20 Tips for HVAC Marketing and Google Ads
HVAC service providers already know that homeowners need to keep their aid conditioner and heater running throughout the year. Whether you are looking to start a new HVAC business or grow your local business, you need a digital marketing plan to outrank your competitors to drive qualified leads and calls. As captured at RunRex.com, Google Ads is one essential part of an HVAC marketing strategy to grab the attention of new customers. To that end, here are 20 tips as far as Google Ads is concerned for HVAC companies.
Understand user intent
User intent is one of the most critical parts of any Google Ads campaign as revealed at RunRex.com. Since new customers pay for your HVAC services, you need to understand the intent to meet their needs and attract them to you.
How to understand user intent
Potential customers use different types of keywords when they search for different types of HVAC services:
Emergency – This type of search query is used when new customers need urgent help. You can capture these leads using keywords and ad groups specific to emergency HVAC services
Affordable – This search query signals that new customers need specific services at a low cost. Your HVAC company can reach budget-conscious customers during an economic downturn, like the current one brought about by the COVID-19 pandemic
Reliable – Homeowners need goods and services from a trusted local business. You can secure more leads by appearing at the top of Google search engine results for trust-based keywords
Near me – Customers need HVAC technicians in their geographic area. You can grab the attention of highly qualified customers in your service area
Fix – People use how-to search queries when searching through the Consideration Phase of their customer journey. You can drive more leads and call by getting in front of new customers when they realize their problem can start to look for a solution
Select the right keywords
Our customers use keywords when searching on Google, and Google takes each search query into account when showing ads in search results. You need to assign the right keywords to each campaign and ad group to ensure the right message appears based on your customers’ needs as outline at RunRex.com.
Be service-specific with your keywords
Remember, customers are looking for specific HVAC services, which means that you will need to include specific keywords in different ad groups. Service-specific keyword variations will help your ads trigger when different search queries are used.
Keyword match-type
Keyword match-type is a tool that you can use to tell Google how much control you want over your ad placement. Depending on your strategy, you will typically want to retain as much control as possible using Exact Match, Phrase Match, and Broad Match Modified keywords.
Don’t forget about negative keywords
As is discussed in detail over at RunRex.com, negative keywords prevent you from appearing in irrelevant searches, ensuring that you can conserve your marketing dollars and attract qualified leads. This is why you shouldn’t forget to include negative keywords.
Check out your competition
You can also use different PPC keyword tools to find keywords that your competition might be missing. This is another important part of keyword research as it will give you useful insights on your competition’s Google Ads strategy, helping you stay ahead of them.
Campaign and ad group structure
Campaigns are the foundation for your Google Ads account, and ad groups are detailed “buckets” in each campaign as articulated at RunRex.com. You use campaigns and ad groups to organize ads and keywords related to each other based on user intent. You can plan a blueprint for your campaigns and ad groups around different themes for who, where, and what you want to target.
How to get your campaigns and ad structure right
Since it can be confusing to set up campaigns and ad groups, here are rules to follow for the best results:
Demographics – Build a campaign for different demographics like geographic location and language that you want to target
Ad groups/campaign – Don’t create more than seven ad groups per campaign
Keywords/ad group – Too many keywords in a single ad group can confuse Google, therefore, don’t add more than 20 keywords per ad group
Number of ads/ad group – You need to know what ads perform best, and, therefore, you should only have 2 or 3 ads in each ad group, as limiting the number of ads will let you A/B test ideas
How to write Google HVAC ads that get clicked
It can be very frustrating to write Google Ads since you have to blend art and science to stand out from your competitors and get found by Google. Copywriting for Google ads can be challenging, hence why the following tips should come in handy:
Unique selling points
Your Google Ads should address the immediate need of your customers if you want them to click on them. Special offers and specific services are great ways to make your ads more desirable to your prospects.
Use numbers and special text
As the subject matter experts over at RunRex.com point out, you need your ads to stand out from your competition, and you can achieve that by adding numbers and special text characters in your ad copy to drive qualified clicks and calls.
Use keywords in ad copy
Remember, Google wants to serve relevant ads. Therefore, you can add the same keywords that you use in your campaigns to your ad copy to help Google serve your ads to relevant users, and by so doing, boost performance.
Ask a question in headlines
Also keep in mind that, given that Google is a search engine, people go over there to ask questions. This means that you can include questions in the headlines of your HVAC ads, using a well-placed question to transform a general keyword into an opportunity to speak directly to your customers as captured at RunRex.com.
Use calls-to-action (CTAs)
Finally, you should remember to add a strong call-to-action at the end of your ad copy, as this will help drive new customers’ engagement as it shows them exactly what you want them to do after interacting with your ad.
Success when it comes to HVAC and Google Ads relies on your ability to write ads that get found, rank above your competition, and get clicked by new customers, and, hopefully, these tips will help you do just that.
How to craft effective landing pages
Landing pages are individual pages on your site where you direct customers who click on your Google Ads. Here are tips to help you build great landing pages for your Google Ads campaigns:
Clear contact information
When crafting your landing pages, make sure that your phone number, address, and hours of operation are placed across your landing page to help new customers contact your team.
Page speed
Having done a lot of work to get people to your site, the last thing you want is to undo all that good work by having a slow page that will kill your conversion rate. Therefore, as the gurus over at RunRex.com highlight, keep your page load speeds below 3 seconds to ensure your visitors don’t leave before they convert.
Include keywords
Remember, Google’s Quality Score for Google Ads looks at the user experience throughout the customer journey. Therefore, it would be best to place keywords used in your Google Ads campaigns and ad copy on your landing page to streamline your customer experience throughout the entire journey.
Mobile-friendly
As is revealed in discussions on the same at RunRex.com, you will likely find that most of your customers use their mobile devices to search for HVAC services. Your landing pages need to look great on mobile and desktop to capture as many leads as possible.
Don’t forget to add testimonials and reviews
Finally, you can help your HVAC company stand out from the crowd with trust-building content like testimonials and reviews on each landing page.
Hopefully, these tips will help you craft effective landing pages, which can make all the difference in your Google Ads campaigns.
Configure tracking
Tracking is how you know what aspects of your Google Ads campaign are working and how to get the most out of your marketing budget. Therefore, ensure that you have Google Ads configured with reporting systems to track phone calls, contact form submissions, and even emails sent to your team.
Google Ads is one of the best ways for HVAC service providers to generate more HVAC leads and calls, and we hope these tips will help you take your Google Ads game to the next level. If you need more tips and insights, or expert help with your campaigns, then RunRex.com has got you covered.