With the world going even more digital, HVAC companies are competing with a lot of noise to stay in front of potential customers.
Contractors who have long used the "spray and pray" marketing approach are finding it’s not working as well as it used to. Snail mail is expensive and ultimately ends up in the recycling bin of the recipient. Mass emails are getting zapped by overzealous spam filters or simply ignored.
The good news is, Google Ads is a powerful sales tool for those in the HVAC industry. With Google Ads, you only pay when someone clicks on your ad! You won't find that with snail mail, cold calling, or trade shows. Let's take a look at Google Ads in more depth.
Your Ads are Only Seen by People Searching for Your Service
If a consumer has a question, they rely on Google for the answer. And Google wants to deliver the most useful and relevant results.
This same concept applies to your ads. Google will only show your ad to people in your region who are searching for your services. For instance, someone may search, "air not flowing out of my HVAC system" or "there are hot and cold spots throughout my home." If your company addresses these kinds of concerns and your ad campaign is set up accordingly, your ad should display in front of them.
When you invest in Google Ads, your company is getting in front of people who want your services now. The result is more leads for your business, all without going beyond your specified budget with Google.
Tips on Writing Quality Google Ads
Be as specific as possible: Create ads for each of your services. This allows your ads to speak to the current issue they need fixed. Let's say a homeowner quickly needs emergency HVAC services. If your ad is talking about HVAC installation, this won't appeal to the homeowner, and they will scroll right past it. But if your ad talked about your 24/7 emergency service, it would be much more likely to be clicked.
- Include a Call-to-Action: Nudge people into the sales process by having your ad say “call now,” include a phone number, and mention free estimates.
Google Ads Allow You to Be Extremely Targeted
Google Ads allow you to pinpoint the exact zip codes or regions you want to target to ensure your ad spend isn’t wasted on clicks outside your service area. For example, if you are an HVAC company in Dallas, you may choose to target a 30-mile radius, only target the city limits, or hyper-focus on your local neighborhoods. It’s up to you.
Targeting based on time is the way to get the best bang for your buck. For instance, one HVAC ad strategy is to have your ads emphasize repair and maintenance during the day and then 24/7 emergency service at night.
You should also update your ads based on the time of year, focusing on heating in the winter and cooling in the summer.
The Data You Learn is Exceedingly Helpful
It’s difficult to measure ROI with traditional marketing methods such as brochures. Google Ads allows for a ton of transparency by showing how many clicks, calls, and quote requests are the result of your ads.
It will even tell you which keywords generated the most traffic and leads, and how much you're paying per lead. Relevant data like this leads to continuous improvement and return on ad spend.
Ads are also a great way to test promotions. Maybe you create an ad for a $50 HVAC check-up and another for $50 off for new customers. One of these ads will outperform the other, and the data makes it easy to see which one. And once you know, you can carry the “winning” promo over to your homepage.
Tips on Leveraging Your Data
If you don’t track, you’re only guessing. That’s why we love Google Ads compared to print marketing strategies. We suggest giving your ads at least three months to start delivering results, as Google is constantly testing and tinkering to optimize ads.
Not sure how to get started? There are plenty of tutorials online for your marketing person to learn the ropes. You can also reach out to an agency that specializes in Google Ads. Just make sure they know HVAC as well, due to the many nuances of this industry.