Looking to boost your paid advertising efforts for your HVAC company? We’ll walk you through our guide for developing effective HVAC ad campaigns that will help potential customers find you and existing customers favor you.
When creating ads for your campaign, you’ll want to:
Tailor your message to your audience
Mix various ads types in your campaign
Follow best practices for different ad types
Use clear CTAs
Test your campaign’s effectiveness
We’ll go over each strategy in more detail.
Need help creating more effective HVAC ads?
Rocket Media can help. Our mighty team of paid advertising experts knows what it takes to develop and implement high-performing campaigns that can help grow your home service business.
Tailor Your Message to Your Audience
Unfortunately, you can’t use one-size-fits-all messaging to capture customers. You need to tailor your campaign messaging to your customer’s stage in the buyer's journey.
Most HVAC companies that use paid advertising use 2 strategies for advertising to customers:
Prospecting: Advertising to people who need your services but may not know your company exists. When messaging for prospecting, you’ll want to introduce your brand and highlight your unique offerings.
Remarketing: Also called retargeting, this involves advertising to either existing customers or potential customers who have visited your site but haven’t contacted you yet.
While your messaging will vary for different customers, your branding and voice should stay consistent across different ad types.
Mix Various Ads Types
The key to a good HVAC advertising campaign is variety. Use various ad types to increase your reach and convert more customers.
The 3 types of paid ads you should consider are:
Search: Text-based ads that appear at the top of the search results page for people searching Google for what you offer. For example, if someone searches “furnace company,” they’ll see ads that target those keywords (i.e., words or phrases people use to search for your services).
Display: Image-based ads that appear for people visiting websites across the Google Display Network, which includes more than 2 million websites, videos, and apps where your ads might appear.
Local Services: Local business listing-style ads that appear for people in your area searching on Google for the services you offer. For example, if someone searches for “AC repair,” they’ll see your business listings along with other sponsored businesses near them.
Now, we’ll go over the best practices for each ad type.
Follow Best Practices for Different Ad Types
When creating each ad type, you’ll want to follow the best practices below to ensure your ads are performing as well as possible.
When creating search ads:
Keep the copy short but specific. You only have a few lines to capture someone’s attention, so you’ll want to include the service you provide, which you can do automatically through Google’s keyword insertion feature if that fits your campaign strategy.
Pick the right keywords. Broader isn’t better when it comes to selecting keywords for ad campaigns. By selecting more specific keywords, fewer people will see your ads, but those people are actually the ones looking for your specific services. For example, you’re better off targeting a keyword like “Phoenix AC repair company” than just “AC repair.” You can learn tips for building a keyword list on Google’s Help Center.
Make your ad stand out. Are you offering a great promo right now? Do you offer customers something no one else in the industry does? Let them know! Unique offerings help you stand out from the competition.
Search ad examples:
When creating display ads:
Keep the design simple and easy to read. You don’t have a lot of space for display ads, so you’ll want to keep content minimal so potential customers can easily read the ad and call-to-action (CTA).
Choose the right display ad size. Google Ads allows you to upload ads of various sizes. Make sure your image is the right size so that it doesn’t get distorted when uploaded. If you don’t want to worry about the right sizing, you can upload responsive display ads, which automatically adjust to fit available ad spaces.
Use consistent branding. It’s ok to vary your ad designs and use colors that make the ad pop but make sure they align with your company’s brand. For example, if your company's colors are blue and green, using neon orange will clash with your branding.
Display ad example:
A good Local Services ad depends on how well your Google My Business listing is optimized.
To optimize your business listing, make sure to:
Be consistent with your company’s name, address, and phone number across listings. If you have more than one business listing, differences in phone numbers or names can hurt your business profile ranking.
Select your service area and the services you offer. This allows Google to populate your listing based on the services people are searching for and the location they’re in.
Create a short bio. This gives potential customers a short intro to who you are as a company.
Learn more about getting started with Local Services ads in our blog “How Does Google LSA Work?”
Local Services ad example:
We recommend hiring a graphic designer or marketing agency to create your paid ads. Quality professionals—like our experts at Rocket Media—will understand basic design and copy principles, know what helps customers convert, and recommend which CTAs you should try out.
Use Clear CTAs
The CTA for your ad campaign is what you want the customer to do. Every ad should include a clear, direct CTA, but it doesn’t always have to be “Contact Us” or “Schedule an appointment.”
Especially for remarketing to existing customers, you can create content to help educate customers, which helps establish you as an industry expert and future go-to source of information.
Depending on what your customers are searching for, the CTA could be:
Download a PDF
Check out a blog
Watch a video
Not sure if your CTA is working? Test it!
Test Your Campaign
Even if you follow every best practice in the book, you won’t know for certain whether your ads resonate with customers if you don’t test them.
A/B testing is an easy, effective way to determine what makes your audience click. It lets you test 2 different versions (version A and version B) of an element to see which one performs better with your audience.
Many platforms and built-in content management system tools let you A/B test things like:
Once you know which version results in more clicks, you can update your ads to the higher-performing version to boost your campaign’s effectiveness.
Need Help Creating Ads for Your HVAC Company? Call Rocket Media Today.
We have more than a decade of experience creating high-performing ad campaigns for HVAC companies across the country. Our in-house experts know what makes for a great ad and understand the nuances of the service industry.