Paid Media
Driving Lead Growth Through Paid Search for an HVAC Supplier
After launching a new website, a leading HVAC supplier aimed to optimize its paid search strategy to effectively reach its ideal customer profile - trained HVAC professionals. By excluding handymen and DIY homeowners, the campaign’s core objectives were to maximize Return on Advertising Spend (ROAS) while maintaining an efficient $400 Cost per Acquisition (CPA). The focus was on driving high-quality leads and enabling the sales team with qualified prospects.
The Challenge
The organization needed a paid search campaign designed specifically to attract qualified HVAC professionals and drive high-quality leads. This required a strategy that could simultaneously increase brand visibility, lower cost-per-acquisition, and deliver a strong return on ad spend. Marcel Digital was tasked with building a highly targeted campaign framework tailored to the supplier’s ideal customers - trained technicians searching for specialized products and services.
Balancing Lead Generation With Efficiency Goals
The campaign had to generate more qualified leads while keeping CPA low and maintaining a high ROAS.
Reaching a Highly Specific HVAC Audience
Targeting trained technicians required precise keyword selection and messaging aligned with industry needs and terminology.
Building a Specialized Campaign Foundation
Success depended on a paid search structure tailored to the supplier’s unique customer profile and product offerings.
The Solution
To reach qualified HVAC professionals and improve lead quality, Marcel Digital developed a targeted paid search strategy designed to distinguish trained technicians from general audiences. The focus was on capturing high-intent searches, refining audience segmentation, and optimizing messaging for maximum relevance and conversion potential.
Targeting High-Intent, Technician-Specific Keywords
We focused on identifying search behavior unique to certified HVAC technicians, such as product names, serial numbers, and technical specifications. By prioritizing these high-intent, product-specific keywords, we ensured the campaign attracted users actively seeking specialized equipment and professional-grade solutions.
Refining Audience Segmentation With First-Party Data
The client’s email lists and historical website traffic were used to identify verified professionals already engaged with the brand. These audiences served as the foundation for creating refined lookalike groups, improving targeting accuracy and aligning reach with the ideal customer profile.
Optimizing Messaging Through Strategic Ad Copy Testing
Multiple ad variations were tested to determine which language and value propositions resonated most with trained technicians. This ongoing optimization helped increase engagement, strengthen relevance, and drive more qualified leads through paid search.
The Results
The targeted paid search strategy delivered exceptional performance, driving high-value leads at an efficient cost. By aligning keywords, audiences, and messaging with trained HVAC professionals, the campaign far exceeded expectations and continues to generate strong returns.
ROAS Above 2,000%
The supplier generated $20 in revenue for every $1 spent on ads, demonstrating the effectiveness of the highly targeted, technician-focused search strategy.
CPA Reduced to $205
Cost-per-acquisition dropped well below the initial target, proving that refined segmentation and high-intent keyword targeting attracted more qualified prospects at a lower cost.
Sustained Performance Through Ongoing Optimization
Continuous testing of audience segments and ad copy further improved campaign efficiency, helping maintain strong results and support long-term lead generation growth.
