The Client

AGA Air Conditioning is a Canberra-based heating and cooling specialist delivering residential and commercial installation, servicing and maintenance across the ACT.

AGA had built a strong reputation through quality workmanship, referrals and customer service. What it needed was a digital and acquisition system that matched the standard of the business and its growth ambitions, one built to support serious, sustained investment rather than one-off campaign spend.

PupDigital was engaged in a multi-year partnership to bring the website, conversion tracking and paid media strategy together into a single, connected acquisition system.

The Challenge

AGA was already a trusted local provider, but its website and advertising weren't working together as one system. The site needed to better communicate the quality of the business and give prospective customers a clearer path to enquire. At the same time, the advertising account needed to become far more commercially disciplined.

Heating and cooling demand shifts significantly through the year, and customer intent moves quickly between installation, servicing, evaporative cooling and gas heating, each with different commercial value. Residential and commercial enquiries needed to be treated differently, and the business's own capacity to take on work had to be factored into how aggressively the account was scaled.

It's the kind of complexity we see all the time working with trades, services, and building and construction businesses. It's genuinely where we do our best work. A broad, static campaign was never going to cut it here. The goal wasn't more traffic, it was a system that turned demand into real, valuable enquiries, built to scale as the business did.

Our Strategic Approach

1. Rebuild the Conversion Experience

The first priority was improving what happened after someone clicked an ad. PupDigital designed and developed a new website that better reflected AGA's positioning and made its services easier to understand, with:

• Clearer service pathways for residential and commercial customers
• Improved mobile usability and more direct calls to action
• Tighter alignment between ad campaigns and the landing pages they led to
• Simplified enquiry journeys

The website was built as part of the acquisition strategy, not a separate branding exercise. Every campaign needed to send customers to a page that matched their intent and made the next step obvious.

2. Improve the Quality of the Data

Better optimisation depends on measuring the right things. PupDigital strengthened conversion tracking across the site and ad account, including enquiry forms and tracked phone calls, and critically, stopped treating every conversion as equal.

AGA's feedback made clear that phone calls often represented stronger opportunities than lower-intent web actions. Tracking and optimisation were refined accordingly, shifting the strategy away from simply increasing reported conversions and towards improving the quality of the enquiries being generated, the metric that actually matters to a business owner's bottom line.

3. Structure Campaigns Around Demand and Commercial Value

Rather than one broad, always-on campaign, PupDigital structured the account around AGA's core service categories and how demand moved seasonally, giving granular control over which services were promoted, how budget was allocated, and the messaging and landing pages each audience saw.

This meant investment could be increased where strong opportunities existed, pulled back where intent was weaker, and kept continuously aligned with the work AGA actually wanted to win, not just the work that was easiest to generate leads for.

Scaling Investment With Confidence

As performance and enquiry consistency improved, PupDigital progressively scaled AGA's monthly ad investment, growing it 300% over the course of the partnership. This wasn't a case of increasing spend and hoping volume followed.

Every scaling decision was informed by conversion performance, search demand, lead quality feedback, seasonal opportunity, and AGA's real capacity to service new work. Growth in ad spend only compounds when the wider system, website, tracking and campaign structure, can convert that investment efficiently. Building that system first is what allowed AGA to keep increasing investment with confidence, rather than second-guessing where the budget was going.

The Results

Following the website launch in May 2025, AGA's Google Ads performance improved substantially against the preceding period:

• Conversions up 14%
• 18.71% conversion rate, a 77% improvement
• Impressions up 22%
• Monthly ad investment scaled 300% across the partnership

The standout result was conversion rate, not raw traffic volume. The campaigns didn't need to chase the largest possible audience. They became more focused on reaching people actively searching for AGA's services and directing them into a stronger website experience. The result was a materially higher percentage of visitors taking meaningful action, a more efficient acquisition system, not just a busier one.

Broader Business Growth: A Harvey Norman Commercial Contract

Throughout the partnership, AGA continued expanding its residential and commercial workload, including securing a significant commercial contract with Harvey Norman Commercial, alongside a growing volume of rough-in and fit-off work.

Landing a contract like that comes down to the quality of AGA's work and reputation, not an ad campaign in isolation. What it does show is the broader trajectory of the business during our partnership, and the part PupDigital played in making sure AGA's digital presence could keep up with, and represent, that scale of growth. Winning commercial-level work like this means having a website and digital presence that looks and performs the part, and that's what we focused on throughout.

The Business Impact

The most valuable outcome wasn't any single campaign result or website metric. AGA moved from a fragmented digital setup to one connected system for attracting and converting customers, and gained:

• A website that reflects the quality and scale of the business
• Clear visibility over what's actually driving enquiries, not just what's easy to report
• Granular control over service-specific and seasonal demand
• Confidence to keep increasing investment because the system converts it efficiently
• A digital foundation that supported the business's move into larger commercial work

This is the throughline in how PupDigital works with trades, services, and building and construction businesses: advertising is never managed in isolation. It's shaped by the type of work a business wants, the enquiries it actually values, and the capacity it has to deliver, because that alignment, not spend for its own sake, is what drives real business growth.

Conclusion

AGA Air Conditioning shows what's possible when a website, tracking and paid media strategy are treated as one connected system, working together, rather than three separate pieces bolted on side by side.

PupDigital's role was never simply to drive more clicks. We rebuilt the customer journey, strengthened measurement around what actually matters, aligned campaigns with seasonal and commercial priorities, and built a structure capable of supporting significantly increased investment, investment AGA could scale with confidence because the underlying system was built to convert it.

The result: a 77% improvement in Google Ads conversion rate, a 300% increase in monthly ad investment, and a stronger digital foundation that helped support AGA's move into larger-scale commercial work.

"Working with Dani and the team at PupDigital has genuinely been a pleasure. They rebuilt our website, tightened up our tracking, and helped us structure our ad spend properly, which gave me the confidence to scale things up when the business was ready for it, and pull back when things got busy on the commercial side. 

The Harvey Norman Commercial work has grown really quickly, and having a website and ads that actually reflect that side of the business has made a real difference. I really appreciate all the support and communication over the years, and I'd recommend them to anyone looking for a strategic growth partner."



Alek Gocevski

AGA Air Conditioning