Pay-per-click (PPC) advertising is a terrific way to get targeted traffic to your website. Yes, there is a cost involved. But the return on your investment (ROI) — or more specifically, the return on your marketing investment (ROMI) — can be tremendous.
Running effective PPC campaigns can generate consistent leads and calls from real customers with real air conditioning and heating issues.
Even if you rely primarily on word-of-mouth referrals or traditional advertising methods such as radio ads or tv commercials, a successful PPC marketing strategy can help take your HVAC company to the next level.
The problem is that many HVAC businesses are making mistakes regarding their current PPC strategy, which can lead to wasted ad spend and marketing dollars.
What is Pay Per Click Advertising?
Pay Per Click advertising is the process of running paid search advertisements on places such as Google, Bing, Yelp, etc. You can bid on HVAC keywords to show up in the search engine results based on your budget.
For example, suppose you are an air conditioning and heating company that serves the St. Louis area. In that case, you may want to bid on searches related to “St. Louis air conditioning repair or air conditioning company in St. Louis”.
Here’s an example of what this looks like:
PPC advertising with Google ads positions your HVAC company at the top of the search results right where your potential customers are searching.
If your Google ads are set up correctly with the proper ad copy, promotions, and offers, you will get clicks that should be directed to your landing pages.
Your cost per click (CPC) is the price you pay every time someone clicks on your ad. For Google, this is determined by an auction process each time someone searches on google for specific keywords. This means that if you bid higher than your competitors, your ads may appear in more visible locations on the search results page.
This is a great way to drive qualified traffic for HVAC-related services, leading to more calls and more leads from potential customers.
Let’s look at some common mistakes made by HVAC companies regarding PPC and how you can fix them!
Mistakes HVAC Companies Make With Their PPC Campaigns
Choosing The Wrong Keywords
Before setting up your paid advertising campaign, you first want to think about what words and phrases people would use when searching for your service.
For example, if you’re an HVAC company, then HVAC keywords like “heating repair,” “air conditioning repair,” “ductless heating,” and “heating service” should be on your list.
Another common mistake made by HVAC companies is that they either have too many or not enough negative keyword lists in their campaigns, leading to wasted ad spend. This leads us to our next point…
Not Using Negative Keywords
Negative keywords are the words and phrases you want your ads to not show up for. For example, if “air conditioning repair” was a keyword in one of your paid advertising campaigns, then an effective negative keyword would be “a/c parts” or “a/c parts supply store.”
Identifying these negative keywords within your ad campaign will help you avoid spending advertising dollars on PPC ads that aren’t relevant to what you offer.
Not Using Landing Pages
A common mistake HVAC companies make is having either no landing pages or generic landing pages.
This means that when someone lands on this page, they don’t know what type of HVAC services you offer, which can deter them from contacting you about their needs because there’s no clear sign of who you are and what your company provides potential customers looking for HVAC work.
In addition, this can result in lower conversion rates than expected due to poor optimization leading to an increase in your CPA (Cost-Per-Acquisition).
Not Tracking Your KPIs
It’s crucial to track KPIs. Clicks, CTR, CPC, conversions, cost per conversion, and conversion rate are common KPIs that should be tracked to help determine the ROI of your paid advertising campaign.
Without tracking these KPIs, you will not know whether or not all this time spent is worth it in terms of how many leads and calls it generated.
Not Being Patient! Let Your Ads Accumulate Enough Data To Make Informed Decisions
It takes some time before your PPC advertising campaign can be effective. Unfortunately, most HVAC companies make the mistake of stopping their HVAC PPC campaign after one or two weeks because they don’t see many results.
This is when it’s essential to have patience as your ads will accumulate enough data that you can draw an informed decision on whether to continue with your HVAC PPC advertising campaign.
How An HVAC PPC Company Can Help
Running effective PPC ads isn’t easy, but it can be done by avoiding the common mistakes listed above. However, many HVAC businesses don’t have the time to work on their PPC advertising and track campaign performance. This is where an HVAC PPC agency comes in.
At HVAC Marketing Engine, we offer HVAC advertising services for HVAC companies to drive high-quality and increase online visibility using Pay Per Click advertising. We have years of experience working with the HVAC industry and staying up to date with the latest PPC strategies.
Our HVAC PPC services include:
- Ad Campaign Setup
- Researching & identifying relevant and profitable keywords
- Identifying negative keywords to prevent wasted ad spend
- Developing conversion-focused & service-specific landing pages
- Define your PPC ad budget, and adjust it as needed
- Monitor campaigns and use data to make informed decisions
- A/B test ad sets and ad groups for optimal performance
With a dedicated account manager, you’ll always understand how your advertising campaigns are performing.
If you’re looking for a marketing agency with HVAC PPC advertising experience, send us a message for free information today.
By avoiding these common mistakes, you’re on your way to a high-performing and high-converting PPC campaign that’ll drive a consistent stream of leads and calls for your HVAC business.
If you need help running effective PPC campaigns for your HVAC business, HVAC Marketing Engine has the expertise to help you succeed in the digital world.
If you’re unsure if your campaigns are up to par or know they could be performing better, schedule your free consultation with HVAC Marketing Engine. We’ll show you what exactly you’re doing well and where you can improve with our PPC services.
Schedule your free consultation here.