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.
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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.
