11 quick tips for successful HVAC advertising

Tom Richards

1 year ago

10-second summary:

There are many ways to advertise your HVAC business – including referral schemes, business partnerships and social media marketing.
Pay per click advertising is one of the most effective forms of lead generation for HVAC businesses.
Use Google ads to connect with local people at the exact moment they are researching services that your business provides.

Good HVAC advertising is your gateway to bigger revenue. Here are 11 quick tips for finding success.

There are dozens of ways to advertise your HVAC services. But the most effective place to pump your marketing spend might surprise you.

Here are 11 tips for getting better returns from your HVAC advertising and winning new customers.

Week after week, month after month.

Let’s go.

One quick thing before we dive in…

What if we offered to cover your ad spend? We are experts in pay per click advertising and could drive significant revenue for your business – without you having to lift a finger or risk your marketing budget. Find out more about how we work. Or book a quick discovery call and let us explain what kind of results you can expect within three months of working with us.

“The digital strategy the Adbetter team created for us immediately started paying for itself several times over in just the first month, by delivering significant new customer revenue. It also has allowed us to open up our customer base to new audiences that I never thought would be our target audience.”

– Kiana Djazeb, Director & Founder, Snatch & Glow

1. Remember your reader

HVAC advertising isn’t about smoke and mirrors.

Or deception.

Or trying to manipulate people into becoming your customer.

It’s about providing real answers to real problems.

Lots of advertisers forget that there’s a real person on the end of your marketing message.

Choosing to put yourself in your reader’s position and creating marketing from their perspective – rather than your own – will put you streets ahead.

Think about the problems your customers face and explain how you can solve them.

Having said that, maybe it’s not all about our reader.

In the age of misinformation, genuine expertise is compelling. It’s enlightening to listen to an expert.

Perhaps you can demonstrate your knowledge by shining a light on how your various HVAC systems work – and why they’re better than the alternatives.

Just don’t get too technical and alienate your audience. People shouldn’t need an engineering major to understand your ads.

2. Tap into referral discounts

One of the best forms of advertising is advertising that’s done for you.

Do your past and present customers have friends and family?

Will those people likely need HVAC services at some point?

You can win a lot of new business almost effortlessly by implementing a referral scheme that rewards your existing customers for recommending your company to friends and family.

Simple. Effective. Easy to manage.

3. Explore brand partnerships

Think about other businesses that may have a need for your services – such as housing developers or interior designers.

It’s a no brainer to connect with them and offer them an incentive for using your services.

That way the burden of finding new customers is taken off your hands.

4. Get your website in order

An unprofessional, outdated website can do serious damage to your credibility.

Take the time to get the fundamentals right.

Clear, concise, customer-focused copywriting.
Individual pages for each of the services you offer (such as installation, maintenance and repair).
Clear signposting for your visitors to get in touch and get a quote.
Evidence that you have the appropriate qualifications and expertise.
Social proof – such as case testimonials from previous customers.

5. Google Ads: soar up the search rankings instantly

Good SEO is crucial. But it can take weeks (or months) for your efforts to push you up the search rankings.

No such issues with Google Ads: you can pay to get to the top of the search rankings for the HVAC services that you provide.

Just imagine. Someone in your region searches for HVAC repair or installation and – bang! – there you are at the top of the search results.

Even better? You only pay for these ads if someone actually clicks. It’s what makes pay per click one of the most accountable and effective uses of your ad budget.

6. Try Google Local Services ads

Another way to connect with your community is through Google’s Local Services ads. These work slightly differently to Google’s regular PPC ads.

For starters, you only pay when a potential customer gets in touch through your ad. Your ad will also be displayed with a ‘Google Guaranteed’ badge – a persuasive signal to potential customers that your service is reputable.

7. Boost your reach with social media advertising

Facebook. Instagram. TikTok. They have over 4 billion active accounts between them. And each platform has incredibly sophisticated audience targeting tools that make it easy for you to display ads to people who are likely to be interested in your HVAC services.

Every penny you spend on social media advertising is tracked – and you can see what reaction your ads get from the audience you have targeted. With a tested strategy to reach new customers throughout the buying cycle, paid social ads can deliver some of the fastest results of all marketing channels – digital or otherwise.

How to load the dice in your favour?

Get hooky.

Remember that people respond to incentives. Give your target audience a reason to engage. That could be a free quote. A loyalty program. A competition. Or whatever else your creative mind can think of.

Oh and one more thing.

If your HVAC brand has a Facebook profile, make sure you’ve added Meta Pixel to your website. It’s a tracking device that gathers information on how your web visitors are behaving. If it detects they are Facebook users, Pixel will allow you to create ads that appear in their feed, in their Stories and more.

It’s a great way of giving people who are already interested in your HVAC business a timely reminder of the services you offer.

8. Send leads to a designated landing page

Okay, we’ve established that pay per click campaigns can be a highly effective way to generate leads. But when you’re paying for the click, it’s worth considering the destination you’re sending your audience to.

The easiest – and most obvious – option is to send your traffic to the homepage of your website.

But hold up.

It’s always best to send your audience to a designated landing page that’s unique to the ad they clicked.

Not only does it make the effectiveness of your PPC activities easier to track, but you get far more control over how you interact with your prospects.

Create a page that feels like a continuation of your PPC ad, with targeted messaging and a clear proposition.

Your landing page should also include a data capture element that allows you to engage with your leads in the future and nurture them towards becoming customers.

9. Email marketing: a route to customer loyalty

Email marketing is a potent tool. If someone consents to you appearing in their inbox, you have a huge opportunity to create a loyal customer relationship that drives sustained revenue for your business.

Any email addresses you have, you should be marketing to – with appropriate consent to stay on the right side of all necessary privacy rules, of course.

Try to make sure your emails are as relevant as possible to your reader. Offer tips on looking after their HVAC systems. Introduce the engineering behind exciting new technologies. Or simply provide newsletter-only promotions and discounts that reward subscribers for opening your emails and being part of your community.

10. Add live chat to your website

Some people love it, others hate it. But there’s no doubt that live chat is capable of generating easy wins in terms of lead generation.

A word of warning? If you’re going to offer live chat, make sure you’re capable of meeting demand. Keeping your prospects waiting isn’t a good look.

11. Remember that digital channels aren’t the only option

The local newspaper. Local radio. Local billboards. Print catalogues that you mail to the community. There are many ways of promoting your HVAC expertise beyond the www. Don’t be afraid to explore.

Your ad spend is precious. So ad better.

At Adbetter we have proven customer generation strategies for digital channels. And we only work with businesses where we are 100% sure we can deliver new customers and revenue growth.

You can expect us to handle everything on your behalf. No clandestine processes. No confusing marketing jargon. Just fully transparent lead generation – and a monthly report showing the impact we are making on your revenue growth.

Schedule a discovery call and let us 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.