Key Objectives
Lower cost per conversion as the account scales
Reach homeowners actively searching for service, not just brand
Prioritize phone call leads, the account's strongest quality signal
The Project Background
Captivate has managed Google Ads for Andy Lewis / Hobson Heating & Air, a local HVAC company serving Marietta, Alpharetta, Canton and the broader north Atlanta area, since May 2024.
Local competition for heating and cooling searches has grown steadily heavier since then, and the account has been continuously refined to keep pace, shifting toward service intent, expanding non-branded reach, and sharpening targeting month over month.
The Project Challenge
Scaling a local service account in a market getting more competitive by the month meant efficiency could not be a one-time fix. It had to hold up as spend and volume grew.
Reaching new, in-market customers meant building out non-branded and service-specific targeting rather than leaning on brand recall alone, all while keeping the leads coming through relevant to the business.
Key Issues
Cost Per Conversion at Scale
Expanding Non-Branded Reach
Lead Relevance as Volume Grows
The ROI Focused Solution
Captivate has continued building out the account around service intent, expanding non-branded and local service terms while sharpening targeting to reduce wasted spend. Budget was shifted toward the campaigns proving out lead quality month over month, setting up a record-breaking July.
- Keyword and landing page expansion: Search terms were built out well beyond branded queries to match specific service searches one to one, with landing pages built to mirror the intent behind each one.
- Audience refinement: Targeting was narrowed to focus on homeowners actively in market for HVAC service, cutting spend on searches unlikely to convert.
- Lead quality weighting: Conversion actions were weighted to prioritize phone calls, the clearest sign of a customer ready to book, over lower-intent form fills.
- Organic support: Captivate also manages the ALH’s organic search presence, and SEO work filled in coverage gaps alongside paid, so the two channels reinforced each other rather than competing for the same searches.
The Results
Comparing July 2024 to July 2026, the compounding payoff of ongoing account refinement shows up across the board. Conversions more than doubled with more efficient spend volumes, and both click volume and click-through rate grew substantially as the account reached a more relevant audience, capping off the account’s biggest month yet.
300%+
Increase
Clicks
Click volume grew from 2,706 to over 10,700 year over year.
87%
Increase
Impressions
Account reach grew from about 98,000 to over 183,000 impressions.
113%
Increase
Click-Through Rate
Account-wide CTR grew from under 3% to nearly 6%.
106%
Increase
Paid Conversions
Conversions more than doubled, growing from 560 to over 1,150 in July.
58%
Decrease
Cost Per Conversion
Cost per lead dropped from over $15 to under $7, even as volume grew.
7%
Decrease
Total Ad Spend
Conversions more than doubled while overall spend went down year over year.
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