Do Google Ads Work For HVAC Contractors?
HVAC contractors already know that homeowners need to keep their air conditioner and heater running throughout the year.
Whether you are looking to start a new HVAC business or grow your local business, you need a digital marketing plan to outrank your competitors to drive qualified leads and calls. Google Ads is one essential part of an HVAC marketing strategy to grab the attention of new customers.
Your customers turn to Google to find the goods and services they need. This means that you need to reach your target audience with the right message at the right time, and Google Ads is a great way to accomplish these goals.
Why Use Google HVAC Ads?
Homeowners look for specific services when they need HVAC services. Whenever an air conditioner breaks down, homeowners turn to Google to find a local HVAC company to keep their home and family safe.
HVAC businesses depend on meeting their customers’ needs to generate more phone calls in a short amount of time. Homeowners need a solution now, and even more importantly, they need a specific HVAC service to address their needs.
Pay Per Click advertising with Google Ads is a great way to secure your position at the top of Google search results. This targeted marketing approach is a cost-effective marketing strategy to reach potential customers in your service area.
How To Make Google Ads Work For Your HVAC Business
Google Ads can help business owners build a profitable marketing campaign because you can control messaging like no other marketing channel.
If your company is not already running a Google Ads campaign, then you are missing out on a powerful lead generation machine. You can catch high-intent customers who are ready to call you for a tune-up or new install.
While Google Ads is an excellent option for HVAC companies, you can lose a lot of money if you don’t know how to optimize your account. Let’s take a look at seven tips for HVAC ads on Google to grow your HVAC business today!
1. Understand User Intent
Do you know our audience? User intent is one of the most critical parts of any Google Ads campaign. Since new customers pay you for your HVAC services, you need to understand the intent to meet their needs.
Potential customers use different types of keywords words when they search for different types of HVAC services.
- Emergency: This type of search query is used when new customers need urgent help. You can capture these leads using keywords and ad groups (more on that later) specific to emergency HVAC services.
- Affordable This search query signals that new customers need specific services at a low cost. Your HVAC company can reach budget-conscious customers during an economic downturn.
- Reliable: Homeowners need goods and services from a trusted local business. You can secure more leads by appearing at the top of Google search engine results for trust-based keywords.
- Near Me: Customers need HVAC technicians in their geographic area. You can grab the attention of highly-qualified customers in your service area.
- Fix: People use how-to search queries when searching through the Consideration Phase of their Customer Journey. You can drive more leads and calls by getting in front of new customers when they realize their problem and start to look for a solution.
You can drive more conversions and reduce costs on Google AdWords by understanding your target audience’s intent. Your customers are looking for goods and services, and you can tailor your message and deliver around their intent with comprehensive keyword research.
2. Select The Right Keywords
Your customers use keywords when searching on Google, and Google takes each search query into account when showing ads in search results. You need to assign the right keywords to each campaign and ad group to ensure the right message appears based on your customers’ needs.
You’ll spend a lot of time with keyword research, and here are a few tips to keep in mind as you choose the best keywords for your account.
- Service-Specific: Customers are looking for specific HVAC services so you will need to include specific keywords in different ad groups. Service-specific keyword variations will help your ads trigger when different search queries are used.
- Keyword Match Type: Keyword match type is a tool you can use to tell Google how much control you want over your ad placement. Depending on your strategy, you will typically want to retain as much control by using Exact Match, Phrase Match, and Broad Match Modified keywords.
- Negative Keywords: Negative keywords prevent you from appearing in irrelevant searches so you can conserve your marketing dollars and attract qualified leads.
- Check Competition: You can use different PPC keyword tools to find keywords that your competition might be missing.
Keyword research is the most important part of your PPC strategy. You’ll need to take time to research the right terms based on the needs of your customers to drive more leads and calls.
3. Campaign & Ad Group Structure
Campaigns are the foundation for your Google Ads account, and ad groups are detailed “buckets” in each campaign. You use campaigns and ad groups to organize ads and keywords related to each other based on user intent.
You can plan a blueprint for your campaigns and ad groups around different themes for who, where, and what you want to target. It can be confusing to set up campaigns and ad groups, so follow these rules to get the best results for your efforts:
- Demographics: Build a campaign for different demographics like geographic location and language that you want to target.
- Ad Groups / Campaign: Don’t create more than seven ad groups per campaign.
- Keywords / Ad Group: Too many keywords in a single ad group can confuse Google, so don’t add more than 20 keywords per ad group.
- # Ads / Ad Group: You need to know what ads perform best, so you should only have 2 or 3 ads in each ad group. Limiting the number of ads will let you A/B test ideas.
Campaign and ad structure is an essential part of your digital marketing strategy. You’ll need to
4. Write Google HVAC Ads That Get Clicked
It can be extremely frustrating to write Google Ads because you have to blend art and science to stand out from your competitors and get found by Google.
Copywriting for Google Ads can be challenging, but you can use a few proven tactics to achieve higher Click-Through Rates and Conversion Rates:
- Unique Selling Points: Your Google Ads should address the immediate need of your customers. Special offers and specific services are great ways to make your ads more.
- Use Numbers & Special Text: You need your ads to stand out from your competition, and you can add numbers and special text characters in your ad copy to drive qualified clicks and calls.
- Use Keywords In Ad Copy: Google wants to serve relevant ads, and you can add the same keywords that you use in your campaigns to your ad copy to boost performance.
- Ask A Question In Headlines: People go to Google to ask questions, and you can include questions in the headlines of your HVAC ads. You can use a well-placed question to transform a general keyword into an opportunity to speak directly to your customers.
- Use Call To Actions (CTAs): Add a strong call to action at the end of your ad copy to drive new customers’ engagement.
Great HVAC PPC marketing relies on your ability to write ads that get found, rank above your competitors, and get clicked by new customers.
5. Effective Landing Pages
A landing page is an individual page on your site where you direct customers who click on your PPC ad. This page should be optimized to help your customers buy from you.
You can use the right keywords to get found and have the best PPC ads that get clicks, but are your customers converting when they reach your landing page? Use these tips to build great landing pages for your PPC campaigns:
- Clear Contact Information: Make sure your phone number, address, and hours of operation are placed across your landing page to help new customers contact your team.
- Page Speed: You have done a lot of work to get people to your site, but is a slow page killing your conversion rate? Keep page load speed below 3 seconds, or your customers will leave before they convert!
- Include Keywords: Google’s Quality Score looks at the user experience throughout the Customer Journey. It would be best to place keywords used in your Google Ads campaigns and ad copy to streamline your customer experience throughout the entire journey.
- Mobile-Friendly: You’ll likely find that most of your customers use their mobile devices to search for HVAC services. Your landing pages need to look great on mobile and desktop to capture as many leads as possible.
- Add Testimonials & Reviews: You can help your HVAC company stand out with trust-building content like testimonials and reviews on each landing page.
Details matter with landing page design, and a few small changes can have a significant impact on your conversions!
6. Configure Tracking
Tracking is how you know what aspects of your Google Ads campaign are working and how to get the most out of your marketing budget. Make sure you have Google Ads configured with reporting systems to track phone calls, contact form submissions, and even emails sent to your team.
Customers contact your HVAC company with calls, emails, and online scheduling. The only way to know how your HVAC marketing efforts’ perform across the board is to track the metrics that matter in PPC marketing.
7. Use Ad Extensions
Extensions are small snippets of data that you can add to your PPC ads to provide more information for your target audience. There are several types of extension formats, and a few of the benefits ad extensions offer your campaigns include:
- Brand Awareness: Ad extensions help your ads stand out on Google because it provides more information to your customers.
- More Clicks: Extensions make your ads more relevant, and adding ad extensions can help drive qualified clicks to your site.
- Increase Conversions: Since extensions drive more clicks, they also help qualify customers who are more likely to convert.
- Add Phone Number: You can add a customized phone number to each ad. People can click or call the number to get more phone calls, and you can track this information!
- Add Physical Location: You can’t go wrong with location extensions if you want to drive more foot traffic to your HVAC location.
Google Ad extensions are a great way to increase your online presence and boost performance. Use the right kinds of ad extensions for your HVAC PPC campaign to ensure your success!
Grow Your HVAC Business With Google Ads Today!
Google Ads is one of the best ways for HVAC contractors to generate more HVAC leads and calls. However, you need to know how to optimize your account to get the most out of your marketing budget.
Be sure to start with the intent of your customers as they search for your HVAC services online. Use marketing tactics like keyword research, campaign structure, and PPC ad copywriting tips to drive more qualified calls and leads today!
Google HVAC Ads FAQs
Reach potential customers in your geographic area like local SEO and Google Ads strategies to grow your business.
Yes! You can optimize your Google Ads in your HVAC marketing strategy to reach your target audience with the right message at the right time.
Use these 7 Tips to optimize your Google Ads account to drive more leads and calls!
- Understand User Intent
- Select The Right Keywords
- Campaign & Ad Group Structure
- Write Google HVAC Ads That Get Clicked
- Effective Landing Pages
- Configure Tracking
- Use Ad Extensions