OZ Media DigitalCase Study · Google Ads
How an HVAC Business Generated More Service Calls Without Increasing Ad Spend
ClimatePro was spending $3,000 a month on Google Ads with no clear view of which searches produced real customers. A full account rebuild more than doubled qualified enquiries, on the same budget.
Paying for clicks, unsure if they were paying for customers
ClimatePro Heating & Cooling provides air conditioning, heating and HVAC repairs across Western Sydney. The business was spending about $3,000 a month on Google Ads but couldn’t say which searches were actually producing enquiries.
The account had several problems at once: broad keywords were attracting irrelevant clicks, ads sent traffic to the homepage instead of service pages, and calls weren’t tracked correctly.
Search terms included DIY queries, employment searches and product research, and the budget was spread thinly across too many services at once.
More budget wasn’t going to fix a structural problem
Raising the budget would only have spent more money the same way. The account needed rebuilding before it needed more fuel.
The business was paying for traffic with little way to tell which of it was ever going to become a service call.
Rebuilt around the searches that actually convert
Rather than tweaking the existing campaigns, we rebuilt the account around the specific high-intent searches ClimatePro’s customers actually use:
Tighter targeting, real tracking, and pages built to convert
The rebuild touched every part of the account, from match types to where the traffic actually landed.
Tighter keyword match types
A comprehensive negative keyword list removed DIY, employment and research-only searches that were never going to convert.
Dedicated landing pages
Each priority service got its own page, so the experience after the click matched the promise in the ad.
Call and form conversion tracking
For the first time, enquiries could be attributed back to the keyword, ad and campaign that produced them.
Weekly search-term reviews
New responsive search ads went live, and budget was reallocated toward the services actually producing qualified enquiries, not just clicks.
More than double the enquiries, the same monthly spend
Within about 90 days, the account produced substantially more qualified enquiries, and each one cost roughly half as much.
Monthly qualified enquiries
+106%
(37 − 18) ÷ 18 = +106%
Cost per enquiry
−51%
($167 − $81) ÷ $167 = −51%
Before and after at a glance
| Metric | Before | After 90 days |
|---|---|---|
| Monthly ad spend | $3,000 | $3,000 |
| Monthly qualified enquiries | 18 | 37 |
| Average cost per enquiry | $167 | $81 |
| Landing-page conversion rate | 4.2% | 8.7% |
| Tracked phone calls | 11 | 25 |
Source: Figures are from Google Ads reporting and the client’s call and form tracking, before the rebuild and about 90 days after it. Figures are rounded and approximate.
“The biggest improvement was knowing which searches were producing real service calls.
We stopped paying for traffic that was never likely to become a customer.”
ClimatePro Heating & CoolingAir conditioning & HVAC
Google Ads performance often improves before increasing the budget. Better targeting, stronger landing pages, accurate tracking and ongoing search-term management can prevent significant budget wastage.
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Read articleResults shown are specific to each client, business and time period, taken from the client's own reports or from advertising platform data. They are not a guarantee of future results.