A.J. Michaels

How We Helped Drop the Cost Per Lead by $70

About the Client

A.J. Michaels is a Baltimore-based Heating, Plumbing, and HVAC service provider.

The Client’s Challenges:

  • Paying too much per lead–well over $100.
  • Did not own their own Google Ads accounts, so lacked full transparency into what was going on.
  • Could not easily make changes, because they did not own their accounts. 
  • Their marketing agency was unresponsive.
  • They were doing very little testing of tactics.
  • Could not track where their inbound calls were coming from.

Digital Caffeine’s Solutions:

  • Optimized their landing pages so they were more compelling and loaded much faster.
  • Because the campaign was so poorly set up, and the client did not own it, we created a new campaign from scratch, completely in the client’s name, so they will always own it.
  • Installed a solution to track telephone calls from all sources.
  • Created a customized report that focused on the metrics the client cared about.
  • Set up regular, semi-monthly meetings to review results, go over insights, get feedback, and go over next steps.

The Results:

  • The cost-per-lead dropped from over $100 to $30.
  • Client owns all their accounts outright.
  • They understand the whole search process much better and feel more comfortable asking questions and making suggestions.


The real difference between DC, the other firm and most firms I have seen is that I really, truly feel like they treat our budget as their own.


David Cease Marketing Director

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