Client Overview:
Mitchell Heating, a Colorado-based HVAC service provider, aimed to generate quality leads and service calls through Google Ads campaigns targeting Denver, Colorado Springs, and surrounding areas. Their website, mitchellheating.com, served as the campaign landing page.
Campaign Insights
High-Performing Campaigns:
- Heating and Cooling Service Campaign: This Smart campaign delivered exceptional results with 7,009 conversions at a cost per conversion (CPC) of just $1.08, leveraging Smart Bidding to maximize clicks and conversions effectively.
- Emergency Heating Repair Campaign: Generated 719 conversions with a cost per conversion of $8.93, showcasing efficiency in targeting urgent needs.
Underperforming Campaigns:
- Denver Call-Only Campaign: Despite being focused on call leads, it achieved only 5 conversions with a high CPC of $296.35, indicating a mismatch in targeting or ad copy.
- Performance Max Campaign: Despite a reasonable CPC of $2.60, it achieved only 5 conversions, suggesting a need for audience and creative refinement.
Overall Account Performance:
- Total Conversions: 8,103
- Total Spend: $79,786.89
- Average Cost Per Conversion: $9.85
Key Learnings and Recommendations
- Leverage High-Performing Campaigns:
Scale up budgets for campaigns like “Heating and Cooling Service” and “Emergency Heating Repair,” which provided cost-effective conversions. - Optimize Low-Converting Campaigns:
For campaigns like “Denver Call-Only” and “Performance Max,” refine targeting, enhance ad copy, and experiment with audience signals to improve efficiency. - Focus on Smart Campaigns:
Smart campaigns outperformed search campaigns significantly in conversion efficiency. Doubling down on automated strategies could yield even better results. - Regional Strategy Refinement:
- Enhance audience targeting in Colorado Springs and Denver campaigns.
- Incorporate geo-specific offers to boost engagement.
- Improve Conversion Tracking:
Advanced conversion tracking can better attribute ROI and guide data-driven adjustments.
Results and Future Outlook
Mitchell Heating’s campaigns effectively delivered a high volume of leads, with standout performances in Smart campaigns. By reallocating budgets and optimizing underperforming areas, there’s strong potential to lower overall costs and improve conversion rates further.
This case study highlights how strategic campaign management can transform PPC investments into meaningful business growth.