128% of the Lead Goal on a Brand-New Website, by Filtering Out the Wrong Callers

The challenge

The company does testing, inspection and remediation but no demolition or water and fire mitigation, so a lot of "mold" searches weren't a fit. Renters were another problem: they can't authorize the work. The website was brand new, and the market had well-funded national lead platforms bidding on the same terms.

What we did

• Ran a client questionnaire and kickoff call, then turned the notes into a targeting plan
• Researched keywords and competitors before building anything
• Designed a custom landing page alongside the campaign, built by a developer and a PPC lead together
• Worked to screen out renters and requests for services the company does not offer (renters proved the hardest to filter)
• Tracked every call and form with call tracking, reviewed the leads with the client, and adjusted

The results

On a $3,000 monthly budget, the campaign reached 128% of the agreed lead goal during spring 2023. Over the whole campaign only two calls and three forms were marked as bad, among them a renter with a moldy washing machine and someone who really needed a power washer. The client had already been closing 50 to 60% of leads, so better-qualified leads turned straight into work.

What this means for an HVAC shop

HVAC has its own version of the renter problem: tenants who can't approve a replacement, people searching DIY fixes, and calls for services you don't offer. Writing ads and landing pages that screen those out, and reviewing every lead with you, is how a modest budget produces jobs instead of noise. A new website is not a reason to wait.