HVAC Case Study – Heat Installation Geo-Targeting: El Paso, TX

+31% Increased Conversions

HVAC

How We Helped: 

Strategy – In-depth focus on eliminating costly keywords, while optimizing for area traffic

Client Goals:

Cost Per Lead Between $100-150
Cost Per Acquisition Between $22-48

Results:

Cost Per Lead: $24.20
Cost Per Acquisition: $4.31
Campaign Review
Due to our aggressive focus on keyword maintenance and optimization, as well as phone call conversion optimization, we were able to keep this account on track with increasing conversions and cutting campaign costs on a monthly basis. By continuing to optimize for phone calls and keywords, we will continue to drive down CPA and increase conversions for this account.

Quick Stats

Impressions: 54,968

Clicks:1,686

Conversion Rate: 17.79%

Conversions: 300

Services Used:
  • PPC, Paid Media
STRENGTH IN NUMBERS

Business impact

$24.20

CPA (Cost Per Acquisition)

$4.31

CPC (Cost Per Click)

3.07%

CTR ( Click Through Rate)

7.1/10

Quality Score

76.93%

% Top Impression Share

42%

Impression Share

Terms We Use

CPA – CPA WILL GIVE YOU AN ESTIMATE OF HOW MUCH YOUR NEW CUSTOMERS ARE COSTING YOU AND HELP YOU DETERMINE WHETHER YOUR STRATEGY NEEDS TO BE REVISED.

CONVERSION RATE IS AN INDICATOR OF SUCCESS, COST PER ACQUISITION IS A FINANCIAL METRIC USED TO MEASURE THE REVENUE IMPACT OF A MARKETING CAMPAIGN.

CPC – CPC IS THE MOST IMPORTANT FACTOR THAT DECIDES THE EARNINGS OF THE PUBLISHERS. AS FAR AS WE HAVE ANALYZED CPC DEPENDS ON THREE SIMPLE FACTORS – COUNTRY, KEYWORDS AND QUALITY/AGE OF THE SITE.IMPRESSION SHARE

IMPRESSION SHARE – IMPRESSION SHARE AS AN IMPORTANT METRIC THAT SHOWS ADVERTISERS HOW MUCH MORE THEY COULD DO WITH THEIR CURRENT AD CAMPAIGNS.

QUALITY SCORE – QUALITY SCORE IS GOOGLE’S RATING OF THE QUALITY AND RELEVANCE OF BOTH YOUR KEYWORDS AND PPC ADS. IT IS USED TO DETERMINE YOUR COST PER CLICK (CPC) AND MULTIPLIED BY YOUR MAXIMUM BID TO DETERMINE YOUR AD RANK IN THE AD AUCTION PROCESS. YOUR QUALITY SCORE DEPENDS ON MULTIPLE FACTORS, INCLUDING:

  • YOUR CLICK-THROUGH RATE (CTR).
  • THE RELEVANCE OF EACH KEYWORD TO ITS AD GROUP.
  • LANDING PAGE QUALITY AND RELEVANCE.
  • THE RELEVANCE OF YOUR AD TEXT.
  • YOUR HISTORICAL GOOGLE ADS ACCOUNT PERFORMANCE.
HVAC
  • MINIMUM BUDGET - $2000
  • ESTIMATE CPA RANGE - $100-175
  • EST LEADS FOR MIN BUDGET - 12-20
  • REMARKETING ELIGIBLE - Yes
  • RECOMMENDED OFFER - % or $ New Customer Discount
  • WHAT YOU NEED TO KNOW - Lead handling in this niche is hit or miss - may need lead handling training