The above data is from What convert connected with the transaction system of the business showing actual sales and quotes
Overview
This is a HVAC Business based in Summerville SC providing services for the last 6 years to the Charleston & Surrounding Areas.
They already had some online presence, with few Google reviews and minimal brand recognition, relying mostly on paying to the other bigger platform like Yelp, Angie & Home Advisor etc. So they started running Google Ads with a very basic website to gain some traction, but things didn’t work as expected.
Their main challenge was to get high value & their own choice rather than chasing after small value jobs
Their Before Ads Results
When We Started Working:
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) Google Ad Management & Conversion Tracking
- Initial Setup: Started with a basic structure of two campaigns focusing on AC & HVAC jobs, using STAG-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.
. Maintained an average conversion rate of 10 %
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, I 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
. Their website was too basic and lacked key elements for ad-optimized landing pages.
- Well Structure Hero Section
- Conversion Optimized CTA
- Well placed social proof & testimonials
- Clear value proposition
- Unique selling propositions
- Offer
- Not Localized
- 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 & WhatConverts Integration
Provided on-the-spot quotes to speed up deal closures.
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-intensity leads and optimize their approach.
Streamlined Process:
Ensured every form submission or call included a preferred contact method confirmation.
| Metric | Before (Jan-30 May) | After (1 April-30 Jun) |
| Leads | 55 | 545 |
| Quote Value | $80,911 | $553,363 |
| Sales Value | $18,805 | $100,129 |
This business is still working with me and I can’t reveal their name as they are in a very tough market and have a lot of Competitors…
