Hart Air Conditioning & Refrigeration: Cutting Google Ads CPA With an HVAC Landing Page Redesign
Hart Air Conditioning & Refrigeration installs and services HVAC systems for residential and commercial clients across South East Queensland. They were spending on Google Ads but the landing page was doing very little of the work — visitors bounced before they saw a licence number, a service area, or a price signal. We rebuilt the landing experience around one job: get a paid-click visitor to a booked inspection in the fewest possible steps.
The Results
Illustrative outcomes reported by the client following the redesign. Figures reflect first-party observations, not independently audited metrics.
The Challenge
- Google Ads traffic landed on a generic home page — not a landing page — so cost per acquisition was rising every month.
- Trust signals (ARC licence, insurance, warranty, response time) were buried in the footer instead of above the fold.
- The quote form was long enough that mobile visitors abandoned it — the exact audience most Ads clicks came from.
- No differentiation between residential air-con installs, commercial refrigeration and service calls — all three intents hit the same page.
The Approach
- Built dedicated landing pages per Ads campaign (residential install, commercial refrigeration, service/repair) so message match is tight and quality score improves.
- Moved licences, insurance and response-time promises above the fold with a compact trust bar — same visual chunk as the hero CTA.
- Cut the quote form to four fields on mobile with an obvious click-to-call fallback for high-intent visitors who won't fill anything in.
- Added Service + LocalBusiness schema per service area (Brisbane, Gold Coast, Ipswich, Logan) so organic traffic compounds alongside the paid budget.
What We Built
Per-campaign landing pages
Distinct pages for residential install, commercial refrigeration and service/repair — tighter message match, better quality score.
Above-fold trust bar
ARC licence number, insurance, warranty and response time in the same visual chunk as the hero CTA.
4-field mobile quote form
Reduced from a much longer form. Sticky click-to-call for visitors who won't fill anything in.
Service-area schema
LocalBusiness + Service JSON-LD per suburb so the site also earns organic 'near me' traffic.
Sticky call CTA
Persistent tap-to-call button on mobile — the highest-intent conversion path for repair enquiries.
Core Web Vitals tuned
Sub-2s LCP on 4G, preloaded hero, AVIF/WebP imagery — supports both UX and quality score.
"The paid clicks are actually converting now. Cost per lead is down and the enquiries we get already know what we do and where we work."
Key Takeaways
- Send Google Ads clicks to a purpose-built landing page, never the home page — quality score and CPA both improve.
- Trust signals belong in the same visual chunk as the CTA, not the footer.
- For repair-intent traffic, click-to-call converts higher than any form — make it impossible to miss.
- Per-suburb schema turns paid traffic into an organic long tail over time.
Technologies Used
React
TypeScript
Tailwind CSS
SupabaseService SchemaLocalBusinessVite ImagetoolsFrequently Asked Questions
Why send Google Ads traffic to a dedicated landing page?+
Because message match drives both quality score (cheaper clicks) and conversion rate (more leads per click). A generic home page has to cover every visitor type — a landing page only has to convert the one you paid for.
How do you reduce cost per acquisition on HVAC campaigns?+
Three levers: tighter message match on landing pages, faster mobile load times (both improve quality score), and a shorter, mobile-first quote flow with a click-to-call fallback. On repair intent especially, most of the lift comes from the phone path.
Do trust signals really change conversion rate?+
Yes — especially in regulated trades. ARC licence, insurance and warranty next to the CTA visibly outperform the same signals hidden in the footer, because visitors need the reassurance at the exact moment they're deciding to enquire.
How long does an HVAC landing-page redesign take?+
Hart Air shipped in about eight days including three campaign-specific landing pages and per-suburb schema. Timeline scales with the number of Ads campaigns and service areas you want covered.
What tech was used?+
React with TypeScript, Tailwind CSS, Supabase for enquiry data, vite-imagetools for AVIF/WebP delivery. LocalBusiness + Service schema with AreaServed for organic support.
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