Doubling Qualified Leads for a Local HVAC Company Using Broad Match and Lead Tracking
Cleaned tracking data and used broad match to double qualified leads for an HVAC company without increasing ad spend.
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Timeline
February 2024 – May 2024
Timeline
February 2024 – May 2024
Timeline
February 2024 – May 2024
Introduction
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
Problem
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
Solution
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
Projects
Other Projects
Other Projects
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Doubling Qualified Leads for a Local HVAC Company Using Broad Match and Lead Tracking
Cleaned tracking data and used broad match to double qualified leads for an HVAC company without increasing ad spend.
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Timeline
February 2024 – May 2024
Timeline
February 2024 – May 2024
Timeline
February 2024 – May 2024
Introduction
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
Problem
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
Solution
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
Projects
Other Projects
Other Projects
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Doubling Qualified Leads for a Local HVAC Company Using Broad Match and Lead Tracking
Cleaned tracking data and used broad match to double qualified leads for an HVAC company without increasing ad spend.
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Services
Lead tracking setup, Google Ads management, call quality filtering, broad match optimization
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Tools
Google Ads, WhatConverts, Google Tag Manager, GA4
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Value
Better tracking, broader targeting, and cleaner data led to twice the qualified leads without increasing ad spend.
Timeline
February 2024 – May 2024
Timeline
February 2024 – May 2024
Timeline
February 2024 – May 2024
Introduction
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
A local HVAC company came to us spending $6,000/month on Google Ads with no idea where their leads were coming from. Their campaigns drove traffic and generated form fills, but most leads went cold, and the sales team was wasting time on low-intent inquiries. They didn’t need more volume. They needed quality and visibility.
Problem
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
The account relied exclusively on exact and phrase match keywords, which limited search reach and pushed CPCs up. Worse, every form fill and call was being counted as a conversion, regardless of quality. Sales-ready leads were mixed in with price shoppers, job seekers, and spam.
The result: a $120 average cost per lead with no clarity on which ones were actually converting to jobs.
The business couldn’t scale without better tracking and smarter targeting.
Solution
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
Step 1: Lead Tracking Overhaul
We integrated WhatConverts across all lead forms and call tracking numbers. Every lead was tagged by source, campaign, keyword, and sales readiness such as “High Quality,” “Quote Requested,” or “Not a Fit.”
Then we set up offline conversion imports to Google Ads, ensuring only qualified leads influenced the algorithm.
Step 2: Strategic Broad Match Rollout
We rebuilt all campaigns using broad match keywords with Maximize Conversions bidding. We used audience signals, custom intent, and tight negative keyword lists to keep Google’s AI focused.
We also structured campaigns by service type like furnace repair, AC installs, and emergency calls to make it easier to track performance by category.
Results After 60 Days
Qualified Leads Up 89%
From 37 to 70 high-quality leads per monthCost Per Qualified Lead Down 42%
From $120 to $69Call Volume Up 58%
Especially for emergency service and repair searchesConversion Rate Increased From 9.4% to 15.6%
Bonus: The sales team now gets a weekly report with tagged leads by campaign, so they know which ads are working and we know where to reinvest.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
This wasn’t just about switching to broad match. It was about feeding Google better data. Once we cleaned up the feedback loop, the AI did exactly what it was designed to do—find more of the right people.
The client is now expanding into two neighboring cities and doubled their ad budget with full confidence in what they're getting.
Projects
Other Projects
Other Projects
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.
Reach out anytime
Let’s Stay Connected
Have a project in mind or just want to talk strategy?
Reach out and I’ll get back to you personally.