How We Helped a Regional HVAC Company Increase Web Conversions by 347% in 6 Months

The Problem

This regional HVAC company had been running Google Ads in-house for 18 months. Their cost per lead had crept to over three times the industry benchmark. They were getting clicks — but not the right clicks. Emergency service calls were coming in under capacity, and the busy season was two months away. The business was profitable but leaving significant revenue on the table every month.

The Strategy

The audit revealed three core problems: a keyword list that had ballooned with no negative keyword architecture, ad copy that was generic and identical across all match types, and a landing page with a 2% conversion rate and no lead capture mechanism. The strategy focused on tightening the campaign structure, rebuilding ad copy by service type, and activating Smart Lead Capture on the landing page to recover the 98% of visitors who were leaving without converting.

What We Did

1. Rebuilt Google Ads account structure from scratch — separate campaigns by service (HVAC installation, repair, emergency, maintenance) with distinct keyword sets and match type discipline
2. Developed 45+ negative keywords to eliminate unqualified traffic from DIY searches, competitor brand, and irrelevant queries
3. Rewrote all ad copy with urgency-driven headlines for emergency services and seasonal messaging for installation campaigns
4. Launched Smart Lead Capture on all landing pages — exit-intent popup with a service callback offer that activated within 5 seconds of visit intent signals
5. Rebuilt landing page around a single conversion goal with phone number prominence and form above the fold

The Results

Here's what changed over the 6 months engagement: