Overview:
Coastal Carolina Comfort had very little online representation, with few Google reviews and minimal brand recognition, relying mostly on word-of-mouth to secure new jobs. They had a very basic website and were running Google Ads to gain traction, but things didn’t work as expected.
My Role & Strategy:
I onboarded them in late March 2025 and took full control of their digital presence, fixing their entire system, which included:
- Ad Management & Tracking
- Landing Pages & Offers
- Funnel Optimization & WhatConverts Integration
1) Ad Management & Tracking
Initial Setup: Started with a basic structure of two campaigns focusing on AC & HVAC jobs, using SKAG-based (Single Keyword Ad Groups) ad groups.
Targeting: Only bottom-of-funnel traffic ready to convert, ensuring real job leads.
Expansion: Over time, scaled to six campaigns, shifting from manual bidding to smart bidding.
Conversion Tracking:
- Implemented via Google Tag Manager and Google Analytics 4 from day one.
- Primary Conversion: Form submissions and phone calls (minimum 60 seconds to ensure meaningful leads).
- Secondary Conversions: Tracked user interactions to analyze customer behavior.
Advanced Optimization:
- After the first month, began importing quoted leads as the primary conversion.
- By the third month, refined further to track only closed deals for maximum ROI accuracy.
2) Landing Pages & Offers
Problem: Their website was too basic and lacked key elements for ad-optimized landing pages.
Solution:
- Launched dedicated landing pages for each service with Dynamic Text Replacement (DTR), showing location-specific content for higher relevance.
- Offers: Originally, they only had a Free Service Call offer. We added another for HVAC Replacement and created separate campaigns for each.
User Behavior Analysis:
- Installed Microsoft Clarity from day one to track user journeys, heatmaps, and pain points.
- Used insights to continuously optimize landing pages for better conversions.
3) Funnel & What Converts Integration
Challenge: Despite generating leads, there was a huge gap between lead volume and actual ROI.
Solution:
- Integrated WhatConverts with Google Ads, their website, banking system, and CRM to consolidate all data in one place.
- Analyzed lead quality, improving contact rates and refining follow-up strategies.
- Collaborated with the sales team to prioritize high-intent leads and optimize their approach.
Streamlined Process:
- Ensured every form submission or call included a preferred contact method confirmation.
- Provided on-the-spot quotes to speed up deal closures.
