When LennoxPROs launched their new website, Marcel was tasked with building a paid account from scratch that would hit the ground running while hitting some big goals...
Increase overall brand visibility
Increase new customer signups through paid search
Increase return on advertising spend (ROAS)
Maintain a low cost per acquisition (CPA)
Target specific products & serial numbers
Leverage email lists & website traffic to identify certified professionals
Testing of multiple ad copy variations
2000% in return on advertising spend
50% in cost per acquisition
Increase in return on advertising spend
Decrease in cost per acquisition
Different from it's parent brand Lennox, LennoxPROs is targeted at trained technicians in the field and only sells to certified Lennox Certified Professionals. Upon launching their new website, LennoxPROs wanted to build a paid search campaign that would be highly targeted with ad copy to new and existing trained HVAC professionals and not handymen or DIY homeowners. Keeping this in mind, the overall goal of the campaign would be to have a high Return on Advertising Spend (ROAS) and maintain a $400 Cost per Acquisiton (CPA).
The Research & Implementation
In order to accomplish the goals that Lennox had put in place for this paid search campaign, we had to first had to find a way to distinguish trained technicians from handymen and DIY homeowners. Knowing that technicians were more likely to search individual product names and serial numbers, we focused on keywords that reflected these searches. From there, we leveraged email lists and website traffic to identify our exisiting certified professionals and also create lookalike audiences in our campaigns. Lastly, we played with multiple variations of ad copy to find what spoke best with our target customers.
The research, strategy development, and implementation paid off exponentially. Not only were we able to increase our return on advertising spend (ROAS) north of 2,000%, meaning we were making $20 off every $1 in ad spend, but our cost per acquisition (CPA) he client’s target CPA was as low as $205. The success of the campaign continues today and we continue to experiment with specific segmenting of our paid search audiences while testing targeted ad copy.