HVAC Landing Page Case Study

A local HVAC company hired Third Marble Marketing to manage their Google Search Ads at the beginning of April. After about three months we noticed the account was not generating as many leads as similar clients in other geographic areas. So we asked one of our Google experts to analyze the account data.

From analyzing their Google Ads data from April through the beginning of July, we could see they had a significant increase in website visitors looking for their service. From the data, we could see about 6% of the traffic sent to their website resulted in a phone call/lead. They were paying about $650 on average for leads from Google Ads. We could tell the ads were driving relevant people searching for their service to their website but, they were not picking up the phone to contact them as often as the client had hoped.

After reviewing the client’s landing page (the web page Google searchers land on after clicking their ad) we thought it could benefit from our landing page formula designed to increase lead generation (phone calls or form fills).

Just like any other form of marketing, it’s important to tell people what you do, where you do it, why they should choose you, and how to contact your company. Regardless of how a potential client hears about you, they will almost always visit your website before becoming a lead. Your website is your most visible and popular salesperson. Is it communicating the right things to a prospective client? Is it keeping them interested?

When investing in Google Ads – one of the best forms of digital advertising in our opinion – it’s worth it to review your website to make sure it’s ready to convert all that traffic you’re paying for. By making sure your website text clearly communicates, answers a potential client’s questions quickly, having a clear call to action (IE. CALL US NOW), and installing a click to call button for mobile visitors – you will likely increase your conversion rate.

Your online advertising’s job is to drive relevant traffic to your website, then it becomes your website’s job to convert them into leads.

After some discussions with the client, they decided to hire us to design them a landing page using our Click-To-Call Landing Page service available only to our Google Ads clients. After about a week of design work, we updated their Google Ads to point to the landing page we designed. Here are the results from July through September.

Through weekly analysis of their Google Ads data and making changes to improve their results and their new landing page, their conversions tripled! We almost doubled their conversion rate to about 10% and got their cost per action down to about $280. They started getting more phone calls and paying less money for each call with their Google Ads investment.

With a dedicated employee to manage your online marketing or a professional marketing firm like Third Marble Marketing, your investment in Google Ads can pay off handsomely. It’s important to connect all the dots. Weekly analysis of your Google Ads data, updates made to your account through optimization of your keywords, ads, and negatives list, and a website designed specifically for turning that traffic into phone calls can increase your revenue.

If you’re ready to start seeing your revenue increase by investing in Google Ads, schedule a call with us today to speak with a Google Ads expert.

If you’re investing in Google Ads already with Third Marble Marketing and you’re ready to see if a Click-To-Call landing page is right for you, schedule a meeting with your Account Manager to discuss your options!

We hope this helps your business grow!