Air conditioning / Google Ads
Converting more local interest into split-system enquiries.
Hunter Valley Air Conditioning specialises in split-system supply and installation across the Hunter Valley, Newcastle and Lake Macquarie. The campaign paired a direct local offer with clearer conversion measurement to improve the rate at which interested visitors became leads.
- +42%
- Conversion-rate lift
- +4.59pp
- Absolute rate gain
- 29
- Latest-period leads
10.83% up to 15.43%
Across equal 30-day windows
From 188 link clicks
The challenge
The business problem behind the media plan.
Air-conditioning demand changes with weather, product promotions and installation capacity. Customers also compare brands, room requirements and installed pricing, which means a click can still be a long way from a useful enquiry.
The goal was not simply to buy more traffic. The campaign needed to help more of the existing interest cross the line into a lead while retaining the local expertise and personalised consultation that distinguish the business.
The approach
Make the next customer action obvious.
Messaging centred on split-system expertise, supply-and-install clarity and service coverage. Product promotions created a reason to act, while the enquiry path asked for the details needed to begin a practical conversation.
Campaigns covered split systems and regas services around Cessnock, using 25- and 30-kilometre local delivery areas. Performance was compared through a lead-to-link-click rate across equal 30-day windows.
Campaign playbook
What the work focused on.
- 01
Use installed offers to make the customer decision more concrete.
- 02
Keep local coverage and split-system specialisation prominent.
- 03
Ask for enough information to support a useful quote conversation.
- 04
Measure the share of link clicks that become leads across matched periods.
The outcome
What changed, and what the number means.
The lead-to-link-click conversion rate increased from 10.83% to 15.43%. That is a relative lift of 42.4%, rounded to 42% on the homepage card, and an absolute improvement of 4.59 percentage points.
Lead volume moved from 39 to 29 as spend reduced from A$1,353.06 to A$1,100.32. This is therefore a conversion-efficiency result, not a volume-growth claim: fewer clicks arrived, but a meaningfully larger share became leads.
