McCrea Increased Conversions 147% through SEO and PPC

WHO

For over 84 years, McCrea Heating and Air Conditioning Services has been in the business of heating and air-conditioning in VA, PA, MD and DE. McCrea provides heating and air conditioning services to both commercial (business-to-business) and retail (consumer) clients.

GOAL

McCrea’s goal is to grow their business by adding new clients interested in preventative maintenance, ongoing service contracts, and real-time repairs.

SOLUTION

McCrea partnered with Whereoware, a full-service agency driving smart growth for clients through digital marketing strategy and activation. Whereoware first undertook a comprehensive audit of McCrea’s audiences, website, webforms, conversions, content, search, and pay-per-click strategy to identify missed opportunities and areas for optimization.

Whereoware executed a strategic search engine optimization (SEO) and pay-per-click (PPC) advertising plan to drive high quality leads to McCrea’s website and service technicians (outlined below).

RESULTS

By maximizing Google’s local search capabilities and optimizing their advertising and content strategy, McCrea saw over a five-month period:

37% decrease in cost-per-action (CPA) compared to national average

147% increase in form conversion

10% increase in overall organic traffic YOY

25% increase in overall paid traffic (w/o an increase in spend YOY)

PAY-PER-CLICK

Whereoware helped McCrea become a Google verified service provider, which adds a green verification checkmark to each ad to further credibility with new prospects. Whereoware built Google Local Service Ads to connect McCrea with people searching for heating and air conditioning services in their local service area.

To improve lead quality, Whereoware excludes negative keywords to block industry-inappropriate searches. For example, when someone searches for air conditioning repair for their car, they do not see McCrea’s ads. This approach weeds out unqualified leads, reduces wasted technician call time, and optimizes ad spend.

Whereoware added click-to-call calls-to-action, making it easy for users to contact McCrea directly from the ad. They added call tracking and call recording to each ad to increase conversion signals to Google and support continuous improvement of internal call center resources. Whereoware also optimized McCrea’s Google Maps footprint and added tracking code to each map to understand their audience’s geographical makeup and mobile device preference.

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Whereoware constantly adjusts timing to maximize ad spend. Typically, the B2C Services Industry see acquisition costs approximately $90 per lead (Wordstream). Through continuous optimization, Whereoware averaged a $40 cost per lead, 37% below the Services Industry national average.

WEBSITE AND SEO

Whereoware began cleaning up errors and spam issues and optimizing webpages to improve SEO, a challenging task on McCrea’s complicated website. Whereoware also updated their content to be more evergreen and valuable to a widespread audience.

For an immediate win, they optimized and compressed images on high performing landing pages to improve website speed, a critical component of user experience and Google’s Page Experience search update.

Whereoware also optimized McCrea’s webforms to deliver a better user experience and capture lead attribution, while making it easier for McCrea to compile information across webpages into a single database.

Together, We Can Grow Your Business.

A Full-service agency means we’re your trusted digital partner from project inception through ongoing strategy, support, optimization, and marketing - ensuring your digital initiative successfully and continuously drives business objectives, user needs and expectations, revenue, and conversions.