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Updated: August 15, 2022

PPC for HVAC Industry: How We Can Help HVAC Business Advertise on Google

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 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.

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What Is PPC Advertising for HVAC Contractors?

Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which advertisers pay a publisher when their ads are clicked on in search engines and social networks.

PPC for HVAC is underpinned by relevance, as advertisers bid on the perceived value of a click in relation to keywords, platforms, and audience type in which it originates.

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.

What Are the Common Problems that HVAC Companies Face?

What problems 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.

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%.

Our HVAC PPC Campaigns Management Process

PPC campaign management process

Good PPC management maximizes your ad spend and profits, that’s why HVAC companies rely on us to launch, monitor and optimize their HVAC PPC campaigns. Running a successful campaign requires attention and time, which you can rather use to attend to clients.

Our comprehensive PPC services for HVAC companies 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.

As a starting point, PPC audits provide an accurate picture of the current state of your 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 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

LAnding page design

In digital marketing, a landing page refers to a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on your HVAC PPC ad.

The purpose is to encourage visitors to act via a strong call to action. Having great HVAC 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 business as a whole.

Our 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.

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.

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 team 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 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.

We also keep 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 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 campaigns.

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?

Professional PPC campaign

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 ads, which yields 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.

HVAC PPC also offers dynamic retargeting. This process tracks your website visitors and shows them ads specific to page(s) they viewed.

Be at the Top of the Google’s SERP Pages

Did you know the top two to three results on SERPs above organic listings are paid?

Running a 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 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

Cost-effectiveness in PPC

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 audience response, reducing wasted ad 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 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.

Most businesses already have an account with Google and Facebook, as well as other social media networks you want to conduct PPC advertising on. Then 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.

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 businesses in the area, which tends to make HVAC PPC bids even cheaper.

You Can Run PPC Campaigns without a Website

Naturally, we recommend all 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!

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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.

I hope you enjoy reading this blog post.

If you would like to discuss your project, reach out to our specialists.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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