Cooler Air Today’s PPC Campaign: 3.8M Impressions & 12x ROAS

Introduction

What happens when a top-rated HVAC company aims to become a household name in one of the most competitive markets in Arizona? Cooler Air Today, a leading HVAC service provider in Phoenix, was already known for its exceptional customer service and technical expertise, but they needed a way to amplify their brand presence and reach more potential customers. Enter White Glove Social Media, armed with a data-driven PPC strategy designed to put Cooler Air Today on the map—literally and figuratively.

Background

Cooler Air Today is based in Arizona and specializes in providing high-quality heating, ventilation, and air conditioning services across the United States. While they had a strong reputation and a loyal customer base, the company wanted to expand its reach and become the go-to HVAC provider for more local residents. The challenge? Competing against well-established brands and a saturated market, especially during peak seasons when demand skyrockets.

Cooler Air Today turned to White Glove Social Media to create and execute a PPC brand awareness campaign that would increase their visibility, drive website traffic, and ultimately, grow their customer base. The campaign’s primary goal was to ensure that whenever someone in Phoenix thought of HVAC services, Cooler Air Today would be top of mind.

Strategy Development

Our approach for Cooler Air Today centered around building a comprehensive PPC strategy focused on increasing brand visibility and positioning them as a leader in the HVAC industry. The strategy included the following key components:

1. Audience Targeting and Segmentation:
   • We conducted extensive research to identify the most relevant audience segments. This included homeowners, property managers, and small business owners in Phoenix, particularly those likely to need HVAC services.
   • We employed a combination of geographic, demographic, and behavioral targeting to reach users who were actively seeking HVAC solutions or might need such services in the near future. Our targeting extended to key ZIP codes where competition was highest, ensuring Cooler Air Today was visible to the right people at the right time.
2. Ad Creative and Messaging:
   • Our creative team developed a series of visually appealing and highly memorable ad creatives that emphasized Cooler Air Today’s reliability, expertise, and local roots. The ads featured clear and concise messaging that resonated with the target audience, focusing on trust, quality, and fast response times—crucial factors in the HVAC industry.
   • We crafted multiple ad variations, each tailored to specific segments. For instance, ads targeting homeowners emphasized energy savings and comfort, while ads for property managers highlighted cost-effective maintenance solutions. Calls-to-action (CTAs) such as “Get Your Free Estimate Today” and “Schedule Your Service Now” were used to encourage immediate action.
3. Platform Selection and Ad Formats:
   • We strategically selected Google Ads and Facebook Ads as the primary platforms for the campaign. Google Ads was used for search and display campaigns, focusing on users actively searching for HVAC services. Facebook Ads was used for display campaigns to reach a broader audience and generate brand recall through engaging visual content.
   • On Google, we ran both search ads targeting high-intent keywords and display ads on popular local websites, news outlets, and weather sites, maximizing Cooler Air Today’s visibility. On Facebook, we utilized carousel and video ads to showcase the company’s services and customer testimonials.
4. Landing Page Optimization:
   • To ensure a seamless user experience, we created dedicated landing pages that matched the ad creatives and messaging. These pages were optimized for conversions, featuring compelling headlines, strong CTAs, and easy-to-navigate forms. We also included testimonials, service guarantees, and special offers to build trust and drive engagement.
   • A/B testing was conducted on landing pages to identify the highest-performing designs, ensuring the best possible conversion rates throughout the campaign.
5. Remarketing and Retargeting:
   • We implemented a remarketing strategy to re-engage users who had previously interacted with Cooler Air Today’s ads but had not yet taken action. Personalized ads were served to these users, reminding them of the company’s services and encouraging them to revisit the website.
   • We also used retargeting to reach users who had visited competitor websites or searched for similar services, capturing their attention with compelling offers and differentiating Cooler Air Today from the competition.
6. Budget Allocation and Bid Management:
   • We adopted a flexible budget allocation approach, allowing us to shift spend between campaigns, ad groups, and keywords based on performance. This ensured that Cooler Air Today’s ad spend was always directed toward the most effective areas.
   • Bid management was handled in real-time, with adjustments made based on keyword performance, ad position, and competition levels. This helped maintain cost-efficiency while maximizing visibility and reach.
7. Performance Tracking and Optimization:
   • Throughout the campaign, we closely monitored key metrics such as impressions, click-through rates (CTR), cost per click (CPC), and conversion rates. Weekly performance reviews allowed us to identify trends, optimize ad creatives, refine targeting, and adjust bids as needed.
   • We also used heatmaps and session recordings to analyze user behavior on landing pages, enabling us to make data-driven improvements that enhanced the overall user experience.

Results

The PPC brand awareness campaign for Cooler Air Today delivered exceptional results, significantly boosting their local visibility and brand recognition:

1. Increased Brand Visibility:
   • Impressions: Over 3.8 million impressions generated across Google and Facebook.
   • Click-Through Rate (CTR): Achieved an average CTR of 5.4%, well above the industry benchmark.
   • Key Highlights:
     • The display campaign on Google Ads reached 90% of the target audience within the first three months, establishing Cooler Air Today as a top contender in the local HVAC market.
     • Facebook video ads generated over 500,000 views, with a completion rate of 65%, indicating strong engagement.
2. Enhanced Local Presence:
   • Brand Searches: A 270% increase in brand-related searches on Google, reflecting heightened brand awareness.
   • Website Traffic: A 310% increase in website traffic, with a significant portion attributed to new visitors from the PPC campaigns.
   • Key Highlights:
     • The campaign resulted in Cooler Air Today becoming one of the most recognized HVAC brands in Phoenix, as evidenced by an influx of direct traffic and brand searches.
     • Remarketing ads captured 40% of total conversions, demonstrating the effectiveness of re-engaging potential customers.
3. Lead Generation and Conversion:
   • Leads Generated: A 240% increase in inquiries and leads from the website.
   • Conversion Rate: Improved from 2.5% to 6.8%, indicating a stronger alignment between ad messaging and user intent.
   • Key Highlights:
     • High-performing keywords such as “trusted HVAC services in Phoenix” and “reliable AC repair” led to a 12x return on ad spend (ROAS).
     • Seasonal campaigns, particularly during the summer months, generated a 350% increase in service bookings compared to the previous year.
4. Customer Retention and Loyalty:
   • Repeat Business: A 45% increase in repeat customers, thanks to ongoing remarketing efforts and special offers for returning clients.
   • Client Feedback: Cooler Air Today received numerous positive reviews mentioning their visibility and accessibility, attributing this to the brand awareness generated by the campaign.

Conclusion

The PPC brand awareness campaign for Cooler Air Today showcases the power of a well-executed strategy in a competitive market. By combining targeted advertising, creative excellence, and continuous optimization, White Glove Social Media was able to transform Cooler Air Today into a household name within the Phoenix area. The significant increase in brand visibility, website traffic, and lead generation underscores the effectiveness of our approach, positioning Cooler Air Today for continued growth and success.

This case study highlights White Glove Social Media’s ability to deliver impactful results, even in saturated markets. Our tailored PPC strategies not only drive immediate outcomes but also build lasting brand recognition, ensuring our clients remain top-of-mind for their target audiences.

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