Technician is checking air conditioner ,measuring equipment for filling air conditioners.

Dynamic Content Delivers More HVAC Appointments

CHALLENGE

Improve paid search to bring in more cross-selling opportunities and deliver more appointments.

$300+ Million regional home and facilities services company wanted to improve their digital marketing and sought opportunities to drive new customer acquisition.

DISCOVERY

Homeowners and facilities owners/managers have specific needs at specific times. Unless these needs are brought up, service personnel can’t address them.

There are seasonal trends for certain services.
Timely upselling opportunities were not being acted upon.
Cost of marketing was not tied to acquisition nor optimized in real time.

SOLUTIONS

TruStar Marketing designed and implemented a plan based on identifying new opportunities and ways to fine-tune website and on-site customer interactions.

Overhaul of digital marketing by segmenting service lines and added geo-fencing and competitive-smart strategies.
Discovered unrealized opportunities that led to new keyword search categories; reframed searches to deliver the greatest lead source, along with the ability to set appointments quickly.
Created a dynamic mobile landing page system that customizes to users’ searches.
Linked data from AdWords to the landing page engine.
Introduced automated workflows.

Example of specific wording that increases service inquiries:

Dynamic Ads and Landing Pages by Location & Search

SUCCESS

More inquiries for a wider array of services and more appointments at a lower cost of acquisition.

Reduced average cost per qualified lead from $36 per to under $10 per.
Increased sustained conversion (on calls and chats) by 34%.
Increased quality score in AdWords to rank display ads higher at a lower cost.