Developing and Executing a Multichannel Strategy for Dominant Local Digital Visibility

Able Air is one of the larger local HVAC businesses serving Kitchener, Waterloo, Guelph, and surrounding areas with residential heating, ventilation, and air conditioning services. 

Competition in the area is fierce and they are up against national franchises as well as local competitors. Nevertheless, they aim to be the most called HVAC company in their area and stand ready to tackle any job big or small for their clients!

Able Air had active campaigns on Google Ads and Google Local Services Ads, and was already following many local SEO best practices, but it seemed like growth was stalling. 

Manticore sprang into action by optimizing Able's Google Business Profile and Google Local Services Ads to help the company be as visible as possible on maps and mobile searches. The improvements were immediately felt as Able gained organic search visibility and began appearing prominently in local feature packs, an untapped traffic source for the company.

Our team then audited and optimized the website to improve SEO results and conversion rates. We simplified the campaign structure and budget allocations for Google Search Ads and Performance Max Campaigns.

Because of the high competition in the region, certain keywords, especially related to specific brands and competitors can quickly waste a campaign’s budget. Manticore focused on maintaining relevant negative keyword lists with clear and memorable messaging in ads to maximize performance.

Getting The Job Done And Driving Positive Results

Needless to say, business owner Cyrus Samimi has been impressed with the team's speed and skill: "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."

Not satisfied with resting on our laurels, Manticore continues to refine Able Air's customer acquisition process to drive even more value from organic and paid traffic. The team set up a CRM and CallRail as a way to measure conversion quality.

The results speak for themselves

• Within 6 months cost per conversion on Google Ads decreased by 42%
• New monthly record of 106 Google Local Services Ads calls in June 2024
• Organic traffic increased 10X Year-over-Year