REVOLUTIONIZING DICK HILL & SON’S HVAC CAMPAIGNS: THE PATH TO A FASTER ROI
THE CHALLENGE: IDENTIFYING GROWTH OPPORTUNITIES
As of December 2022, Dick Hill & Son’s digital campaigns were producing respectable results. The statistics from December 2022 through March 2023 were promising:
- 779 clicks
- 89 conversions
- 11.42% conversion rate
While these results were decent, we were also able to identify areas that had noticeable room for improvement:
- 1.97% click-through rate (CTR)
- $12.95 cost per click (CPC)
- $113.38 cost per lead (CPL)
These metrics led us to believe that the audience we were reaching was suboptimal. Although the ads were getting visibility, they weren’t effectively reaching potential customers. To address this, we decided to overhaul the campaign in an effort to redefine the targeting strategy and generate superior leads.
STRATEGY AND IMPLEMENTATION
A comprehensive overhaul of the advertising campaign structure was no small undertaking. We segmented the services provided by Dick Hill & Son into distinct campaigns, aligning each area with Google’s best practices. These campaigns were broken into one of three categories:
- General
- Repair and Maintenance
- Installation and Replacement
This separation allowed us to ensure the keywords and ad copy closely matched the corresponding landing pages, resulting in more directed, higher-quality leads. The transition to the new campaign structure was launched in April 2023, while simultaneously phasing out the older campaign ads.
Another factor we decided to address was seasonality – a crucial piece of the puzzle for an HVAC company. To ensure a consistent performance throughout the year, the campaigns were further divided into ad groups based on the seasons: HVAC (year-round), AC (spring and summer months), and Heating (fall and winter months). This strategy allowed for uninterrupted advertising adjustments without interfering with campaign-wide learning phases.
RESULTS AND ACHIEVEMENTS
The impact of beMarketing’s strategic restructuring and realignment efforts on Dick Hill & Son’s campaign performance was nothing short of exceptional. In May 2023 – August 2023, the first four months with the new advertising campaign structure, the results spoke volumes when compared to the previous period (December 2022 – March 2023):
- 1205 clicks (+54.69%)
- 161 conversions (+80.9%)
- 13.36% conversion rate (+16.95%)
- 5.03% CTR (+155.72%)
- $9.53 CPC (26.45% improvement)
- $71.31 CPL (37.11% improvement)
These statistics underscore the effectiveness of beMarketing’s strategic realignment efforts. Not only did the campaigns experience considerable growth in clicks, CTR, conversions, and conversion rates, but the cost metrics also saw significant improvements. The CPC and the CPL were reduced by 26.45% and 37.11%, respectively. This change in strategy resulted in Dick Hill & Son’s advertising budget seeing a much higher ROI.
