A family-owned HVAC business cut lead costs from $83 to $15, scaled to 125+ leads per month, and achieved an 18× return on ad spend after Redefine Web restructured their Google Ads, built service-specific landing pages, and tightened keyword targeting.
Parker Heating and Cooling, a family-owned HVAC company, struggled to scale in a digital-first, seasonal market despite strong service and referrals. Their self-managed Google Ads lacked structure, targeting, and tracking, resulting in costly leads and poor ROI.
Partnering with Redefine Web, they adopted a performance-driven digital strategy focused on pay-per-click ads, hyper-specific ad groups, and dedicated landing pages — turning digital into a core revenue driver supporting expansion.
Parker's Google Ads account was disorganized, using broad campaigns like "HVAC" or "AC" that drove irrelevant clicks and higher costs. Quality scores were low, CPCs were inflated, and no conversion tracking was in place — making it impossible to measure real customer acquisition.
Traffic was sent to the homepage instead of service-specific landing pages. This mismatch lowered conversion rates and led to paying over $80 per lead while struggling to secure profitable new customers.
Seasonality made things worse. Campaigns weren't built to scale during summer demand spikes, missing valuable opportunities.
We implemented a structured PPC-led inbound system designed to maximize ROI and scale high-quality leads. The approach included restructuring Parker's ad account, applying conversion tracking, creating tightly aligned ad groups, and building conversion-focused landing pages.
Seasonal strategies, targeted keywords, and ad copy refinement ensured leads were profitable and aligned to the client's high-margin installation services.
Lead quality went up, costs dropped, and ROI became measurable. By focusing budgets on high-profit installation services, ROI reached 18× — enabling sustainable growth and fleet expansion.