LIVING AIR DESIGN
Living Air Design is an HVAC services provider serving Southern California. Vital Utility launched a short, local lead‑generation program focused on high‑intent search demand and an offer‑driven landing experience to drive booked diagnostics and service requests.
APPROACH
High‑intent search strategy:
- Exact/Phrase match around “AC diagnostic,” “HVAC repair,” “AC not cooling,” and localized “near me” terms.
- Early negative keyword pruning to eliminate DIY, job‑seekers, and unrelated searches.
Offer‑driven landing experience
- Dedicated Diagnostic Special page aligned to search intent: clear headline, value proposition, click‑to‑call, short quote form, trust elements.
- Location cues for Southern California markets and mobile‑first CTAs.
Complementary social traffic
- Meta Ads used to efficiently drive local traffic and amplify reach at low CPC, supporting retargeting pools and brand recall.
Measurement you can trust
- Conversions defined as form submissions and calls over 60 seconds.
- Consistent tracking and daily search term QA to prioritize high‑intent queries.
CHALLENGE
Capture homeowners actively seeking HVAC diagnostics/repair in a competitive metro, filter out low‑intent searches, and convert traffic into form submissions and qualified calls.
Results (Mid‑June to Mid‑July Snapshot)
Google Ads (Search)
- Clicks: 91
- Conversions (forms + calls): 7
- Average CPC: $12.88
- Spend: $1.17K
Calculated metrics
- Estimated Conversion Rate (CVR): ~7.7%
- Estimated Cost per Lead (CPL): ~$167
Meta Ads (Traffic)
- Clicks: 339
- Spend: $741.36
- CPC: $2.19
- CTR: 1.22%
Benchmark context
In competitive SoCal HVAC markets, first‑cycle search CPLs of ~$150–$300 are common before complete negative‑keyword expansion and landing page testing. Living Air Design’s ~$167 CPL landed within the expected range for an early optimization window, with clear room to improve as data accumulates.
Why It Worked?
- Intent‑first keywords and negatives focused on homeowners ready to diagnose or repair.
- The Diagnostic Special landing page effectively matched searcher intent and reduced friction for calling or submitting.
- Meta traffic efficiently broadened reach and supported mid‑funnel engagement at low CPC.
Optimization Runway (Recommended Next Steps)
- 2–4 weeks of ongoing negative‑keyword expansion to further improve lead quality.
- Ad copy testing emphasizing urgency, same‑day service, and seasonal pain points.
- Landing page CRO: headline/value variants, trust badges/reviews, city modules, and scheduling widget tests.
- Geo/bid refinements by zip‑code performance and time‑of‑day call propensity.