Standard Heating & A/C
Standard Heating & A/C
Standard Heating & A/C

Project Description

DISCOVER
In April of 2016, SMCpros was tasked with turning around a Google and Bing AdWords campaign for one of the largest heating and air conditioning companies in the Twin Cities. The goal was to reach a 100+% return on ad spend, or receive $2 back for every $1 invested in advertising. In April 2015, they were seeing a negative ROI and at the height of 2015, received a $.94 return on every dollar spent in advertising. This process started with an in-depth analysis of keywords, negative keywords, site link extensions, and performance.

DEVELOP
After the proper analyses were conducted to pinpoint weaknesses, opportunities, and ways to adjust to improve performance, SMCpros created a plan to overhaul the entire campaign. This plan was complete with dynamic vs static custom bidding, and an a/b testing plan for call-to-actions, text, and keywords.

DELIVER
The adjustments made to the account had a drastic impact right away and after 7 months of advertising, SMCpros saw a 14.92 percent conversion rate, and $3.35 return on ad spend. This was much better than the goal of $2 ROAS.

Results

Our main goal is to help our clients achieve their goals. Here are the results for this campaign:

Client: Standard Heating & A/C
Format: Gaining Share of Voice through SEM + SEO
Results:

  • cut cost per lead by 2/3
  • over doubled the conversion rate to 14.92 percent
  • 3.35 ROAS
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