HVAC Lead Generation Case Study

2760%

Increase in Conversion Rate

66%

Decrease in CPC

336%

Increase in Conversions

The Client

Snook & Aderton, serving the US since 1948, is a trusted distributor and wholesaler of HVAC parts and equipment with hundreds of thousands of products in stock. With a rich history and expert team, they offer sales engineering, design services, and nationwide shipping to meet every HVAC need.

Snook & Aderton were facing challenges with their Google Ads campaign, particularly a high cost per conversion. Although they had nearly doubled their click volume, the conversion rate remained low. Our primary objectives were to increase overall lead volume, lower the cost per lead, enhance traffic quality, and broaden reach by leveraging Performance Max and branded campaigns.

SevenAtoms implemented a comprehensive Google Ads strategy to revitalize Snook & Aderton’s underperforming campaign. They restructured the account to improve ad relevance and Quality Scores. Custom, conversion-optimized landing pages were created to align with specific ad groups, enhancing the user experience and boosting conversion rates. The team launched and segmented Performance Max campaigns to broaden reach across Google’s networks—including Search, Display, and YouTube—and capture high-intent traffic. Continuous A/B testing of ad creatives and landing pages, combined with meticulous bid and budget adjustments, ensured ongoing optimization and sustained performance improvements.

SevenAtoms delivered a powerful turnaround for Snook & Aderton’s Google Ads campaign. Year-over-year, conversions jumped from 44 to 192—a 336% increase—while cost per conversion dropped from $147.48 to just $50.41, a 66% reduction. The conversion rate skyrocketed from 0.05% to 1.43%, a massive 2,760% improvement. Even with 49% fewer clicks, performance soared thanks to more precise targeting. Performance Max drove the highest volume, but branded and partner campaigns delivered better efficiency, signaling a smart path for future budget optimization.