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Google Ads Management and SEO for Small Business.

Affordable, Effective Google Ads Management and SEO for Growing Small Businesses in the USA

HVAC Landing Page Case Study

October 15, 2020
When a business wants to increase their leads, we believe one of the best ways is to advertise to people searching for their service on Google with Google Ads. However, even if you have a Google Ads genius behind the wheel, if the website you’re driving traffic to is not converting the additional traffic into leads – some of those hard-earned phone calls may be slipping through your fingers. In this case study, we will highlight the Google Ads data of a local HVAC company that saw their results significantly improve after we built them a new web page and applied our landing page formula.

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!

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Which One Do I Need? When it comes to driving traffic to your website, you’ve likely heard the terms SEO (Search Engine Optimization) and PPC (Pay-Per-Click). Both are essential digital marketing strategies, but they serve different purposes. So, how do you determine which one is the right fit for your business? The truth is that SEO and PPC work best when used together, but understanding their differences will help you decide where to focus your efforts based on your goals and budget. Let’s take a closer look. What is SEO? SEO focuses on improving your website’s visibility in organic search results. This involves optimizing your website’s content, structure, and technical elements to rank higher on search engines like Google in the organic section of the Search Results Page. Some key components of SEO include: Keyword Optimization : Identifying and using relevant keywords in title tags, meta descriptions, alt tags, and onsite copy to attract the right audience. High-Quality Content : Creating valuable, authoritative, and informative content that appeals to users and search engines. Technical SEO : Improving site speed, mobile-friendliness, and security to enhance user experience. Backlink Building : Earning links from reputable websites to increase domain authority. Benefits of SEO Builds Long-Term Organic Traffic : Once your website ranks well, you can enjoy a steady stream of visitors without ongoing ad spend. More Cost-Effective Over Time : While SEO requires an upfront investment in content and optimization, it becomes more affordable as your rankings improve. Boosts Credibility and Trust : Appearing in organic search results gives your business more authority in your industry. What is PPC? PPC is a paid advertising strategy where businesses bid on keywords to appear in sponsored search results. Every time a user clicks on your ad, you pay a fee. Google Ads is the most popular PPC platform, allowing businesses to target specific demographics, locations, and search queries. Benefits of PPC Delivers Instant Traffic : PPC generates immediate site visitors, whereas SEO results are not immediate. Highly Targeted : You can reach specific audiences based on keywords, location, demographics, and even online behavior. Measurable Results : PPC provides detailed analytics, allowing you to track performance and adjust campaigns for better ROI. Scalable: Depending on your immediate business needs, you can increase and decrease your budget, and therefore the number of leads and sales you get each month from PPC. SEO is not that nimble. Setting Realistic Expectations: SEO is a Marathon, PPC is a Sprint When deciding between SEO and PPC, it’s important to set realistic expectations for results. Think of SEO as a marathon and PPC as a sprint. Both can get you to the finish line, but they work at different speeds and require different strategies. SEO: The Marathon Approach SEO takes time, just like training for a marathon. You won’t see results overnight, but with consistent effort, you’ll build momentum and endurance. Timeline Expectation: Months 1-3: Research, technical optimization, and content creation. During this period of time, expect little to no ranking improvements. Months 4-6: Gradual ranking improvements and some organic traffic growth. Months 6-12: Stronger rankings, increased traffic, and leads (provided ongoing effort continues). 1 Year & Beyond: Established rankings, steady organic traffic, and a strong foundation that requires maintenance, but not constant spending. The key takeaway is that SEO compounds over time. The more effort you put in early, the more rewards you reap later. PPC: The Sprint Approach PPC is like a sprint—you get results quickly, but you have to keep paying to stay ahead. If you stop running (funding your ads), the traffic stops too. Timeline Expectation: Week 1: Campaign setup, keyword research, and ad creation. Weeks 2-4: Ads go live, and traffic starts coming in immediately. Months 1-3: Performance optimization. This entails adjusting bids, refining targeting, and improving ad quality for better ROI. Ongoing: As long as you continue funding your ads, you’ll keep generating traffic and leads. PPC provides instant results, but costs can add up. Unlike SEO, which continues to bring traffic over time, PPC stops working the moment you turn off your ads. What’s the Right Strategy? Need leads now? Start with PPC. Want long-term sustainable growth? Invest in SEO. Want the best of both worlds? Run PPC while building your SEO strategy in the background. Understanding these timelines will help you manage expectations and make informed marketing decisions. In Closing All in all, SEO and PPC are not competitors. In fact, they complement each other. Investing in both strategies can maximize your visibility and help your business grow.  If you need help deciding where to start, contact Third Marble Marketing , and we’ll help you craft the perfect strategy for your goals and budget!
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