Cooling Success: Carlton Services Google & Microsoft Ads Case Study

Read how the Infinity Nation Team optimised Google & Microsoft ad performance to reduce cost per lead and click, while introducing a new channel through Bing ads, which helped to achieved 40% of all new leads in the initial 6 months.

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Carlton Services

Carlton Services, a 45-year-old family business, stands as a cornerstone in the Commercial Refrigeration, Air Conditioning, Catering, and Ventilation industry. Renowned for its comprehensive range of services, including Installation, Service, and Maintenance, Carlton Services boasts a wide range of equipment offerings from leading brands. Owned and operated by a dedicated family, their overarching ambition lies in continual growth and innovation, evident in their recent expansion of the engineering team and undertaking of significant projects.

The Objectives

Increase the number of leads
Test new channels

20%CHEAPER COST PER LEAD

70%CHEAPER COST CLICK

40%TOTAL LEADS FROM MICROSOFT

73%CHEAPER CPM

The Challenge

The challenge was to address the growing need for lead generation as Carlton Services expanded its team of engineers and took on larger projects. Infinity Nation was tasked with optimising lead generation strategies to accommodate this growth.

The brand came to us due to our longstanding relationship built on trust over four years of partnership. We were seen as the perfect partner because of our expertise in digital marketing, particularly in utilising Google Ads and Microsoft Ads effectively to reach new audiences and drive leads at a lower cost.

Our Process

Our process involved a strategic approach to meet Carlton Services’ needs effectively. We utilised both Google Ads and Microsoft Ads in conjunction to maximise reach and lead generation. Leveraging our extensive experience with Google Ads over the past four years, we identified the most effective campaign types and applied these learnings to Microsoft Ads, reducing wasted spend on testing. Furthermore, we segmented services specifically and allocated budgets based on the success of each service on Google Ads, ensuring optimised performance and ROI.

Results from 1st Nov 2024 – 30th April 2024

The results from our campaign, spanning from November 1st to April 30th, were highly encouraging, underscoring the effectiveness of our strategic approach in driving leads and optimising budget allocation for Carlton Services.

20% Cheaper Cost Per Lead
70% Cheaper Cost Per Click
40% of total leads in 6 months were driven by Microsoft ads – using only 32% of the overall budget
73% cheaper CPM

70%

CHEAPE COST PER CKICK

“Infinity Nation’s expertise in digital marketing has been pivotal for Carlton Services. Their strategic approach and seamless execution led to a 20% decrease in Cost Per Lead and a remarkable 70% reduction in Cost Per Click. Their dedication and proficiency have elevated our lead generation efforts, making them an invaluable partner in our journey of growth and expansion.”

Adam Carlton Owner

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