Helping keep Jacksonville cool with a hot lead generation program
136%
increase phone leads
39%
Increase in traffic
Challenge
Thigpen has been helping cool off people and businesses in Jacksonville since 1962. They’re family owned and operated and have been named Lennox’s “Dealer of the Year” on multiple occasions.
The AC industry is highly seasonal, with the prime advertising time coming during the balmy summers we have in Northeast Florida. Thigpen needs to drive leads during that limited window, and they need to come from the right customers to maximize their ROI.
The competition for AC companies in Jacksonville is white-hot and Thigpen needed to stand out and drive leads with a campaign that highlights their differentiators. Many of their competitors have been purchased by larger, national companies that expand their offerings into plumbing and electrical services.
Solution
With the help of Exigo Sales and Marketing, we worked with Thigpen’s team to launch a customized LeadSiteTM to showcase the value of a family-owned and operated AC company, and promote the level of service and quality their customers can expect.
The LeadSite is a custom-built landing page that features a video introduction from the President of the company, Joe Thigpen, Jr., and a trackable phone number and CRM-integrated contact form.
Google Ads that feature discount offers and reinforce unique value propositions are used to drive traffic to the LeadSite, and the quality of leads are evaluated regularly to measure success.
Results
- 136% increase in Google Ads-based phone calls during busy season
- 39% increase in website traffic year-over-year during busy season
Key Insights
- Purpose-built landing pages with high-quality video content personalize your brand and increase conversion rates.
- Campaign budgets need to be flexible in industries like HVAC that see increased volume based on seasonal trends.
- In a competitive service industry, you have to have a separate ad group that bids on competitors’ names so you appear when prospects Google your competition.