Industry: HVAC
Objective: Enhance click-through rate (CTR) and increase impression share through effecient Google Ads campaigns
Background: Company X is an HVAC service provider, offering a range of heating, cooling, and ventilation solutions for residential and commercial clients. Despite their reputation for quality service, they faced challenges in maximizing their online visibility and driving engagement through Google Ads
Challenges:
Competitive Market: The local HVAC market is highly competitive, with many companies competing for the same keywords and audience. This suppressed X’s impression share
Seasonal Demand: HVAC services have seasonal demand fluctuations, impacting consistent online visibility
High CPC: High cost-per-click (CPC) for competitive keywords can strain advertising budgets
Low Engagement: CTR was below the industry average and caused lower traffic levels sent to the company site
Strategy:
To address these challenges, we implemented a comprehensive Google Ads strategy focused on boosting CTR and increasing impression share:
Keyword Audit: Conducted in-depth keyword audit to identify irrelevant and duplicative keywords and remove from the assortment. Broad match keywords were also removed
Competitive Bidding: Developed an aggressive bidding strategy to ensure ads appeared in top positions for targeted keywords, enhancing visibility
Engaging Ad Copy: Crafted compelling ad copy highlighting unique selling points, special offers, and customer reviews to attract clicks and improve engagement
Ad Extensions: Utilized ad extensions, including sitelinks, callouts, and structured snippets, to provide additional information and increase ad prominence
Seasonal Adjustments: Adjusted bids and ad schedules based on seasonal trends to maintain visibility during peak times
Results:
The targeted Google Ads campaign led to significant improvements in Company X’s online performance:
Improved CTR: Achieved a 58% increase in CTR within the first two months by optimizing ad copy and using engaging extensions
Increased Impression Share: Boosted impression share by 43%, ensuring more frequent visibility in relevant search results
Higher Ad Positions: Maintained top ad positions for competitive keywords through effective bidding strategies