Lennox International, a provider of heating, ventilation, and air conditioning (HVAC) solutions, has seen mobile become a viable customer acquisition channel as consumers have turned to their smartphones to locate a dealer from Lennox’s vast dealer network. In line with Lennox’s innovative nature, Lennox partnered with their agency, Power Creative, to stay ahead of the curve and capitalize on the growth in mobile traffic they were seeing using Google Analytics.
Power Creative’s first step was to help Lennox build a mobile-optimized site focused on helping customers locate a dealer nearby. To promote their mobile site, Lennox and Power Creative turned to AdWords and created a separate mobile campaign to gain additional insights and flexibility for optimization (shown below).
Power Creative’s first step was to help Lennox build a mobile-optimized site focused on helping customers locate a dealer nearby. To promote their mobile site, Lennox and Power Creative turned to AdWords and created a separate mobile campaign to gain additional insights and flexibility for optimization (shown below).
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With cheaper CPCs than their traditional desktop computer campaigns, and an increasing number of users locating a dealer on the mobile site, Power Creative quickly realized that the mobile campaign was effectively reaching purchase-ready customers at the bottom of the sales funnel.
Lennox and Power Creative then began utilizing the different extension options, such as Click-to-Call and Ad Sitelinks, to connect users with customer support and the most relevant pages of the mobile site. It was becoming clear that investing in the mobile site, along with building separate mobile campaigns, was paying off. Overall, Lennox saw an average CPC on mobile that was 86% lower than their desktop campaigns, and a cost per conversion that was 90% lower. Continued optimization has now led to separate mobile campaigns for search, display, and specific geographic locations, allowing Lennox to continue innovating with different keywords and ad text that is specific to the mobile user.
To learn more about Lennox’s success with mobile ads, download the entire case study here.
Posted by Samira Lama, Mobile Ads Specialist
Lennox and Power Creative then began utilizing the different extension options, such as Click-to-Call and Ad Sitelinks, to connect users with customer support and the most relevant pages of the mobile site. It was becoming clear that investing in the mobile site, along with building separate mobile campaigns, was paying off. Overall, Lennox saw an average CPC on mobile that was 86% lower than their desktop campaigns, and a cost per conversion that was 90% lower. Continued optimization has now led to separate mobile campaigns for search, display, and specific geographic locations, allowing Lennox to continue innovating with different keywords and ad text that is specific to the mobile user.
To learn more about Lennox’s success with mobile ads, download the entire case study here.
Posted by Samira Lama, Mobile Ads Specialist
Lennox invests in a mobile strategy and sees lower cost per conversions
Rating: 100% based on 975 ratings. 91 user reviews.
Rating: 100% based on 975 ratings. 91 user reviews.
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