HVAC Google Ads Case Study | 4x Lead Growth | ARCEROS

The Challenge

A regional HVAC company had been running Google Ads for 14 months through a previous agency. The account had accumulated hundreds of irrelevant search terms, duplicate ad groups, and no negative keyword strategy.

Their landing page was the homepage. No dedicated conversion page. No call tracking. Lead quality was inconsistent, and the sales team was spending valuable time qualifying low-intent enquiries. Disconnected visual identity across sections

• $1,240/month in identified wasted ad spend

• 847 search terms - 61% with zero conversions

• Homepage used as a landing page for all campaigns

• No call tracking - couldn't distinguish new vs existing customers

The Solution

Rebuilt the account around three campaign types matching distinct buyer intent stages - emergency, planned replacement, and maintenance.

Each campaign received a dedicated landing page matching the exact search intent. Call tracking was implemented to distinguish new customer calls from existing customer service calls.

Full account audit and restructure

• 847-term negative keyword list built from historical data

• 3 dedicated landing pages built for intent matching

• Call tracking via CallRail

• new vs existing customer separation

• 24 new responsive search ads written and tested