If you’re an HVAC contractor, marketing your services to new customers is as critical to your success as keeping your existing customers warm, cool, or leak-free. HVAC Pay-per-click (PPC) advertising is an excellent strategy for your marketing toolbox.
What Is HVAC Pay Per Click (PPC) Marketing?PPC for HVAC marketing is “paid ads.” This is paid advertising or online advertisements appear on Google (or other location like Bing, Facebook, etc.). You are paying Google or other platform like Instagram to be at the top of search results. The amount you pay is based on how many people click on your ad. The highest bidders for a specific search term i.e. “air conditioning repair Dallas, TX” will have their ad appear.
The opposite of paying to get to the top of Google is search engine optimization or (SEO). In SEO you are optimizing your website for keywords your prospective customers are searching for plus hundreds of other search engine ranking factors.
The optimal HVAC marketing plan will use both pay per click (PPC) and search engine optimization (SEO). This way your Heating Ventilation and Air Conditioning company will appear in two places in search results. That dramatically increases the probability they will contact you and lead to a sale. Companies like “HVAC SEO Results Expert” provide PPC and local HVAC SEO services.
But just like the services you provide to your customers, if PPC for HVAC companies isn’t done right, your PPC spend effectively goes down the drain.
Many HVAC businesses overlook essential details that have a massive impact on the profitability of their PPC campaigns and end up losing money rather than expanding their client base and making a solid return on their investment.
Don’t let that happen to you! Here are five commonly overlooked details to ensure your HVAC company PPC campaign ROIs are as healthy as your customers’ HVAC systems.
Create An HVAC PPC Ad Group for Each Specific Service You Offer
Marketing your business the right way can be a heavy lift. If you’re like most HVAC companies, you offer your customers a wide variety of services. So why not just create one ad group with a few generic keywords covering all your services? Because that approach is among the top contributors to pay per click failure in the heating ventilation and air conditioning business.
Whether using a HVAC PPC service or trying to wing it on your own, you should create an ad group for each specific service (or tightly related group of services) you offer.
Why?
There are two main reasons:
- Would-be customers who search for a specific service are more likely to convert than those who search for a general term like “HVAC contractor.”
- Would-be customers who search for a specific service are more likely to convert than those who search for a general term like “HVAC contractor.”
When it comes to pay-per-click for HVAC companies, creating separate ad groups for each of the various services you offer might seem daunting, but it’s worth the effort. Not only will you get better results, but you’ll also have more data to work with when it comes time to analyze and optimize your campaigns.
Create Separate PPC Landing Pages for Each of Your Services
Just like you need a specific ad for each service, setting up a specific HVAC pay per click landing page for each ad is fundamental to maximizing conversions. Your landing page is where searchers “land” after they’ve clicked on your ad, and it’s your one chance to make your final pitch and convert searchers into customers.
Creating multiple separate PPC HVAC landing pages is more work upfront, but if all of your service-specific ads lead to one generic landing page, you will absolutely miss out on conversions. Why?
Let’s say someone clicks on an ad for air conditioning repair and lands on your general home page. Chances are they’ll hit the back button faster than you can say “seasonal energy efficiency ratio.” But if that same searcher clicks on your ad and lands on a page with content specifically targeting air conditioning repair, they’re much more likely to stay put and give you a call.
Specific PPC landing pages for HVAC allow you to use precisely targeted web page copy and calls to action (CTAs) that speak directly to the problems and concerns of potential customers seeking a specific service, increasing your chances of converting traffic.
Track Your Parameters
Unfortunately, PPC marketing in HVAC is not a set-and-forget strategy. To run a successful campaign, you need to track your progress to see what’s working and what isn’t. Google Ads provides a wealth of data on your campaigns, but it can be overwhelming to sort through everything without knowing what you’re looking for.
There are four critical parameters you should always track for each of your HVAC PPC campaign:
- Impressions: How many times has your ad been shown?
- Clicks: How many times have searchers clicked on your ad?
- CTR (Click-Through Rate): What percentage of impressions result in a click on your ad? (This number will give you a good idea of how relevant your ad is to the searchers who see it).
- Conversions: The number of times searchers take the desired action on your website after clicking your ad. This could be anything from filling out a contact form to calling your business.
Use A/B Testing To Dial In Your PPC HVAC Campaigns
One of the most important things to do when running any advertising campaign is A/B testing (comparing two versions of an ad to see which performs better).
You can test anything you want in your pay per click ads, from the headlines or copy to the Call To Action (CTA). Seasoned advertisers routinely create multiple versions of ads, and A/B test them to see which version performs better before scaling up their campaigns.
The first thing you should A/B test is your headline. Your ad might have irresistible copy and a compelling CTA, but if the headline isn’t cutting it, none of that matters!
Even if your PPC HVAC advertisement is doing well, there’s always room for improvement, so don’t be afraid to A/B split test. Remember, you should only change one aspect of your ad for each test run; otherwise, you won’t be able to accurately determine which change led to the improved results.
Don’t Overlook Negative Keywords
We all know that choosing the right keywords for your ad is worthy of some serious time and consideration. But did you know that negative keywords are just as important, if not more so, and can save you a LOT of money on your Heating and Cooling PPC campaigns? Negative keywords help you filter out irrelevant or unqualified searches, so your ads don’t appear for them. As a result, you’ll get fewer clicks from people not interested in what you’re selling, and your CTR and conversion rates will go up.
For example, let’s say you’re an HVAC installer creating an ad about your service installing new high-end central air conditioning units. You’ll want to add “used” and “cheap” as negative keywords, so your ad doesn’t display when someone searches for “used central air conditioners” or “central air conditioners, cheap.”
So what’s the best way to identify negative keywords? First, keep regular tabs on your search term report. You’ll find not only negative keywords here (start with terms that resulted in a click but did not convert) but also new positive keywords to bid on that you may not have considered before.
Should You Hire An HVAC PPC Company?
When it comes to PPC for HVAC contractors, there are many moving parts due to the enormous variety of services offered. That’s why many companies choose to outsource their PPC campaigns to an experienced online marketing or advertising agency.
Good HVAC PPC services will cost you less than trying to do it yourself or in house. (You could burn through a good deal of money before learning pay per click marketing and advertising.) You need a ppc marketing agency that stays on the cutting edge of the ever-evolving world of internet marketing.
Specialized HVAC PPC companies eliminate guesswork on your end. You can get perfectly tailored pay per click campaigns to meet and exceed your air conditioning and heating business goals. Focus on what you do best, running your company. Delegate the complexities and the HUGE upside profit potential to an experienced PPC management experts highly experienced in the competitive business.
Want To Pay $1.00 In HVAC PPC Ads To Get $2.00-$3.00 Back? Of course, anyone would like a 100-200% ROI. – Schedule a 100% FREE, short, no obligation HVAC marketing strategy session right now!
