SMM DRUGSMMDRUG
HVAC company in Texas

Dallas–Fort Worth HVAC: 91 paid jobs and 38% lower CPL

In a comparable month, paid jobs rose from 31 to 91, CPL fell from $109 to $68 and media CAC from $1,045 to $425.

Dallas–Fort Worth HVAC: 91 paid jobs and 38% lower CPL
Search adsYouTubePaid social
91
paid jobs in one month
$68
CPL after optimisation
$425
media CAC after optimisation
62%
qualified enquiry rate
Task

The task was to stabilise emergency and planned enquiries within a limited service area and optimise advertising for paid jobs.

Hypothesis & strategy

Separating emergency, repair, replacement and maintenance, controlling ZIP areas and importing Qualified, Booked and Sold statuses would reduce wasted spend.

WHAT WE DID

Implementation step by step

01Rebuilt search by service type, geo cluster, dispatch schedule and job margin.
02Connected advertising events to the CRM and sent real funnel stages back to the platforms, not just forms and clicks.
03Reallocated budget according to qualified opportunities, sales and business outcomes.
04Strategy and marketing leadership: Oleg Malikov, Marketing Director.
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