ActronAir is a large Australian air conditioning manufacturer. They have a national presence, however, are stronger in some areas over others.
One of the areas ActronAir were hoping to increase their profile was North Queensland.
The ActronAir marketing & sales team were tasked with generating more demand for their product in the Cairns & Townsville region. Advertising needed to be deployed to generate new customer enquiries that could be distributed to ActronAir’s dealers in the region.
ActronAir’s sales & marketing team came up with a promotional offer made up of extremely competitive pricing on the supply & install of split system units in the region.
Michael Morgan of the North Queensland Cowboys fronted the campaign which was supported with above the line media.
Local Digital handled the performance digital component of the campaign. We created a Google Ads and Facebook Ads campaign to support the promotion. These campaigns utilised highly targeted audiences and high converting landing pages designed to convert visitors into leads that ActronAir could pass to their dealers.
A Google Ads campaign was launched to show ads for the campaign to people searching in the Townsville and Cairns region.
Ad groups for each city as well as for the brand, air conditioning types and north QLD region were created. Within each ad group we used a combination of exact match and BMM keywords with a tight list of negative keywords:
Within each ad group we ran multiple version of ad copy, including responsive search ads:
This campaign structure blitzed expectations, generating a consistent flow of leads at a low cost per lead, with conversion rate a very solid 15% (contact form submissions and phone calls).
