Simply Cool Airconditioning
When Damien and Lloyd came to Optimise Online, Simply Cool was barely more than a name and an old logo: two tradesmen with 50 years of combined experience, no website, no brand, no customers, and no leads. The brief was, in effect, to build the entire marketing engine before the business had anything to feed it.
Industry
Electrical & Air Conditioning
Expertise
Brand Strategy, Web Design & Development, Search Engine Optimisation, Digital Advertising, Lead Generation & Nurturing, Conversion Rate Optimisation
The Problem
Damien and Lloyd came to us with nothing more than a business name and a logo. The task was to build a working marketing engine before the business had anything to feed it.
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No Brand Strategy or Branding
The business had no identity. Just the name Simply Cool, and a logo that Damien had from an old business 12-years before.
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No Digital Presence
No website, no Google Business Profile, no search rankings. Zero digital footprint to build from.
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No Customers or Pipeline
No existing customer base, no referral network, no leads. The first customer had to come from the marketing engine.
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No Marketing Infrastructure
No tracking, no measurement, no paid media structure. Two experienced tradies, zero marketing infrastructure.
The Solution
We took the Simply Cool name and existing logo and built everything around it: brand identity, tone of voice, a website with conversion infrastructure and local SEO architecture, paid media from day one, and 38 suburb-level service pages across northern Perth.
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Phase 1: Brand Creation
Working with the name Simply Cool and a Logo, we developed the visual identity, branding, and tone of voice from scratch.
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Phase 2: Website and SEO Foundation
Conversion-focused website built. 38 suburb-level service pages. Schema, Google Business Profile, and internal linking architecture established.
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Phase 3: Paid Media Launch
Google Ads and Meta Ads launched simultaneously with the brand. Review velocity strategy established from the first job.
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Phase 4: Growth and Qualification
Supplier partnerships established. Showroom opened. Strategy shifted from lead generation to lead qualification as demand exceeded capacity.
The Implementation
Brand & Web Build
Took Simply Cool’s name and logo and built everything else from scratch: website, tone of voice, and a digital presence designed to convert.
Local SEO Architecture
38 suburb-level service pages, schema, and Google Business Profile driving organic traffic, turning local searches into a steady flow of enquiries.
Booked-Out Pipeline
Launched Google and Meta Ads with the brand, then shifted from lead generation to lead qualification as bookings ran 6–8 weeks deep.
The Outcome
Four years of compounding: organic impressions up 1,641%, 2,231 keyword rankings gained, 336 Google Ads conversions at $20.47 CPA, and booked 6-8 weeks out with a showroom running.
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Organic Up 1,641%
492,400 organic impressions per year. Up 1,641% from baseline across the four-year engagement.
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2,231 Keyword Rankings
2,231 new keyword rankings gained since the engagement began. The compounding effect of four years of consistent quarterly work.
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336 Google Ads Conversions
336 annual Google Ads conversions at $20.47 CPA. High-intent search converting at trade service rates.
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4.8-Star Google Reviews
Google reviews averaging 4.8. Reputation built from a review velocity strategy established from the very first job.
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Booked 6-8 Weeks Out
Damien and Lloyd now run a showroom and a full install team. Consistently booked 6-8 weeks in advance.
Simply Cool Airconditioning
Damien and Lloyd
Founders, Simply Cool Air Conditioning
We started Simply Cool with nothing.
Optimise built the brand, the website, and the marketing engine that brought us our first customer, and every customer since. We now run a showroom and a full install team booked weeks out.
