As an HVAC contractor, your entire HVAC marketing strategy revolves around homeowners needing to keep their air conditioners and heater running throughout the year. Whether your business services commercial or residential customers, your services are an essential part of our modern economy.
According to Trend Statistics, the HVAC industry is set to grow by 15% by 2026. This is due to the boom in the housing market, and as a result, more homeowners than ever are looking for HVAC services.
While there is more demand than ever before, you are also competing with more HVAC companies than in the past. This means you need an HVAC marketing strategy that focuses on your customers’ needs and finds your business when someone wants to purchase HVAC services.
One way to achieve this goal is to use Google Ads for small business and cater your strategy to meet the unique needs of your customers looking for HVAC services.
Do Google Ads work for HVAC companies?
Homeowners look for specific home 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 customer’s 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 PPC Ads work for your HVAC business
Google Ads can help HVAC business owners build a profitable marketing campaign because you can control messaging like no other marketing channel.
If your company is not already running an 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 the intent of your customers
User intent is the driving force behind successful keyword strategies, and as an HVAC business owner, it’s essential to understand this concept. At its core, user intent is users’ purpose or goal when entering search queries.
By aligning your keyword choices with the desires of potential customers, you can boost the visibility of your HVAC company online and attract more leads.
User intent is a critical aspect of making Google Ads work for your HVAC company. While this term might sound intimidating, the best way to approach user intent is to consider your target audience’s needs and the products and services your HVAC company offers.
Here are a few ideas that you can use in your Google Ads to address the needs of your audience:
- Emergency services: Customers often search for immediate help in case of HVAC emergencies like system breakdowns or sudden malfunctions. Target keywords like “24/7 HVAC repair” or “emergency HVAC service” to capture these urgent leads in your Google Ads.
- Affordable options: Budget-conscious customers search for cost-effective solutions when looking for HVAC services. Include “affordable HVAC repair” or “cheap HVAC installation” in your Google Ads to attract price-sensitive clients.
- Trust-based terms: Many customers prioritize reliability and trust when choosing an HVAC company. Use keywords like “trusted HVAC contractor” or “top-rated HVAC service” to showcase your credibility and reputation.
- “Near me” searches: Users often want to find HVAC companies located nearby for convenience and quick service. Optimize your Google Ads with location-specific terms like “HVAC service near me” or “local HVAC company” to capture these searchers.
- Specific services: Some customers search for specialized services or expertise in a particular HVAC area. Cater to these needs by including keywords related to specific services, such as “ductless HVAC installation” or “energy-efficient HVAC system” in your Google Ads campaign.
To choose the right keywords, put yourself in the shoes of your potential customers and consider what they might search for when looking for HVAC services.
By understanding user intent and catering to it, you’ll be better equipped to meet their needs and grow your business.
2. Select the right keywords
As we discussed in the previous section, you need to understand the intent of your customers before you run Google Ads. This is because you pay Google each time someone clicks on your ads, so you need to ensure customers who click on your ads are primed to purchase from you.
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.
Since Google uses specific keywords to determine when your ads will show, you can optimize your HVAC Google Ads campaigns around specific keywords you want to show whenever someone uses Google to find HVAC services.
Selecting the right keywords is crucial for a successful Google Ads campaign for your HVAC business. It can differ between attracting high-quality leads or wasting your advertising budget on irrelevant clicks.
To make the most of your investment, follow these tips to choose the right keywords:
- Research is key: Start by diving into your target audience’s search behavior. Utilize tools like Google Keyword Planner to discover popular and relevant search terms within the HVAC industry. You can also use this tool to analyze your competitors with Google action insights and Google Keyword Planner to see what keywords they target so you can find gaps in the market.
- Use long-tail keywords: These are longer, more specific search phrases that often have lower competition and higher conversion rates. Examples include “residential HVAC installation service” or “commercial air conditioning repair.”
- Use negative keywords: Negative keywords are terms you don’t want your ads to show up for, preventing irrelevant clicks and saving your budget. For instance, if you only offer residential services, add “commercial” as a negative keyword to prevent unqualified leads from clicking on your ads.
- Localize your keywords: Adding your location to your keywords can help you connect with customers searching for local HVAC services. For example, “HVAC repair in [city]” or “heating and cooling in [region].” You should also think about seasonality when choosing localized keywords, so you can run campaigns for different seasons based on the needs of your audience.
- Regularly review and refine: Monitor your Google Ads performance and make data-driven decisions to optimize your keyword strategy. Remove underperforming keywords and test new ones to maximize your ROI.
Keyword research is the most important part of your PPC strategy. Be sure to build your campaigns around the needs of your audience to support your business goals.
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. Focus on 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 the services you offer, trends in the market, and the needs of your customers.
Setting up proper campaigns and ad groups is crucial for HVAC business owners who want to make the most of their Google Ads investment. A well-structured account will improve your ad relevance and help you target the right audience, leading to better ROI.
Here are some actionable tips to help you create effective campaigns and ad groups for your HVAC business:
- Define clear goals: Start by identifying the objectives of your Google Ads campaign. Are you looking to increase leads, boost brand awareness, or drive sales? Defining your goals will help you make informed decisions when setting up campaigns and ad groups.
- Segment by service type: Organize your ad groups based on the specific services you offer, such as installations, repairs, or maintenance. This allows you to create highly targeted ads that resonate with customers searching for those particular services.
- Geotargeting: Tailor your campaigns to target specific geographic areas where your HVAC business operates. This helps you reach customers who are more likely to need your services and prevents wasted ad spend on users outside your service area.
- Create compelling ad copy: Write enticing ad copy that highlights your unique selling points, such as competitive pricing, 24/7 availability, or exceptional customer service. Make sure to include relevant keywords from your ad group in the ad text to improve ad relevance and Quality Score.
- Make each ad group unique: I recommend that you don’t add more than 20 keywords to each ad group, and each ad group should only have one or two Google responsive ads in them. This will prevent overlap between ad groups and help you keep costs down.
Image Source: https://www.wordstream.com/blog/ws/2017/05/02/adwords-account-structure-guide
As you can see, there is a rhyme and reason for how you set up your campaigns and ad groups.
When setting up ad groups for your HVAC company on Google Ads, it’s important to keep in mind that each ad group should be focused on a specific theme or topic. This will help you create ads that are more relevant to your target audience and improve your click-through rates.
For example, you might create an ad group for air conditioning repair services and another for furnace installation services. Within each ad group, you should include a variety of keywords that are relevant to that theme or topic.
You can also set up campaigns with different ad groups to run for specific times of the year. For example, you would want furnace repair campaigns to run during the winter but only run AC repair campaigns to run during the warmer months of the year.
This will help ensure that your ads are triggered by the right search queries. You should also create multiple ads within each ad group and test them to see which ones perform best. Finally, make sure you set a budget for each ad group so you can control your spending and maximize your return on investment.
Be sure to focus on the needs of your customers and organize your account around the services you offer and what your customers are looking for to drive more qualified leads to your site and boost conversions!
4. Write Google HVAC ads that get clicked
As an HVAC company owner, it’s important to strike the perfect balance of informative and engaging content to captivate your audience. Here are some tips to help you write great HVAC ad copy that resonates with potential customers:
- Showcase your unique selling points: Identify what sets your HVAC business apart from the competition and make it the focal point of your ad copy. Whether it’s exceptional service, innovative technology, or a strong warranty, highlight your USPs to attract attention and encourage clicks.
- Harness the power of numbers & symbols: Incorporate eye-catching figures or symbols in your headlines, such as percentages, dollar signs, or plus symbols. This not only adds visual interest but also conveys the value you offer in a quantifiable way, making your ads more persuasive.
- Promote discounts and specials: Feature enticing deals, such as limited-time offers, seasonal promotions, or bundled services, to create a sense of urgency and drive potential customers to take action. Emphasize the savings they’ll enjoy by choosing your HVAC company.
- Emphasize the benefits you deliver: Rather than focusing solely on the features of your services, highlight the tangible benefits customers will experience. Whether it’s improved indoor air quality, increased energy efficiency, or reduced monthly bills, showcase how your HVAC solutions will make a positive impact on their lives.
- Speak directly to pain points: Craft ad copy using clear language that resonates with your target audience’s struggles and concerns. Show empathy for their HVAC challenges and position your company as the ideal solution to their heating and cooling needs.
In the past, it wasn’t easy to write great ads for an HVAC company. But in recent years, Google has rolled out responsive search ads, which leverage Google’s vast machine-learning capabilities to automatically adjust headlines and descriptions to match the needs of individual searchers.
The end result is that today Google responsive search ads tend to reach more potential customers and drive more qualified clicks to your website.
Remember, a successful HVAC Google Ads campaign hinges on crafting ad copy that speaks directly to your audience’s needs while showcasing your unique value proposition.
Keep these tips for Google Ads in mind and watch your HVAC business thrive!
5. Build effective landing pages
A landing page is a standalone web page designed to receive traffic from your Google Ads campaign.
The primary goal of a landing page is to convert visitors into leads or customers by encouraging them to take a specific action, such as requesting a quote or scheduling a service appointment.
You can choose the best keywords and write amazing ad copy, but if your landing pages are not optimized for conversions, then your Google Ads campaign will fall flat. If you get stuck on this part, you can always use ChatGPT and Bard to manage a Google Ads campaign. These tools can help you find ways to optimize an existing landing page, and this can help drive more conversions.
This is because it is the job of your landing page to convert your visitors, so your landing page needs to be built in a way that builds trust and gives information to your visitors to ensure they convert right away.
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:
- Make contact information prominent: Ensure your phone number, email, and other contact details are clearly visible on the landing page. Consider adding a click-to-call button for mobile users to facilitate easy communication with your HVAC business.
- Optimize for mobile devices: Design your landing page to be mobile-friendly, with responsive layouts, easy-to-read fonts, and touch-friendly buttons. A seamless mobile experience will encourage more conversions from smartphone users.
- Align with ad campaign keywords: Incorporate relevant keywords from your Google Ads campaign into your landing page copy. This creates a cohesive experience for visitors and helps improve your Quality Score (QS), leading to lower costs and better ad performance.
- Prioritize visual appeal: Use high-quality images, videos, and a clean design to create an engaging, professional look for your landing page. A visually appealing page can make a strong first impression and encourage visitors to explore your HVAC services further.
- Showcase testimonials and reviews: Include customer reviews, ratings, or testimonials on your landing page to build trust and credibility with potential clients. Social proof can significantly influence a visitor’s decision to choose your HVAC company for their needs.
If you want to make the most of your HVAC Google Ads campaign, then you need to focus on your landing page to maximize conversions and boost ROI. Implementing these strategies can improve conversions and drive tangible results for your HVAC business.
6. Set up location targeting
Geo-targeting is a powerful feature within Google Ads that allows advertisers to display their ads to users based on their geographic location.
For service-based businesses like HVAC companies, geo-targeting is especially important because it ensures that your ads are only shown to potential customers within your service area, maximizing the efficiency of your advertising spend.
The power of Google Ads is that you can implement settings to get the right message to the right people at the right time. Setting up location targeting is just one aspect of targeting the right audience. You’d be amazed at how many HVAC companies miss this essential aspect of a profitable Google Ads campaign.
HVAC companies enjoy lots of benefits from geo-targeting their campaigns, like:
- Increased relevance: By focusing on specific locations, your ads become more relevant to users searching for HVAC services in their area. This leads to higher click-through rates and improved ad performance.
- Enhanced local presence: Geo-targeting helps you build a stronger local presence by positioning your HVAC company as the go-to provider for users in your targeted region.
- Reduced ad waste: By limiting your ads to your service area, you can avoid wasting your advertising budget on clicks from users outside your target region, who may not be able to utilize your services.
Since your HVAC company only services customers in a specific region, you should adjust your location settings to only show your ads to people in your service area. Since you are not targeting all customers throughout your state, you can focus your advertising budget to just those customers who are qualified to receive your services within your service area.
In conclusion, geo-targeting is an essential tool for HVAC companies looking to maximize the effectiveness of their Google Ads campaigns.
By targeting the right locations, you can increase your ad relevance, improve your local presence, and make the most of your advertising budget.
7. Use ad extensions
Google Ads extensions are powerful tools that can greatly enhance the effectiveness of your HVAC company’s advertising efforts. These extensions allow you to expand your ads with additional information, creating a more engaging and informative experience for potential customers.
By utilizing these features, you can showcase your HVAC business’s unique value and ultimately drive more clicks, conversions, and leads. The following section will explore various Google Ads extensions that are particularly beneficial for HVAC companies.
Let’s take a look at how each one can be strategically used to elevate your advertising campaigns and boost your business’s growth.
Your HVAC company relies on generating calls and getting people to your showroom. Even if you operate multiple locations, you need to get the attention of local customers who need your services.
Adding a location extension to your HVAC Google Ads can help you get found by users near your business location.
A short line will appear at the bottom of your ads that includes your business address. Once your customers click on this address, they will be directed to Google Maps with directions to your physical location.
In addition to increasing foot traffic, location extensions will help you show up in Google Maps. Opting in for this extension enables your business to show up in Google Maps and the Map Pack of Google.
The main goal of this HVAC ad extension is to drive more foot traffic to your showroom or office. Since you will drive more local traffic, this is a great way to generate more local leads and convert customers near your business.
Your company needs to generate more leads and more qualified phone calls if you want to boost your book of business. The call extension is a great way to encourage people to call your business, and this extension puts your phone number at the forefront of your customer’s attention.
Phone calls are vital for your HVAC business, and a call extension gives your customers the information they need to talk with your team about their needs. The best part of a call extension is that you can track who calls the number on ads because Google provides unique tracking numbers on each ad.
Instead of guessing how many calls you receive each month from your HVAC ads, you can pull a report to see what ads are driving the most leads and have the highest Return on Investment (ROI).
Use call extensions on your HVAC ads if you want to generate more qualified leads and boost sales. Once implemented, be sure that your marketing team provides the number of qualified calls you receive each month. Implement call extensions on your HVAC ads if you want to boost HVAC jobs and generate more leads at a low cost!
Your HVAC ads show at the top of Google, and you can use sitelink extensions to offer additional products and services to your audience. Your ads should only have one call to action (CTA) and a single focus, but you can use sitelink extensions on your HVAC ads to add multiple links to your ads.
These links will direct people to specific pages on your website other than the main one your ad is for. Each sitelink adds value to your ads since customers can find additional information that you want them to see.
Be sure to customize your sitelink extensions based on each Ad Group, since your sitelinks will appear at the bottom of your ads. You don’t want links pointing to pages of your site that are irrelevant to the primary need of your customers.
Some companies don’t like sitelinks on their ads since it opens up too many variables. Having a single CTA and link on each ad is typically the best approach, but you can add value and boost sales by adding sitelink extensions on your HVAC ads!
Your customers are looking for the best HVAC company in their time of need, and you can highlight the value of your services with a callout extension. This extension allows you to add elements to entice your audience to choose your business over your competition without risking unwanted clicks, as you can get from sitelink extensions.
Callout extensions are an excellent way for your business to write specific attributes about your business, products, or services. This line of text can help you stand out from your competition, and the value propositions are displayed as a short line of text.
A few of the best callout extensions for your HVAC ads include:
- Same-Day Installations
- Financing Options
- Reliable Expertise
- Available 24/7
- Emergency Response
- 100% Satisfaction
- Free Estimates
As you can see, you can add a lot of value by adding callout extensions to your HVAC ads. Not only will this extension help your ads stand out from your competition, but they will also help you boost sales and leads.
Structured snippets are another way for your business to stand out on Google. These snippets allow you to add more information to your HVAC ads by providing information about the products, brands, services, and locations that you serve.
You can use structured snippets to add value to HVAC ads because you can highlight what makes your business unique. Every part of your Google Ads needs to drive home what makes your business unique, and you can add information through structured snippets without cluttering your primary ad copy.
What you need to know about Google Search Ads vs. Display Ads vs. Local Services Ads
At this point, we have talked about how to make Google Ads work for your HVAC company and discussed several actionable tips that you can use to get the most out of your marketing budget.
I wanted to talk about the different types of Google Ads you can choose from.
Google Search Ads
These ads appear within the Google search results, targeting users actively searching for HVAC services. Search Ads are text-based and displayed alongside organic search results, often with a small “Ad” label.
They operate on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. Search Ads are ideal for reaching customers with high purchase intent, as they’re actively seeking solutions to their HVAC problems.
Google responsive text ads are a great option for your business, and here are some benefits that this ad type can offer your HVAC company:
- High purchase intent: Targets users actively searching for HVAC services, leading to higher conversion rates.
- Cost-effective: Operates on a pay-per-click model, ensuring you only pay for clicks on your ads.
- Keyword targeting: Allows precise targeting based on relevant keywords, reaching the right audience.
- Ad customization: Offers flexible ad copy, enabling you to tailor your message for maximum impact.
- Performance tracking: Provides detailed analytics to monitor and optimize your campaign’s performance.
Google Display Ads
Display Ads are visual advertisements shown on a vast network of websites, apps, and videos outside of the Google search results. These ads can include images, videos, and rich media elements to catch the attention of users browsing the web.
Display Ads allow you to build brand awareness and engage with potential customers earlier in their decision-making process. They’re excellent for targeting users based on their interests, demographics, or browsing behavior.
Google Display Ads are a great choice for HVAC companies that want to increase brand awareness, and this type of advertising offers several benefits for your business like:
- Extensive reach: Access to a vast network of websites, apps, and videos for maximum exposure.
- Brand awareness: Builds recognition and visibility with eye-catching visual elements.
- Targeting options: Targets users based on interests, demographics, or browsing behavior.
- Creative formats: Supports various ad formats, including images, videos, and rich media.
- Remarketing opportunities: Re-engage potential customers who have previously visited your website.
Google Local Services Ads
These ads are specifically designed for service-based businesses like HVAC companies. Local Service Ads appear at the top of Google search results and include a “Google Guaranteed” badge, which adds credibility to your business.
These ads operate on a pay-per-lead model, meaning you pay for qualified leads rather than clicks. Local Service Ads are location-specific and help you connect with customers in your service area who are actively seeking HVAC services.
Local Service Ads offer many benefits to your HVAC company like:
- Location-specific: Connects you with customers actively seeking HVAC services in your area.
- Google Guaranteed: Features a “Google Guaranteed” badge for added credibility and trust.
- Prominent placement: Appears at the top of Google search results, increasing visibility.
- Pay-per-lead model: Charges for qualified leads rather than clicks, focusing on tangible results.
- Easy contact: Streamlines communication between customers and your HVAC company.
Each type of ad offers unique benefits for your HVAC business. Google Search Ads target users with high purchase intent, Display Ads focus on brand awareness and user engagement, and Local Service Ads cater to location-specific leads.
By understanding the distinctions between these ad formats, you can tailor your advertising strategy to maximize your HVAC company’s growth.
Streamline your HVAC business with Google Ads
Google Ads provides a powerful platform for HVAC companies to reach and engage with their target audience, driving leads, conversions, and business growth.
By understanding the nuances of different ad formats, such as Google Search Ads, Display Ads, and Local Service Ads, HVAC company owners can tailor their advertising strategy to maximize results.
Embracing the power of Google Ads can be a game-changer for your HVAC business, helping you build a strong online presence, connect with potential customers, and outshine the competition.
HVAC Google Ads FAQs