-63% CPL improvement in 38 days

How Mickson Growth reduced Precise Air’s CPL by 63% in 38 days

Overview

Precise Air Systems Inc. is one of the largest HVAC companies serving the Los Angeles, CA region, with over 50 years of experience in heating, cooling, and air quality systems.
Despite their long-standing reputation, their online marketing was outdated. Campaigns weren’t properly tracked, and valuable data from Google Ads and GLSA was being lost — leaving no clear understanding of what was driving revenue.
‍

Visit Site:
https://preciseair.com/

‍

The problem

Before partnering with Mickson Growth, Precise Air faced a number of digital inefficiencies:

  • No conversion tracking or performance analytics in place
  • Outdated landing pages with low conversion rates
  • Campaign structure lacked local targeting and segmentation

They were spending heavily but couldn’t connect ad spend to booked jobs. The result was an average $450 cost per lead (CPL) with inconsistent ROI and wasted opportunities across major service areas.

‍

The solution

Here’s what we did:

  • Built over 800 custom PPC landing pages tailored to city and service type
  • Optimized Google Business Profiles for all service regions
  • Installed robust conversion tracking through Google Ads and Analytics
  • Implemented A/B testing and call-tracking integrations
  • Improved ad copy with localized messaging and HVAC-specific keywords

This complete rebuild gave Precise Air a modern, data-driven funnel and finally revealed where every marketing dollar was going.

‍

The result

Within 38 days, the transformation was clear:

  • CPL dropped from $450 → $165
  • Lead volume increased by 3×
  • Conversion tracking accuracy reached 100%

By aligning their ad structure with local demand and real performance data, Mickson Growth turned Precise Air’s paid campaigns into a measurable, profitable lead generation system that continues to scale month after month.

‍