So, your agency signed up an HVAC client who wants to get more calls from paying customers.
But how do you deliver this to the client consistently and in a repeatable way?
Pay-per-click (PPC) advertising is your answer.
PPC ads are a surefire way to get your clients in front of customers exactly when they’re ready to convert.
But is it that easy?
Maybe not!
Let’s be honest—PPC can seem like a daunting beast, especially when you are targeting an industry as competitive as HVAC.
But, daunting does not mean unachievable, and in this blog, we will guide you through the intricacies of PPC so your agency can leverage PPC for your HVAC clients and show them what amazing ad campaigns look like!
Why Would HVAC Companies Choose You as Their Marketing Agency?
HVAC businesses don’t just wake up one day and decide, “Hey, let’s throw some of our hard-earned money at a marketing agency and see what happens!”
Your HVAC client chose you because they have a specific pain point, a particular need, or the desire to grow their business, and they trust you to be the service that can make it happen. It’s easy to forget this once the contract is signed and the onboarding begins. But if you don’t stay tuned into why they came to you in the first place, you might find yourself reading a cancellation notice in a few months. And let’s be honest, nobody likes a surprise like that.
The solution?
Understand that landing an HVAC client is not just about sealing the deal on that first call—it’s about delivering on the promises that got them excited to work with you in the first place. They could be looking for more service calls rolling in as the summer heat hits the peak, or they could be trying to fill their schedule in the quieter months. You need to know if your HVAC client is eager to promote their new duct cleaning service or is simply looking to build a solid reputation in their area.
So, take the time to dig deep and know what they are truly expecting. Do they need more residential leads? Are they looking to promote a new seasonal offer or want to push their emergency services? How many leads can they realistically handle without burning out their techs? Do they want to focus more on heating services during winter, or are they after year-round growth?
Understanding these nuances will help you keep your HVAC clients happy and make sure that your team or White-label partners are aligned with what’s truly important. Success, after all, is in the eye of the beholder—or in this case, the HVAC business owner. Make sure you know what their vision of success looks like, and keep that front and center as you work on their account. Trust us, it’s the difference between being just another agency and becoming their go-to marketing partner.
Why is PPC a Genius Move for HVAC?
PPC or Pay-Per-Click means your clients only pay when their potential customer actually clicks on their ads. This makes sure that your advertising budget is spent on people who are genuinely interested in their services.
But what makes PPC so perfect for HVAC businesses?
It’s all about timing and targeting. HVAC services are usually needed on the spot—when the AC breaks down in the middle of the hot summers or when a homeowner needs a furnace tune-up before winter arrives. People aren’t window shopping for HVAC services; they’re looking with intent to hire. PPC lets you get hold of these high-intent customers right when they need your client’s services most.
All HVAC: General, AC, Heating, Commercial Campaign Niche Insights
When managing PPC campaigns for HVAC clients, you need to understand the different niches within the HVAC industry. Each niche has its unique set of challenges and opportunities, and adjusting your approach accordingly can make a great difference in campaign performance.
Here are some of the main HVAC niches:
1. General HVAC Campaigns
General HVAC campaigns cover a broad range of services, from installation and maintenance to repairs and replacements for both heating and cooling systems. These campaigns require a versatile approach because they cater to various customer needs throughout the year.
Key Strategies:
- Comprehensive Keyword Coverage: Use a mix of keywords that target both heating and cooling services. Think about seasonal variations and ensure your ads are relevant year-round.
- Flexible Ad Copy: Create ad copy that highlights multiple services, allowing you to pivot based on seasonal demands without the need to re-do the entire campaign.
- Seasonal Promotions: Promote seasonal offers like winter furnace checks or summer AC tune-ups, to align with customer needs at different times of the year.
2. AC Campaigns
Air Conditioning (AC) campaigns are typically more active during the warmer months when demand for cooling services spikes. These campaigns focus on services like AC installation, maintenance, and emergency repairs.
Key Strategies:
- Seasonal Keyword Focus: Prioritize keywords related to cooling and air conditioning, especially as summer approaches. You can go for something like: “AC installation,” “emergency AC repair,” and “central air conditioning.”
- Highlight Urgency: Focus on quick response times and emergency services in your ad copy to attract customers needing immediate assistance.
- Promote Energy Efficiency: Highlight energy-efficient AC systems and any available rebates or financing options to appeal to cost-conscious customers.
3. Heating Campaigns
Heating campaigns ramp up in the colder months when customers are searching for furnace repairs, heating system installations, and maintenance services.
Key Strategies:
- Target Heating Keywords: Focus on keywords like “furnace repair,” “heating system installation,” and “emergency heating services.”
- Emphasize Reliability: Showcase reliability and quick response times to attract customers who need urgent heating solutions.
- Promote Preventative Maintenance: Encourage customers to schedule maintenance checks to prevent breakdowns during peak winter months.
4. Commercial HVAC Campaigns
Commercial HVAC campaigns target businesses rather than residential customers. These campaigns often involve larger projects, such as installing HVAC systems in office buildings, retail spaces, and industrial facilities.
Key Strategies:
- B2B Keyword Targeting: Use keywords that reflect the commercial aspect like “commercial HVAC installation,” “industrial heating solutions,” and “office cooling systems.”
- Highlight Expertise: Emphasize your client’s expertise in handling large-scale projects and their ability to work with various commercial properties.
- Long-Term Contracts: Promote long-term maintenance contracts and service agreements to secure ongoing business from commercial clients.
Questions to Ask During Onboarding
Proper onboarding is the foundation of a successful PPC campaign. Asking the right questions upfront makes sure that you understand your HVAC client’s business, goals, and unique selling points (USPs).
Here are the some of the important questions to include in your onboarding process:
1. Service Focus
Ask: Which services are high value (like installation and replacement) and which are lower value?
Why It Matters: Understanding which services generate the most revenue helps you prioritize your PPC efforts. For example, agencies often focus on installations and replacements in summer, while repairs and tune-ups are more common in winter.
2. AC or Heating
Ask: Do you want to focus on both AC and heating, or just one?
Why It Matters: These are different niches with varying demand based on the season. Deciding whether to focus on both or just one allows you to allocate budgets effectively and adjust strategies as needed.
3. Residential vs. Commercial
Ask: Do you serve both residential and commercial clients?
Why It Matters: Knowing whether to target residential, commercial, or both segments ensures your ads reach the right audience. It also helps in creating tailored ad copy and landing pages for each segment.
4. Offers and USPs
Ask: What offers do you have besides free estimates? What are your unique selling points?
Examples of Effective Offers:
- $2000 OFF on a new AC system
- $99 system inspection (normally $150)
- Free second opinion
- 90% of calls repaired the same day
- Appointments with 2-hour windows
- We service all brands, makes, and models
- Senior discounts/military discounts
Why It Matters: Highlighting compelling offers and USPs makes your client’s ads more attractive and can increase click-through and conversion rates.
5. Certifications and Affiliations
Ask: Do you have any affiliations (e.g., BBB A+ Rating, Rheem Pro Partner)? Do you service well-known brands like Carrier, Trane, Lennox, etc.?
Why It Matters: Certifications and affiliations build trust and credibility. Highlighting these in your ads can reassure potential customers of your client’s reliability and expertise.
6. Financing and Tax Credits
Ask: Do you offer financing options or tax credits?
Examples:
- 0% financing for 60 months
- $2,000 in tax credits for old AC units
Why It Matters: Financing options and tax credits can be significant decision-making factors for customers. Promoting these can make your client’s services more accessible and appealing.
7. Emergency Services
Ask: Do you offer 24/7 emergency services?
Why It Matters: Emergency services are a major selling point for HVAC businesses. Highlighting this in your ads can attract customers who need immediate assistance, often willing to pay a premium for quick service.
8. Budget Expectations
Ask: What is your budget expectation for PPC campaigns?
Why It Matters: Setting realistic budget expectations ensures that your PPC efforts are aligned with what your client is willing to invest. For competitive areas like Florida, recommend a budget of at least $3,500 to stay competitive.
The Core of PPC for HVAC: Keywords and Bidding
Now that we know the basics of onboarding, you might be wondering how exactly does PPC function? It all starts with keywords. Think of keywords as the search terms that potential customers are typing into Google when they need HVAC services. Your job as an agency is to identify the most relevant and valuable keywords for your HVAC clients.
Once you’ve got your keywords, it’s time to bid. In the PPC battleground, bidding determines how high up your client’s ad will appear in the search results. The more competitive the keyword (think “AC repair near me” in the middle of July), the higher the bid needs to be. But it’s not just about throwing money at the problem—Google also considers factors like ad relevance and landing page quality when deciding which ads to show.
Types of Google Ads for HVAC Companies
Let’s look at the different types of Google Ads that work for HVAC businesses.
1. Search Ads: The Classic Play
Search ads are the bread and butter of PPC. These are the text-based ads that appear at the top of the search engine results pages (SERPs) when a user types in a relevant keyword. For HVAC clients, search ads are gold because they target people who are actively looking for services like “HVAC repair” or “AC installation.”
The key to nailing search ads is optimizing for:
- Expected Click-Through Rate (CTR): How likely users are to click on the ad.
- Relevance to Search Intent: How well the ad matches what the user is looking for.
- Landing Page Relevance: The usefulness and relevance of the landing page to the searcher.
The better these elements, the higher the Quality Score, and the less you’ll have to pay per click. That’s a win-win for your HVAC clients!
2. Local Service Ads: The MVP for Local Leads
If your HVAC clients aren’t using Local Service Ads, they’re missing out big time. These ads appear at the very top of Google search results, often with a “Google Guaranteed” badge that builds instant trust. Unlike search ads, Local Service Ads focus on local leads—perfect for HVAC businesses that function in specific areas.
To qualify for Local Service Ads, your clients need to go through a verification process that checks their licensing and customer satisfaction. Once they’re approved, these ads can skyrocket their visibility and bring in purchase-ready leads.
3. Display Ads: Build Awareness, Even Off the Field
Display ads are those visually engaging ads that appear across the Google Display Network—think banners, images, and even video ads. These are perfect for building brand awareness, especially for HVAC companies looking to make a lasting impression.
Display ads aren’t just about clicks; they’re about visibility. Even if someone doesn’t click on the ad, repeated exposure can keep your client’s HVAC business top-of-mind for when they do need services. And with Google’s sophisticated targeting options, you can hone in on the exact demographics, interests, and behaviors of your client’s ideal customers.
4. Retargeting Ads: Second Chances for the Win
Not everyone’s going to convert on their first visit to your client’s site—that’s where retargeting ads come in. Also known as remarketing, retargeting ads allow you to reconnect with people who’ve already shown interest in your client’s services by visiting their website.
Here’s the play: someone visits your client’s site, browses around, but leaves without booking a service. With retargeting, you can serve them ads as they continue browsing the web, reminding them of your client’s services and nudging them to come back and convert. It’s like having a second shot at scoring that lead.
5. Video Ads: Engaging Audiences with Visual Flair
If a picture is worth a thousand words, then a video is worth a million clicks. Video ads on platforms like YouTube allow your HVAC clients to engage potential customers with dynamic, visual content. Whether it’s a quick tutorial on how to maintain an HVAC system or a customer testimonial, video ads can capture attention in a way that text alone can’t.
With formats like skippable in-stream ads and bumper ads, you can choose the right type of video ad to fit your client’s message and budget. And with YouTube being the second largest search engine in the world, there’s no better place to reach a massive audience.
Crafting a Winning PPC Strategy for HVAC Clients
Now that we’ve covered the different types of ads, let’s talk strategy. A well-rounded PPC campaign for HVAC clients isn’t just about throwing money at ads; it’s about creating a cohesive strategy that captures demand, stands out from the competition, and drives conversions.
1. Capture Demand with Search Ads
Your first move should be using search ads to capture existing demand. People are already searching for HVAC services, so meet them where they are. Focus on highly relevant keywords and make sure the ad copy is compelling enough to drive clicks.
Pro Tip: Don’t forget about mobile! Most searches happen on mobile devices, so make sure your ads and landing pages are optimized for smaller screens.
2. Stand Out with Local Service Ads
Next up, claim your client’s spot at the top with Local Service Ads. This ad format is perfect for HVAC businesses because it targets local leads who are ready to buy. Plus, the “Google Guaranteed” badge adds an extra layer of trust.
To make the most of Local Service Ads, encourage your clients to maintain high ratings and quick response times—these factors can influence ad placement.
3. Re-Engage with Retargeting Ads
Finally, bring it all home with retargeting ads. These ads are essential for keeping your client’s HVAC business top-of-mind, especially for potential customers who didn’t convert on their first visit. Use personalized messaging to address any objections and offer incentives like discounts or special offers to entice them back.
The Benefits of PPC for HVAC Clients: Why It Works
Now that you’ve got the strategy down, let’s talk about the benefits. Why should HVAC clients invest in PPC?
Here are three big reasons:
1. Drive Immediate Results
One of the biggest advantages of PPC is speed. Unlike SEO, which can take months to see results, PPC ads can start driving leads almost immediately. This is crucial for HVAC clients who need a steady stream of leads to keep their businesses running smoothly.
2. Low-Cost Lead Generation
PPC allows for precise budget control. Your clients set their maximum cost-per-click, so they only pay when someone actually clicks on their ad. This ensures that their budget is spent efficiently on high-intent leads. And with ongoing optimizations, you can continually improve performance and get more bang for your client’s buck.
3. Gain Valuable Customer Insights
Running PPC campaigns also gives HVAC clients valuable insights into their customers. By analyzing ad engagement, demographics, and user behavior, you can help your clients better understand who their customers are and what drives them to convert. This data isn’t just useful for PPC—it can inform your client’s broader marketing and business strategies as well.
Tips for Agencies Managing HVAC PPC Campaigns
Ready to kick off PPC campaigns for your HVAC clients? Here are some pro tips to get started:
1. Set Clear Goals
Before launching any campaign, make sure you and your client are on the same page about goals. Whether it’s increasing leads, boosting website traffic, or driving sales, having a clear objective will guide your strategy.
2. Choose the Right Platform
Based on your client’s goals, choose the PPC platform that makes the most sense. For lead generation, focus on Search and Local Service Ads. For brand awareness, Display and Video Ads are your go-to.
3. Set a Realistic Budget
Do your homework and set a budget that aligns with your client’s goals. Be transparent about costs and make sure your client understands that PPC is an investment that can deliver strong ROI when managed effectively.
4. Build and Optimize Campaigns
Once your campaign is live, the work isn’t over! Regularly monitor performance and make adjustments as needed. Test different ad copy, bid strategies, and targeting options to see what drives the best results. And don’t forget to optimize landing pages for conversions—because clicks mean nothing without a high-converting landing page.
5. Measure and Report Results
Finally, keep your clients in the loop with regular reporting. Show them how their campaigns are performing, highlight wins, and be honest about areas for improvement. A well-informed client is more likely to trust your expertise and stick with PPC for the long haul.
Internal Setup/Optimization for HVAC Accounts
Here are some best practices to make sure your PPC campaign for your HVAC accounts runs smoothly and effectively:
1. Spam/Job/Spanish Leads
Action Steps:
- Monitor account performance regularly.
- Assess the quality of leads from Search Partner Networks before turning them off.
- Consider adding a diversion on the Landing Page for “Spanish/Job-seeking” leads to submit a different form, which is not linked to conversions.
- Evaluate the overall CPA of Quality leads. In spite of JOb-seeker leads, if the overall CPA for the quality Lead is within limit, inform the client accordingly and avoid knee-jerk reactions.
Ensuring lead quality helps maintain high conversion rates and protects your client’s budget from being wasted on non-qualifying leads.
2. Leveraging Keywords/Ad Groups
Action Steps:
- Use converting ad groups and keywords from successful AC accounts to enhance underperforming campaigns.
- Continuously test and refine keywords to identify what works best for each niche.
Leveraging proven keywords and ad groups can jumpstart campaign performance and lead to faster results.
3. Cost and CPA Fluctuations
Action Steps:
- Expect fluctuations in Cost Per Acquisition (CPA) and keyword costs due to high competition in target locations.
- Adjust bids and budgets accordingly to maintain campaign efficiency.
Being prepared for cost fluctuations helps you manage budgets effectively and maintain a steady flow of leads.
4. Landing Page Optimization
Action Steps:
- Highlight monetary offers, USPs, and high-value services at the top of the landing page.
- Ensure landing pages are user-friendly, mobile-optimized, and have clear CTAs.
A well-optimized landing page increases the likelihood of converting clicks into leads, maximizing your client’s ROI.
5. Negative Keywords
Action Steps:
- Identify and add negative keywords like “company” and “contractor” if they trigger irrelevant leads.
- Regularly review search terms to find and negate any new irrelevant keywords.
Filtering out irrelevant searches reduces wasted spend and improves the quality of leads.
6. Seasonal Changes
Action Steps:
- Inform account managers ahead of seasonal changes (e.g., before summer) to prepare for preseason sales or offers.
- Adjust campaigns to focus on relevant services based on the season.
Aligning campaigns with seasonal demand ensures that your client’s ads are always relevant and timely.
7. Competition Analysis
Action Steps:
- Regularly check auction insights to see what competitors are doing.
- Leverage insights from competitors’ offers and USPs to enhance your own campaigns.
Understanding competitor strategies helps you identify opportunities to differentiate your client’s offerings and capture more market share.
8. Seasonality
Action Steps:
- Monitor seasonal trends to determine the best times to ramp up or scale back campaigns.
- Tailor your PPC strategies based on historical performance data and upcoming seasonal demands.
Adapting to seasonality makes sure that your campaigns are always optimized for peak performance times.
9. Ad Extensions
Action Steps:
- Utilize promo extensions, call extensions, and location extensions to enhance ad visibility and performance.
- Regularly update ad extensions to reflect current offers and information.
Ad extensions provide additional information and incentives, making your ads more compelling and clickable.
10. Campaign Structure
Action Steps:
- Keep the campaign structure tight and organized to avoid irrelevant leads.
- Use specific ad groups and tightly themed keywords to maintain relevance and improve Quality Scores.
A well-structured campaign ensures better performance, higher Quality Scores, and lower costs.
11. Brand Campaigns
Action Steps:
- Monitor brand campaigns closely, especially the maximum CPC bid limits.
- Adjust bids based on brand search trends and competitor activity.
Protecting and optimizing your client’s brand presence ensures that you capture valuable traffic from customers specifically searching for their brand.
12. HVAC Ad Groups
Action Steps:
- Create HVAC-specific ad groups and keywords for testing if the standard structure isn’t performing well.
- Segment ad groups by service type, location, or customer segment for more precise targeting.
Tailored ad groups enhance relevance and improve overall campaign performance by addressing specific customer needs.
Observation Audiences
Action Steps:
- Add audiences like Home & Garden > Home Appliances and Home & Garden > Home Improvement for observation.
- Monitor these audiences to identify potential new targeting opportunities.
Observing additional audiences helps you uncover new segments that may be interested in your client’s HVAC services, expanding reach and potential leads.
Measuring Success: Key Metrics to Track for HVAC PPC
Just like in HVAC, where you wouldn’t know if the AC is working without checking the temperature, in PPC, you need to keep an eye on specific metrics to measure success.
Here are some key metrics you should be tracking to make sure your HVAC campaigns are going in the right direction:
Click-Through Rate (CTR)
CTR is like the pulse of your campaign. It shows you how well your ads are grabbing attention. A higher CTR means your ad copy is compelling, your keywords are on point, and you’re resonating with the audience. For HVAC campaigns, where the competition can be fierce, a strong CTR indicates that your ads are cutting through the noise. Aim for a CTR that’s higher than the industry average—around 2% to 5% is a solid target. If you’re below that, it’s time to tweak your headlines, refresh your ad copy, or re-evaluate your keywords.
Cost Per Click (CPC)
CPC tells you how much you’re paying each time someone clicks on your ad. It’s important to keep this number in check, especially in a competitive industry like HVAC, where keywords can get pricey. You want to make sure you’re not overspending on clicks that don’t convert into leads. By monitoring CPC, you can adjust your bids and focus on more cost-effective keywords without compromising on the quality of traffic. Keep in mind that it’s not just about getting clicks—it’s about getting affordable clicks that lead to conversions.
Conversion Rate
Conversion rate tells you how many of those clicks are turning into actual leads or sales for your HVAC clients. It’s one of the most important metrics because it directly impacts your client’s ROI. For HVAC businesses, a good conversion rate typically falls between 5% to 10%. If you’re below that, you need to optimize those landing pages. Make sure they’re user-friendly, and mobile-optimized, and that the CTA (Call to Action) is clear and compelling. Remember, every click that doesn’t convert is a missed opportunity.
Cost Per Conversion (CPC)
Cost per conversion is your go-to metric for understanding the real cost of acquiring a lead or customer through PPC. It’s like knowing how much you’re paying to close a deal. This metric helps you determine if your campaigns are financially viable. For HVAC clients, the goal is to keep this number low while still attracting high-quality leads. If the cost per conversion is creeping up, revisit your keyword strategy, adjust your bids, or fine-tune your ad copy and landing pages to enhance efficiency
Quality Score
Quality Score is Google’s way of telling you how relevant your ads, keywords, and landing pages are to the user’s search query. It’s a behind-the-scenes metric that can impact your CPC and ad positioning. A higher Quality Score means better ad placement and lower costs. For HVAC campaigns, where the competition for top keywords can be stiff, a high-Quality Score gives you a competitive edge. To improve it, focus on making sure your ads are highly relevant to the search terms, your landing pages are aligned with the ad copy, and your user experience is excellent.
Impression Share
Impression Share is like a report card on how often your ads are showing up compared to how often they could show up. It’s an indicator of your visibility in the HVAC market. If your impression share is low, it means your ads aren’t being shown as often as they could be—possibly due to budget constraints or high competition. Increasing your budget, refining your targeting, or improving your Quality Score can help boost your impression share and ensure your HVAC clients are getting seen by as many potential customers as possible.
Return on Ad Spend (ROAS): The Ultimate Profit Indicator
Finally, we have ROAS—your bottom-line metric. ROAS tells you how much revenue you’re generating for every dollar spent on PPC. For HVAC businesses, a good ROAS will vary depending on the service and the market, but typically, you should aim for a minimum of 3:1. If your ROAS is lower than expected, it’s time to dive into your campaign data and see where the leaks are. Are you targeting the right audience? Is your ad spend too high on low-performing keywords? These insights will help you adjust your strategy to maximize profitability.
Why HVAC is a Perfect Candidate for White Label PPC Management
If you want to boost leads and sales for your HVAC clients and prospects, it’s time to pitch PPC management—and we can help! At InvisiblePPC, we’ve had tremendous success managing white-label PPC campaigns for HVAC businesses, and here’s why:
- Internal Keyword Database & First-Party Data: Leverage our highly researched internal keyword database and first-party data to boost your ROI and reach your target audience more effectively. Over the last 12 years, we’ve seen the good, the bad, and the ugly, and we’ve archived our learnings to get you the optimal keywords and match types to start campaigns with a winning edge.
- Proven Ad Copy & Ad Creative: Get the most out of your HVAC ad budget with our proven ad copy and creative. Our years of experience have given us the tools to generate ad copy that works. With persuasive, light-hearted, and easy-to-understand copy, we’ll make sure you get the most out of every ad dollar.
- High-Converting Landing Page Templates & Copy: Most white-label PPC agencies focus on the click, but where the money is made is what happens after the click. Our high-converting landing page templates keep visitors focused on one thing: converting! For HVAC companies, it’s not about more impressions or clicks—it’s about getting more qualified leads. And a high-converting landing page is the best way to get them!
Ready to Kick Off White Label PPC Management for HVAC?
Partner with InvisiblePPC to manage Google PPC for your HVAC clients. Talk to one of our Partner Specialists today and let’s discuss how we can help you take your HVAC clients’ PPC campaigns to the next level.
