Case Study: Salt Air Heating, Cooling & Electrical’s Digital Marketing Success
Overview
Salt Air Heating, Cooling & Electrical specializes in HVAC maintenance, repair, and installation, as well as electrical services such as panel upgrades, whole-home rewires, and generator installations. Unlike many competitors, Salt Air prioritizes reliable service, membership-based maintenance plans, and prompt customer communication with text/email service alerts and transparent pricing.
Their target audience includes:
- Retirees seeking prompt, reliable HVAC services.
- Busy professionals needing convenient, worry-free home maintenance.
- Homeowners interested in energy-efficient heating/cooling solutions and electrical upgrades.
Salt Air’s primary marketing objectives were to increase HVAC membership sales, generate leads for service calls, and expand brand awareness through digital advertising.
Salt Air Heating, Cooling & Electrical
Industry: HVAC & Electrical Services
Company Size: Mid-Sized Business
Location: Wilmington, NC & Surrounding Areas
Services Provided
Search Engine Optimization (SEO) & Blogging
Google Ads (PPC Campaigns)
Social Media Marketing (Facebook & Instagram Ads)
Connected TV (CTV) & Internet Radio Advertising
Web & Banner Advertising
Company Bio
Salt Air Heating, Cooling & Electrical specializes in HVAC maintenance, repair, and installation, as well as electrical services such as panel upgrades, whole-home rewires, and generator installations.
Challenges
- Fierce Local Competition – Competing with large regional brands (O’Briens, Blantons, Wilmington Air) for HVAC service dominance.
- Low HVAC Membership Sales – Needed to increase recurring revenue through maintenance plans.
- Underperforming Digital Ads – Previous Google Ads & Social Media Campaigns were not optimized, resulting in low conversion rates.
- Limited Video & Audio Advertising – No presence in Connected TV (CTV) or Internet Radio, missing opportunities for brand recall.
Our Approach
To address these challenges, DesignLoud implemented a strategic multi-channel marketing approach focused on lead generation, customer retention, and brand awareness.
1. Search Engine Optimization (SEO) & Blogging
- Conducted SEO optimization to improve rankings for key searches like:
- HVAC membership Wilmington
- No A/C repair near me
- Breaker tripping repair
- Generac generator installation
- Optimized Google My Business (GMB) listing for better local search rankings.
- Created monthly blog content to drive organic traffic:
- The Benefits of an HVAC Maintenance Plan
- How to Fix Common Heating & Cooling Problems
- When to Upgrade Your Home’s Electrical Panel
2. Google Ads (PPC Campaigns)
- Launched Google Search Ads targeting:
- Emergency HVAC & electrical repairs
- Seasonal promotions for A/C & heating maintenance
- Salt Air Membership program for recurring service revenue
- Geo-targeted high-income zip codes in Wilmington, NC & surrounding areas.
- Implemented conversion tracking to measure appointments booked & memberships purchased.
3. Social Media Marketing (Facebook & Instagram Ads)
- Created high-engagement ad creatives for:
- Limited-time promotions on maintenance plans
- Testimonials from satisfied customers
- Recruitment campaigns for skilled HVAC & electrical technicians
- Targeted ads at:
- Homeowners needing seasonal HVAC tune-ups
- New residents moving into Wilmington/Leland
- Older homeowners interested in whole-home rewires & electrical panel upgrades
4. Connected TV (CTV) & Internet Radio Advertising
- Developed video ads showcasing Salt Air’s:
- Fast & reliable service
- Membership perks & priority scheduling
- 0% financing options for major repairs
- Ran CTV ads on Hulu, Roku, Apple TV, and Amazon Fire TV, targeting:
- Homeowners watching home improvement & energy-saving content
- Older audiences interested in heating/cooling upgrades
- Created radio ads for Spotify & Pandora to build brand recognition among drivers & home listeners.
5. Web & Banner Advertising
- Designed banner ads to retarget website visitors on:
- ESPN, CNN, HGTV, and Zillow
- Local news & weather websites
- Retargeted website visitors with Google Display Ads to bring them back to the site for HVAC/electrical services.
The Solution
By implementing a full-funnel marketing approach, Salt Air saw improvements in brand awareness, service bookings, and recurring memberships.
- SEO Growth: Higher Google rankings drove more organic traffic.
- Google Ads Success: Reduced cost-per-lead while increasing conversions.
- Social Media Engagement: More customers interacted with HVAC/electrical promotions.
- CTV & Radio Expansion: Increased brand recognition across digital platforms.
Results
The impact of our digital marketing efforts was substantial:
- 120% increase in organic website traffic – SEO improvements led to more inbound leads.
- 80% increase in booked service appointments – Google Ads & social media campaigns generated more calls & online bookings.
- 40% boost in Salt Air Membership sign-ups – Targeted marketing increased recurring revenue from maintenance plans.
- Expanded brand awareness via CTV & radio – More people recognized Salt Air as a top HVAC/electrical provider.
Conclusion
With DesignLoud’s expert marketing strategy, Salt Air Heating, Cooling & Electrical successfully increased service bookings, boosted maintenance plan sales, and expanded its brand presence through digital, video, and audio advertising.
Want to grow your HVAC or electrical business with powerful digital marketing?
🚀 Let’s make it happen! Contact DesignLoud today.
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About DesignLoud
We believe in operating with transparency and integrity (our moms raised us right). And we work with you to make sure you have the tools and knowledge you need to grow your business and meet your objectives. We’re not your ‘smoke and mirrors’ type of agency; performing mystical acts of SEO and PPC in a dark room somewhere. And we won’t overwhelm you with a bunch of tech-speak and expect you to know what we’re saying. Instead, we uncomplicate things. And make your online life easy.
So you can do better things with your time. Your website will be beautifully designed and completely optimized to meet your objectives. But, you’ll also have insight into our methods - we’ll explain why certain things work, and we’ll answer your questions.