Industry

HVAC

Headquarters

Sydney

Founded

2010

Company size

5-10

Challenge 

An air conditioning repair company based in Sydney. was experiencing a sharp increase in cost per lead, while the quantity and quality of those leads steadily declined. The existing keyword strategy—primarily built around generic search terms—was attracting unqualified traffic, driving up costs without delivering meaningful returns. Further compounding the issue was the limited focus on localized keywords, which meant the company was missing out on valuable Sydney-based leads.

Resolution

By conducting an in-depth audit of the search term reports, I identified and excluded high-cost, low-return terms through a negative keyword list. I then replaced the generic terms with more targeted, Sydney-specific keywords to connect with genuinely interested customers.

Results

This refined approach significantly increased the volume of relevant leads while reducing the cost per lead to below the $20 threshold. As a result,the business was able to optimize its marketing spend, achieve a healthier ROI, and attract higher-quality prospects within its local market.