Google Ads (formerly known as AdWords) is an online advertising platform for HVAC companies and other businesses to promote their services through ads on Google Search, YouTube, and other web entities within Google’s Display Network.
Below, HVAC SEO Webmasters outlines everything you need to know about Google Ads for HVAC.
Key Takeaway
Google Ads are a quick way for HVAC companies to reach local customers on Google search results (and other Google-related platforms)
Google Ads Basics for HVAC
One of the essential assets that Google Ads affords its customers is audience targeting. This is crucial for HVAC customers who run a local business.
After all, what good would it do to have your ads run in New York when you operate in Kentucky?
Understanding Google Ads’ basics prevents your HVAC company from overspending on advertising campaigns.
Geo-Targeting
The first thing you need to know about Google Ads for HVAC is that you can pinpoint a specific display location for web surfers. Geo-targeting will help you reach people that you can reasonably service.
Keyword Research
The second thing you need to know is which keywords you choose and bid on are very important. We will get to the bidding process in a bit. You must ensure you have a list of keywords you want to rank.
For example, if you want an ad that promotes your A/C tuneup service, you would choose keywords that are directly related to A/C tuneup, like “AC tuneup services,” “AC efficiency,” “Air conditioner maintenance,” and the like.
Ad Appearance
Next, you can choose how your ads appear on actual searches and which keywords to use.
For example, you can display your ads only when the exact keyword used to search matches the keyword(s) you selected for your ads.
You can also set the broad match option to display your ad for specific keywords and search queries. one or more of the keywords you have selected for your ad.
Bidding
Lastly, you should know that Google Ads works on a bidding system.
You can’t simply pay for an ad based on a specific keyword you want to target and hope it will reach the top rankings.
Google Ads show up at the top of search engine results pages. But you will have to bid for the top spot.
A Primer on Google Ads for HVAC
Now that you know some of the basics of Google Ads for HVAC, let’s consider how you can maximize your investment.
Headline Practices
First and foremost, your headlines must align with the content visitors will read or hear about when they click the ad.
So if your ad headline reads “Furnace Repair,” you better ensure the landing page is at least chiefly about furnace repair. Also, it helps to include the keyword in your headline.
Free Extensions
If you pay for Google Ads, you can access free ad extensions. Ad extensions allow more information to be displayed along with your basic ad.
This information can include specific links to pages on your website, contact information, a link to your location or service area via Google Maps, promotional offers you may be running, and more.
Google also offers you tools to track the effectiveness of your extensions.
Remarketing Ads
Remarketing or retargeting ads display ads to people who have interacted with your website in the past, or have demonstrated interest in your services.
Ads can appear on any site within the Google Ads network and are very effective.
Retargeting ads give businesses an average boost of 43% in conversion rates.
Use Conversion Tracking
Conversion tracking is another Google tool, and it’s invaluable if you use Google Ads for HVAC.
Conversion tracking gives you critical insights into how well your ads are performing.
The data it provides can help you tweak your ads as necessary and allow you to calculate your advertising ROI accurately.
The 5 Google Ad Types
There are five main types of Google Ads.
- Search Ads: show up on relevant Google search engine results pages.
- Video Ads: Run before, after, or during YouTube videos.
- Display Ads: These are seen on many Google partner websites.
- App Ads: Appear on various mobile apps within Google’s marketplace.
- Shopping Ads: Displays pricing information and ads on relevant Google search engine results pages.
AI for Google Video Ads
The emergence of AI empowers Google video ad campaigns to auto-optimize for users viewing YouTube on various devices and placement areas.
Google’s AI feature can convert existing assets like text and images into video ads and then adjust them for various formats (i.e., vertical dimensions for YouTube Shorts).
The “Trim video” feature converts long-form videos into reduced bumper ads (six seconds) and allows voiceover audio to highlight a specific HVAC service.
The video AI feature can prioritize one of three goals:
- Awareness: Maximize the visibility of video ads
- Consideration: Increase the number of engaged views of video ads
- Conversion: Optimize video ads for a conversion goal like lead generation or website traffic
Quick Google Ads Tips for HVACR
It’s essential to understand every keyword your ad campaign targets and why. Blindly bidding on recommended keywords is a common pitfall for novice HVAC companies.
Here are a few extra tips to help you get the most out of Google Ads for HVAC companies:
Target Less Popular Keywords
If your advertising budget is scant, bidding on less competitive keywords that are still relevant to your services may be more beneficial.
Invest in Good Copy
No matter how much you pay for your ad, it will be worthless if your landing pages have a poor headline or poorly written content.
Take the time to write compelling ad copy or hire an agency/freelancer.
Closely Monitor Performance
Keep a watchful eye on how many new HVACR leads you get from your Google ads.
Google Ads can be highly effective when properly analyzed. However, it’s essential to monitor their performance regularly.
You can even tweak high-performance ads for better conversion.
Google Ads Management Services
At HVAC Webmasters, we specialize in PPC ad campaigns for HVAC contractors. We can help you advertise on Google, Bing, and mobile platforms.
We can ensure your ads reach the right audience, support your ads to rank higher, and increase your sales.
Learn more about how our PPC ad services can bolster your conversions by talking to us.
