Heat pump installationAnonymized client accountAccount taken over just before the busiest weeks, in a market where every click is expensive. We found what was holding the existing campaigns back, then reopened volume while bringing the cost per conversion down.
+94
conversions in one month
-61%
cost per conversion
-63%
cost per click
What we did, and what the ad account shows.
The starting point
A heat pump installation company handed us its Google Ads account a few weeks before peak season. Campaigns were running, but had not been touched since they were first set up.
The challenge
In this market clicks are expensive and competitors bid hard. The account was spending without bringing in enough quote requests, and the season left no room to learn along the way.
The platforms actually used on this account, and the work carried out on each.
Google Ads, search network
Catch demand at the moment it forms
The figures as they appear in the ad account, over the period analyzed.
+94
-136,82 €
-15,54 €
-1,91 €
+1,89 pt
One month after taking over, during the most competitive weeks of the year.
+94
additional conversions
-61 %
cost per conversion
-63 %
cost per click
First week
Account audit, keywords and exclusions rebuilt from scratch.
Second week
New ads live, bids refocused on the areas that convert.
The following month
Continuous adjustments through the peak, with no budget increase.
Figures taken from the client's Google Ads account. Account anonymized at their request.
The angle behind each visual, and why it works in this market.
ConversionWarmth, made desirable
We don't show the unit on a wall, we show what it produces: a source of warmth that radiates while it freezes outside. The benefit before the spec sheet is what triggers the quote request.
ConsiderationThe hardware, made reassuring
The machine rendered in knitted wool instantly says comfort, care and craftsmanship. In a market where people first hesitate over the installer, the image builds trust before a single word.
AwarenessWarm inside, while it freezes out
No product argument, just a feeling: the golden interior shielded from the frost. For audiences who haven't searched yet, we sell the comfort gained rather than the equipment.
Illustrative visuals produced by Webfluence. As the account is anonymized, the creatives actually served are not published here: these examples show the visual direction we apply to this kind of campaign.
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