Bourne Air - PPC / Google Ads

Creating a holistic Google Ads strategy to deliver an +111% increase in conversions.

bourneair.co.uk

The Challenge

Bourne Air Conditioning are a locally established HVAC contractor in Eastbourne, East Sussex. They operate across the whole of East Sussex, servicing areas such as Brighton, Crowborough and Heathfield. Initially, they approached us for training on Google Ads to improve the way they manage their campaigns personally. 

However, soon after receiving the training and impressed by our thorough understanding, we were instructed to take over management of the account ourselves.

Utilising our PPC and Google Ads services, the project had the following objectives:

• Turn their Google Ads campaign performance around, from a cost sink to a channel that brings in reliable enquiry volume.

• Generate qualified leads at a competitive CPA, to maximise the efficiency and profitability of the campaign.

• Improve visibility, and gain business, in the wider reaches of East Sussex, which had previously underdelivered for them.

The Solution

To help Bourne Air Conditioning achieve their business objectives, we implemented a highly targeted and localised Google Search campaign, strategically designed to capture both domestic and commercial markets. 

Recognising the distinct needs of these two segments, we crafted two separate campaigns to ensure optimal performance and relevance.

Ad Groups Split by Service

To further enhance the relevancy and performance of the campaigns, we organised each campaign into specific ad groups based on the individual services Bourne Air Conditioning offers:

• Installation: Ad groups targeting users searching for installation services, ensuring tailored ad copy and landing pages that emphasise expertise in both domestic and commercial installations.

• Emergency Repairs: Focused ad groups for those in urgent need of repair services, highlighting the fast response times and reliability of Bourne Air Conditioning.

• Maintenance: Ad groups dedicated to users interested in ongoing maintenance, promoting the benefits of regular servicing to prolong the lifespan of their systems and prevent costly breakdowns.

Smart Bidding Strategy

To maximise conversions while staying within budget, we employed a smart bidding strategy. This machine learning approach allowed the campaigns to dynamically adjust bids based on real-time signals, such as location, time of day, device, and user intent. By leveraging Google's machine learning algorithms, we were able to optimise bids for each auction, driving higher conversion rates and reducing cost per acquisition (CPA).

The Result

Since the project was started, we have managed to deliver 130+ conversions at a competitive cost-per-acquisition of £49, feeding their sales team with qualified leads every day.

• Conversions increased +111%, boosted by our campaign structure focused on relevancy.

• CPA has decreased -134%, with the campaign running efficiently through the Maximise Conversions smart bidding strategy.

• Click-through-rate increased +216.6%, to an average of 9.5%, highlighting the relevance of our optimised ad content.