Home Services case study, 2023 to 2024

Returned $18 for every $1 Parker Heating and Cooling spent, by rebuilding its PPC from scratch.

A family-owned HVAC business let us rebuild its Google Ads, build service landing pages and tighten keyword targeting. It now gets 125+ leads a month.

Paid Ads Strategy Google Ads Optimization Landing Page Development Lead Generation

Homepage of Parker Heating and Cooling, a HVAC · Family-owned business, shown in a browser window

PARKERHEATINGNCOOLING.COM

18×

RETURN ON AD SPEND

Every $1 invested in PPC campaigns returned $18.

125+

QUALIFIED LEADS

Over 125 qualified leads a month, at under $15 each.

-82%

COST PER LEAD

Cost per lead fell from $83 to $15, an 82% improvement.

Headline result · $18 returned per $1 spent Reporting cadence · weekly · install-margin tied

CLIENT SNAPSHOT

Profile Family-owned

Sector HVAC · install and service

HQ California, USA

Recognition Strong family-business reputation

Engagement PPC overhaul · 24 months

Timeline 2023 / 2024

Platform Custom landing-page system

The brief

A family-owned HVAC company with strong service and referrals, built for trust, not for getting the most from ad spend.

Parker Heating and Cooling is a family-owned HVAC company. Its service and referrals were strong, but it struggled to grow in a seasonal market where customers search online. It ran its own Google Ads with no structure, targeting or tracking, so leads cost too much and ROI was poor.

With Redefine Web, it moved to a performance-driven plan built on pay-per-click ads, very specific ad groups and dedicated landing pages. Digital became a core source of revenue that supports its growth.

The problem

A big budget, broad campaigns, $80+ leads and no tracking.

TRACKING Parker's Google Ads account was a mess, with broad campaigns like "HVAC" or "AC" that drew irrelevant clicks and raised costs.

Quality scores were low, clicks cost too much and there was no conversion tracking, so no one could measure real customer acquisition.

Ads sent traffic to the homepage, not to service landing pages.

The mismatch cut conversion rates. Parker paid over $80 per lead and still struggled to win profitable new customers.

Seasons made it worse.

Campaigns were not built to scale during summer demand spikes, so valuable jobs slipped away.

What we did

Restructure, segment and track, and let the high-margin work do the talking.

We rebuilt the account around the jobs that earn Parker the most.

We built a PPC-led inbound system to get the most ROI and more high-quality leads. We restructured Parker's ad account, set up conversion tracking, made tightly matched ad groups and built landing pages designed to convert.

Seasonal plans, targeted keywords and sharper ad copy kept leads profitable and focused on high-margin installation work.

RESULTS, CHARTED BEFORE AND AFTER

RETURN ON AD SPEND 18×

1×

18×

125+ QUALIFIED LEADS Over 125 qualified leads a month, at under $15 each.

COST PER LEAD -82%

Before

After

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Service-specific landing pages

AC repair, furnace installs and maintenance, each with copy and calls to action that match the search.

Targeted keyword and negative lists

Negative keywords stopped wasted clicks, and tight match types kept budget on intent.

End-to-end conversion tracking

Phone calls and form fills both tracked, so every lead tied back to its ad group.

Territory and unit-type segmentation

Campaigns built around the areas Parker really serves, so ads only ran where it could send a truck.

Heatwave seasonal scaling

Ready-made plans to raise budget fast during demand spikes.

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WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021