Alpine Perfect | From Zero to Qualified Appointments in 60 Days

Title: Alpine Perfect | From Zero to Qualified Appointments in 60 Days Client: Alpine Perfect (water filtration & in-home water testing) Role: Performance Growth Task-Force (Strategy, Google Ads, CRO, Analytics)

Alpine Perfect wanted high-intent in-home appointments, not just cheap leads. We began with no active Google campaigns worth keeping, uneven tracking, and no consistent search coverage. Quality > quantity was the mandate.

Strategy & funnel: Mapped search intent → crafted “Free In-Home Water Test” offer and decision-stage angles (safety, taste/odor, appliance protection).

Google Ads build: Fresh structure (Search + Demand Gen), tight geo, call & lead-form extensions, schedule/ad customizers, negative-keyword hygiene.

Creative & copy: Fear-to-proof sequence (“Know what’s in your water” → “We fix it”), localized headlines, credibility lines, strong CTAs.

Tracking QA: Validated Google Ads conversions (calls + forms), ensured GA4 alignment; simple lead quality rubric for sales feedback loop.

CRO quick wins: Landing clarity (headline, proof block, benefits), friction trims on forms, appointment prompts, click-to-call prominence.

Optimization loop: Search term mining, bid/asset testing, hour-of-day and ZIP prioritization, remarketing exclusions to protect intent.

2 Happened Qualified Appointments (with decision-makers) from a cold start.

Lifted signal quality and appointment show rate via call-first paths and schedule controls.

Established a scalable blueprint for future months (expand exact-match clusters, dial up budget on proven ZIPs, roll out win-rate-weighted bidding).

New Google Ads account structure (Search + Demand Gen), assets, and extensions

Message & keyword map, ad copy deck, and negatives framework

Tracking validation checklist (calls, forms, GA4)

CRO notes for landing & appointment flow

Weekly optimization log and next-90-days scaling roadmap

Google Ads, GA4, call/conversion tracking, spreadsheets for ST mining & QA, landing page editor.

Build: 2 weeks → Launch & iterate: 6 weeks (ongoing thereafter)