CASE STUDY
AC for Less

Strategy:

Our Paid Media experts devised a plan to meet the client’s goals with a strategy broken out into two campaigns. The first campaign is focused on the air conditioning repair and services side of the business with the primary goal of driving phone calls and helping the client to appear in the 3 Pack Map listing This campaign utilized a competitive budget with a dialed-in target radius, along with local-focused keywords and strategic bid adjustments to drive more mobile traffic than desktop or tablet traffic at a lower CPL.

The second strategy focused on AC installation as well as air condition parts for sale. The client had twelve years of previous Google ad campaigns with a very robust negative keyword list, which we took advantage of in order to eliminate irrelevant search traffic and better optimize the campaign. Additionally, our Paid Media strategists implemented a creative bidding strategy that lowered the average cost per lead and helped us to maintain a relatively low average CPC for an in-demand service in a very competitive market.