Local Business Lead Generation Campaign
Helped a local business increase inquiries and improve lead quality through strategic digital campaigns.
Client
A regional HVAC and plumbing service provider operating across three metropolitan counties.
The Challenge
The client was struggling with a high volume of low-quality phone inquiries that rarely converted into billable service calls. Their existing digital presence relied on outdated automated campaigns that attracted price-shoppers rather than high-intent homeowners needing urgent repairs.
Legacy marketing efforts lacked tracking, making it impossible to calculate the cost-per-acquisition (CPA). Seasonality was also causing significant revenue gaps during shoulder months, leading to inefficient staffing and wasted overhead.
Our Approach
- Restructured Google Ads account into high-intent service categories
- Implemented Local Services Ads (LSAs) to capture 'near me' search demand
- Developed custom landing pages with clear service-specific value propositions
- Deployed a multi-step lead qualification form to filter non-serviceable areas
- Integrated call tracking software to attribute offline conversions to digital spend
- Executed a localized retargeting sequence for high-margin installation services
Execution
We deployed a dual-channel search strategy focusing on Google Search and Local Services Ads, managed through a weekly optimization cadence. This included bid adjustments based on peak emergency service hours and negative keyword sculpting to eliminate generic DIY-related traffic.
The campaign data was synced directly to the client's CRM via custom API integrations. This allowed our team to adjust monthly budgets in real-time based on actual booked revenue rather than just raw lead counts.
Results
The campaign successfully shifted the focus from lead quantity to lead quality, resulting in a significantly higher percentage of leads turning into paid service appointments. By optimizing for high-ticket installation keywords, the client achieved a stable revenue stream that mitigated seasonal fluctuations.
Duration: 6 months
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