Case Study: Rheem Regional Adwords Execution

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Objective

Create a highly effective Adwords campaign for A/C Warehouse, the area’s largest Rheem distributor.

Challenges

The client serves the entire Tampa Bay Area. However, pricing varied from area to area as well as services. Though the digital budget was substantial, getting a strong ROI on Adwords remained important.

Solution

By creating 14 separate campaigns which included over 42 different ad groups and over 150 separate ads we were able to isolate the targeted areas with different offers at different times of day. Each area could be targeted with different offers and low margin offers could be eliminated completely from outlying areas. “Click to Call” ad extensions were implemented to make calling convenient for mobile users. Understanding that an after-hours emergency service was a very profitable portion of the business, separate Adwords campaigns and ads were designed to launch after hours. These ads replaced the normal business hours ads and were only run in areas where technicians were conveniently stationed. Conversions were tracked by linking the Adwords account to the Google analytics account and bidding was increased on high margin keywords to yield maximum return.

Result

The Adwords campaign performed even better than expected and helped expand the air conditioning sales and repair into new areas.