After launching their new website, LennoxPROs aimed to optimize their paid search strategy to effectively reach their ideal customer profile - trained HVAC professionals. By excluding handymen and DIY homeowners, the campaign’s core objectives were to maximize Return on Advertising Spend (ROAS) while maintaining an efficient $400 Cost per Acquisition (CPA). The focus was on driving high-quality leads and enabling the sales team with qualified prospects.
Why Did We Start the Project?
The Challenge
Designing a targeted paid search campaign to support LennoxPROs’ lead generation efforts and drive qualified HVAC professionals required a comprehensive strategy. The campaign needed to balance increasing brand awareness, lowering CPA, and ensuring a high ROAS. Marcel Digital’s task was to construct a highly specialized campaign foundation, tailored to the unique needs of LennoxPROs' ideal customers - trained technicians who utilize industry-specific products and services.
How Did Marcel Digital Help?
The Solution
To meet LennoxPROs’ objectives, our first priority was to differentiate trained HVAC technicians from non-professional groups, such as handymen or DIY homeowners. Technicians tend to search for specific product names, serial numbers, and technical details. As a result, we focused on identifying high-intent, product-specific keywords that would resonate with this audience.
We then leveraged the client’s email lists and website traffic to identify current certified professionals. These lists were instrumental in creating lookalike audiences, improving targeting precision and ensuring a better match with LennoxPROs’ ideal customer profile. Multiple ad copy variations were tested to find the most effective messaging that would resonate with our target demographic.
What Happened After Launch?
The Results
Our research-driven approach and strategic execution delivered significant results. The paid search campaign exceeded expectations, achieving a ROAS north of 2,000%, meaning LennoxPROs generated $20 for every $1 spent on ads. Furthermore, the CPA was reduced to an impressive $205, well below the client’s original target. This ongoing success continues to yield valuable results, with ongoing experiments on audience segmentation and targeted ad copy further enhancing performance.
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