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Boiler Installation PPC: 422% Conversion Increase & 72% CPA Decrease in Year 2 Case Study

Client: Boiler Installation Company

Industry: Boiler Installation

Service: PPC (Pay-Per-Click Advertising)

The Challenge & Our Impact

A boiler installation company found it difficult to scale and dominate in a competitive market where Cost Per Clicks (CPCs) were constantly rising and current Cost Per Acquisitions (CPAs) were very high. Our strategy focused on area-specific marketing and tiered bidding with ROAS targets. By implementing this, alongside a new account structure, we decreased CPA by 72% and, with client confidence enabling budget scaling, increased account conversions by 422% in the second year.
Boiler Installation PPC: 422% Conversion Increase & 72% CPA Decrease in Year 2
Boiler Installation PPC: 422% Conversion Increase & 72% CPA Decrease in Year 2

Core Challenges

  • Difficulty Scaling in a Competitive Market: High competition made it challenging to expand reach profitably.
  • Rising CPCs & High CPAs: Increasing click costs and already high acquisition costs were squeezing margins.
  • Need for Profitable Domination: The client aimed to achieve significant market presence but needed to do so profitably.

Our Strategic Solution

  1. Area-Specific Marketing: Implemented geographically targeted campaigns to focus on specific service areas, improving relevance and reducing broader competition.
  2. Tier-Based Bid Structure with ROAS Settings: Introduced a tiered bidding system, likely based on location value or service type, with clear Return on Ad Spend (ROAS) targets to ensure profitable scaling.
  3. New Account Structure: Overhauled the existing PPC account structure for better organisation, targeting, and performance management.
Boiler Installation PPC: 422% Conversion Increase & 72% CPA Decrease in Year 2
Boiler Installation PPC: 422% Conversion Increase & 72% CPA Decrease in Year 2

Key Outcomes

  1. 72% Decrease in CPA: Significantly reduced the cost of acquiring each customer, making campaigns much more efficient.
  2. 422% Increase in Account Conversions (YOY in Year 2): With improved CPAs, the client gained confidence to increase spending, leading to a more than fourfold increase in conversions.
  3. Profitable Scaling Achieved: The strategy enabled the account to scale significantly while maintaining and improving profitability.

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