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August 6, 2025

Shifting PPC to Brand Awareness Lowers CPL & Increases Leads: One HVAC client’s success story.

You know it, we know it, home services companies everywhere know it. Google can be a real pain in the CPL.

When paid search campaigns plateau—or worse, start draining budget without delivering results—the answer isn’t spend more, it’s spend differently. Our recommendation? Increase brand awareness to lower CPL. And we have the case study to prove it works.

 

Challenge: More Budget, Fewer Results

One of our home services clients, a leading HVAC company in the Midwest with a stellar reputation, was doing what most do—relying on PPC to bring in leads. But as their peak AC season approached, results were slipping, CPL was climbing and ROI was heading in the wrong direction. They needed to stop the PPC bleeding. Sound familiar?

 

Solution: Reallocate Spend

By auditing the full media mix, we saw a clear opportunity to make a shift, reallocating budget into mid-funnel awareness channels including:

  • YouTube Ads
  • Pre-roll video placements
  • Targeted display ads

Our creative team excels at messaging, visual direction and motion design. And at bringing brands and their voice to life. We developed highly relevant, seasonal messaging, visuals and videos tailored to homeowners and their AC pain points, helping to generate brand recognition before the need for AC repair arose.

So when the heat hit and homeowners finally searched for AC service, guess who came to mind first?

 

Results

By the end of June, our client’s results spoke for themselves:

  • 103% of Revenue Goal Achieved
  • Lead Goal Surpassed by 30% (824 goal vs. 1,072 actual)
  • 10.54% YOY Growth compared to June 2024

More leads, lower CPL, stronger brand presence and more independence from Google. All without increasing the total budget. A successful season indeed.

Paid search will always be a powerful tool, but it shouldn’t be your only tool. When you diversify your media mix and align your creative with how people actually make decisions, performance follows.

Ready to rethink your spend and fill your callboard? Let’s connect!

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