Given the abundance of online content and the rise in mobile searches for local businesses, pay-per-click advertising has become a necessary tactic to boost sales through social media and search engines.
The right PPC campaign can accelerate your HVAC digital marketing efforts, helping you reach your target audience in the most effective way. As a full-service digital marketing agency, we’ve seen first-hand how both residential and commercial HVAC companies using PPC dominate the market.
In this blog, we explain what it is, how we use it to help our clients, and the business advantages it can offer an HVAC business like yours.
What Is PPC Advertising for HVAC Contractors?
At its core, PPC for HVAC contractors places your advertisements in front of the people actually looking for the services your HVAC company offers. By placing local services ads on popular search engines and online directories, HVAC contractors can ensure that their services are seen by potential customers actively searching for them.
Commercial HVAC companies require specific marketing strategies and target audiences, including targeted PPC campaigns and specialized keywords to reach their unique market.
For example, you might decide to show a targeted ad in search engine results pages (SERPs) the moment a user searches for “HVAC company Chicago.” As such, HVAC PPC is a salient part of search engine optimization, used as a short-term strategy to drive sales and increase brand exposure.
Ready to harness the immediate impact of PPC advertising? Dive into our article to learn how it can benefit your business.
What Are the Common Problems That HVAC Companies Face?
Residential and commercial properties will always need ventilation, air conditioning, and heating. While the HVAC industry used to be largely seasonal, that’s slowly changing. Temperature fluctuations exacerbated by climate are increasing the demand for HVAC devices on a global scale.
Commercial HVAC companies face unique challenges, such as longer decision-making cycles and the need for specialized marketing strategies.
Yet, even though the industry is expected to grow by 5% by 2030, challenges abound. Competition remains fierce and a lack of digital marketing acumen means HVAC companies relying on word-of-mouth and traditional marketing methods won’t capture their share of the market—roughly 20%.
Delivering Business Results: Our Digital Marketing Case Studies
Our HVAC PPC Campaigns Management Process
Good PPC management maximizes your ad spend and profits. That’s why HVAC systems companies rely on us to launch, monitor, and optimize their paid search campaigns. Our PPC management process is tailored to meet the needs of both residential and commercial HVAC companies, ensuring targeted strategies for each sector.
Running a successful PPC campaign requires attention and time, which you can otherwise dedicate to clients.
Our comprehensive HVAC PPC services involve the following:
PPC Audit for HVAC Company
Whether we take over an existing HVAC PPC campaign or create one from scratch, our PPC experts conduct an audit to determine what HVAC keywords, channels, and landing pages will deliver the best results. For HVAC companies with existing PPC campaigns, we’ll analyze cost vs. ROI, ad groups and individual ads to see where improvements can be made to maximize profits and the volume of paid traffic. PPC audits for commercial HVAC companies focus on identifying high-value keywords and optimizing ad spend for longer decision-making cycles. As a starting point, PPC audits provide an accurate picture of the current state of your HVAC marketing in terms of strengths and weaknesses in comparison to your competitors.
PPC Strategy Development
After auditing, we’ll build a customized strategy that aligns with your HVAC business goals. For example, if driving traffic to your website is the Q2 objective, your PPC goal will be the same.
Your goals determine which platforms and HVAC PPC ad types you should invest in. For instance, paid search ads work well when potential customers are already interested in your services.
The PPC strategy for commercial HVAC companies includes targeting decision-makers and using specialized keywords.
The keywords you bid for, the ads you display, and the landing pages you send people have to match their sales funnel position. When developing your PPC strategy, we spend a lot of time learning about your target audience and the HVAC keywords they use when searching online.
Landing Pages Design
In digital marketing, a landing page refers to a standalone web page created specifically for a marketing or PPC ad campaign. It’s where a visitor “lands” after they click on your HVAC Pay-Per-Click ad.
The purpose is to encourage PPC visitors to act via a strong call to action. Having great landing pages is vital because it’s the first thing potential clients see after clicking on your ad, and it creates an impression of your HVAC company as a whole.
Our HVAC PPC company marketers and designers will ensure yours have strong offers that clearly explain why visitors should act, as well as striking designs that adhere to visual design best practices.
Unlock the secrets to optimizing your website’s performance with the right number of landing pages. Dive into our insightful blog post here.
Create HVAC PPC Campaigns and Design Creatives
Once we’ve developed your HVAC Google Ads strategy, we’ll create ad campaigns, ad groups, and individual ads based on the target keywords we discovered during the strategy development phase.
Creating PPC campaigns for commercial HVAC companies involves using specialized keywords and targeting decision-makers.
Then, we’ll write the ad copy, and design the graphics and format. Depending on your campaign, we might have to create multiple marketing assets. Rest assured, our HVAC PPC experts will make sure your brand remains consistent, both in voice and look, across landing pages.
Upon completion, we’ll determine your ad targeting settings, place your ad bids, and launch your different PPC advertising campaigns according to a predetermined timeline.
Performance Monitoring & Bid Adjustments
At Comrade, our proactive approach means we’ll always A/B test ads to determine which HVAC ad copy, calls to action, and visuals achieve the highest conversions.
Our HVAC PPC agency also keeps tabs on and adjust your keyword bids to ensure you’re not overpaying for underperforming keywords and winning bids on the most valuable ones. After all, PPC ad campaigns are cost-effective, but only if they’re constantly optimized.
PPC Campaigns Reporting
An invaluable PPC report is more than just data. It connects the dots between marketing metrics and tangible results. We show clients how we’re delivering on ad spend to reach short and long-term goals and what our plans are to improve.
When HVAC companies work with us, they know their advertising is backed by data and years of hands-on experience—not speculation! Our reports are descriptive, but to the point, highlighting key metrics and providing a holistic overview of your PPC campaign performance.
We provide a deep level of contextual awareness in simple terms, so you know exactly where your HVAC service advertising stands.
What Are the Benefits of Professional HVAC PPC Management?
For commercial HVAC companies, professional PPC management offers targeted campaigns and specialized keywords, ensuring that marketing efforts reach the right audience and address the unique needs of commercial clients.
Successful PPC campaigns generate profit faster than any other online marketing tactic. If you’re undecided about deploying a PPC strategy, these advantageous reasons will convince you otherwise:
Only Advertise to Potential Clients
PPC offers many precise segmentation options based on your target audience’s hobbies, interests, online behavior, and demographic data. Because this type of advertising is laser targeted, you don’t waste money marketing to the wrong people.
Only users interested in your HVAC services see your paid search advertisements, which yield a far higher conversion rate. What’s more, the higher the percentage of clicks, the lower the cost of the ad.
With PPC, you can set specific perimeters on geographic locations, which is especially useful for location-based businesses, i.e., HVAC companies.
PPC for HVAC companies also offers dynamic retargeting. This process tracks your website visitors and shows them ads specific to page(s) they viewed.
Elevate your lead generation game by unlocking expert strategies on maximizing website traffic. Dive into our blog post for actionable insights.
Be at the Top of the Google’s SERP Pages
Did you know that the top two or three search results above regular listings are paid?
Running an HVAC PPC campaign for a specific target keyword can make your website appear first on search engine results pages. If you’re not yet ranking organically on the first page of Google, your PPC ads still can.
Google AdWords for HVAC even allows you to feature your business in specific location searches to show local ads and increase customer awareness in your service area.
Using PPC efforts alongside SEO can help you dominate both paid and organic results, improving traffic and establishing a strong online presence. There’s a reason why PPC is a driver for 74% of brands.
Maximum Cost-Effectiveness
PPC is cost-effective because you only pay when a user reaches your site. Therefore, there is a direct link between cost and performance. Analytics makes it possible to tweak campaigns in real-time based on target audience response, reducing wasted PPC budget.
Additionally, there is no set budget, so you can spend as much or as little as you like. Google estimates every $1 spent on a PPC ad campaign in Google Ads earns a business an average revenue of $2. And click-throughs from PPC convert 1.5 times higher than organic listings.
Easy to Set Up KPIs
Providers like Google and Facebook have made it easy for almost anyone—regardless of their digital marketing experience—to craft effective HVAC PPC ads.
After HVAC businesses register with Google and Facebook, as well as other social networks that conduct PPC advertising, it’s just a matter of finding and learning how to operate their dashboards.
While there is a learning curve, Google provides adequate training and there are also tonnes of YouTube videos to help you get the most out of your HVAC PCC campaigns.
Unlock the potential of your marketing campaigns by focusing on the right metrics. Learn about the top 21 KPIs and drive meaningful results.
PPC Campaigns Are Easy to Control and Adjust
With Google Ads, you can test your PPC ads with confidence and make adjustments until you get optimal results. An underperforming campaign can be tweaked or stopped altogether by clicking a few buttons.
Unlike billboard advertising, for instance, there’s no long term commitment. You literally get what you pay for. It’s also possible to pause PPC ads on days you’re closed for business, like holidays or seasonal breaks.
Local PPC Ads Improve Brand Awareness
Roughly 90% of people who search online are looking for a local business “near me.” Local PPC complements local SEO (Making your business more visible in local results on Google.)
You can target customers within the specific region you service on social media or search engines. This involves using local keyword and geotargeting.
Since local PPC is regionally based, your only competitors are other HVAC companies in the area, which tends to make HVAC PPC bids even cheaper.
Elevate your HVAC business with effective local SEO strategies outlined in our comprehensive guide.
You Can Run PPC Campaigns without a Website
Naturally, we recommend all HVAC businesses have websites to ensure business longevity—there’s no denying digital marketing is the present and future. However, you can set up PPC ads without one.
Click-per-call (CPC) ads are designed to encourage customers to call your business and only appear on devices that make phone calls. For most HVAC businesses the goal is to get more calls. CPC provides the perfect solution!
Conclusion
The competition to rank high in Google search results is tough, but not impossible. Smaller, newer and service-based businesses, can get a leg up with HVAC PPC, appearing in search results along established brands.
As an HVAC digital marketing company, Comrade has managed over 140 clients’ PPC campaigns with astonishing results, including an average 35% conversion rate and a 47% decrease in their cost per lead. We can help you achieve the same success in growing your business revenue. Chat to us! Our team would love to help you improve your HVAC PPC.
Frequently Asked Questions
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In what cities do you work?
Comrade originates in Chicago, but we worked all around the United States. We can help your business grow and increase revenue whenever you are. We have offices across most major cities in the US. For example, we can offer digital marketing services in Kansas City or Portland. You can even find our internet marketing experts in San Antonio! If you want to know more about our Chicago digital marketing agency or find out how exactly we can help you, contact us via the phone or email.
