Griffiths Metal
Products
Griffiths Metal Products is a well-established metal fabrication company serving South Florida for decades, specializing in custom metal fences, gates, railings, spiral staircases, security doors, and other architectural metal products.
Digiax Studio partnered with Griffiths Metal Products to promote specific service—Custom Metal Fence Installation.
HVAC (Heating, Ventilation & Air Conditioning)
Miami, Florida, USA
October 2025 – Present
Google Ads, YouTube, Meta Ads, tracking
Client Objectives
Goals
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Challenges
Although Griffiths Metal Products has built a strong reputation over many years, the company operates in one of South Florida’s most competitive markets for custom fencing and metal fabrication.
The project also had to be executed with a limited advertising budget, making it essential to maximize every advertising dollar while maintaining lead quality.
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Our Digital Marketing Strategy
Rather than simply launching Google Ads campaigns, Digiax Studio developed a research-driven marketing strategy focused exclusively on the Metal Fence service.
Every stage of the campaign was designed to attract high-intent customers while maximizing the effectiveness of a limited advertising budget.
Market Research & Analysis
Before launching campaigns, we conducted comprehensive market research to understand customer demand and buying behavior.
Our research included:
Competitor Research
A comprehensive competitor analysis helped identify opportunities to improve campaign performance and differentiate Air On Demand within the local market.
Research included:
By combining Google’s high-intent search traffic with Meta’s advanced audience targeting and remarketing capabilities, we created a scalable lead generation system that consistently delivered qualified enquiries while supporting long-term business growth.
Keyword Research
Our Google Ads campaigns focused on high-intent keywords searched by homeowners looking for HVAC services.
Keyword categories included:
Landing Page Strategy
Google Ads Strategy
Meta Ads Strategy
Meta campaigns supported both awareness and lead generation objectives.
Campaign Types:
Campaign Execution
Campaigns were continuously monitored and optimized across both advertising platforms.
Optimization activities included:
Research first. Then both layers.
Running awareness and acquisition together only works if both are pointed at the same researched buyer. Otherwise you are paying twice to reach two different people.
Learn the panic purchase.
Google search demand, Reddit threads, YouTube and TikTok research, South Florida HVAC market analysis and local search intent — mapped to understand how an emergency callout actually gets decided, and what homeowners check first.
Ten categories, one funnel.
AC repair, air conditioning installation, maintenance, emergency HVAC, HVAC company near me, heating, heat pumps, indoor air quality, duct cleaning and local service terms — segmented into service-specific ad groups with continuous search term and negative keyword work.
Built for a phone in a hot house.
Clear service messaging, strong value proposition, fast mobile pages, trust signals, simple lead forms and click-to-call. When the air conditioning has failed, nobody fills in a long form on a desktop.
Google Ads Lead Generation Performance
Each channel was judged on the job it was given. Awareness campaigns on reach and recall, lead generation on cost per qualified enquiry.
Google Ads Lead Generation
Google — brand awareness
YouTube — video awareness
Meta — brand awareness
Meta — lead generation
Google Ads — lead generation performance
Google Ads — keyword performance
Google Ads — brand awareness campaign
YouTube — video awareness campaign
Meta — brand awareness campaigns
Results
Google Search impressions
343,000+
Qualified search conversions
443
Cost per search conversion
$19.12
Google brand impressions
151,000+
Brand campaign conversions
91
YouTube impressions
115,000+
YouTube video views
16,100+
Meta impressions
412,000+
People reached on Meta
185,000+
Messaging conversations
197+