AGA Air Conditioning, a Canberra-based air conditioning installation service, experienced this firsthand when they partnered with us as their digital marketing agency in July 2023. The focus of our collaboration: leveraging the power of Google Ads to drive targeted leads and conversions.

Evolving Strategies: From Meta Ads to Google Ads

AGA Air Conditioning initially engaged us to run Meta Ads promoting their Spring Special. While these Meta Ads were generating good quality leads, our team, driven by a commitment to optimal results, recommended a shift in strategy towards Google Ads. We believed that a quality Search Campaign would yield stronger outcomes for AGA Air Conditioning, given the nature of their services and the local market.

Strategic Launch of Google Ads Campaign

In October 2023, we launched a meticulously crafted Google Ads campaign for AGA Air Conditioning, focusing on air conditioning servicing and expanding to target evaporative coolers. The comprehensive campaign setup included the implementation of conversion tracking, meticulous negative keyword management, and the creation of ads and ad assets (ad extensions) following best practices.

Data-Driven Optimisation with Google Tag Manager

In the first month of management, our commitment to data-driven results led us to install Google Tag Manager. This strategic move aimed to enhance conversion tracking events, including the implementation of Google Call Forwarding. The results were immediate and impactful.

Exceeding Benchmarks: Stellar Results in Three Months

The performance metrics tell a compelling story of success. In the first month, AGA Air Conditioning achieved an impressive 4.19% conversion rate, setting a positive tone for the months to come. Over the next three months, our Google Ads management service delivered outstanding results, exceeding benchmarks with a remarkable 19.37% conversion rate. 

Results Snapshot:

• 19.37% Conversion Rate in the First 3 Months
• 6.32% Click-Through Rate in the First 3 Months
• 33% Conversion Rate in the Last 30 Days
  
  

Specific Actions: Fine-Tuning for Success

Success is often found in the details, and our approach to AGA Air Conditioning's Google Ads management involved continuous refinement and optimisation.

Constant Search Term Review:

• Regular reviews of the search term report are conducted to identify irrelevant search terms. Any irrelevant terms are promptly added to the negative keyword list to enhance campaign precision.

Ad Group Refinement:

• Converting terms were identified and segregated into their own ad group. This strategic move aimed to improve ad rank, ad relevance, click-through rate (CTR), and overall reporting accuracy.

Bid Strategy Optimisation:

• As the campaign accumulated sufficient conversion data, we switched the bid strategy to "Maximise Conversions." This data-driven adjustment aimed to further optimise the campaign for success as it uses Google’s machine learning to make real time bids tailored for every auction.

Budget Increase for Strength:

• Acknowledging the strength of the campaigns and the positive response from the audience, we recommended and implemented a budget increase to capitalise on the momentum.
  
  

Client Satisfaction: Quality Work and Abundant Opportunities

The impact of our Google Ads management services for AGA Air Conditioning extends beyond metrics. The client is not only witnessing a consistent flow of work but also reporting high satisfaction with the quality of jobs received. It's a testament to the effectiveness of a well-crafted digital marketing strategy tailored to the unique needs of a local business.

Looking Ahead: Sustained Success in Cooling Canberra

As we celebrate the successes of the past three months, the focus shifts to sustaining and expanding these positive outcomes and moving into the cooler months, leveraging our success as we change gears. AGA Air Conditioning is well-positioned to continue reaping the benefits of our Google Ads management services, showcasing the transformative impact of strategic digital marketing in the competitive landscape of Canberra's air conditioning industry.