Trane Technologies (NYSE: TT) 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
The Goals
The Approach
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.
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.
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.
A step-by-step advertising product implementation plan
The “Path” is a collaborative approach that was developed to help Trane Technologies’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
Dealers Engaged
generated
cost per lead
