CASE STUDY:
Airscape
How SME Growth Rapidly Transformed Lead Generation for Airscape – an Auckland Air Conditioning & Refrigeration Business
Industry: Air Conditioning & Refrigeration Services
Campaign Type: Google Search Advertising
Case Study Timeframe: 1 Year (May 2024 - May 2025)
The Challenge
Airscape, an Auckland-based air conditioning and refrigeration business, approached SME Growth with a clear objective: generate quality leads to create a steady stream of work. While they had expertise in their technical field, they faced several significant challenges in their digital marketing efforts:
Insufficient lead volume to support business growth goals
High cost per lead limiting campaign scalability
Low conversion rates from website visitors
Inconsistent work pipeline creating business planning challenges
Limited visibility in a competitive local service industry
Our Approach
We implemented a comprehensive digital strategy designed to rapidly transform their lead generation:
Campaign Restructuring: Completely rebuilt their search campaign structure with a focus on high-intent keywords and service-specific ad groups
Enhanced Tracking: Implemented robust conversion tracking to measure true campaign performance and lead quality
Targeted Ad Messaging: Developed compelling ad copy that addressed specific customer pain points and highlighted Airscape's unique value proposition
Landing Page Optimisation: Refined landing page content to improve user experience and conversion rates
Continuous Refinement: Established an ongoing optimisation process to continuously improve results month after month
The Results
In just one year of partnership, our strategic approach delivered exceptional improvements when comparing May 2024 to May 2025:
Performance Evolution
Our partnership with Airscape demonstrates the power of strategic digital advertising to rapidly transform a business's lead generation capabilities:
Initial Period (May 2024): Established baseline performance with limited campaign scope, generating minimal leads while gathering initial data
Optimisation Phase (June 2024 - April 2025): Implemented continuous improvements based on performance data, refining targeting, messaging, and landing page experience
One-Year Mark (May 2025): Achieved remarkable year-over-year improvements:
Cost per click actually increased by 120% year on year, showing that cost per click isn’t always a reliable metric for the quality of a campaign
Improved click-through rate by 16% through enhanced ad relevance
Increased conversion rate by 1323% through optimised user experience and better alignment to initial search query
Reduced cost per conversion by 85% through strategic campaign management
Delivered 440% more conversions while maintaining (or improving) lead quality
Strategic Insights
The remarkable transformation in Airscape's lead generation was driven by several key factors:
Targeted Keyword Strategy: By focusing on high-intent, service-specific keywords, we connected with prospects actively seeking air conditioning and refrigeration services in Auckland.
Conversion Rate Optimisation: Through continuous testing and refinement of ad messaging and landing pages, we transformed the site's ability to convert visitors into leads, improving from 1.11% to 15.79%.
Efficient Budget Allocation: As a result of the more effective campaign results, total spend when comparing the same month year on year, actually reduced by 16.3%, but the more impressive outcome was a reduction in cost per lead of 85% while dramatically increasing lead volume.
Quality-Focused Approach: Rather than simply driving more traffic, we prioritised attracting qualified prospects who were likely to become valuable customers for Airscape.
Client Testimonial
Before working with SME Growth, our lead generation was inconsistent at best. Some months we'd be overwhelmed with work, and others we'd be scrambling to find new projects. We needed a reliable system to create a steady pipeline of quality leads.
The transformation they've achieved in just one year has been remarkable. We've gone from struggling to generate even a handful of leads online to having a consistent flow of qualified prospects contacting us each month. What's impressed us most is not just the volume of leads but their quality – these are genuine prospects who need our services and are ready to move forward.
The impact on our business has been significant. We now have the confidence to plan ahead, knowing we have a reliable lead generation system in place. We've been able to grow our team and expand our service capacity to meet the increased demand.
SME Growth took the time to understand our business and the specific types of projects we wanted to focus on. Their approach is data-driven but also practical – they're always focused on the metrics that actually matter to our business growth.
I'd recommend them without hesitation to any service business looking to create a reliable, scalable lead generation system.
Manase Feiloakitau, Owner
Airscape
Ready to Transform Your Digital Advertising Results?
If, like Airscape, your business could benefit from our strategic approach to digital advertising that focuses on measurable business outcomes, not just traffic, why not reach out to our team today.
