10-second summary:
- With Google ads you can make sure your ads are displayed only in locations where you are willing to work.
- Advertising via Google is a cost-effective way to get your business in front of people at the precise moment they search for services that you provide.
- Focus on advertising specific elements of your service – such as installation or repair – rather than advertising your business in general.
- Discover a lookalike audience: feed Google data on your existing customers and it will give you a new audience to target based on key shared characteristics.
- Shout about subsidies: many people are unaware that they can get government support towards the cost of certain products and installations.
If your flow of new customers is blowing hot and cold, Google Ads for HVAC could bring a predictable and scalable stream of fresh leads to your door.
The HVAC industry is growing faster than many other US sectors, with The Bureau of Labor Statistics projecting growth of 9% by 2033. Yet there are currently too few engineers to cope with surging public demand.
These market conditions are ideal for driving growth for existing HVAC businesses. You just need to know where to find the new business that’s undoubtedly out there. And that’s where Google Ads for HVAC come in.
Below are some key points for getting started.
We know what works. Let us transform your numbers.
Hi, we’re Adbetter: experts in using Google Ads to grow revenue for our clients. Our case studies speak for themselves. But if you’d like to find out how we would help your specific business thrive, ask for a no-obligation proposal – and we’ll lay out what you can expect within three months of working with us. We may even be able to cover your ad spend. Let’s get started.
“Adbetter handled everything from creative strategy to a full funnel media buying plan across Facebook and Google Ads. They were able to design and build a full digital marketing campaign including all ads, copy and landing pages that has been delivering a consistent stream of new customers at a significantly cheaper cost than in previous testing.”
– Aqib Hassan, CCO, CPIC | Gwadar Click
3 advantages of using Google Ads for HVAC promotion
1. Vast audience reach, powerful audience targeting
8.5 billion daily searches and a display network that covers 90% of the web. Google puts a vast audience at your fingertips.
But it’s not the size of the audience that matters. It’s the sophisticated targeting tools Google gives you to make sure your ads are displayed to the right people. We’ll talk more about that shortly.
2. It’s cost-effective and accountable
Pay per click with Google is one of the most accountable forms of advertising on the planet. You only pay when someone clicks – and if they’re clicking there’s a good chance they are interested in using your services.
Compare that with advertising on local radio or print media for example, where you pay for the placement whether people engage with your ad or not.
Google also makes it easy to control your ad spend. You can set daily, weekly or maximum budgets – and hit the pause button whenever you want. Every cent is accounted for in your campaign performance data. So you can see exactly how much bang each buck is generating.
3. Instant results, immediate feedback
Appeasing Google with good SEO is an essential endeavour. But it can take months – sometimes years – for your efforts to be rewarded in the search results. With Google Ads, you can get results pretty much straight away. Armed with the right keywords and enough budget, you can propel your business straight to the top of the search results.
It’s the same with the Google Display Network. Once your campaign is approved (normally within 48 hours), your ads are out there in cyberspace working for your business. And you can track the performance of your campaigns in real time. If your ads start tanking or working too well, you can react accordingly.
>> Getting results with Google display ads for lead generation
10 tips for success with Google Ads for HVAC
1. Go granular
When it comes to service-based businesses like HVAC, the ads that tend to perform better are those that focus on specific elements of service – rather than your business in general. Create separate ad campaigns for installation, repair, emergency callout and anything else that you feel is relevant.
2. Focus on set locations
There’s no point serving your ads to people in Philadelphia if your engineers are based in Phoenix. With Google Ads for HVAC you can set your ads to display only to people searching in defined geographic locations.
Another way to reach your community is with Local Services Ads, which work a bit differently to regular Google Ads. Firstly you only pay when a potential customer gets in touch. Secondly your ad will be displayed with a ‘Google Guaranteed’ badge – signalling to potential customers that your services are authentic and reliable.
Find out more about Local Service Ads here.
3. Zero in on the right audience
Google gives you control of powerful audience targeting tools. Variables you can work into your targeting include:
- Homeownership status
- Employment status
- Occupation and income
- Hobbies and interests
- Search activity
…and an awful lot more.
You can use these audience targeting tools to help make sure your ads are served to people are more likely to be interested in your services.
4. Discover a ‘lookalike’ audience
Another way to boost the odds of finding people interested in your services is with the lookalike audience function. Feed Google data on your existing customer and it will find people who share similar characteristics – whether that’s their income level, their occupation or their search behaviour.
5. Before you write, get your mindset right
Your ad has a second or two to grab your reader. And it’s your words that must do the heavy lifting. So before you begin writing your ad messaging, put yourself in the position of your potential customers.
Address your reader directly with “you” focused messaging. Consider their potential objections or barriers to purchase. Think about the problems they have and be clear about how you can resolve them. Persuasive communication is about human connection.
6. Shout about subsidies
US homeowners are entitled to federal tax credits to compensate them for the cost of installing energy efficient HVAC systems. Trouble is, a lot of people are unaware of that. Don’t miss your chance to shout about savings.
7. Create a landing page for each campaign
Each of your ad campaigns should point to a specific landing page that allows your leads to find out more about your services. Landing pages are a separate science all of their own. But here’s a super-brief rundown of key considerations.
- Design and copywriting. Your landing page should feel like a continuation of the ad your visitor clicked. It must be optimised for mobile and include a compelling proposition above the fold.
- Create a closed journey. Single-mindedness is a strength when it comes to landing pages. Limit navigation options and stay focused on one clear call to action.
- Utilise social proof and trust signals. Customer testimonials are a great way to build credibility and establish trust in your company. If applicable, utilise trust signals such as industry accreditations, qualifications and awards to reassure your reader of your expertise.
- Gather data. The main aim of your landing page is to gather information on your lead. Create a form that allows you to start the marketing conversation.
- Remember your data protection obligations. If you are acquiring leads in California, Virginia or Colorado, you must comply with data privacy laws.
8. Test, test and test again
Google gives you the option to submit multiple variants for each constituent part of your ad – from visual assets to headlines and descriptions. By doing so you can easily create an ad with dozens of variants.
Google will then test different copy and image combinations and preferentially serve the ad variants that have the best chance of getting the right results for your business. Feed the machine.
9. Keep a keen eye on campaign performance
Over time, your ads dashboard will become a treasure trove of data on how your ads are performing. This is a veritable goldmine – revealing the secrets of what’s working, and what’s not, so you can improve your campaign performance over time. And when you improve campaign performance, revenue growth follows suit.
10. Consider working with an expert (like us!)
To really begin driving serious revenue with Google Ads for HVAC, you need a holistic view of your full customer lifecycle.
That means setting up tracking to capture all points in your customer acquisition journey, right from the first click through all onward KPIs such as landing page conversions.
That may sound like overkill. But a hit-and-hope approach won’t get you very far in today’s ultra-competitive landscape.
It takes time and tenacity to get transformative results. And we can take care of everything on your behalf – leaving you to get on with the important work of servicing your clients.
Ask us for a free proposal and we will work up a strategy – showing the results you could expect in the first three months of working with us. Let’s get started.