Case Study: Reliable Heating & Air achieves a $15.15 cost-per-lead with CallRail Form Tracking

How one home services customer lowered their cost per lead with Form Tracking

Reliable Heating & Air’s Director of Marketing and Call Centers, Lea Anne Roberts, faced internal skepticism when she proposed bidding on low-cost “leasing equipment” SEM keywords to generate new business. To validate the idea without heavy development or buy-in, she ran a form-submission-only campaign using CallRail’s Form Tracking (including the custom form builder) to test lead volume and quality.

Using CallRail’s Form Tracking and its Quick Response notifications, Lea Anne embedded a simple form on the landing page, routed leads to area sales managers, and monitored results in real time. The test proved the keywords drove high-quality, new business and turned leasing and warranty campaigns into some of Reliable Heating & Air’s lowest cost-per-lead efforts — just $15.15 per lead — while enabling fast launches and easy analytics via CallRail.

Reliable Heating & Air

Lea Anne Roberts

Director of Marketing and Call Centers