Have you ever had an idea but had trouble getting your team on board?

You're not alone. Lea Anne Roberts from Reliable Heating & Air had the same issue. She had a great idea for Reliable Heating & Air's search engine marketing (SEM) efforts - bidding on some new keywords around "leasing equipment." Not only were they inexpensive words, but competitors were not bidding on them because, at the time, financing heating and air equipment was not seen as a well-searched service.

But her managers were skeptical of this new direction. They didn't see value in bidding on these keywords and the quality of leads they would produce on a small, local level.

Instead of giving up, she decided to prove the value of her idea by running a form submission only campaign using CallRail's Form Tracking tool to test the number and quality of the leads generated.