Category Archives: PPC

---

Google Ads (formerly known as AdWords) is an online advertising platform for HVAC companies and other businesses to promote their services through ads on Google Search, YouTube, and other web entities within Google’s Display Network.

Below, HVAC SEO Webmasters outlines everything you need to know about Google Ads for HVAC.  

---

---

---

Google Ads Basics for HVAC

One of the essential assets that Google Ads affords its customers is audience targeting. This is crucial for HVAC customers who run a local business.

After all, what good would it do to have your ads run in New York when you operate in Kentucky?

Understanding Google Ads’ basics prevents your HVAC company from overspending on advertising campaigns.

---

---

Geo-Targeting

The first thing you need to know about Google Ads for HVAC is that you can pinpoint a specific display location for web surfers. Geo-targeting will help you reach people that you can reasonably service. 

---

Keyword Research

The second thing you need to know is which keywords you choose and bid on are very important. We will get to the bidding process in a bit. You must ensure you have a list of keywords you want to rank.

For example, if you want an ad that promotes your A/C tuneup service, you would choose keywords that are directly related to A/C tuneup, like “AC tuneup services,” “AC efficiency,” “Air conditioner maintenance,” and the like. 

---

Ad Appearance

Next, you can choose how your ads appear on actual searches and which keywords to use.

For example, you can display your ads only when the exact keyword used to search matches the keyword(s) you selected for your ads.

You can also set the broad match option to display your ad for specific keywords and search queries. one or more of the keywords you have selected for your ad. 

---

Bidding

Lastly, you should know that Google Ads works on a bidding system.

You can’t simply pay for an ad based on a specific keyword you want to target and hope it will reach the top rankings.

Google Ads show up at the top of search engine results pages. But you will have to bid for the top spot. 

---

A Primer on Google Ads for HVAC

Now that you know some of the basics of Google Ads for HVAC, let’s consider how you can maximize your investment.

---

---

Headline Practices

First and foremost, your headlines must align with the content visitors will read or hear about when they click the ad.

So if your ad headline reads “Furnace Repair,” you better ensure the landing page is at least chiefly about furnace repair. Also, it helps to include the keyword in your headline. 

---

Free Extensions

If you pay for Google Ads, you can access free ad extensions. Ad extensions allow more information to be displayed along with your basic ad.

This information can include specific links to pages on your website, contact information, a link to your location or service area via Google Maps, promotional offers you may be running, and more.

Google also offers you tools to track the effectiveness of your extensions. 

---

Remarketing Ads

Remarketing or retargeting ads display ads to people who have interacted with your website in the past, or have demonstrated interest in your services.

Ads can appear on any site within the Google Ads network and are very effective.

Retargeting ads give businesses an average boost of 43% in conversion rates. 

---

Use Conversion Tracking

Conversion tracking is another Google tool, and it’s invaluable if you use Google Ads for HVAC.

Conversion tracking gives you critical insights into how well your ads are performing.

The data it provides can help you tweak your ads as necessary and allow you to calculate your advertising ROI accurately. 

---

The 5 Google Ad Types

---

There are five main types of Google Ads.

---

• Search Ads: show up on relevant Google search engine results pages. 
• Video Ads: Run before, after, or during YouTube videos. 
• Display Ads: These are seen on many Google partner websites.
• App Ads: Appear on various mobile apps within Google’s marketplace. 
• Shopping Ads: Displays pricing information and ads on relevant Google search engine results pages. 

---

AI for Google Video Ads

The emergence of AI empowers Google video ad campaigns to auto-optimize for users viewing YouTube on various devices and placement areas.

Google’s AI feature can convert existing assets like text and images into video ads and then adjust them for various formats (i.e., vertical dimensions for YouTube Shorts).

The “Trim video” feature converts long-form videos into reduced bumper ads (six seconds) and allows voiceover audio to highlight a specific HVAC service.

---

The video AI feature can prioritize one of three goals:

• Awareness: Maximize the visibility of video ads
• Consideration: Increase the number of engaged views of video ads
• Conversion: Optimize video ads for a conversion goal like lead generation or website traffic

---

---

Quick Google Ads Tips for HVACR

It’s essential to understand every keyword your ad campaign targets and why. Blindly bidding on recommended keywords is a common pitfall for novice HVAC companies.

Here are a few extra tips to help you get the most out of Google Ads for HVAC companies:

---

Target Less Popular Keywords

If your advertising budget is scant, bidding on less competitive keywords that are still relevant to your services may be more beneficial. 

---

Invest in Good Copy

No matter how much you pay for your ad, it will be worthless if your landing pages have a poor headline or poorly written content.

---

Take the time to write compelling ad copy or hire an agency/freelancer.

---

Closely Monitor Performance

Keep a watchful eye on how many new HVACR leads you get from your Google ads.

Google Ads can be highly effective when properly analyzed. However, it’s essential to monitor their performance regularly.

You can even tweak high-performance ads for better conversion.

---

---

Google Ads Management Services

At HVAC Webmasters, we specialize in PPC ad campaigns for HVAC contractors. We can help you advertise on Google, Bing, and mobile platforms.

We can ensure your ads reach the right audience, support your ads to rank higher, and increase your sales.

Learn more about how our PPC ad services can bolster your conversions by talking to us.

---

HVAC Pay Per Call campaigns represent one of the most efficient ways to generate AC company leads in 2023. Consumers place nearly 100 billion calls to businesses each year, and heating & cooling businesses can benefit. Let’s check out some of the primary components of pay-per-call.

What is Pay Per Call for HVAC Companies?

Pay Per Call is an advertising model where advertisers pay based on consumers’ phone calls. Unlike other paid advertising models, pay-per-call reduces costs by eliminating fees for empty clicks or impressions.

Pay Per Call Tips for AC Companies

Geo-Targeting

AC companies typically utilize local marketing strategies to earn nearby clients. For example, with pay-per-call advertising, businesses can target specific zip codes, towns, and cities to maximize ROI.

By spending to reach nearby customers, you increase conversions and reduce expenses. The result is a higher ROI and a more efficient advertising model. 

Personal Touch

While the per-call advertising model uses modern technology, its effectiveness stems from more traditional promotion. Consumers who are willing to call your HVAC company typically seek a more personal touch.

Anyone can submit a digital form or sign up for an email newsletter. Still, these interactions are rarely personal and seldom lead to conversions. Instead, by paying for calls, you can immediately capture warm leads and convert them using your most effective sales techniques.

Seasonal Promotion

Pay Per Call campaigns should adapt to seasonal changes as primary HVAC services fluctuate with weather patterns. For example, winters call for ads targeting furnace and heating repairs, while summers require the opposite.

Depending on your business location, some seasons may last longer than others and prompt more extreme responses. For instance, Texas residents may have emergency needs for AC repair. Still, as we saw in 2021, unpredictable winter storms can also require emergency HVAC maintenance.

Pay Per Call With Google Local Service Ads

Most HVAC companies have used Google Ads for traditional PPC advertising. But did you know that you can use Google Local Service Ads (LSA) to run per-call campaigns?

Pay for Completed Calls

Google LSA allows AC contractors to pay only for completed calls meaning missed calls will not drain your budget. In some cases, Google LSA can reduce your costs to about $30 per call.

Appear on Top of Search Results

Like traditional Google Ads, Google LSA lets you jump over organic search results to garner more impressions. As a result, it’s not uncommon to generate about 30 leads per month with Google LSA.

Pay Per Call Pros & Cons

Pro: Cost

Per-call ads are less expensive than most HVAC leads, and generating $30 leads can produce ROIs between $120-$420. That’s not to mention repeat business potential, which pushes the lifetime value even higher.

Pro: Conversion

Most per-call campaigns produce high conversion rates, especially when compared with other forms of digital promotion. Customers who are willing to call your business likely have an immediate need. They are eager to book a technician ASAP.

Con: Drops

Depending on which pay-per-call service you utilize, they may charge you for dropped calls and calls that lead to no business. For this reason, it is critical to research your pay-per-call provider before investing resources.

Pay Per Call Red Flags

Never sign a long-term contract with any paid advertising platform. You can mark it as a red flag and avoid their company if they require such terms. Credible platforms allow the results to keep you paying fees.

Pay attention to purported costs per call as anything super-low, like $.50 per call or $2 per call, indicates a scam. They are likely charging you for robocalls, spam, and other low-quality connections in these cases.

Finally, be on the lookout for providers who offer shared leads with a much lower conversion rate and lower value. The best types of calls are exclusive to your bsuiness as they convert higher and tend to serve as repeat customers.

Optimizing Pay Per Call Results

At HVAC Webmasters, we are all about optimization. Maximizing each call is the best way to produce consistent results with pay-per-call advertising. Most local businesses have a vital sales process for inquiries.

Customer service is imperative when receiving calls from prospects. You can expect good results if your office staff is kind, helpful, and assertive. Conversely, rude and non-commital staff can cost you clients.

Another aspect of customer service is availability. Do you tend to miss calls to your office line? If so, consider hiring extra staff to field calls and ensure fast response rates. Consumers will move on quickly if you don’t answer.

A helpful way to streamline your sales process is to garner positive online reviews, particularly on well-known platforms like Google, Yelp, and Facebook. You will have to do less selling if you already have a solid online presence.