Paid Media
Improving Lead Quality Through Paid Media for an HVAC Manufacturer
A global leader in refrigeration and climate control solutions sought to enhance brand visibility, generate high-quality leads, and optimize cost-efficiency in their paid media strategy. Operating in the highly competitive industrial refrigeration and HVAC markets, the organization needed a more targeted approach to ensure marketing efforts aligned with key business objectives.
The Challenge
The organization faced a significant challenge in balancing lead quality with advertising spend. Previous paid media efforts resulted in:
High Cost-per-Lead (CPL)
Their CPL was negatively impacting ROI, reducing the overall effectiveness of their campaigns.
Limited Ad Engagement
Broad targeting led to inefficient ad engagement, diluting their ability to attract the right decision-makers.
Competitive Market
The highly competitive landscape required a more refined targeting approach and strategic budget allocation to ensure that resources were being spent efficiently.
The Solution
To drive measurable results, Marcel Digital implemented a comprehensive, data-driven paid media strategy aimed at optimizing their martech stack and ensuring alignment with their ideal customer profile.
Search & Display Optimization
We implemented targeted bidding strategies to improve lead quality while reducing CPL.
By analyzing performance across channels, we reallocated spend to high-performing platforms with the strongest conversion potential, maximizing cost-efficiency.
Optimized ad copy and landing pages to better align with the buyer's journey, ensuring relevance and stronger conversion rates
Audience Refinement & Retargeting
Conducted in-depth competitive keyword analysis to identify high-intent search terms and ensure that we were capturing leads actively looking for refrigeration and HVAC solutions.
Focused LinkedIn ad efforts on key decision-makers and influencers within the industrial refrigeration and climate control sectors, honing in on prospects that matched Güntner’s ideal customer profile.
Launched retargeting campaigns that re-engaged high-value prospects, driving them further down the sales funnel.
Creative & Messaging Enhancements for Targeted Engagement:
Developed compelling, industry-specific ad creative that resonated with decision-makers in the HVAC and refrigeration industries.
A/B tested various ad formats and messaging to optimize engagement and conversions.
Leveraged LinkedIn and programmatic display ads to maximize visibility among key industry stakeholders, ensuring the message reached the right audience at the right time.
The Results
Within the first year of optimization, the organization saw major improvements in both lead volume and cost efficiency. By refining targeting, messaging, and audience segmentation, Marcel Digital helped create a more scalable and effective paid media program.
70% Increase in Lead Volume
Form-fill conversion rates tripled, from 1% to 3%, as targeting and messaging were refined to attract more qualified prospects.
25% Reduction in Cost-per-Lead
Consistent in-platform optimization reduced CPL from $400 to $300, significantly improving ROI and enabling more efficient budget allocation.
Higher-Quality Engagement & Conversion Rates
Targeted LinkedIn efforts increased engagement among key HVAC and refrigeration decision-makers, while improved ad copy and audience targeting led to stronger conversion rates across campaigns.
The Conclusion
By combining advanced audience segmentation, strategic targeting, and continuous optimization, the organization achieved a balanced approach to lead generation and marketing cost-efficiency. This data-driven paid media strategy not only delivered immediate results but also created a scalable framework for future growth.
