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Advertising Case Study: Scott’s Heating and Air Conditioning (2017-2020)

A Local AC Company Sees Record Growth Year After Year

Scott’s Heating and Air Conditioning, a Central Florida leader in the residential AC industry and long-time Next Horizon client, wanted to partner with a company that could help them grow in their local market area. We built a long-term strategy that paid short-term dividends. Read the rest of the advertising case study to learn how we helped achieve year-by-year improvements and record growth for our client.

Project Highlights

  • Record Sales Growth Each Year for 2017, 2018 and 2019
  • Nearly 3,000 Conversion Level Events
  • 15,621,620 Impressions and 113,075 Clicks

Services Provided

  • ConsultingConsulting
  • Google AdsGoogle Ads
  • Social Media ManagementSocial Media Management
  • SEO OptimizationSEO Optimization
  • ReportingReporting
  • Social Media AdvertisingSocial Media Advertising
  • Website DesignWebsite Design

The Client

Scott’s Heating & Air Conditioning is a full-service heating and air conditioning company located in Central Florida. From planned maintenance to full AC system installation, Scott’s covers all air-conditioning-related needs with a specific focus on the residential market.  They are a Bryant Authorized Dealer. Their experienced technicians are knowledgeable, courteous, and dedicated to providing their customers with the very best heating and cooling systems at a reasonable cost.

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The Challenge

In 2016, Scott’s Heating and Air Conditioning had been unhappy with their marketing mix, opting for more print promotional tactics. With some experience in the company related to digital marketing, they wanted to move into a more modern direction. The team at Scott’s Heating and Air Conditioning set out to look for a partner that not only had a track record of digital marketing success but also would understand their business and how to help it grow over time. Next Horizon would need to build a new foundation for its marketing efforts that was scalable and sustainable over time.

The Solution

As it was a new relationship, we started with a small budget to get a feel for the market. Over time, positive results led to increases in budget and scope. By 2017, we were in full swing managing their website, social media, advertising and we even built them a marketing plan that we update regularly.

We utilized a two-tiered strategy to drive sales: one to drive conversions now and the other to keep the Scott’s Heating and Air Conditioning brand top of mind when a consumer need arises. We knew we had to keep prospective customers interested at every stage of the marketing funnel so we leveraged content strategy, SEO and digital advertising channels. These campaign ideologies developed into a delicate advertising ecosystem that takes care of the consumer at every level of interest allowing a consistent rate of return over time.

Even with great results, we identified a major issue in our ongoing strategy. Through our analytics reviews, we noticed that we were only bringing in a portion of the prospects that we should have in our search campaigns. In order for our search advertising to take off, we would need to rebuild their website with a much more robust SEO strategy. A strategy that would prove to be fruitful.

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The Results

As our campaign results turned into sales, Scott’s Heating and Air Conditioning continued to increase their budget. In 2018, their budget remained relatively steady, so we knew the results would be driven by how we tweak our campaign messaging and tactics to maximize their return. Each of the first 3 years saw massive increases in performance and record double digital sales growth, however, 2020 is the year where everything took off.

When we rebuilt their website, optimizing their webpages to increase search engine optimization and their Google Quality Score, we increased conversions by nearly 400%, saw a 60% increase in web traffic, while also driving erroneous clicks down on all campaigns. We are excited for what the future brings for our partnership and we look forward to ideating new and innovative ways to help Scott’s Heating and Air Conditioning grow.

Project Highlights

  • Record Sales Growth Each Year for 2017, 2018 and 2019
  • Nearly 3,000 Conversion Level Events
  • 15,621,620 Impressions and 113,075 Clicks

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