Leads without quality

Arctic HVAC was getting leads, but nearly 70% were unqualified. Their sales team was spending most of their time disqualifying instead of closing.

Root cause: broad keyword targeting and a generic landing page that did not filter for fit. Every curious click was treated as a real prospect.

Tight targeting, dedicated pages per service

We rebuilt the account from zero. New keyword strategy organized by service type, tighter geographic targeting, and a negative keyword library built to eliminate irrelevant traffic from day one.

• Rebuilt account structure with tight, single-intent ad groups
• Built four dedicated landing pages, one per service category
• Qualification criteria baked into the form fields
• Quality Score lifted from average 4 to average 8

Qualified leads tripled. CAC dropped 41%.

Qualified lead volume up 312%. Cost per qualified lead down 41%. Lead-to-close rate up 2.8x because the sales team was finally talking to real prospects.

With the same budget, Arctic HVAC pipeline tripled inside 90 days.