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.
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.
