Google Ads Audit for HVAC



**Special Notes**

2 Numbers for Post Road, 1 for Summerlin, 1 24 Hour Line.

After Hours Campaign 6PM – 6AM

Split Call Extensions West vs East. 

 

Wants to understand requirement for YouTube and Display/ Retargeting , Send over Template 

Wants to fix wrong numbers or competitors- Smart Campaign 

 

GTM Access Granted 

1. Local Services Ads $10k per account

2. Retargeting Display Ads $1000

3. Youtube Ads $500

4. Google Display network $500

5. Social Media $1000

6. Google Ads $5k

7. CAC for repair $50-1000

8. CAC Installation $250-300



Google Ads Audit with Special Questions – The Cooling Company

389-632-571

 

Prepared by David Becklean

Mar 16, 2022

Analysis Period: January 2021-March 2022



Special Questions:

1. Audit Local Service Ads – Yes, outlined below. 

2. Ensure Local Services Ads are set up properly for the second location-Both GMB Pages are attached to 434-122-3086

3. Google Business Profile ensures everything looks good for both locations-Yes Both Locations have review, have up to date information and have active Local Ads profiles(434-122-3086) attached to them both. We can walk you through how to add a location group but you must be an owner of the both profiles in order to do this: https://support.google.com/business/answer/7655842?hl=en

4. AC repair Las Vegas Keyword, Top 6 (ideally top 3)-Listed in Audit

5. Google Ads Campaign Optimization-Pending Standard Access, Completed most of the recommendations listed in the Audit. Several dozens if not hundreds of changes to the account.  Need to review conversions with developer. 

6. CallRail tracking setup. -Needs to be Discussed







Google Ads

  • Structure, Networks & Bid Strategies – As presented the account 5 Active Campaigns , 4 search and 1 Display. There are a variety of bid strategies in play from TCPA to Max Conversion to Max Clicks. Search Partners are enabled on all search campaigns, while display is enabled on one search campaign. Most campaigns are targeting english speakers however all languages are enabled for one search campaign.  Impression Share Data for this timeframe shows that 33.82% of impressions served are for TCC.

  • The account generated 7990 clicks to site resulting in 569 conversions the average cost per conversion was just under $90 at $88.43 and the total cost of $50,000 through the look-back period. Click-through rate was just under 1.1% at .99 per cent while the conversion rate was at 7.11% Average cost-per-click was $6.31. 

  • In terms of networks it looks like Google search Partners has only generated one conversion throughout the look-back time while at a cost of $4,178 we recommend dropping this platform from ads .

  • Another interesting observation from this chart is that the display network is responsible for 57% of all conversions all Google search is only responsible for 42.7 typically we see Google search producing more conversions than a Display Network 

  • Impression share is that an impressive 33.82% this is the highest impression share of all of your competitors and makes you the dominant search for us in your local area for your keywords 

 

  • Recommendations:  We recommend organizing our Bid strategy so that we are using a consistent bid strategy for each of our marketing objectives for each campaign. We should look at the Search Partners Network and Display Networks as an opportunity to eliminate and focus our ad dollars on the Google search engine and search engine results page only. We will generate more conversions by focusing on Google Search. 

 

  • Location & Ad Scheduling- Location Targeting is using Zip Codes for some Campaigns and radii for others. Ad Scheduling is mostly set to All day but there are two campaigns with 7AM to 6PM Targeting. 

 

 

  • Recommendation: There is a clear opportunity for us to do better with Add scheduling it looks like the peak times of conversions happened just after 6 a.m. at 7 a.m. and Trail off after about 8 in the evening we understand that there are emergency services that you want to advertise so we recommend setting up a special campaign dedicated specifically to emergency after hours repair services Shifting the majority of our Impressions and clicks to these times from 7 a.m. to 8 p.m. should generate more conversions over all from the same add spend

 

  • Bid Adjustments – Some small bid adjustments were found in use on the account for Phone Calls, Devices, Ad Schedules but not for Audiences or Locations. The adjustments are not applied uniformly and are not usually more than +/-10-20% 

 

  • Recommendation: Bid adjustments should be applied uniformly throughout the account to each campaign. We should look at adding bigger bid adjustments that stack and give us more opportunity to outbid our competition for our ideal audience and our ideal location.

 

  • Audiences & Placements – We do see some audiences used in the account however not all of these audiences apply in the way that you would typically think that they would apply. We recommend reviewing these in detail before relaunching ads to make sure that we are using specific audience targeting or observational targeting with bid adjustments and getting the best audience possible for your service.

 

  • Recommendation: Audiences represent an opportunity to further refine our targeting. We have the option to Target specifically homeowners and exclude rentals or exclude people who rent Since they are likely to use their landlord rather than reach out to another service to get their air conditioning fixed.

  • There is also an opportunity to improve the efficiency of the account by targeting the ages that are more likely to result in a conversion 

 

  • Keywords – The account is using a combination of broad, phrase and exact match with all terms related to air conditioning repair. These keywords are obvious and make the most sense for you. The top 6 keywords are shown below. Top performing keywords are all exact match or phrase match. 

 

Top 10 Converting Keywords

  • Recommendation:  Keywords are spot-on and we do not have any recommendations other than making sure that we are using the correct match type for each campaign. Using exact match can result in better lead quality however the cost per acquisition can be higher when using tcpa or another bid strategy. We would also recommend looking at more phase match and broad match opportunities to lower CPA and CPA and drive more overall conversions.  There may be more opportunities for keywords that arise over the course of discussion. 

 

  • Conversions – Over 30 Conversion Actions are listed in the account. Most are inactive or have not received data recently. Month to date March 2022 conversion data only shows a handful of conversion actions that actually result in a lead. We are seeing lots of local action directions and local action other engagements present in the conversion section of the account.

 

  • Recommendation:  We do recommend that we audit the two GTM accounts for event tracking so that we are recording phone calls emails form submits in live chats happening on the website both from users from organic search as well as paid search users social media and other sources 

 

  • Devices-   Impression data shows a consistent correlation between Impressions clicks and conversions happening on the site. There don’t seem to be any skews or biases one particular direction and it seems very consistent compared to most accounts. 

 

Recommendation: No recommendations for devices at  this time.

 

  • Ads & Extensions –  Top Performing Ad Copy is very straightforward and contains lots of good UVP’s. Ads that have numbers in them do great and that is seen here. The Cost/Conversion for the top Ads is $54 and converting at 33%. These are excellent numbers and we should use this as a template or archetype moving forward. This ad is an expanded text ad, which are being phased out in 2022. We can still use the “Grandfathered” ads past that point but cannot create new ones. 

Recommendation: We may want to create some more RSA’s using the Top performing ad copy that has already proved successful. We could also experiment with competitors ads that show your brand name and a “ Did you mean The Cooling Company?” when a user searches for a competitor that we designate. We should be able to reduce the average CPA in this account down closers to the $3-0$50 Range












Google Local Ads

Local Services Ads do not allow the same level of detail in reporting or control over targeting options as traditional google ads. Nevertheless we did review this account and found no major errors in the setup or delivery of these ads. They are delivering phone calls as recently as this week and have delivered a steady stream of phone calls in 2022. 

In terms of performance the account has generated 330,000 Impressions to generate 4,110 Clicks at a 0.012% CTR. Those 4,110 Clicks resulted in 51 Conversion Actions at an average CPA of $137.98. Total Expenditure is $7,037.39. It looks like there were some errors on landing pages or website access for some of the ads. 

 

Conversion Tracking is not yet fully setup on this account. 






Google My Business 

 

Google My Business is only listing the W. Lake Mead Location. A location group needs to be created that contains both of these locations. For us to do this,  we would need to be granted access to the other location on E. Post Road. We currently only have access to the Lake Mead location. There is still more information needed to complete the setup for Local Ads on the Lake Mead locations account. Overall this listing is only 85% complete.

 





Google Analytics 

 

Organic Search represents the vast majority of users who come to the website. It looks like there were some drop offs in tracking data around May 2021. Overall it looks like site traffic has been diminishing from August 2021 to present day. 

 

Event tracking does not seem to be enabled despite multiple GTM installs. We highly recommend event tracking for phone numbers, email address clicks, form submits and any other way that your clients will get in touch with you. 

 







Call Rail Tracking Setup

 

There is one valid phone number on the account and it is recording conversions , the last one was on March 16. We did not have access to Lead Center in Call Rail.