Are You Overlooking These HVAC Google Ads Opportunities? Here’s What You Need to Know
With some shared expertise from HomeRank Ads, we’ll help you pinpoint missed opportunities and refine your Google Ads to boost conversions and maximize ROI for your HVAC business. From targeting high-converting local keywords to optimizing your ad copy and bidding strategies, we'll reveal the tactics that can lead to better results. Let’s get started!
1) Evaluate Campaign Structure
4) Leverage Ad Extensions (Assets)
5) Focus on Mobile Optimization
8) Analyze and Adjust Campaigns
9) Leverage Google Local Services Ads (LSAs)
10) Optimize Your Bidding Strategy
With these tips, you can identify and capitalize on overlooked opportunities in your HVAC Google Ads campaigns. Contact us for more help or to inquire about our services in Google Ads Management.
Are you making the most of your HVAC Google Ads Opportunities? Get these tips from HomeRank Ads!
Pinpointing missed opportunities and refining your Google Ads to boost conversions and maximize ROI for your HVAC business in Ontario requires a strategic approach tailored to your target market and local audience.
Here are some actionable steps:
1) Evaluate Campaign Structure
Take a look at your campaigns and look at how they are organized. We suggest that you separate campaigns by services. You can create separate campaigns for:
Heating
Cooling
Maintenance
Emergency Services
This ensures more relevant ad copy and targeting.
Then consider what sort of geo-targeting you have set up. Focus on cities, towns, and neighborhoods in Ontario where you operate. Exclude areas where you don’t serve to save ad spend.
You can also create seasonal campaigns where you prioritize heating services in winter and cooling services in summer. Ontario's climate allows for seasonal-specific targeting which is a great way to focus your campaigns.
Remember to use Keyword Planner in Google Ads to get some ideas for different keywords you can use.
2) Optimize Keywords
To optimize your keywords, try the following:
Use Localized Keywords: Include keywords like “HVAC repair in Toronto,” “furnace maintenance in Ottawa,” or “air conditioner installation in Mississauga.”
Negative Keywords: Exclude irrelevant searches like “DIY HVAC repair” or “free HVAC services” to avoid wasted spend.
Long-Tail Keywords: Target high-intent keywords such as “emergency furnace repair near me” or “affordable HVAC installation Ontario.”
Need to learn more about keywords in Google Ads? Take a look at this article from Semrush: Google Ads Keywords Explained: Boost Your PPC Performance. Or, contact HomeRank so they can find the right keywords for you!
3) Improve Ad Copy
One way to improve your ad copy is to highlight your local expertise. Mention Ontario-specific benefits like “Serving Ontario Families for 20+ Years” or “Trusted HVAC Experts in [City Name].” Don’t forget to include certain rebates that are available for residents.
Also, emphasize promotions. Depending on your services, you could use promotions such as “Winter Furnace Tune-Up Special” or “$200 Off AC Installation.”
Finally, include strong Call-to-Actions (CTAs). Some common ones are as follows:
“Book Now”
“Get a Free Estimate”
“24/7 Emergency Service”
When improving your ad copy, remember to look at the corresponding landing pages. Both must work together seamlessly to drive conversions, so make sure the messaging is consistent.
4) Leverage Ad Extensions (Assets)
Ad Extensions, now called assets, in Google Ads are additional features that enhance your ad by providing extra information, making it more engaging and useful to potential customers. They allow you to include elements such as:
Phone Numbers
Location Details
Direct Links to Specific Website Pages
Promotions
Customer Reviews
By expanding the size and content of your ad, these extensions not only increase its visibility but also improve click-through rates (CTR) and overall ad performance. Let’s look at a couple we suggest using next.
Location Extensions: Show your address to build trust and make it easier for users to find you.
Call Extensions: Include a click-to-call button, especially for emergency services.
Promotion Extensions: Showcase special offers directly in your ads.
Structured Snippets: Highlight specific services like “Furnace Repair,” “Duct Cleaning,” and “AC Installation.”
Assets are a powerful tool to highlight key services, offers, or contact options, ensuring your ad stands out and meets the needs of your audience more effectively.
Did you know that the majority of searches today are conducted on mobile devices? (Image Source: Sanket Mishra)
5) Focus on Mobile Optimization
Focusing on mobile optimization in Google Ads is essential because the majority of searches today are conducted on mobile devices, especially for local services like HVAC repairs, where users often need quick solutions.
A mobile-optimized ad ensures that potential customers can easily view and interact with your ad, whether by clicking a call button, filling out a lead form, or navigating to your website.
Mobile users tend to have high intent, as they are often searching for immediate services or information, making it crucial to provide a seamless and fast experience.
Additionally, Google prioritizes mobile-friendly ads and landing pages in rankings, meaning well-optimized mobile campaigns can improve your:
Quality Score
Reduce Costs
Boost Conversions
By catering to mobile users, you tap into a significant portion of your audience and increase the likelihood of turning clicks into actionable leads.
So to make the most of any HVAC Google Ads opportunities, ensure your landing pages are mobile-friendly, as many users search for HVAC services on their phones. We especially advise using click-to-call functionality to capture mobile users looking for quick service.
6) Analyze Audience Targeting
Analyzing audience targeting in Google Ads means evaluating and refining the specific groups of people you are trying to reach with your ads to ensure they align with your business goals. To determine who is most likely to engage with your ads and convert into customers, this involves reviewing the following information about your audience:
Demographics
Interests
Behaviors
Locations
This process helps identify which audience segments are performing well and which are underperforming, allowing you to adjust your targeting strategy. Here are some examples of how to adjust your strategy:
Retargeting: Use remarketing ads to reach users who visited your site but didn’t convert.
Customer Match: Target your existing customer database with upselling or seasonal offers.
In-Market Audiences: Use Google Ads’ in-market audiences to target people actively searching for HVAC services.
By analyzing audience targeting, you can maximize your ad spend efficiency, improve relevance, and ultimately boost ROI by ensuring your ads reach the right people at the right time.
And remember, HomeRank Ads can help you analyze your audience and create strategies so that you don’t miss any HVAC Google Ads opportunities.
Need tips on creating or refining your HVAC landing pages? Watch this video from Neil Patel.
7) Refine Landing Pages
As we said at the beginning, this is one of the most important steps in capitalizing on any overlooked opportunities in your HVAC Google Ads campaigns. Refining your landing pages for Google Ads is important in that it directly impacts conversions by ensuring that users who click on your ad find exactly what they’re looking for, without confusion or friction. Your landing pages need to be relevant to and consistent with the Google Ads you’ve created.
Here are some other tips to improve and refine the landing pages linked to your Google Ads:
Keep it Local: Display your service areas prominently.
Add Reviews: Feature customer reviews from Ontario to build credibility.
Easy Booking: Include a clear, simple contact form or a “Book Now” button.
Track Conversion Actions: Set up conversion tracking for phone calls, form submissions, and chat inquiries.
A well-optimized landing page that matches the ad's message, keywords, and user intent creates a seamless experience, builds trust, and guides visitors toward taking the desired action, whether it’s booking a service, calling, or filling out a form.
Additionally, remember that Google rewards relevant landing pages with a higher Quality Score, which lowers ad costs and improves ad placement, making it a critical factor in boosting both your campaign's ROI and overall effectiveness.
Click on the image or this link to be directed to a podcast from Profitworks explaining A/B Testing and it’s importance in marketing.
8) Analyze and Adjust Campaigns
Careful and ongoing analysis of your HVAC Google Ads opportunities is important. As you become more familiar with Google Ads, you can also take the following steps:
Add A/B Testing: Test different headlines, descriptions, and CTAs to find the best-performing ads.
Monitor Performance Metrics: Focus on CTR (click-through rate), conversion rate, and cost-per-conversion.
Search Query Reports: Regularly review search terms to identify irrelevant clicks and new keyword opportunities.
Analyzing and adjusting Google Ads campaigns is crucial in the HVAC industry to adapt to seasonal demand, optimize ad performance, and ensure you're targeting high-intent customers effectively.
Get a Google Guarantee on your HVAC Google Ads with Local Services Ads from Google. (Image: Screenshot from Google LSAs)
9) Leverage Google Local Services Ads (LSAs)
Google Local Services Ads (LSAs) are a specialized ad format designed to connect local businesses, like HVAC companies, with nearby customers searching for their services.
These ads appear at the top of Google search results with a "Google Guaranteed" badge, which builds trust by verifying the business’s background and qualifications. So, get Google guaranteed by investing in LSAs to build trust and appear prominently in local searches. And, if you do this, don’t forget to optimize your profile. Add photos, business hours, and accurate service descriptions.
LSAs focus on lead generation, allowing users to call or message businesses directly through the ad, and you only pay for qualified leads, not clicks, making them a cost-effective option for local service providers.
10) Optimize Your Bidding Strategy
First of all, a bidding strategy in Google Ads is the method you use to set how much you’re willing to pay for clicks, impressions, or conversions in your campaigns. It determines how Google allocates your budget to bid on ad placements during auctions, influencing your ad’s visibility and performance.
Depending on your goals, you can choose from various strategies like Maximize Conversions (prioritizing leads) or Target CPA (controlling cost per acquisition). The right bidding strategy helps optimize your budget, ensuring you get the best possible results for your campaign objectives.
Here are some tips to choosing the right bidding strategy:
Maximize Conversions: Use this if your primary goal is to get more bookings or inquiries. Pair it with a well-optimized landing page to maximize impact. Note: If using automated strategies like Maximize Conversions, set bid caps to prevent overspending on keywords with low ROI.
Target CPA (Cost-Per-Acquisition): Set a specific cost-per-lead or acquisition to control spending while ensuring profitability.
Enhanced CPC (Cost-Per-Click): Allow Google to adjust bids for clicks more likely to convert, giving you a balance of manual and automated control.
Maximize Clicks: Use this if you want to drive traffic to your website and gather data, especially in the early stages of a campaign.
Target ROAS (Return on Ad Spend): Use this once you’ve gathered enough conversion data to ensure every dollar spent delivers a strong return.
Once you’ve set your bid, remember to look for ways you can adjust it. You can consider a variety of factors, including:
Geo-Bidding: Increase bids for areas in Ontario where demand is higher or where your services are more profitable.
Time-of-Day Bidding: Boost bids during peak times, such as mornings or evenings when homeowners are likely to search for HVAC services.
Device Bidding: Adjust bids for mobile users, as they often need quick access to emergency services.
Ad Schedule: Focus your budget during high-demand hours or seasons, such as evenings in winter for furnace services or summer for AC repairs.
Location Adjustments: Allocate more budget to high-performing areas (e.g., Toronto, Ottawa, Mississauga).
Demographic Adjustments: Target homeowners with specific income levels or age groups based on HVAC service demand.
Seasonality Adjustments: Increase bids temporarily during high-demand seasons (e.g., winter for furnace services).
You can also monitor auction insights by reviewing Google Ads’ Auction Insights report to understand how you compare to competitors. Increase bids for high-value keywords where you want better visibility. And while automated bidding strategies (like Smart Bidding) can be effective, monitor performance regularly to ensure the system aligns with your goals.
With our specialized focus and expertise in serving local HVAC businesses, HomeRank Ads is equipped to help you with your Google Ads campaigns. We understand the needs of HVAC owners and create strategic campaigns designed to capture high-intent leads, like those searching for emergency repairs, seasonal maintenance, or new installations.
Whether it’s full-service Google Ads management or a seasonal or emergency campaign you need help with, our data-driven approach and experience in Ontario markets work together to generate more leads and give you that competitive edge.
