Thanks to the Internet, it has become easier for consumers to find the services they need. This is especially helpful for homeowners who suddenly find themselves facing an unexpected AC breakdown or burst pipes. All they need to do is grab their smartphones and search for local HVAC services via the web to get the help they need.
As an HVAC service provider, this consumer behavior is something that you must pay attention to. The best way to advertise your HVAC business in this digital age is to leverage Google ads and be visible where the people are.
Google Ads is Google’s pay-per-click or PPC advertising platform. It lets businesses like yours show your ads on relevant queries made on the search engine.
If you’re interested in dipping your toes into HVAC PPC campaigns but aren’t quite sure how to start, don’t worry! You will learn the four key elements of a paid ad in the sections below that you need to work on to kick off the campaign.
1. Unique Selling Point (USP)
One of the first things you have to remember when advertising your HVAC business is that there are many other companies in your locality, providing the same services. Considering this, you need to find a way to differentiate yourself from the crowd—you need a solid unique selling point.
Furthermore, you need to communicate these USPs through your ads clearly. Doing so will help you stand out from the competition and convince your customers to choose you over your competitors.
2. The Right Keywords
Remember that your PPC campaign will be done on Google. Considering this, you need to target the right keywords to get as much visibility on the search engine as possible.
The keywords you will use are what Google will refer to when determining the most appropriate places to display your ads. Therefore, your choice of search terms can significantly impact who gets to see your advertisements and, ultimately, how your campaign will perform.
To make sure you’re using the right words, you need to conduct thorough keyword research. This helps you find and use the terms that your target market usually inputs when searching for services similar to yours.
3. Relevant and Compelling Message
Now that you have all the ingredients ready, it’s time to write your Google Ads copy.
In this process, you need to remember that much of your campaign’s success depends on your message. You must craft something that resonates well with your target market—all while incorporating your USPs and target keywords.
You’ll want your ads to be catchy, creative, and unique, yet relevant and relatable. Fulfilling all of these characteristics will lead you to ad materials that will surely stand out and drive action.
4. Call-to-Action (CTA)
Speaking of actions, don’t forget to wrap up your copy with a compelling call-to-action. You have to tell them clearly what they must do and how they can do it after reading your ad. If you want them to fill in a contact form or contact you, be straightforward with it. Otherwise, your ads will only confuse them.
Finally, remember to customize your CTA based on the audience group that you’re targeting. As mentioned before, strive to be compelling yet relatable!
Conclusion
Launching a PPC campaign for your HVAC business is a smart move. It will allow you to drive brand awareness and lead generation faster and more efficiently. However, to ensure your campaign’s success put in the time and effort to craft the key elements mentioned above. Doing so will allow you to launch a Google Ads campaign that will surely get noticed and generate the results you want.
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