HVAC – AC Installation Repair Case Study GEO-TARGETING: Salt Lake County

61.11% Conversion Rate

HVAC - AC Installation/Repair Plumbing - Service Plumber Plumbing - Water Heater Case Study

How We Helped: 

Focused efforts on implementing negative keywords to reduce irrelevant search queries and clicks.

Client Goals:

Cost Per Lead Between $75-133 CPA
Cost Per Acquisition Between $75-133

Results:

Cost Per Lead: $38.76
Cost Per Acquisition: $63.42
Campaign Review
By implementing negative keywords consistently, we’re able to reduce irrelevant search queries and clicks. Giving more budget to be converted as leads to the focused search terms and keywords. This has been particularly helpful through the match type changes by Google.

Quick Stats

Impressions: 76,466

Clicks:1,211

Conversion Rate: 61.11%

Conversions: 740

Services Used:
  • PPC, SEO
STRENGTH IN NUMBERS

Business impact

$63.42

CPA (Cost Per Acquisition)

$38.76

CPC (Cost Per Click)

1.58%

CTR ( Click Through Rate)

6.4/10

Quality Score

27.32%

% Top Impression Share

41.36%

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 - Water Heater Replacement
  • 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, they may need lead handling training