About project
Period: July 2019 – September 2024
Client: A&A GenPro
Subject: Scaling Generator Sales with Google Ads
A&A GenPro is a generator sales company based in Houston, Texas, specializing in residential and commercial generators. With a strong emphasis on residential sales, the company serves homeowners and businesses across Houston and nearby cities. Initially competitive on pricing and service, A&A GenPro later became an exclusive Cummins dealer, enabling them to offer special deals, including financing options, warranties, and installation services. A&A GenPro is now back to selling multiple brands again.
Challenges
- Budget Constraints – As a relatively small company, budget limitations required strategic allocation of ad spend.
- Competitor Pressure – Key competitors, including Generator Supercenter, aggressively bid on A&A GenPro’s branded terms.
- Seasonal Demand Fluctuations – Hurricane season drove peak demand, requiring agile campaign adjustments.
- Market Shifts – The transition to Cummins exclusivity necessitated a marketing pivot.
Google Ads Strategy
A&A GenPro’s campaign approach evolved over four years (2020–2024) to maximize lead generation, brand visibility, and sales:
- Branded and Competitor Search Campaigns – Initially focused on outranking competitors, then expanded to branded and competitor search terms. The Branded Search campaign performed exceptionally well, with a CTR of 37.01% and a cost per conversion of just $25.09.
- Residential Generator Targeting – Emphasis on residential keywords and audience segments. The Search | Residential campaign had a CTR of 7.35% and a cost per conversion of $70.12.
- Weather-Based Campaign Adjustments – During hurricane season, budgets were scaled aggressively to capture high-intent buyers, while off-peak periods were managed with controlled spending.
- Defensive Branded Campaigns – When competitors started bidding on A&A GenPro’s brand, targeted campaigns defended their position, keeping branded traffic within their funnel.
- Smart Bidding & Optimization – The strategy included Maximize Conversions bidding, A/B testing ad copy, and optimizing landing pages to enhance conversion rates.
Results & Impact
The program led to a significant boost in brand visibility, engagement, and sales, proving the power of strategic Search Marketing.
- Clicks: 87.5K (+900% growth from 2020)
- Impressions: 2.5M (+1,577.1% increase)
- CTR: 3.5% (Despite a 40.4% decrease, click volume surged)
- Conversions: 3.5K (+576.6% growth)
- Conversion Rate: 2.5% (-58.3% decline, but total conversions rose significantly)
- Cost per Conversion: $95.59 (-52.5% improvement)
- Total Ad Spend: $332.47K (218% increase, but more efficient over time)
- Revenue Growth: From ~$6M in 2020 to ~$15M in Q3 2024
Conclusion
Through a data-driven, adaptable Google Ads strategy, A&A GenPro scaled its business despite budget constraints and fierce competition. The combination of branded campaigns, competitor targeting, seasonal budget shifts, and smart bidding techniques enabled A&A GenPro to establish dominance in the Houston generator market.