The Importance of HVAC PPC - HVAC Specific PPC Strategies
The #1 tip HomeRank Ads has for you when you are designing your HVAC PPC (Pay Per Click) Google Ads is to ensure that you have high-quality, specialized landing pages for people to go to after they click on your ads. This ensures that your potential clients get the information they need and that you’ve made your best first impression! Let’s dive into the topic and explore some other strategies for maximizing your HVAC marketing online. Follow along in the table of contents below:
Table of Contents:
1) Step by Step Guide for How To Get Started With Google Ads
2) Why HVAC PPC Is Important for HVAC Businesses
3) The Impact HVAC PPC Can Have on HVAC Business
4) How do I Get More Customers for My HVAC Business
5) Will HVAC Google Ads Generate HVAC Sales Calls for My Business?
6) How To Advertise My HVAC Business
7) HVAC PPC Alternative to Google Ads
8) How Much Do HVAC Google Ads Cost?
If you think you need more help with the online marketing of your HVAC business, be sure to visit our site and start growing your sales with Google Ads. We are happy to help you with further advice and will implement these strategies for you, strategies designed to increase your website traffic and, ultimately, your leads. Contact us today and let us handle your digital marketing and HVAC PPC.
Learn what HVAC PPC strategies are used to increase your traffic and leads! (Image Source: Lex Photography)
Strategies For Your HVAC PPC
1) Step by Step Guide for How To Get Started With Google Ads
Here's a step-by-step guide to help you get started with Google Ads for an HVAC company:
Step 1: Set Up Your Google Ads Account
First, create an account at Google Ads. If you already have a Google account (like Gmail), you can use that to sign in. Once logged in, you’ll be prompted to set up your first campaign.
Step 2: Define Your Goals
Next, consider your sales. Get more HVAC service bookings by generating contact form submissions or phone calls. Increase website traffic by directing more users to your website for more information.
Step 3: Keyword Research
Brainstorm Keywords. Think about the words or phrases potential customers might search for, such as "air conditioning repair," "furnace installation," "HVAC services near me," etc. Use Google’s Keyword Planner Tool. This tool will help you find more keyword ideas based on your input and give you the average monthly search volume. Remember to use long-tail keywords. Target more specific, longer keywords like “24-hour emergency HVAC repair in [City Name]”.
Step 4: Create Campaigns
Next, choose your campaign type. Most HVAC companies benefit from Search Ads (ads that appear when people search for keywords you’re targeting). Then select your campaign goal based on your goal (Sales, Leads, or Website Traffic). Limit your ads to your local area, such as a specific city or region (Location Targeting) and set your budget and bidding. Decide how much you want to spend daily and choose between automated bidding or manual bidding for cost-per-click (CPC).
Step 5: Write Effective Ads
To write effective ads, and create compelling and relevant headlines. For example, you could use "Affordable HVAC Services in [City Name]" or "Expert Furnace Repair – Call Today!". Make sure your descriptions mention benefits and a clear call to action, such as “Call Now for a Free Estimate!”. Use ad extensions (like call extensions and location extensions) to make your ads more visible and increase engagement.
Step 6: Landing Pages
The page users land on should be relevant to the ad they clicked. If they click an ad about air conditioning repair, make sure they land on a page that discusses this service. Be sure your pages use excellent photos and text to explain your products and services. Make it easy to contact you and your business. Have clear contact information or a contact form on the page. And make your pages mobile-friendly. Ensure your landing page works well on mobile devices since many users search on their phones.
Step 7: Set Up Conversion Tracking
Install Google Tag Manager or Google Analytics to track actions like form submissions, phone calls, or completed bookings. Set up Call Tracking. If you're running ads to drive calls, use a call tracking number so you can monitor how well your ads are generating phone leads.
Step 8: Monitor and Optimize
Use the Google Ads dashboard to monitor key metrics like clicks, impressions, cost-per-click (CPC), and conversion rates. Pause keywords that are underperforming and increase bids on the ones that are bringing in conversions. Regularly refine your ad copy based on the performance data.
Step 9: A/B Testing
Run experiments with different ad copies, keywords, and landing pages. This will help you find the most effective strategies for your HVAC business.
Step 10: Expand and Scale
Once your campaigns are successful, increase your budget and expand targeting to reach more potential customers in other nearby areas. Experiment with Display Ads or YouTube Ads to increase brand awareness.
This basic framework will help you get started with Google Ads for your HVAC company. Let us know if you need help with your Google Ads!
HVAC PPC is important because it allows you to connect with those customers looking for local help, especially in emergencies.
(Image Source: Liza Summer)
2) Why HVAC PPC Is Important for HVAC Businesses
HVAC PPC (pay-per-click) advertising is crucial for HVAC businesses like yours because it allows you to instantly reach potential customers who are actively searching for heating, ventilation, and air conditioning services in their area.
By targeting specific, high-intent keywords, HVAC companies can drive qualified traffic to their website, generate leads, and increase bookings at a faster rate than organic methods.
With PPC, businesses can control their budget, track performance, and adjust campaigns in real time to optimize for maximum ROI, making it an essential tool for gaining visibility in a competitive market and ensuring sustained growth.
3) The Impact HVAC PPC Can Have on HVAC Business
The impact of HVAC PPC on a business can be significant, as it directly influences lead generation and revenue growth. By appearing at the top of search engine results when potential customers are looking for HVAC services, businesses can increase their visibility and attract high-quality leads who are ready to make a purchase or schedule a service.
PPC campaigns allow for precise targeting, ensuring that the ads reach people in specific geographic areas, at the right time, and with the right message. Over time, successful PPC campaigns can not only drive immediate sales but also build brand recognition, customer trust, and long-term loyalty, giving HVAC companies a competitive edge in a crowded marketplace.
When setting up your HVAC PPC, make sure your company is listed on Google My Business. (Image of Google My Business)
4) How do I Get More Customers for My HVAC Business
To get more customers for your HVAC business, here are the top three strategies:
a) Invest in Local SEO and Google My Business
Optimize your website for local search by using relevant keywords and ensuring your business is listed on Google My Business. This helps your business appear in local search results, especially for "near me" searches, making it easier for potential customers in your area to find and contact you. Encourage satisfied customers to leave reviews, which will improve your local rankings and credibility. Having a high amount of positive Google reviews is particularly important if you are a small local business.
b) Run Targeted PPC Ads
As mentioned earlier, running pay-per-click (PPC) campaigns on platforms like Google Ads can drive immediate, qualified traffic to your website. Target specific local keywords, such as "HVAC repair in [City]" or "emergency AC services," to reach customers actively looking for HVAC services. Using geographic and demographic targeting, you can tailor your ads to the right audience.
c) Referral and Loyalty Programs
Encourage your current customers to refer friends and family by offering incentives, such as discounts or free services on future visits. Additionally, establish a loyalty program that rewards repeat customers for ongoing services like annual maintenance or seasonal check-ups. Word-of-mouth recommendations from satisfied customers are powerful tools for acquiring new business in the HVAC industry.
Looking for more help getting customers for your HVAC business? Refer to our Ultimate HVAC Marketing Guide!
5) Will HVAC Google Ads Generate HVAC Sales Calls for My Business?
Yes, HVAC Google Ads can generate sales calls for your business, provided your campaigns are well-targeted and optimized. By bidding on specific, high-intent keywords like "emergency HVAC repair" or "AC installation near me," your ads will appear when potential customers are actively searching for HVAC services.
To further enhance call generation, you can use call extensions in your Google Ads, allowing users to directly call your business with just one click on the ad. Additionally, targeting local areas ensures that you're reaching people who are nearby and more likely to require your services.
Regular optimization of your ads, keyword selection, and landing pages will help increase the effectiveness of generating inbound calls and converting them into sales.
Promote your business not only through HVAC PPC but through other social media sites. (Image Source: Tracy Le Blanc)
6) How To Advertise My HVAC Business
Advertising your HVAC business effectively involves a mix of online and offline strategies. Here are some key ways to advertise:
Local SEO and Google My Business
Optimize Your Website
Make sure your website is SEO-friendly, with optimized content for relevant keywords (e.g., HVAC services, furnace repair, air conditioning installation). This helps your business appear in local search results.
Google My Business
Create and optimize your Google My Business listing. This ensures that your business shows up in local search results, maps, and Google’s local pack when people search for HVAC services nearby. Add business hours, photos, services, and encourage happy customers to leave reviews.
Pay-Per-Click (PPC) Advertising
Use Google Ads to target specific, high-intent keywords like "HVAC repair near me" or "emergency HVAC services." This can drive immediate traffic to your website and generate qualified leads who are actively searching for your services.
Set up call extensions on your ads so users can easily call your business directly from the search results.
Social Media Advertising
Promote your services on social media platforms like Facebook, Instagram, and LinkedIn. Use targeted ads to reach homeowners or businesses in your service area.
Share content such as seasonal maintenance tips, customer testimonials, and promotions to engage your audience and build brand awareness.
Read more about this topic in our other blog post, “Using Google Ads with Social Media, Email, and SEO”.
Referral and Loyalty Programs
Encourage existing customers to refer friends and family in exchange for discounts or other rewards. Word-of-mouth is a powerful tool, especially in local communities.
Launch a loyalty program to reward repeat customers with special offers or discounts on future services.
Content Marketing
Blogging
Create blog content around common HVAC issues, maintenance tips, energy-saving advice, etc. This helps boost your SEO and establishes your business as a knowledgeable authority in your field.
Video Content
Share instructional videos or case studies on your website or YouTube, explaining HVAC services, troubleshooting tips, and maintenance guides.
Traditional Advertising
Direct Mail
Send postcards or flyers to local residents offering discounts or seasonal promotions (e.g., air conditioning tune-ups in the summer).
Local Sponsorships
Sponsor local events or sports teams to increase brand visibility and build goodwill in your community.
Radio or Local TV Ads
These can be effective for reaching a broad audience, especially if you run special offers during high-demand seasons (e.g., winter heating services).
Networking
Join local business organizations or trade associations (like the Better Business Bureau or local Chamber of Commerce) to network with potential clients and other service providers.
Partner with related businesses (plumbers, electricians, etc.) to cross-promote services and expand your customer base.
Overall, a combination of these strategies, tailored to your business's unique needs and target audience, will help you advertise your HVAC business successfully and generate more leads.
Discover alternatives to HVAC PPC such as YouTube Advertising. (Image of YouTube Advertising)
7) HVAC PPC Alternative to Google Ads
Here’s a list of PPC alternatives to Google Ads for advertising your HVAC business, including popular platforms like Bing Ads, Facebook Ads, Instagram Ads, and TikTok Ads:
Bing Ads (Microsoft Ads)
Overview: Bing / Microsoft Ads is the advertising platform for Microsoft’s search engine, Bing. It operates similarly to Google Ads but with a slightly different audience.
Benefits:
Lower competition and cost-per-click (CPC) than Google Ads.
Bing has a solid share of search engine traffic, particularly in the U.S. among older demographics and higher-income households.
Integration with Microsoft’s extensive audience across multiple devices, including Windows devices.
Best For: Reaching users who search on Bing, particularly those in higher-income brackets.
Facebook Ads / Meta
Overview: Facebook or Meta’s ad platform allows you to create highly targeted campaigns based on demographics, interests, behaviours, and geographic locations.
Benefits:
Highly granular targeting options (e.g., homeowners, people interested in home improvement, or those in specific age ranges).
The ability to run ads in multiple formats, including image, video, carousel, and slideshow ads.
Offers detailed analytics and performance tracking.
Best For: Raising brand awareness, targeting specific customer segments, and promoting special offers or seasonal deals.
Instagram Ads
Overview: Instagram is owned by Facebook and shares the same ad platform, offering the same targeting options. It’s a visual platform, making it ideal for showcasing your services and projects.
Benefits:
Ideal for visually engaging content (before/after images, short service demos, customer testimonials).
Works well for both organic content and paid ads.
Integration with Facebook Ads, so you can manage both platforms from one interface.
Best For: Engaging younger demographics and showcasing service quality through visuals and stories.
TikTok Ads
Overview: TikTok offers a fast-growing, video-focused platform with a younger audience. It allows for creative ad formats like in-feed ads, branded effects, and sponsored challenges.
Benefits:
High engagement rates with creative and short-form video content.
Great for building brand awareness and showing the "personality" behind your HVAC business.
Ability to go viral through creative and authentic content.
Best For: Reaching a younger audience and creating viral or entertaining content, such as quick tips or humorous HVAC-related videos.
LinkedIn Ads
Overview: LinkedIn is a professional networking platform that allows businesses to target users based on their job titles, industries, company size, and more.
Benefits:
Effective for targeting business owners or property managers in need of HVAC services for commercial properties.
Strong targeting capabilities based on professional data (industry, job function, company size).
Best For: Targeting commercial or B2B clients, particularly in commercial HVAC services.
YouTube Ads
Overview: YouTube Ads allow businesses to place video ads before, during, or after videos. You can also run display ads or overlay text ads.
Benefits:
Reach a large and diverse audience with video content.
Ability to target by interests, search history, and demographics.
Highly effective for service demonstrations or educational content.
Best For: Educating potential customers about HVAC services and reaching a broad, diverse audience.
Nextdoor Ads
Overview: Nextdoor is a social media platform focused on neighbourhood communities, allowing local businesses to advertise to residents in specific neighbourhoods or cities.
Benefits:
Highly targeted to local areas, perfect for HVAC businesses that serve a specific geographic region.
Trust-driven platform where users are more likely to act on recommendations.
Best For: Hyper-local targeting and reaching homeowners in your service area.
These alternatives to Google Ads provide diverse advertising options that can complement your overall marketing strategy, helping you reach different customer segments and increase awareness of your HVAC business.
Click here or on the image above to be linked to a podcast from Profitworks that explains the cost of Google Ads.
(Image Source: Profitworks)
8) How Much Do HVAC Google Ads Cost?
The cost of HVAC Google Ads can vary widely depending on factors such as location, competition, keywords, and the targeting options you choose. However, here are some general cost considerations:
Cost-Per-Click (CPC)
The average cost-per-click for HVAC services can range from $5 to $20, but it can be higher in competitive markets or for highly-targeted keywords. For example, terms like "emergency HVAC repair" or "AC installation" may have a higher CPC due to increased demand. In major metropolitan areas, where competition is fierce, CPC could even exceed $30 per click.
Daily Budget
Depending on your budget, you can set a daily spending limit. A typical starting budget for HVAC companies is around $20 to $50 per day. Larger budgets can range from $100 to $500 per day, especially for more aggressive campaigns. For example, if your CPC is $10, a $50 daily budget would generate around 5 clicks per day.
Monthly Costs
If you set a $50 daily budget, your monthly spending would be around $1,500 (assuming 30 days in a month). However, more competitive markets or larger service areas may push monthly costs higher, with some businesses spending $3,000 to $10,000 per month or more on Google Ads.
Keyword Costs
Some high-demand keywords like “24-hour HVAC repair” or “emergency furnace repair” can be quite expensive, often reaching $20 to $50 per click in highly competitive cities. Long-tail keywords (more specific phrases like "AC installation in Toronto") typically cost less but can also bring in more qualified leads.
Conversion Rate
The overall cost of your ads will also depend on your conversion rate or the percentage of clicks that lead to actual business (e.g., a phone call or booking a service). Typically, HVAC businesses might see conversion rates between 5-15%.
Key Takeaways
Small Budget: Starting with around $1,000 to $2,000 per month could yield decent results, particularly in less competitive areas.
Larger Budget: For competitive cities or more aggressive campaigns, a budget of $5,000 to $10,000+ may be needed to stay competitive.
Tracking and Optimization: Regularly monitor and optimize your campaigns for better ROI, ensuring you are focusing on the most cost-effective keywords and targeting strategies.
If you'd like, HomeRank Ads can help you determine the best budget strategy based on your specific goals and location.
Here is an example of what someone might see from an HVAC PPC for Generations if they search “furnace repair near me”.
(Image from Google Search)
9) What Is HVAC PPC?
HVAC PPC (pay-per-click) is an online advertising strategy where HVAC businesses pay for ads that appear in search engine results or on other platforms, based on specific keywords that potential customers are searching for. These ads are typically displayed at the top of search results or within display networks, and businesses are only charged when someone clicks on the ad.
Examples of HVAC PPC include running ads for keywords like "furnace repair near me" or "air conditioning installation" on Google Ads, or using Facebook and Instagram Ads to target homeowners in a specific area with seasonal promotions like "50% off AC tune-ups." The goal is to drive targeted traffic to the business’s website, generate leads, and increase bookings.
Look at the image above for an example of what someone might see if they search “furnace repair near me” in the Kitchener-Waterloo region.
Homerank Ads can help HVAC businesses like yours maximize the effectiveness of your HVAC PPC campaigns by combining industry expertise with advanced targeting strategies.
We specialize in creating geo-targeted campaigns, ensuring your ads reach potential customers in your local service area. With customized ad copy and compelling calls-to-action, Homerank Ads can highlight your HVAC services and promotions to attract qualified leads.
Our team continuously optimizes your campaigns, managing keyword bids, negative keywords, and ad performance to ensure the best ROI. By leveraging our expertise, your HVAC company can generate more calls, increase website traffic, and convert clicks into loyal customers efficiently. Contact us today to get started with your HVAC PPC.
