Pay-per-click (PPC) advertising is a model of internet marketing where advertisers pay a fee each time one of their ads is clicked. PPC ads typically appear above organic search engine results and on various websites through programs like Google Ads.
PPC can be highly effective for HVAC companies because it allows them to reach local customers who are actively searching for HVAC services. When someone searches for terms like “HVAC installation [city]” or “air conditioning repair [city]”, HVAC companies can have their ads appear at the top of the search results. This allows them to reach homeowners and businesses right when they need HVAC help.
The major benefit of PPC for HVAC companies is that it provides targeted leads. By carefully selecting keywords and setting up geo-targeting, HVAC companies can ensure their ads are shown primarily to potential customers within their service area. This level of targeting is hard to achieve through other advertising methods.
In addition, PPC allows HVAC companies to track their return on investment. They can see which keywords and campaigns produce calls, form submissions, or sales. This data can then be used to optimize their marketing spend.
Overall, PPC advertising presents an excellent opportunity for B2B HVAC companies to reach local homeowners and property managers. By crafting targeted ads and campaigns, they can drive qualified leads and sales through their website. The key is to consistently monitor, tweak, and improve their PPC strategy over time.
In this blog post, we’re going to do a deep dive into how HVAC companies can utilize PPC advertising to reach their ideal customers. We’ll explore the ins and outs of setting up and optimizing a PPC campaign, from keyword research to ad copywriting to campaign management.
Hopefully this post will help provide HVAC companies with a complete game plan for PPC success. By implementing these PPC best practices, you can generate more website traffic, leads, calls, and sales. You’ll also gain insights into your market and how your ideal customers search.
Creating and Managing PPC Campaigns
How to Choose the Right Keywords for Your PPC Campaign
The first step in creating a successful PPC campaign is to choose the right keywords. These are the words and phrases that potential customers will use to search for the products or services you offer. Choosing the right keywords is crucial because it determines who will see your ads and how often they will be displayed.
When researching keywords, you want to find the optimal balance between high relevance, high search volume, and low competition. Here are some best practices for HVAC companies to follow:
- Leverage keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs to generate a big list of keyword ideas related to HVAC services. Look for keywords that contain your most important services, cities, and industry terms.
- Analyze the monthly search volume for each keyword to prioritize ones with sufficient volume. This indicates enough people are searching for a term to make it worth bidding on. Aim for at least 100 monthly searches.
- Check the keyword difficulty scores in Ahrefs or SEMrush. This measures how hard it will be to rank your PPC ad for a term. Try to pick keywords with “medium” difficulty for the best chance of success.
- Consider long-tail key phrases like “emergency air conditioner repair San Diego” in addition to short keywords. Long-tails allow you to get very targeted with location and services.
- Organize your keywords into ad groups around topics like “HVAC installation”, “furnace repair”, “air conditioning service”, etc. Use tight ad groups for higher quality scores.
- Use negative keywords like “DIY HVAC” to avoid the wrong searches. This will save your budget.
Following these best practices will help HVAC companies choose profitable, high-converting keywords to reach exactly who they want through paid search. This lays the foundation for PPC success.
Your PPC ad copy is the sales pitch that will convince searchers to click on your ad and visit your website. That’s why crafting compelling, benefit-driven copy is so important. Follow these tips to create ads that convert:
- Lead with your most important keyword or key phrase right away. This signals relevance to searchers.
- Focus on creating a strong headline that piques interest. Ask a question, highlight a benefit, or use a descriptive keyword.
- In the description lines, briefly explain how you can solve the searcher’s problem or need. Emphasize benefits like speed, quality, or experience.
- Use persuasive, customer-focused language. Avoid overly salesy or promotional messaging. Build trust.
- Include a clear call-to-action that tells searchers what to do, like “Get a Free Estimate” or “Schedule Now.”
- Make sure your ad is consistent with your landing page. Don’t promise something your site doesn’t deliver.
- Use ad customizers to include the keyword or location to make your ad more relevant.
- Create different ad variations to test different headlines, offers, and copy. See what resonates best.
- Use emotional triggers like “urgent” or “fast” for service keywords and “trusted” or “experienced” for informational keywords.
- Don’t overly promote your brand name in your ad copy. Keep the focus on customer needs and benefits.
By taking the time to carefully craft your PPC ads, you can see higher click-through rates, lower cost-per-click, and most importantly – more conversions. Test different approaches to see what works best for your HVAC business.
How to Set Your Budget and Bid on Keywords
Once you’ve created your ad groups and ad copy, you need to set your budget and bid on keywords. Your budget is the amount of money you’re willing to spend on your PPC campaign each day. Your bid is the amount of money you’re willing to pay each time someone clicks on your ad.
When setting your budget and bidding on keywords, consider the following factors:
- Your budget: How much money are you willing to spend on your PPC campaign each day?
- Your competition: How much are your competitors bidding on the keywords you want to target?
- Your conversion rate: How many people who click on your ad are actually converting into customers?
How to Create Landing Pages that Convert
Your landing pages are one of the most important parts of your PPC strategy. If your landing pages don’t convert visitors into leads and sales, then your ads are wasting money. Follow these best practices to optimize your landing pages:
- Create a dedicated landing page for each of your main PPC ad groups that matches the offer in your ads. Send traffic to specific, relevant pages.
- Make sure your landing pages prominently feature the keywords and key phrases used in your ad copy. This reinforces relevance.
- Focus your landing page content on educating site visitors and addressing their concerns. Answer their questions.
- Keep your landing pages simple and clutter-free. Remove any distractions that take attention away from your offer or call to action.
- Place your call-to-action buttons and forms high up on the page where they are visible. Make them large and contrasting.
- Reduce the number of steps to convert. For example, use a contact form rather than forcing phone calls.
- Use trust symbols like reviews, certifications, case studies, and satisfaction guarantees. These increase conversion rates.
- Make your landing pages mobile-friendly. Many PPC clicks will come from smartphones.
- Insert live chat or phone numbers to capture leads who need assistance. Don’t lose them.
- Continuously A/B test your landing pages to improve your conversions over time.
Optimized landing pages paired with targeted, benefit-focused ads are the keys to PPC success for HVAC businesses. Focus on understanding customer intent and providing the right information at the right time.
How to Track the Results of Your PPC Campaigns
Tracking campaign performance is crucial to getting the most out of your PPC investment. Make sure to monitor these essential metrics:
- Impressions – How often your ads are being shown. Aim for a large volume of impressions to increase visibility.
- Click-through rate – The % of impressions that result in clicks. Look for CTRs above 2-3% in most industries.
- Quality score – Google’s rating of your keywords and ads. Higher is better for getting lower CPCs.
- Average CPC – What you’re paying for each click. Lower is better. Monitor CPC trends.
- Bounce rate – The % who leave your site after landing. Aim for under 50%.
- Pages per session – How many pages people view per visit. More is better.
- Conversions – Sign-ups, calls, purchases, etc. Tweak campaigns to increase.
- Conversion rate – The % of visitors who convert. Look for 2-5% or more.
Use platforms like Google Analytics to dive deeper into visitor behaviors. See which landing pages, ads, and keywords produce the most conversions.
Conduct regular split testing on elements like headlines, ad copy, landing pages, and calls-to-action. Incrementally improve performance.
Optimize campaigns frequently based on data. Pause poor performers and double down on what works. This is how top PPC results are achieved.
By continually tracking and testing PPC campaigns, HVAC companies can increase leads while keeping CPCs and budgets under control. Follow the data to success.
Additional B2B HVAC Focus
While most HVAC companies focus on residential customers, B2B lead generation is also an important piece of the marketing mix. Here are some ways B2B HVAC companies can leverage PPC to connect with commercial prospects:
- Target commercial and industrial keyword phrases like “HVAC for office buildings” and “commercial AC installation”
- Create ads focused on business pain points like reducing downtime, lowering energy bills, and improving air quality
- Use LinkedIn’s PPC platform to target ads to specific industries and job titles
- Run geo-targeted campaigns in business parks, commercial districts, and industrial areas
- Segment and nurture leads with customized landing pages for each part of the buyer’s journey
- Promote seasonal service offers and maintenance plans to existing commercial clients
- Track lead quality and sales cycle length to determine the ROI of your B2B PPC spending
- Retarget websites visitors with customized ads based on their engagement
- Offer free HVAC assessments or audits to generate new commercial leads
The opportunity is there for B2B HVAC companies to generate qualified leads through targeted PPC campaigns. Focus on tailoring messaging and promotions to commercial buyer needs and behaviors.
Targeting Your Ads to the Right People
How to Use Location Targeting to Reach Potential Customers in Your Service Area
Location targeting allows HVAC companies to geo-target their PPC ads and only show them to people searching in their service areas. This improves ad relevancy and conversion rates. Here are some tips:
- Set your location targeting at the city or zip code level. Going too broad (state level) will waste budget.
- Make sure to include all the cities, towns, and metro areas you service. Don’t miss potential customers.
- Consider running separate campaigns for your primary service area vs surrounding areas.
- Use radius targeting to show ads to people within 5-20 miles of your office locations.
- Create location-specific ad copy like “HVAC Service in Austin” to improve CTRs.
- Use location extensions and ad customizers to dynamically insert city names.
- Separate out high-value zip codes into their own ad groups and bid higher on them.
- Monitor click volume and conversions by zip code to see where your best customers are coming from.
- Adjust your bids based on conversion potential for each location. Bid higher in your best areas.
With good location targeting, HVAC companies can connect with customers right in their neighborhood. Combined with other targeting options, you can really zero in on your best customer profiles.
How to Use Demographic Targeting to Reach Potential Customers Based on Their Age, Gender, and Interests
Demographic targeting allows HVAC companies to get their ads in front of the right age groups, genders, and types of people based on interests. Some tips:
- Target people aged 35-60, as they are most likely homeowners needing HVAC services.
- Target homeowners by bidding higher on keywords and placing ads on sites related to homeownership.
- Show ads to both males and females, as both genders are involved in HVAC purchase decisions.
- Target DIYers by bidding on “HVAC installation” keywords and placing ads on home improvement sites.
- Target families by showing ads on parenting sites and bidding on kid-friendly keywords.
- Reach professionals working from home by targeting keywords like “home office HVAC”
- Target pet owners, a big demographic needing AC, by advertising on pet-specific sites.
- Show ads to environmentally-conscious people by targeting “energy efficient HVAC” keywords.
- Reach luxury homeowners using keywords that indicate higher budgets.
The more you can micro-target the right demographics for your services, the better your PPC results will be. Test different customer profiles to see what works.
How to Use Keyword Targeting to Reach Potential Customers Who Are Searching for the Services You Offer
Keyword targeting is one of the most powerful ways to connect your PPC ads with people actively searching for HVAC services. Here are some tips:
- Do thorough keyword research to build out a comprehensive list of HVAC service keywords to target.
- Include keywords for specific services like “air conditioner repair” along with brand and model terms.
- Use long-tail key phrases like “emergency furnace replacement cost” to attract very targeted searches.
- Leverage geo-modified keywords like “Denver HVAC company” to combine location and service.
- Use broad match modifier (BMM) keywords to target close variations of keywords and gain more reach.
- Analyze search query reports to find new keyword opportunities based on what people are searching.
- Create tightly themed ad groups around HVAC services like maintenance, installation, repair, etc.
- Bid higher on commercial HVAC keywords if you want more business leads.
- Set up negative keywords to avoid irrelevant searches that waste budget.
With smart keyword selection and targeting, HVAC companies can put their PPC ads in front of the highest quality prospects. Monitor keyword performance closely to optimize.
How to Use Retargeting to Reach Potential Customers Who Have Already Visited Your Website
Retargeting is a powerful PPC tactic that allows HVAC companies to keep connecting with potential customers who have already visited their website. Here are some tips:
- Install the Facebook pixel on your website to unlock Facebook’s retargeting capabilities.
- Create custom audiences in Facebook based on pages visited, actions taken, and more.
- Show targeted ads to website visitors who looked at specific service pages or pricing.
- Retarget people who watched an educational video with a promotional offer.
- Set up Google remarketing tags to serve ads across the Google Display Network.
- Remind visitors who left their cart of discounts or financing options to complete their purchase.
- Develop audiences based on traffic source, page views, and time on site.
- Sequence your retargeting ads from awareness offers to special deals for engaged prospects.
- Limit frequency so you don’t oversaturate customers with retargeting ads.
Used correctly, retargeting helps HVAC companies reduce wasted ad spend and concentrate budgets on hot leads. It’s all about delivering the right message at the right time.
Additional B2B HVAC Focus
Here are some additional tips for B2B HVAC companies to target their PPC ads:
- Leverage LinkedIn’s PPC platform to target by industry, job title, and company attributes.
- Use IP targeting to serve ads to people browsing at targeted company offices and buildings.
- Build out lists of commercial real estate companies to target.
- Bid on commercial HVAC keywords like “VAV system maintenance” and “boiler installation.”
- Create ads focused on facility manager pain points like improving air quality.
- Target larger companies likely to have ongoing service contracts available.
- Use audience exclusion to avoid showing ads to residential keywords and websites.
- Make ads with a professional tone that will appeal to facility managers.
- Promote case studies and testimonials from customers in their industries.
- Develop landing pages that speak directly to commercial buyers’ needs.
With thoughtful targeting and messaging, B2B HVAC companies can generate more high-quality leads through PPC advertising. Take the time to understand your ideal customers.
Tracking the Results of Your PPC Campaigns
What Metrics to Track
Monitoring campaign performance should be an ongoing process for HVAC companies running PPC ads. By regularly tracking key metrics, you can gain insight into what’s working and what needs optimization. Some of the most important PPC metrics to analyze include:
- Clicks – Total clicks your ads receive
- Click-through-rate (CTR) – Clicks divided by impressions
- Impressions – How often your ads are shown
- Average position – Where your ad ranks in results
- Quality score – Google’s rating of your keywords and ads
- Average cost-per-click (CPC) – What you pay for each click
- Conversion rate – Percentage of visitors that convert
- Cost-per-conversion – What you pay for each conversion
- Conversions – Sign-ups, calls, purchases, etc.
- Return on ad spend (ROAS) – Revenue generated from ads
- Bounce rate – Percentage that leave your site quickly
- Pages per session – Average page views per visit
- Goal completions – Visits that reach key pages or actions
- Lead quality – Relevance and value of the leads generated
Analyze these PPC metrics regularly to find opportunities to improve campaign performance. Continually optimize for more conversions and lower cost-per-conversion.
How to Use Google Ads to Track Your Results
Google Ads provides robust analytics and reporting tools to help HVAC companies measure and optimize their PPC performance. While the basic Campaigns, Ad Groups, Keywords, and Ads tabs offer helpful high-level data, you can dig much deeper by utilizing these advanced reporting features:
- Check out the Dimensions tab to break down your data by date, device, ad schedule, location, and more. See when and where your ads perform best.
- Dive into the Auction Insights report to analyze your impression share and outranking share data. Identify high performing areas to increase bids.
- Set up conversion tracking for calls, form submits, site engagement, and more. This unlocks conversion data for optimization.
- Build custom attribution models to see your conversion paths and which marketing channels assist conversions.
- Create custom segments in your account to analyze performance for specific products, services, campaigns, or audiences.
- Use the Google Analytics integration to combine PPC and website analytics for deeper analysis.
- Check out the Audience reports to see demographic data on your visitors like age, gender, interests, and intent.
- Monitor your geographic performance to see which locations yield the most conversions and revenue.
- Check search query data to find new keywords and opportunities based on actual searches.
- Schedule monthly reports to monitor high-level metrics and quarterly changes.
Tapping into Google Ads’ extensive reporting provides the insights you need to continually refine and improve your PPC campaigns over time. Analyze frequently!
How to Use Other PPC Platforms to Track Your Results
While Google Ads is the biggest PPC platform, HVAC companies shouldn’t ignore the potential of other paid search and social networks. Make sure to thoroughly track campaign performance in platforms like Bing, Facebook, and LinkedIn as well.
While Google Ads tends to be the central PPC platform for most HVAC companies, expanding to other paid search and social networks can give you a broader reach. Here are some tips for tracking performance in other PPC platforms:
- Use Bing Ads to target searchers on Bing and Yahoo. Access data on conversions, ROI, location performance, and more.
- Leverage the Facebook Ads Manager to monitor campaign metrics for your Facebook and Instagram ads. Breakdown data by ad sets, creatives, and audiences.
- Analyze LinkedIn Campaign Manager reports to optimize your lead gen and brand awareness campaigns on LinkedIn.
- Track conversions from your Quora Ads to monitor the performance of ads shown to relevant question viewers.
- Use call tracking numbers with all search and social ads so you can accurately measure the calls driven.
- Compare metrics like CPC, CPM, CTR, frequency and reach across platforms. Reallocate budgets accordingly.
- Ensure third-party platforms are linked to your Google Analytics for full cross-channel visibility.
- Build custom dashboards to monitor high-level performance from all PPC accounts in one view.
Additional B2B HVAC Focus
While general PPC metrics like clicks and conversions are important, B2B HVAC companies need to take a more in-depth approach to monitoring campaign performance and ROI. Key areas to focus on include lead quality, cost per lead, sales pipeline influence, and landing page optimization.
When tracking the results of your PPC campaigns for B2B HVAC businesses, it’s important to track the following metrics:
- Lead generation: The number of leads that you generate from your PPC campaigns.
- Sales: The number of sales that you generate from your PPC campaigns.
- Return on investment (ROI): The amount of money that you make from your PPC campaigns, minus the amount of money that you spend.
You can use these metrics to see how your PPC campaigns are performing and to identify areas where you can improve.
For example, if you’re not generating enough leads from your PPC campaigns, you may need to adjust your targeting or your ad copy. Or, if you’re not generating enough sales from your PPC campaigns, you may need to improve your landing pages or your sales process.
By tracking the results of your PPC campaigns, you can ensure that you’re getting the most out of your investment.
Implementing a strategic PPC campaign can deliver tremendous dividends for HVAC companies looking to acquire more qualified leads and grow their business. By conducting thorough keyword research, writing compelling ads, continually optimizing landing pages, and monitoring performance data, HVAC businesses can connect with homeowners and facility managers right when they are searching for HVAC solutions.
The key is to continually test and refine your PPC campaigns based on real data and metrics. Take the time to understand your ideal customer demographics, behaviors, and needs. Craft targeted ads and landing pages that speak directly to their interests and concerns. With the right PPC strategy tailored to your specific offerings and market, you can achieve success driving conversions and revenue growth.
Focus on providing a great customer experience from the first ad click all the way through to service delivery. PPC advertising pairs well with other digital marketing channels like SEO and email marketing to generate awareness, nurture prospects, and increase customer lifetime value. With smart use of PPC, an HVAC business can scale up and expand into new service areas and customer segments over time.