• The business owner shared their main goal: attract more local customers.

• Researched the HVAC industry and local competitors.

• Identified high-intent keywords and seasonal trends.

• Collaborated with the business owner to set a realistic starting budget.

This created a strong foundation to reach the right audience with a relevant offer. (These are example ads from a case study I managed).

• Created 3 ad groups:

→ AC Repair

→ AC Replacement

→ AC Maintenance

• Wrote custom ad copy and highlighted valid promotions to stand out from competitors.

• Targeted local homeowners and renters near the business location to keep the budget focused on likely customers.

Each service had its own strategy, helping us track performance more clearly and refine campaigns over time.

• Designed dedicated landing pages for service.

• Included clear CTAs, mobile-first layout, and trust elements such as testimonials and certifications.

This supported ad relevance and created opportunities for clicks to turn into inquiries.

• Ran both Search and Performance Max campaigns.

• Used smart bidding strategies (Maximize Conversions, then Target CPA) to let the platform adjust toward lead opportunities.

• Tested keywords and multiple ad formats, reallocating budget to the ones performing more efficiently.

This approach supported efficient scaling while maintaining cost control.

✓ Campaign reporting showed higher call activity after launch.

✓ Form submissions provided new opportunities for follow-up.

✓ Cost per lead improved through data-driven refinements.

✓ Advertising efforts supported additional sales opportunities while maintaining budget control.