Increasing Lead Quality & Decreasing CPA over 60%

After uncovering inaccuracies in conversion reporting and improving lead quality, we rebuilt the account into a dependable source of high-value leads—ultimately reducing CPA by over 60%.

Overview

Holliday Heating + Cooling + Electric is a family-owned HVAC and electrical company in Spokane, WA. They’re known for great service and a strong local reputation, but they needed a steady flow of quality leads to keep growing.

The problem? They were stuck with low-quality search traffic and conversion tracking that wasn’t giving them the full picture, so the few leads they were getting weren’t all that useful.

Once Holliday reached out to us, we kicked things off with a full audit of their account and quickly spotted the gaps. From there, we built a clear plan to get their performance back on track.

Challenges

• Low Quality Search Traffic
• Messy Campaign Structure
• Inaccurate Conversion Tracking

Strategy

1. Campaign Restructuring

• Separate branded and non-branded keywords into separate campaign to more efficiently target each type of searches
• Restructure campaigns into ad groups base on the search themes of the keywords
• Expand negative keyword lists to filter out unwanted search traffic and sculpt traffic into

2. Conversion Tracking Cleanup

• Remove low-value conversion actions (such as page visits and calls below 60 seconds)
• Adjust conversion settings to stop double counted conversions
• Use Illads' proprietary call grader to ensure we were only receiving high value leads
  

Results

By cleaning up Holliday’s conversion tracking, we finally gave the account reliable data—so every decision moving forward was based on real performance, not inflated or misleading numbers. This clarity made it possible to identify which campaigns were actually driving high-quality leads and cut out everything that wasn’t.

The campaign restructure immediately improved traffic quality. Separating branded and non-branded search intent, tightening ad group themes, and expanding negative keywords helped filter out irrelevant clicks and bring in users who were actively looking for HVAC or electrical services. With the noise removed, Holliday started getting leads they could actually convert.

Once accurate conversion data and cleaner traffic were in place, the account became far more efficient. Lead volume climbed, CPAs dropped, and their ads reached more of the right people without increasing spend. The result was a dependable, predictable pipeline of high-value leads that directly supported their growth goals.‍

Key Metrics

• +148% increase in leads
  
  
• –60% reduction in CPA
  
  
• +20% increase in impression share