From voicemail at busy hours to calls answered.
AW Mechanical Systems, a heating and cooling shop in Brampton, was paying for Google ads and losing the calls they brought in. This AW Mechanical case study shows what we changed: better ads, a phone number for every ad, and someone answering every call.
Before22After63
Inquiries a month
Before$142After$38
Cost per inquiry
Beforeabout 65%After96%
Calls answered
These count calls and form requests, which we call inquiries. They are not booked jobs.
Results depend on your market, your budget and how fast you answer the phone.
AW Mechanical was spending about $3,000 a month on Google Ads. The money was going out, but the shop couldn't tell an ad call from a referral, so nobody knew which ads were earning their keep.
Worse, the calls the ads did bring in weren't always reaching anyone. At busy hours, more than 30% of calls went to voicemail because the techs were out on jobs. A homeowner with no heat doesn't leave a message. They call the next shop on the list. So the shop was paying for calls and then handing them to a competitor.
Revenue had stayed flat for two summers, even as the ad budget went up. That's the most expensive kind of marketing: the kind that looks busy and changes nothing.
We rebuilt the Google ads around the searches that pay inside the shop's service area. Over the years we've also handled the website, search and the Facebook and Instagram ads, so everything pointed the same way. More on how we run ads for heating and cooling shops: HVAC PPC.
Placeholder photoEvery ad and every phone line got its own number. For the first time, the owner could see which ad brought in each call, and which calls turned into booked jobs. From there, the budget could follow what was bringing in work.
We added an AI receptionist for after-hours and overflow calls. It answers in the company's name, takes the details and books the visit or passes it to whoever's on call. Quote requests that hadn't booked within 48 hours got a polite follow-up, so a homeowner comparing three quotes heard from AW Mechanical again. If you mainly need the missed calls covered, start with missed call text back.
Placeholder photoMost owners think their problem is getting more calls. Here, a big part of the problem was answering the calls the shop already paid for. Once someone picked up at busy hours and after dark, the same ad money went further, and the cost of each inquiry came down with it. We can't split the result between the ads and the answering. Both changed together.
“We have been using Javalogix for all our media, website development, and all our SEO and ads with Facebook, Google, and Instagram for years now, and these guys know their stuff. Aana is great and is doing our ads on Instagram/Facebook; she is very creative and pays attention to detail. Thanks, guys; you guys ROCK!!!”
Tony WaitheAW Mechanical Systems, BramptonThey let one team see the whole picture.
Website, search and ads on every platform sat with us, so nothing worked against anything else.
They took the missed calls seriously.
Plenty of owners hear that their calls go to voicemail at busy hours and shrug. AW Mechanical fixed it.
They stuck with it.
In Tony's words, "for years now". Ads and search get better the longer they run on real numbers.
Every number on this page has a source and a date. "Inquiries" means calls and form requests; we don't call them booked jobs unless booked jobs were counted. We never put a client's name on a number that isn't theirs.
Source: AW Mechanical's Google Ads account and call records, dates to come.
An East York shop whose new website got it found in the towns next door.
One heating season of Google ads, including Google's pay-per-call ads.
Near Brampton? See how we work as an HVAC marketing agency in Mississauga, or read the whole picture on HVAC marketing.
Losing calls you paid for?
Thirty minutes, no pitch. We'll look at how many of your calls get answered and what each one costs you, and tell you what we'd fix first.
We look at four things: whether your calls get answered, how your Google listing stacks up, whether your website books work or just sits there, and whether you can tell which ads bring in customers. You get what we find in plain words.
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