Customer Story · Able Air
How Able Air cut cost per conversion 42% and grew organic traffic 10X in a market full of national chains
- Company size 10-20
- Industry HVAC
- Engagement 12 months
Every local channel, pulling in one direction
Challenge
Able Air was already running Google Ads and Local Services Ads and following local SEO best practices, but growth had stalled. It was competing against national franchises and local rivals for expensive keywords, and it wasn’t showing up in the local map packs where much of the demand was.
Solution
We built a multichannel local strategy: an optimized Google Business Profile and Local Services Ads presence, a leaner Search and Performance Max structure, tight negative-keyword control, and CRM and CallRail tracking to measure lead quality and not only lead volume.
Results
Within six months, cost per conversion on Google Ads fell 42%. Organic traffic grew 10X year over year, Google Business Profile views rose 128%, and Local Services Ads set a new monthly record of 106 calls.
“Manticore Marketing has been a game-changer for our business! Their expertise in Google, SEO, and website management has taken our online presence to the next level.”
Cyrus Samimi · Owner, Able Air
What we did
Everything that went into the campaign
01 Google Business Profile and Local Services Ads, fully optimized
We started where local customers actually search: maps and mobile. We optimized Able Air’s Google Business Profile and Local Services Ads so the company would be as visible as possible for HVAC searches in its area. The effect was almost immediate. Able Air began appearing prominently in local map packs, a traffic source it had never tapped before.
02 A website built to rank and convert
We audited the site from top to bottom and fixed what was holding it back, both in search rankings and in turning visits into calls. Better SEO brought more people in, and better conversion paths meant more of them picked up the phone.
03 A simpler paid structure
The Google Search and Performance Max campaigns had grown more complex than they needed to be. We consolidated the structure and reset budget allocation so spend went where it was earning results, not spread across campaigns competing with each other.
04 Negative keywords as a budget defense
In a market this competitive, brand and competitor keywords can drain a budget fast. We kept negative-keyword lists actively maintained and paired them with clear, memorable ad messaging, so every dollar went toward searches Able Air could actually win.
05 Tracking that measures quality, not just volume
We set up a CRM and CallRail so every call and lead could be traced back to its source and judged on quality. That gives Able Air a clear view of which channels produce real jobs, and it gives us the data to keep refining acquisition across paid and organic traffic.
“The weekly report finally answers the question our board asks: what did the spend produce? Accepted pipeline.”
Marcus Bell ·
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