We sometimes get questions about how other local business clients work with Tuff to reach their growth goals — so we’re sharing some stories to help bring our services to life. Meet Alpine Ductless.
Alpine Ductless is a family-owned Northwest ductless heating and air conditioning installer based in Olympia, WA. Looking to build up a defense against local competitors while increasing qualified sales leads, they partnered with Tuff to launch local Google Ads (formerly Adwords) and Facebook campaigns to drive their HVAC sales leads upward, along with their revenue and booked jobs. Through closed-loop reporting (Lead < Assigned to a salesman but not quoted < Lead Quoted < Customer Ordered < Sales Volume), we now maintain a minimum 1953.33% return on ad spend each month.
Why Alpine Tapped Into PPC
Today, 80 percent of homes in the U.S. have an air conditioning system — and that’s similar for commercial properties. This generates a massive amount of search traffic on terms like “central air conditioner installation” or “ductless mini split installation.” Since there are plenty of customers searching for an HVAC company, if you don’t show up in every possible area on the search engine results page, customers won’t find you.
One of the channels we saw the most success with for fueling user acquisition for Alpine Ductless was Google. After an initial kick-off meeting with Alpine Ductless to align on goals, ROI expectations, call-tracking, and reporting we launched geo-specific paid campaigns following the below process.
Step 1: Conduct user research before building campaigns
Have you built out campaigns and ad groups in Google Ads before or with the help of an agency? You go into Google Ads, pick some keywords, insert some ad copy, and fill in the rest. In 15 minutes, you’ve got an up-and-running ad campaign. Sound familiar?
If so, we should talk. One of the key things missing from this picture is research. After managing dozens of local Google Ad campaigns for our partners at Tuff, we’ve found that a team-wide brainstorming session to narrow in on the best keywords and match types can make a huge difference in the campaign ROI.
Step 2: Configure tracking and reporting flow
After we do our research, we set up conversion tracking and call tracking. This is critical for local businesses because without this tracking you’re in the dark when it comes to results. For form fills, we placed the Google ads pixel on Alpine’s site and also configured goals in Google Analytics. Then, we worked with their team to setup CallRail to track calls. For many local businesses, a phone call has a very high chance of becoming a sale, because it usually means a customer has finished researching and is ready to pull the trigger.
Step 3: Capture highly relevant searches on Google
Google ads for local business can get expensive and wasteful fast. Before we launched campaigns, with Alpine, we identified top keywords and niche-specific opportunities to improve our clicks, quality, and sales. As a team, we decided to start with only the most qualified terms and expand from there once we had a steady sales flow. We also restricted our ads to only show to people within a 30-mile radius from the business to make sure the clicks were relevant.
Step 4: Make your contact info easy to find and add call extensions
The whole point of running Google ads for your local business is to get the phone ringing, people in the door and leads in your pipeline. We helped searches do this by making sure Alpine’s contact info was front and center on Google. In addition to call information, utilize all relevant ad extensions in Google Ads. This will help motivate searches because they have your location and phone number at their fingertips.
Step 5: Build brand awareness and retarget with a compelling offer on Facebook
To combat ad invisibility and get the most of customer acquisition using Facebook ads, we try to always include a compelling offer or call to action in our retargeting effort. Doing so can drive great results, especially if your goal is to generate sales rather than solely drive clicks. With a wide range of targeting options to help you find the right niche, customer acquisition using Facebook ads can be a highly cost-effective channel. Here’s an example of what this looked like for Alpine Ductless:
We’d love to work with you.
Schedule a call with our team and we’ll analyze your marketing, product, metrics, and business. Then, present a Growth Plan with actionable strategies to find and keep more engaged customers.
Ellen is the founder at Tuff and one of the team’s core growth marketers. She is a versatile marketer with expertise in multiple channels – from ppc to seo to email to others – responsible for the experiments and testing. She is happiest when she’s on the ski hill or outside pointing here mountain bike downhill.