Parker Heating and Cooling, a family-owned HVAC business, struggled with ineffective PPC campaigns and rising costs. By restructuring their Google Ads, launching tailored landing pages, and refining keyword targeting, we cut lead costs to under $15, drove 125+ monthly leads, and achieved $18 returned for every $1 spent.
Parker Heating and Cooling, a family-owned HVAC company, struggled to scale in a digital-first, seasonal market despite strong service and referrals. Their self-managed Google Ads lacked structure, targeting, and tracking, resulting in costly leads and poor ROI. Partnering with Redefine Web, they adopted a performance-driven digital strategy focused on pay-per-click ads, hyper-specific ad groups, and dedicated landing pages. This shift delivered high-quality leads at lower costs and, over two years, turned their digital presence into a key revenue driver—supporting expansion with more vehicles and staff to meet growing demand.
Before working with Redefine Web, Parker Heating and Cooling struggled with wasted ad spend and poor results. Their Google Ads account was disorganized, using broad campaigns like “HVAC” or “AC” that drove irrelevant clicks and higher costs. Quality scores were low, CPCs were inflated, and no conversion tracking was in place — making it impossible to measure real customer acquisition.
Traffic was sent to the homepage instead of service-specific landing pages. This mismatch lowered conversion rates and led to paying over $80 per lead while struggling to secure profitable new customers.
Seasonality made things worse. Campaigns weren’t built to scale during summer demand spikes, missing valuable opportunities. At the same time, ad dollars went toward low-margin service calls, further cutting ROI.
Without optimization, data insights, or structured campaigns, Parker Heating and Cooling continued overspending on unqualified clicks while growth slowed — highlighting the urgent need for expert PPC management and a system built for measurable ROI.
Redefine Web implemented a structured PPC-led inbound system designed to maximize ROI and scale high-quality leads. The approach included restructuring Parker’s ad account, applying conversion tracking, creating tightly aligned ad groups, and building conversion-focused landing pages. Seasonal strategies, targeted keywords, and ad copy refinement ensured leads were profitable and aligned to the client’s high-margin installation services.
Key Steps Included:
With precision-driven PPC campaigns, Parker Heating and Cooling saw improved lead quality, massively reduced acquisition costs, and measurable ROI. By focusing budgets on high-profit installation services, ROI reached $18 profit for every $1 invested, enabling sustainable growth and expansion.
Kyle Vine
Brandon Smith
Benjamin Sänger
Myles Scolnick
Peter Dolenc
Francis Strutt
