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COST PER LEAD DOWN 58% (90 DAYS)

CPA $120 → $50
Calls 41 → 127 / month
Conv rate 3.1% → 9.4% · CTR 3.2% → 6.8%

Bottom overlay line: Homeowners in Peel now find and book HVAC service fast.

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Who we helped

Local HVAC company in Peel Region, ON

Heating, cooling, and tune-ups. Budget $3k–$5k/month. Leads were sporadic and expensive. They wanted booked calls, not just clicks.

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Problem Statements

Broad + blended intent

Generic keywords mixed installs, repairs, and research—all at $120 CPA.

No call tracking

Couldn’t see which keywords/ad groups actually drove phone bookings.

Weak landing flow

Old multi-offer page; slow on mobile; no trust badges or map.

Goals

  • Bring CPL under $60.
  • Increase booked calls (not just form fills).
  • Track phone conversions end-to-end.

OBJECTIVES (90 days)

  • CPA ≤ $60 (hit: $50).
  • Calls 100+ / month (hit: 127).
  • Call tracking live in CallRail + GA4 for all campaigns.

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Discovery Insights

Keyword mix:

Broad match hoovered low-intent searches; little exact coverage.

Geo bloat:

Region lumped together; city distance affected close rate.

Ad timing:

Night clicks, few conversions; no dayparting.

Landing friction:

 Multiple CTAs, slow hero, no price anchors or financing cue.

No negatives:

Paid for DIY queries (“thermostat blinking,” “how to fix…”) repeatedly.

Tracking gaps:

No dynamic number insertion; missed calls from ads & landing page.

Phase 1

Build the foundation

Fix the basics

  • Tracking first: CallRail + DNI, import calls to Google Ads & GA4.
  • Account split: campaigns by service (furnace repair, AC repair, install, tune-up) and by city.
  • Exact/SKAG-lite: tight ad groups; add negatives (DIY, careers, wholesale).
  • New landing page: single offer, trust badges, service-area map, sticky tap-to-call.
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Phase 2

Win intent & time

Show real proof

  • Ad schedule: 7am–9pm; bid down overnight.
  • Near-me boost: location & distance bid adjustments.
  • Creative set: RSA with price anchors (“Diagnostics from $79”) + financing line for installs.
  • Extensions: call, location, structured snippets (Services: repair, install, tune-up).
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Phase 3

Optimize & scale

Build authority & keep tuning

  • Query pruning: weekly negatives; keep only converting terms.
  • Quality Score lift: ad relevance + landing speed tweaks.
  • Bid strategy: move from Manual CPC → tCPA once 30+ convs.
  • City rollouts: clone best performer into adjacent Peel cities.
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Obstacles & How We Handled Them

Call spam & missed calls

Fix: CallRail spam filter + missed-call text-back; counted only ≥60s qualified calls.

After-hours waste

Fix: Paused midnight traffic; voicemail prompt to book 7am slot; schedule bid rules.

Technician capacity swings

Fix: City-level budgets: throttle installs during backlog; keep repair always-on.

Results & Success Metrics

Attribution notes

Calls: CallRail → imported to Google Ads/GA4.

 

Forms: GA4 events; source/medium + campaign.

 

Landing tests: Unbounce A/B and page speed logs.

 

Primary outcomes

CPA: $120 → $50 (-58%)

 

Calls: 41 → 127 / month

 

Quality Score: 5.4 → 8.1

Supporting metrics

CTR: 3.2% → 6.8%

 

Conv rate: 3.1% → 9.4%

 

Price in headline beat benefit line (+22% CTR)

 

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— Practice Manager
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Marvin West - Upfront Front ClinicPresident

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