmingham, AL. They had been relying on Yelp and Yellow Pages advertising but were not getting enough volume to keep their team busy.
They came to us looking for help with generating leads through Google Ads. They had never run ads on Google before and were in need of professional expertise.
The Challenge
Perfect Heating & Air was not getting enough volume to keep their team busy.
They had been relying on yelp and yellow pages advertising. They were paying about $200 per lead.
They were also having difficulty converting their leads into customers.
The Solution
We decided to run an optimized search campaign on Google, targeting people searching for air conditioner service and repair. We were able to get qualified leads for only $69 each by focusing on high-end keywords that would produce the best ROI.
The Campaign
We ran a search campaign on Google targeting people in the Birmingham, AL area who were searching for air conditioner service and repair.
To optimize the campaign, we focused on high-end keywords that were most likely to result in a sale. These consist mostly of keywords that signify buying intent, such as “air conditioner price” or “air conditioner sale”.
The Methodology: 6-Steps to Success
We began by researching the client’s current website to see what keywords they were targeting.
We then performed research on the local HVAC industry in Birmingham to see what keywords were being used by their competitors.
Next, we compiled a list of high-intent keywords that we thought would be most effective for the campaign.
We then created ad groups around these keywords and wrote ads specifically for each group.
We set up conversion tracking so that we could measure the results of the campaign.
We launched the campaign and began monitoring the results.
The Results
The campaign generated 140% more leads at a significantly lower cost per lead. In the first month, the campaign generated 339 leads at an average cost per lead of $69. This is a significant decrease from the $200 per lead that the client was previously paying.
In addition to the decrease in cost per lead, the campaign also generated a higher conversion rate. Of the 339 leads that were generated, 47 of them converted into customers. This is a conversion rate of 14%, which is significantly higher than the industry average of 2-3%.
The Return on Investment (ROI)
The average lifetime net profit of a new HVAC customer is $15,340 over 3 years. So, the total value of the 47 new customers generated by the campaign is $731,460.
This represents a RoAS (return on ad spend) of 31X for this HVAC PPC campaign. This is close to our company record high RoAS of 38X!
This client has since increased their ad spend with us and is on track to generate even more new revenue.
Summary
Google Ads is a powerful tool that can be used to generate high-quality leads for your HVAC business.
By targeting high-end keywords, you can get qualified leads for a fraction of the cost of other marketing channels.
Then, by focusing on conversion rate optimization, you can turn those leads into customers at a much higher rate than your competitors.
If you're looking to grow your HVAC business, contact us today and we'll show you how we can help.