£24.70 Cost per Lead
£2000+ Ad Spend
Introduction
Controlled Climate provides professional air conditioning services across the UK. Despite high-quality delivery, their online visibility was limited, their Google Maps listing inconsistent, and their paid campaigns underperforming.
Based in Bristol and serving customers throughout the South West, Controlled Climate partnered with KAP SEO Services to restore visibility, improve local lead generation and increase PPC efficiency.
The Challenge
- Google Business Profile displaying incorrect contact details
- Organic keyword footprint dropped from 400 to 100
- Inconsistent lead flow from search
- PPC campaigns lacked structure and conversion-focused landing pages
The Solution
Combining Local SEO Accuracy with PPC Efficiency
This dual-channel strategy ensured both organic and paid visibility reinforced one another, maximising ROI from every marketing pound spent.
1. Local Search Optimisation
We corrected inconsistencies in their local visibility setup and optimised their Google Business Profile. After guiding the client through Google video verification, accurate contact information was reinstated, strengthening trust and map presence.
2. PPC Campaign Overhaul
We rebuilt their paid ad strategy to focus on high-intent, service-specific keywords. Conversion tracking and new landing pages were introduced to improve enquiry capture and ROI.
The Outcome
- 81 leads generated via PPC landing pages
- 17 phone calls tracked directly from ads
- £2000+ ad spend producing a £24.70 cost per lead
- Improved organic stability after implementing Local SEO fixes
The combined paid and organic approach created a consistent stream of qualified HVAC enquiries and reduced advertising waste.
Results Summary
This project achieved a 400% improvement in lead consistency and restored full visibility across Google Search and Maps within 60 days. Controlled Climate now ranks for multiple industry terms and continues to maintain stable, profitable lead volume.
Why This Matters
For UK HVAC businesses, £24.70 per lead represents strong ROI:
- Typical PPC leads in this industry range from £30 to £100+
- Each installation or service generates high-value revenue
- Performance remained steady across seasonal demand peaks
FAQs – Controlled Climate Case Study
How did you fix the Google Business Profile issue?
We liaised directly with Google, verified ownership via video process and reinstated accurate contact information to restore visibility.
What drove the majority of leads?
The new paid ad campaigns and optimised landing pages produced the majority of the 81 leads, outperforming organic in the short term.
Is £24.70 per lead competitive for HVAC?
Yes. In HVAC and other trade sectors, PPC leads often exceed £30–£100. This campaign’s performance shows a highly efficient conversion model.
Can this strategy work for other trades?
Absolutely. Combining local search optimisation with targeted PPC advertising works effectively for roofers, electricians and other service-based businesses.
Get a Strategy That Delivers Measurable ROI
Request a free consultation to identify Local SEO and PPC improvements that can generate more leads at lower cost – just like Controlled Climate did.