Background Information
Carolina Custom Air is an HVAC company that offers services to residential and commercial customers. They came to us to increase brand awareness and engagement on their Facebook page, generate leads, improve their website’s organic search ranking, and drive conversions through paid search and social media advertising.
This case study explores the combined success of their multi-channel marketing strategy, encompassing SEO, social media marketing, paid search advertising, and email marketing.
Challenge
- Increase impressions, engagements, and post link clicks on the Carolina Custom Air Facebook page.
- Grow their Facebook audience.
- Increase organic traffic to the Carolina Custom Air website.
- Increase the number of conversions from organic traffic.
- Nurture leads and drive conversions through email marketing.
- Stand out in a competitive market, generate leads no matter the season, and target the right audience through paid advertising.
Solution (Social)
We implemented several social strategies to improve their Facebook page performance, including:
- Content Strategy: Developed a content calendar with engaging content formats (videos, images, etc.) tailored to their target audience.
- Community Management: Increased audience interaction by responding to comments and messages promptly.
Results (Social)
- Impressions increased by 678.7% (from 15,744 in February 2023 to 122,595 in February 2024).
- Engagements increased by 70.9% (from 525 in February 2023 to 897 in February 2024).
- Engagement rate is 0.78%.
- Post link clicks increased by 466.4% (from 110 in February 2023 to 623 in February 2024).
- Audience growth is 79.8% (from 1,554 in February 2023 to 1,706 in February 2024).
Solution (SEO)
For SEO, the digital team employed several strategies to improve Carolina Custom Air’s website’s organic search ranking, including:
- Keyword research: We identified relevant keywords that potential customers were using to search for HVAC services in the Carolina Custom Air service area.
- On-page Optimization: We optimized the Carolina Custom Air website’s content and meta tags for the target keywords.
- Link Building: We built high-quality backlinks to the Carolina Custom Air website.
Results (SEO)
- Organic users on the site are up by 41.48% (249 vs. 176) from February to April 2024.
- Engaged sessions were up 29.68% (201 vs. 155) from February to April 2024.
- There were 25 total conversions brought in this April.
- The top converting goal was the “Thank You” page, which brought in 19 conversions.
- The website has 20 keywords ranking on the top page of Google and received 27 new backlinks in April.
Solution (Paid Advertising)
We utilized a multi-campaign approach on Google Ads and Bing Ads, as well as Facebook and Instagram social advertising, targeting different audiences and service needs:
- Branded Search: Bidding on Carolina Custom Air’s brand name ensured their ads appeared for relevant searches.
- General Location: We targeted local searches for heating, air conditioning, and HVAC services.
- Repair/Maintenance: Focused on specific keywords related to repair and maintenance needs.
- Install/Replace: We targeted keywords for high-value installations and replacements.
- Performance Max: We leveraged Google’s automation for a broader reach across Search, Display, and YouTube.
- Remarketing: Utilized display ads to website visitors to re-engage them.
- Microsoft Ads Integration: We also explored Bing Ads (Repair/Maintenance, General/Location, Install/Replace, PMax, and Branded). Recognizing the potential for cost efficiencies on Microsoft’s advertising platform, we initiated a pilot campaign on Bing Ads. The goal was to assess the viability of Bing Ads as a complementary channel for generating qualified leads. This campaign focused on replicating the targeting and messaging strategies used in Google Ads campaigns. This shows our willingness to always have a pulse on our campaigns.
- Traffic Campaigns: Promoted general service branding and blog content to build awareness.
Conversion Campaigns: Directed users to click-to-call buttons, website forms, or lead-generation options like special offers.
Results (Paid Advertising)
- Conversions: Google Ads generated a total of 356.49 conversions across all campaigns, with Performance Max leading with 151 (0.93% conversion rate). Branded Search delivered the highest conversion rate (33.23%) and a strong cost-per-conversion ($23.73).
- Calls: Google Ads generated 380 calls from ads (a combination of click-to-call and reported calls), further demonstrating user intent.
- Bing Ads Testing: While Google Ads delivered strong conversion rates, exploring Bing Ads provided valuable insights into alternative advertising platforms with potentially lower cost-per-clicks. This information is valuable for further optimization efforts because we can analyze the performance of different campaigns and consider reallocating the budget toward the most effective ones.
- Conversions: Social media advertising generated 35 conversions (0.52% conversion rate) with a cost-per-conversion of $117.15. While conversions were lower than paid search, social media can nurture brand awareness and drive website traffic for future conversions.
Solution (Email)
We sent a campaign in January 2024 that offered a discount on full system installations. The email’s strong open rate and targeted call to action showcase the potential for email marketing to nurture leads generated through other channels like SEO and social media.
Results (Email)
- Opens: 53.2% open rate (3,786 recipients)
- Clicks: 1.8% click-through rate (218 clicks)
The campaign generated 218 clicks, with the majority (132 clicks) directed to the appointment scheduling page. This suggests that the email successfully encouraged recipients to take action and potentially book appointments for system installations. Additionally, 63 clicks went to Carolina Custom Air’s homepage, demonstrating overall website traffic generation.
Conclusion
Carolina Custom Air’s Facebook page performance saw significant improvement in key metrics like impressions, engagements, and post link clicks. The content strategy resonated with the audience, increasing interactions and website traffic. Our SEO efforts resulted in a significant increase in organic traffic and conversions. Their website is now ranking higher in Google search results for relevant keywords, leading to more website visitors and conversions.
With paid search, our efforts generated a significant number of conversions and calls at a reasonable cost. The social ads effectively reached a wider audience and drove some conversions, potentially influencing website traffic and brand awareness. Through strategic email marketing efforts, we effectively captured recipient attention and encouraged them to take action. Analyzing the clicks further reveals website traffic generation went beyond just appointments, suggesting broad interest in Carolina Custom Air’s services.
By continually monitoring, refining, and expanding our marketing efforts, Carolina Custom Air can further solidify its online presence and achieve continued success.
