Creating the thrill of room temperature.

The Client

Just Right Heating & Cooling is a local service company that provides heating and cooling services in major cities in Utah. Just Right has made it a mission to provide the most affordable, quality heating & cooling service.

The Problem

Just Right Heating & Cooling needed to stand out in a highly competitive HVAC market. Lots of other companies will offer cheaper services. Competing on price will be a race to the bottom. What will create loyal, right-fit customers?

The Opportunity

A highly competitive market means customers can be overloaded with options. Where there’s confusion there’s opportunity because customers are looking. They’re looking for a company that stands for something. They’re looking for trust.

The Concept

What if we use the friendly face of founder Dan Dearden to communicate this is a brand you can trust. In the TV ads, have him encourage customers to get three bids. Proudly state a money-back guarantee. Provide transparent pricing. Make the brand mean trust.

Digital Advertising

To get the quickest, most trackable results possible, we created display ads. Many of these were GEO-targeted, meaning that they appeared in areas where Just Right wanted to boost service calls.

TV Advertising

To give personality to the brand, we took Dan Deardon—a trustworthy, approachable, and likeable technician—and presented him as the face of his company.

Full-Range Marketing

Advertising stretched from TV and radio to branded vans to neighborhood mailers, to door hangers, reminder emails, and targeted display ads.

Offer Landing Pages

Digital ad campaign effectiveness skyrocketed when prospects were taken to a specific landing page for their offer.

Offer Landing Pages p2

Digital ad campaign effectiveness skyrocketed when prospects were taken to a specific landing page for their offer.

Offer Landing Pages p3

Digital ad campaign effectiveness skyrocketed when prospects were taken to a specific landing page for their offer.

Goodwill Display Ads

Because one of their YouTube videos went viral gaining over 100k views, we created a landing page to test turning good will into prospective clients.

Goodwill Landing Page

Because one of their YouTube videos went viral gaining over 100k views, we created a landing page to test turning good will into prospective clients.

User Growth

We increased user traffic to Just Right by 157.44%. For a HVAC company, being a prominent part of the conservation when a new prospect is looking for a HVAC is a huge part of growing the business.

Page Views

Compared to the previous year without Concept had a 148.22% growth in Page Views from August 1, 2020 to Sept 30, 2021. Meaning more qualified leads and with cheap CPC cost of 0.42. Concept grew New User share by 153.31% in August 1, 2020 to Sept 30, 2021 for Just Right.

Results

Results

Through Google Local Services we generated 200 leads, while our display ads and retargeting campaigns generated 11.6 million impressions, 46.3 thousand clicks, converting 2.96 thousand prospects into leads.

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