Driving consistent enquiries from high-intent local searches
Airway Group partnered with Granite 5 to address declining lead quality and volumes and improve visibility for high-intent searches in Cambridge. The engagement combined a website rebuild, SEO realignment, and Google Ads restructuring to drive stronger commercial outcomes.
Client
Airway Group: HVAC SEO & Google Ads for Lead Generation
Services
Sector
Building services & HVAC (B2B and B2C)
Overview
Airway Group delivers air conditioning, HVAC, and heat pump services to commercial and residential customers across Cambridge and the surrounding region. While the business had historically attracted strong organic traffic, much of it was driven by informational content that began to lose visibility as AI-powered search experiences replaced traditional results. Granite 5 was engaged to refocus performance on commercial intent, lead generation, and long-term search resilience.
The Challenge
Airway Group’s digital performance was no longer aligned with business outcomes.
Lead volumes were not keeping pace with traffic
Weak rankings for Cambridge-based service keywords
Heavy reliance on informational pages increasingly displaced by AI search
Paid search activity needed clearer service and location alignment
Our Approach
SEO & Performance Optimisation
We implemented robust SEO and speed enhancements, improving visibility in search and ensuring the site performs brilliantly on all devices.
Website rebuild and refinement
Delivered a new website redesign and build, followed by ongoing optimisation of navigation, service pages, and user journeys to support conversion.
SEO realignment around intent
Shifted focus away from low-intent informational content toward air conditioning and heat pump services, prioritising transactional and location-based searches.
Adapting to AI-driven search change
Recognised the loss of fault-code traffic as a structural change in search behaviour and refocused SEO around pages designed to drive enquiries, not answers.
Targeted internal linking strategy
Implemented multiple rounds of internal linking to strengthen topical authority around heat pump installation, maintenance, and air conditioning services.
Google Ads campaign rebuilds
Rebuilt paid search campaigns around core services and priority locations, with tighter alignment between keywords, ads, and landing pages.
Improved conversion measurement
Refined tracking to prioritise meaningful lead actions such as form submissions, mobile clicks, and email enquiries.The Results
Over the last six months, performance has improved where it matters most: engagement quality and lead generation, rather than raw traffic volume.
Higher-quality organic engagement
Although overall organic traffic declined as AI displaced low-value informational searches, organic engagement rate increased by 14% and average engagement time rose by over 20%, indicating more commercially relevant visits.
Paid Search as a lead engine
Paid Search sessions increased by nearly 3×, with engaged sessions up by almost 3× and contact form submissions increasing by over 75%. Engagement rate remained consistently above 60%.
Significant uplift in lead actions
Tracked lead actions increased by more than 35% overall, driven by form submissions rising by over 70%, mobile clicks increasing by more than 2.4x, and email enquiries more than doubling.
Google Ads scaled efficiently
Google Ads conversions increased by almost 5×, while cost per conversion fell by around 40%, demonstrating improved efficiency as campaigns scaled.
Clear shift from traffic to outcomes
Reduced reliance on low-intent traffic resulted in fewer but more valuable visits, with a higher proportion of users engaging and converting.
We have been working with Granite 5 for coming up to a year now and we would highly recommend - fast response times to any website issues, creative solutions and ideas to improve the website, and generally really nice people to work with!
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