Ingersoll Rand

Case Study

SearchKings Matador Trane

Ingersoll Rand (NYSE: IR) is a diversified industrial manufacturer of market-leading brands such as Trane and American Standard. Their products serve customers in global commercial, industrial and residential markets.

The Issue

Ingersoll Rand’s go-to-market strategy is based on a fragmented dealer network that relies on Trane and American Standard branded lead generation websites. Intense competition coupled with a gradual increase in lead generation costs meant that the company had to find a scalable approach that delivered a high volume of leads funded by independent contractors.

The Goals

  • Increase the company’s market share by using digital platforms to support demand generation
  • Expedite adoption of Google Local Services to protect and expand local brand presence
  • Support channel partners’ loyalty and improve IR’s share of wallet performance mong its dealers

The Approach

SearchKings, in partnership with The Google Local Services team, developed an engagement plan that leveraged the benefits of lead generation for Google Guaranteed contractors. The plan introduced Google Local Services as a verified directory platform that is easy and affordable for companies that are advertising digitally for the first time.


1
Spreading the word

Field engagement events across North America

To accelerate the introduction of Google Local Services to HVAC contractors, SearchKings held over 100 information sessions across North America.

SearchKings also hosted two full-day sessions for a total of 150 territory managers. The sessions focused providing the territory managers with the knowledge and skills needed to act as trusted digital advisors within the HVAC equipment sales space.

2
Easy Onboarding

Automated advertiser (dealer) onboarding journey

In an effort to simplify the Google Local Services onboarding process for independent contractors, SearchKings implemented an easy-to-follow enrollment process. It accelerated the submission process and identified deficiencies within applications prior to submission.

3
Reporting App

Agnostic account management through our proprietary reporting app

The introduction of Google Local Services to new advertisers was administered in conjunction of Google Ads. To demonstrate the blended ROI of the two platforms, we released our proprietary reporting app in December 2018.

4
The Path

A step-by-step advertising product implementation plan

The “Path” is a collaborative approach that was developed to help Ingersoll Rand’s territory managers educate their dealers on Google’s lead generation platforms portfolio.

Google Local Services prioritizes highly ranked advertisers. To assist IR’s channel partners with the process of earning and collecting customer reviews, SearchKings partnered with Podium, a reviews solution, that offers advertisers the opportunity to improve their rating and the recency of reviews collected.

The Results

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