Marketing your HVAC business can be a tough job, especially when you’re busy with current customers and projects.
There are plenty of marketing channels out there, but it’s hard to know which one is the best fit for you and your business. Most successful marketing strategies pull from many different channels, but certain types of marketing do work better for specific industries.
For HVAC, PPC is one of the best ways to attract more leads and ultimately increase your revenue.
PPC stands for pay-per-click advertising.
It’s a type of advertising where you only pay when users click on your ads. It doesn’t matter how many people see your ads – you only pay for actual clicks.
The most common platform for PPC advertising is Google AdWords. Whenever you see ads included in search results (typically at the top and bottom of the page), those are PPC ads. They usually have a little green “AD” tag next to them to show that they’re paid placements and not organic search results.
PPC advertising is very straightforward.
To start, you need to determine which keywords you want to focus on. Keywords are the search queries that will trigger your ads. For example, if you target the keyword “best HVAC company in <city>,” then your ads will display whenever someone searches for that phrase.
After you have your list of keywords, you have to create your ads. With AdWords, a typical ad consists of a headline, and link, and two lines of body text. You can make the headline and body text whatever you want, although you should test these to make sure users are receptive to your copy.
The link is the location users end up at when they click on your ad. It should be a relevant section of your website – usually with your contact information, a sign-up form, or something that allows you to get into contact with them.
The price that you end up paying for each click depends on how competitive your chosen keywords are. You “bid” on keywords in a mini-auction against anyone else who is bidding on the same keyword. The more people bidding on a keyword, the more expensive each click will end up being for you.
PPC advertising is perfect for HVAC businesses for a few reasons:
HVAC businesses typically benefit greatly from organic search traffic, because people almost always turn to Google when looking for a recommended service company.
PPC advertising is a way to jump to the top of the search results. Instead of waiting weeks and months for your website to rank organically in Google’s search results, PPC ads automatically appear on the front page, usually above the other organic listings.
This is great because it effectively lets you leapfrog competitors that you would usually have trouble competing with.
For example, maybe there’s a bigger, commercial HVAC outfit that dominates the search results in your area. With PPC, you can compete against them directly for the top spot on a search results page, instead of trying to best a website that might be much larger and better-funded than yours.
One of the best aspects of PPC is that it doesn’t require a huge budget.
Many traditional forms of advertising require upfront payment with no guarantee of results.
PPC operates on the opposite model – you don’t pay until you start seeing results, and then you can increase or decrease your budget as you see fit.
You can also make real-time changes to your PPC campaigns. If one of your ads is losing money but another one is doing fantastically, you can cut off your budget to the under-performing ad immediately.
Scaling a PPC campaign is as easy as pumping more money into it.
After you’ve experimented with different ad setups, ad text, and so on, you’ll eventually settle on a “winner.”
When you finally do find the perfect combination, all you have to do is increase your budget to reach a more people. A successful PPC campaign is as close as you’ll ever get to on-demand traffic.
This is especially great for HVAC businesses because you can stop and start it at your leisure. You can run your PPC campaign until you’re all booked up for the next however many weeks or months, and then pause it until you want additional leads.
When you turn it back on, the traffic will start flowing in again right away.
PPC is an awesome advertising model for HVAC businesses, but it can be tricky to find a winning setup for you and your business.
If you’re looking for professional help setting up, managing, and scaling your PPC efforts, we’d love to help!
WebpageFX is a full-service digital marketing agency, and we know PPC. Our expert team of Internet marketers has years of experience managing highly successful PPC campaigns.
We work with HVAC businesses and other service-related companies across the country, and we can help you too!
Contact us today for more information or a free quote.
Find out how WebpageFX can create an effective Internet marketing strategy for your website. Call 888.449.3239 or contact us online today for a free evaluation.