How We Helped ActronAir Generate Customer Demand in North QLD

Conversion Improvement

Cost Per Lead

243k

Targeted Impressions

The Problem

ActronAir is a large Australian air conditioning manufacturer. They have a national presence, however, are stronger in some areas over others.

One of the areas ActronAir were hoping to increase their profile was North Queensland.

The ActronAir marketing & sales team were tasked with generating more demand for their product in the Cairns & Townsville region. Advertising needed to be deployed to generate new customer enquiries that could be distributed to ActronAir’s dealers in the region.

The Solution

ActronAir’s sales & marketing team came up with a promotional offer made up of extremely competitive pricing on the supply & install of split system units in the region.

Michael Morgan of the North Queensland Cowboys fronted the campaign which was supported with above the line media.

Local Digital handled the performance digital component of the campaign. We created a Google Ads and Facebook Ads campaign to support the promotion. These campaigns utilised highly targeted audiences and high converting landing pages designed to convert visitors into leads that ActronAir could pass to their dealers.

The Results

Google Ads

A Google Ads campaign was launched to show ads for the campaign to people searching in the Townsville and Cairns region.

Ad groups for each city as well as for the brand, air conditioning types and north QLD region were created. Within each ad group we used a combination of exact match and BMM keywords with a tight list of negative keywords:

Within each ad group we ran multiple version of ad copy, including responsive search ads:

This campaign structure blitzed expectations, generating a consistent flow of leads at a low cost per lead, with conversion rate a very solid 15% (contact form submissions and phone calls).

Facebook Ads

Local Digital deployed a highly targeted Facebook advertising campaign in the region, designed to expose the offer to a relevant audience and drive awareness and, importantly, leads.

And it worked an absolute treat, as the likes, comments and shares on the ad show:

Pretty rare for an air conditioning advertisement to get that much engagement on social media!

We achieved this through the use of highly targeted cold audiences focused on people likely to be in market for air conditioning as well as the use of lookalike audiences.

A couple of campaigns:

Utilising a mix of ad sets:

Combined with lookalike audiences and allowing Facebook’s algorithm to broadly match once we had enough conversion data.

Landing Page

The paid advertising traffic from both Google and Facebook were sent to a campaign specific landing page. This page explained the offer and pricing and included the call-to-action to claim “free air conditioning advice”.

This call to action was chosen to encourage leads. Yes, the pricing had been provided, but people could get in touch for free advice on what system was suitable for their house and use case.

Originally, we sent traffic to a generic page like this:

This page converted about 5% of visitors into form submissions. Phone calls were also tracked in addition to this.

We decided to split test the page to improve this conversion rate. Any improvement in conversion rate would mean more leads from the same ad spend!

We created a new page featuring local sports star Michael Morgan in the hero banner and sent 50% of the traffic to each page via our conversion testing software:

Here’s what the new landing page looked like – a new hero banner and some changes to colours and layout:

The new page converted at circa 7% which was forty percent better than the old page!

This ensured the campaign generated as many leads as possible at as low a cost per lead as possible.

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