Category Archives: Facebook Advertising

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The (Ultimate) HVAC Facebook Marketing & Management Guide

HVAC Facebook Marketing Guide Cover

Delving into HVAC Facebook marketing can seem intimidating for contractors in 2023. However, with the volume of users (about 307 million) and the average time spent per day (about an hour), Facebook has done a lot to transform itself into an asset for business owners. 

Like Google, Facebook has spent a good portion of the last decade rolling out new services like advertising and ways to connect business owners to their audience. As a result, Facebook has emerged as an essential marketing tool for AC and heating companies.

2023 is the perfect time to revamp your HVAC business’s Facebook page. That’s because HVAC contracting enterprises have been slow to adopt Facebook marketing as a priority, as have many other home service businesses. So if you are serious about getting started with HVAC Facebook marketing, you could be getting a jump on your local competitors.

There are many different aspects of Facebook management for AC companies. As a result, HVAC Webmasters outlines some critical social media marketing and management tactics in the following guide. 

Setting up an HVAC Facebook Business Page

Having a Facebook page for your business differs from having a profile on Facebook. To set your business up for success on Facebook, you will want to set up a Facebook “Page” for it. You can start by visiting the Facebook setup page.

And as you can see from this page, you have two “Page” options. The first option is “Business or Brand,” and the second is “Community or Public Figure.” Of course, as an HVAC contractor, you will want to choose “Business or Brand.”

To go any further, you will have to have a Facebook account already, so if you don’t already have one, sign up for one now. Next, you will be asked to categorize your business. You will also be asked to name your Facebook business page. We recommend naming your page directly after your HVAC business name. 

The rest is self-explanatory. Fill your business page with high-quality pictures, provide a brief description of your business, and assign page roles to yourself and anyone else that will be helping you manage your Facebook page (Admins, moderators, editors, etc.).

If you look just below the cover photo of your Facebook page, you will see an option for “Add a Button.” This is where you can add a call to action button. We recommend doing that as soon as possible because it will make it easier for consumers to get in touch with you. 

Once you click the “Add a Button” option, you will be asked to choose from various CTA’s. Pick the one that is most relevant to your business. 

It’s also vital to thoughtfully fill out the “About” section of your Facebook page, as that is the section where most people go to find out crucial information on your business. Here are some things you might want to include in the “About” section:

  • The date or year your business was founded
  • A brief description of the services you offer
  • How your customers use and benefit from your services
  • Any awards or accolades your business has earned
  • Company mission, philosophy, or motto
Screenshot of Facebook Business Page for Local HVAC Company

Building A Community

Using Facebook as a means of HVAC marketing is about building a community. One of the first steps towards building a community is going to your page and clicking the section that says, “know friends who might like your Page?” 

You can invite people you know to check out your page and follow it here. You must only include people who might be interested in your page, business, or the content you plan to share. 

Facebook Community Stats

Consider friends, business contacts, customers, colleagues, or even suppliers in your business network. Of course, you will need their contact information to narrow your options immediately. 

Interact with Followers

One of the best ways to cultivate a community on Facebook is to be active and responsive. Consider your followers as valuable commodities. If someone leaves you a comment, don’t ignore it. Instead, do your best to respond to the comment as soon as possible. 

It is helpful to have someone manage your Facebook Page daily – even if you can’t respond promptly, someone in your business should speak on your behalf.

The more likes you get on your Facebook page, the more potent it becomes for your business. And to keep things in perspective, the point here is to market your business. So, of course, marketing works best when your business is evident. 

Getting likes makes you visible on Facebook, and being responsive to comments and posts is a great way to get likes. 

Post on Facebook

The “Write Something” field is where it all begins. Of course, sharing content will reach out to your audience and attract more followers. But what sort of stuff should you post on your Facebook Page as an HVAC contractor? Here are a few examples of content that will be helpful for HVAC businesses specifically:

  • Blog Content: Content marketing is compelling and important. With Facebook marketing, you can leverage the blog content you have published on your website. You can do this by writing up a quick preface to the content (1-2 sentences should do it) so that your followers will have a good idea of what they will be reading. Then, include a link to the blog post and click “Share Now.” It’s best to link to blogs that have been particularly popular on your site or at least relevant ones to the original post content.
  • Images: Images are a great way to engage followers and give them a quick reason to hit the “like” button. Images also drive engagement and interaction among Facebook users. Everything from funny memes to images of interesting job sites is fair game. 
  • Pins: A tool like DataPins produces verified job postings of your recent work with images and captions. These schema-pins are great to share on Facebook as they serve as social proof for your heating business.
  • Facebook Live: Facebook Live allows you to share live, streaming video content with your followers. This can be especially beneficial for HVAC contractors because it will enable them to show real-time work. Consider live-streaming the final touches on a new HVAC system you’re working on or an exciting phase of the job.
Screenshot of Facebook Post About AC Maintenance

HVAC contractor Facebook management comes down to timely posts that spark engagement. Of course, the algorithm limits how many impressions your organic posts receive, encouraging you to invest in Facebook Ads.

Target an Audience

Facebook promotion is also about knowing your target audience. Think about your typical customers. What age are they? What does their general income appear to be? Are they residents? Are they business owners? 

The cool thing about using Facebook for marketing is that you can tailor your content to the interests of a specific group of people. Facebook ads even allow you to target consumers by particular demographics. 

You have to consider the kind of content your demographic wants to see for inbound marketing. This will make your marketing efforts much more effective. 

You can use their helpful Audience Insights tool even if you don’t use Facebook Ads. It’s free, allowing you to gain insights into your followers’ interests and behaviors.

We encourage you to use this tool to tailor your content to your target audience’s interests, needs, or desires. You can even use the Audience Insights tool to see the same characteristic data for your competitors’ target audiences. 

Facebook Ads for HVAC Companies

While your Facebook Business page can help establish your company and showcase recommendations and content, the best way to reach a large audience on the platform is through HVAC Facebook advertising. Whether you run lead ads or boost your posts, you will earn more followers and gain more impressions than you ever could without ad spend.

The best Facebook Ads for heating and cooling companies create engagement, urgency, and action. Consider offering a timed discount or coupon along with social proof that validates your company’s credibility. Video ads often produce the highest engagement rates, particularly if you demonstrate energy and liability through the video content.

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HVAC Facebook Ads: 11 Suggestions To Consider in 2024

HVAC Facebook Ads (Cover)

HVAC Facebook ads offer intriguing benefits. Facebook allows you to utilize its AI-driven Advantage+ audience targeting to reach potential customers for an affordable cost.

Generally, HVAC contractors want to target homeowners in need of home services.

You can achieve this with Facebook Ads for HVAC. The process of putting up your ads on Facebook may not be as time-consuming or expensive as you think, either. In fact, three years ago, the price of a Facebook ad dropped by 6%.

Nowadays, clicks from Facebook ads cost an average of just $0.94.

That’s a paltry price when you consider the sheer volume of people who use Facebook daily and how many people you can reach with your ad. 

The HVAC industry is a very technical one, and as a contractor, you may not have the time or expertise to devise an effective Facebook ad campaign. But that doesn’t change the fact that HVAC Facebook ads can hugely impact your business. 

If you have never considered using HVAC Facebook ads, now is certainly the time. And if you are interested or already have a social media advertising campaign in place, we want to offer you some help to make it more effective.

In the following guide, HVAC Webmasters will highlight tried and true Facebook ad strategies that will help you get the highest ROI on your social media ad campaign. 

1) Invest in Facebook Video Ads

Five hundred million people watch 100 million hours of video content on Facebook daily. 100 million hours! That’s an astounding figure, but ask yourself this question: is your HVAC business getting a piece of that pie?

Video ads on Facebook can be beneficial as the medium is steadily taking over static ads. But you must be wise about the kinds of video ads you post on Facebook.

We suggest including captions of anything that is being said in your advertisement because 85% of people watch video ads with the volume turned off. You may not need anyone speaking at all.

Videos displaying infographics with narrative captioning and some affordable, public-domain music playing in the background can be very useful for getting your point across. 

The best HVAC Facebook Ads examples incorporate a video that engages users while they scroll through the popular social media platform. Remember, users don’t log in to Facebook with the intention of buying things but will engage with content that entertains them.


2) Keep it Short

Did you know that Facebook allows you to create video ads that are as much as 240 minutes long? That’s a lot of creative freedom, but when was the last time you watched an ad that was longer than a movie? The best practice is to keep your video ads short.

The American attention span is getting shorter almost every year.

Nowadays, you can get your point across in just a few seconds without losing your target audience’s focus. GIF (Graphics Interchange Format) is an excellent tool for creating cheap, short, and compelling ads for your HVAC business. 

Short and concise Facebook Ads perform better for HVAC companies than long and complicated advertising.

Screenshot of Facebook Heading

3) Optimize for Mobile

More than half the time, people watch Facebook video content on their phones. Nowadays, you must optimize every aspect of your online presence (your website, landing pages, etc.) for mobile. The same goes for your static and video HVAC Facebook ads.

Be aware that just because you have an ad that has been earning you many clicks on a desktop doesn’t mean that it will play well on mobile devices. Usually, smaller file ads will work better for mobile users, but test all your Facebook ads on a mobile device. 

Most Facebook users access the social media platform from their mobile app, making optimizing smartphone ads imperative in 2024.

Facebook IPhone

4) Use the Facebook Ads Manager App

The ads manager app is an excellent tool for any HVAC technician or contractor who doesn’t have much time to create Facebook ads. While you should always do your best to craft thoughtful and compelling ads, sometimes, what you need is the ability to put your ad ideas into practice from wherever you are.

The Facebook Ads Manager app comes in very handy. It allows you to create basic ads right from the app.

Within the app, you can create new ads, delete old ones, see how your current ones are performing, and manage your Facebook ads budget and payment. It even allows you to select a target market for your ads.

While some ad creation features still aren’t available on the mobile app, it’s still a convenient tool to have, just in case. 

Facebook Ads Manager App

Source: FB Engineering

5) Leverage Remarketing

Facebook ads are an excellent opportunity to take advantage of remarketing because the platform allows you to target based on five different categories of potential leads. Targets include people who have interacted with your business in person or over the phone, people who visited your website, connected with you on Facebook, and more.

Retargeting is a great chance to convert leads on the fence because you will focus your ads on those unconverted leads. 

6) Conduct Simple A/B Testing

A/B testing is a method of gauging what is working in your ad campaign and what isn’t. You can easily and quickly apply this method to your HVAC Facebook ads. The A/B testing method entails making a small but definitive change in your current ad(s) and seeing how your audience responds.

In the case of Facebook ads, you would see if the change you made increased the ad’s click-through rating or lowered it. It’s a great way to refine your current ads and make them more effective while figuring out what message, image, or font isn’t connecting with your target audience. 

Data reveals more than our cognitive bias ever can, so performing A/B tests on your HVAC Facebook Ads is critical to maximizing your ROI.

Facebook AB Testing

7) Use Templates 

Whether you are creating a static ad or a video Facebook ad, it can help take advantage of the templates they offer. Namely, the templates that allow you to choose the intent of your ads. For example, Facebook has templates for advertisements geared towards customer acquisition, selling products, and showcasing your business.

For HVAC business owners, customer acquisition and business showcase ads would be the most effective. You may sell products like filters, but the chances are that’s not a massive part of your business. 

Facebook offers advertising templates proven to work within their algorithm. While crafting your own message is important, working from a template foundation gives you a major head start.

Ads Template Screenshot


8) Make Lead Acquisition Easy

Facebook Lead Ads are another mobile-centric tip that can help you generate more leads. The fact is that people won’t become leads if the process is too hard. In terms of HVAC, becoming a lead usually entails providing a name, phone number, and email address or requesting further information about your services or a quote for services.

And for mobile users, doing all that from their phone can be a huge chore, and they may choose not to do it at all. But Facebook Lead Ads make it easy for people to fill out an instant, mobile-optimized form to divulge information that will qualify them as leads. 

Facebook Lead Ads for HVAC companies speed up the nurturing process that normally takes place with traditional lead generation methods. Facebook delivers their contact information immediately.

Facebook Lead Ads Screenshot

Source: FB Developers

9) Use Analytics

Analytics is where it gets a bit technical, and you may want to enlist some help. But if you can manage it on your own, Facebook Analytics provides powerful tools to help you define your target audiences and craft better ads.

One of the most useful tools is called Facebook Pixel. Facebook Pixel allows you to attribute conversions back to actual Facebook ads, so you will know exactly how effective an ad is and whether or not it is making you money. 

Facebook Analytics Screenshot


10) Know The Specs

Understanding specs goes hand in hand with our point about optimizing your ads for mobile users, but this is more inclusive of desktop users. Facebook lays out the required specs for their ads, including what kind of files they accept, how big they can be, word count, and even aspect ratio.

And different types of Facebook ads have additional spec requirements. For example, Facebook Canvas ad specs vary from Lead Ad specs. So why should you be aware of these figures? Because if you don’t adhere to them, people may only be seeing half of your ad. And a cluttered, disjointed ad smacks of an unprofessional business. 

Facebook Lead Ad Specs

11) Target Your Local Market

Finally, it would be best to focus on your local market since any HVAC business will certainly be local. Luckily, Facebook allows you to display your ads specifically to users in your area.

You can further refine your audience based on age, gender, interests, and more, but localizing your ads should be your priority as an HVAC contractor.

In other words, if you don’t use any other targeting criteria, at least use local market targeting. Facebook’s Advantage+ audience targeting will take care of the rest.

Facebook Advertising Services for HVAC Contractors

Running a successful heating and cooling business goes well beyond Facebook ads for HVAC. We want to be of service if you need help managing your business’s marketing and advertising.

We are HVAC Webmasters and work with people in your industry, specifically, providing them with lead generation services, local SEO services, web design, and more. Contact us and find out how we can earn you more customers.


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