Find Out How We Generated AED 207,261 in Revenue for Smart Thermostat Installation Jobs in Under 4 Months

Upkeep was struggling with an underperforming Google Ads campaign. Without any conversion tracking they were unsure what was working and what wasnt.

• Low Budget & Many Services: Upkeep has an extensive offering of a smart home solutions. Trying to tackle all services ended up spreading the already small budget to thin providing poor results.
• Basic Website: An audit was carried out on the existing website. While it had the necessary information, it was lacking in structure and missing key elements to convert PPC traffic.
• No conversion tracking: Upkeep was completely in the dark as to what areas of the campaign was making money or what parts were bleeding the budget dry.
• Poor campaign management: Core and easy improvements were not being made. The campaign had; No negative keywords, untouched search term reports, broach match for irrelevant keywords, no ad group segmentation.

Focus on One Service:

Due to the clients budget restrictions we had decided to laser focus on one service to maximise the output. Smart thermostat installations were chosen due to their profit margin and a fast turn around time. Due to the weather and demographic of UAE smart thermostat installations are also heavily in demand.

New Landing Pages:

Multiple landing pages were created from the ground up. 3 landing pages were created:

• Smart Thermostat Installations (generic)
• Nest Smart Thermostat Installations
• Ecobee Smart Thermostat Installations

The goal was to showcase the relevant information (dependent on the search term) that a potential customer would be looking for above the fold of the landing page. This allowed us to quickly achieve a conversion ate of 18% (industry average is 3%).

Campaign Restructure:

We had rebuilt the campaign from the ground up. Upkeep provides Nest and Ecobee smart thermostats, so the campaign was segmented into 3 major sections, 1 to capture generic smart thermostat traffic and the other two to capture brand specific search terms. To maximize the ad budget, we focused on bottom of funnel keywords, this ensured higher quality leads and less spend on irrelevant search terms.

Ongoing Management:

Before launching the campaign we had created a strong negative keyword list using the search term report of the previous campaigns. From here we continued to monitor our search term report and A/B test the ad creatives to improve the performance.

In under 4 months we were able to generate over AED 207k in new smart thermostat installation jobs across Dubai, maintaining a cost per lead of AED 53.37. During the time of the campaign Upkeep had noted that they had outperformed their previous summer peak period!

• 1856% Return on Ad Spend (ROAS)
• 209 new enquiries in 4 months
• AED 207,261.75 revenue generated from Google Ads
• 40% of leads into paying customers
• AED 53.37 cost per lead
• 18.68% campaign conversion rate