From Modest Visibility to Consistent Demand: The Story of Accelerated Growth Through Google Ads
The client is a national distributor of heat pumps, solar systems, and complete HVAC solutions, active in the market for over 15 years. Their goal was clear. to increase online visibility and generate a steady flow of qualified leads in a highly competitive industry.
MDA Digital took over the account at a time when traffic was inconsistent, campaigns lacked clear structure, and the cost per conversion was well above industry averages. Over 12–18 months, we built and optimised a complete performance marketing ecosystem that delivered measurable, sustained growth.
Key Metrics
2 years of consistent growth, powered by continuous optimisation
This case study shows what happens when strategy, data, and ongoing testing are fully aligned. For a brand selling heat pumps that wanted stronger online visibility, the results were clear.
Here is the measurable impact.
Ready for Real Visibility and Performance-Driven Growth
The client, a national supplier of heat pumps, needed a stronger online presence and a consistent flow of leads. The market was competitive, costs were rising, and differentiation was becoming increasingly difficult.
Together, we built a solid performance foundation.
We analysed data, optimised campaign structures, tested multiple approaches, and turned Google Ads into a channel that not only drives traffic but delivers concrete, measurable results.
What began as a need for visibility evolved into a coherent acquisition system, fully optimised around real performance.
What We Did and Why It Worked
1. Performance-oriented planning
Strategy
We set clear objectives and structured campaigns around real user intent, targeting people actively searching for heat pumps through funnel-based segmentation and dynamic optimisation.
Why it worked
This approach ensured efficient budget allocation, higher relevance, and a steady flow of qualified traffic from users with genuine purchase intent.
2. Clean and accurate measurement
Strategy
We configured tracking to capture only real leads, eliminating superficial actions and aligning all event signals with meaningful conversions
Why it worked
Accurate data improved reporting clarity, enabled confident optimisation decisions, and created the foundation for sustainable scaling.
3. Continuous optimisation through disciplined testing
Strategy
We continuously tested ad copy, audiences, bidding models, and campaign structures, keeping only the combinations that delivered measurable improvements.
Why it worked
This disciplined testing framework increased conversions without increasing budgets, maximising efficiency and overall campaign impact.
4. Conversion-driven creative execution
Strategy
We developed clear, benefit-driven messages and paired them with visuals that highlighted HVAC advantages in a simple, informative format.
Why it worked
The creative clarity boosted engagement, improved click-through rates, and helped users move naturally from interest to conversion.
5. A collaboration built on trust and shared goals
Strategy
The client allowed room for testing, learning, and iteration, while we provided transparency, strategic direction, and consistent optimisation rhythms.
Why it worked
This collaboration enabled fast adjustments, aligned decision-making, and ultimately drove stronger, more predictable performance outcomes.
Results So Far
Throughout the collaboration, the client gained a stable, scalable, and predictable acquisition channel.
Here are some outcomes that matter:
- a significantly higher volume of leads generated from high-intent searches
- consistent visibility growth on the priority product line (heat pumps)
- reduced cost per conversion during key periods
- higher quality traffic, thanks to precise exclusions and filtering
- stronger positioning against direct competitors
In short: stable performance, controlled costs, and a system ready to scale.
Heat pump conversions:
Traffic quality:
Brand visibility:
What’s Next
We will continue optimising, expanding creative angles, and leveraging seasonal peaks to increase lead volume.
The objective remains the same.
A Google Ads channel that provides predictability, stability, and high-quality leads, regardless of market fluctuations.