HVAC Client Sees 35% Boost in Lead Volume with Adlucent’s Paid Search Expertise

Revamped Lead Generation Strategy Helps Client to Outperform 

01

The Challenge

A leading heating, air conditioning, indoor air quality, plumbing, drain cleaning, and sewer line services company was experiencing an increase in their cost-per-leads (CPLs) and a decrease in lead volume across their paid search campaigns with their current agency partner. The client challenged Adlucent to create a new lead generation strategy for a test group of branches of their services and outperform our competition.

02

How Adlucent Helped

The Adlucent team began by performing their 99-point audit process on the current Google Search campaigns. The audit of the client’s accounts revealed inconsistencies, a lack of automated bidding, and highlighted the need for a restructuring. Adlucent also recognized a necessity for improved ad copy and ad extension implementation. The team quickly got to work, rebuilding the accounts utilizing search best practices with a consistent approach across campaigns.

With over 20 years of performance marketing experience, Adlucent focused on implementing their finely-tuned keyword and account architecture strategy. The Adlucent team leveraged their expertise to optimize the campaigns, creating targeted ad copy and extensions highlighting the client’s promotions and service offerings. Adlucent’s approach ensured customers received customized and highly relevant ads for maximum results.

As a final step, Adlucent transitioned all accounts to automated target cost-per-acquisition bidding strategies. This strategy allowed Adlucent to maximize performance while also providing real-time data to inform ongoing campaign optimizations.

03

The Result

With the Adlucent always-be-testing mindset, the team continued to refine the initial test campaigns. As a result, within a few weeks of working with Adulcent, the client saw a 35% increase in lead volume and a 25% decrease in cost-per-acquisition across their branches relative to the control group of branches.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.