How to Write the Perfect Google Search Ad for your HVAC Business
Advertising for your HVAC business can seem intimidating with the abundance of information and competition online.
With 66% of consumers searching for small businesses on Google, it’s crucial that you understand how to effectively use search advertising to grow your HVAC company.
We understand that learning how to use Google ads might seem stressful. But, like most things, once you break down the info, the concept of creating a successful Google ad is much less overwhelming.
In order to get the most out of your HVAC advertising efforts, learning the anatomy of a creative HVAC ad is essential.
Since your ad will appear next to a number of other HVAC ads, you want to ensure your ad is strong enough to not only compete but also beat the other ads in your location.
Plus, with 96% of small businesses reporting that paid search advertising is an effective part of their marketing strategy, there’s a lot to lose if you don’t stand out from the crowd.
Thankfully, with a clear grasp of how to build a Google ad for HVAC businesses, you can successfully build an ad designed to stand out and convert—the ultimate goal in digital advertising!
The Anatomy of an HVAC Google Search Ad
TOP TIPS FOR WRITING HVAC AD COPY
Before diving too deep into the best way to advertise your HVAC business, you'll want to have a clear grasp on how to write good ad copy.
Keep the following tips in mind when researching and developing ad copy for your HVAC advertising strategy.
Leverage AI to Increase Efficiency and Quality
Before we discuss the specifics of the how, what, and why of it all, let's briefly touch on how you can use AI to enhance your HVAC Google ad copy.
For many people, AI might seem daunting and confusing, but the reality is that 77% of small businesses are using AI on a day-to-day basis to enhance their operations. With AI-driven platforms, you can generate compelling, keyword-optimized ad copy tailored to your target audience, ensuring higher engagement and conversion rates.
Moreover, AI tools can analyze vast amounts of data to identify trends and customer preferences, enabling small HVAC businesses to craft personalized and effective advertising messages.
For instance, AI can help create multiple ad variations, test their performance, and optimize them in real time to maximize their effectiveness. Embracing AI not only streamlines the ad creation process but also allows your small business to compete and grow within the digital marketplace, increasing productivity and efficiency.
Start With an HVAC Keyword-Focused Headline
Every HVAC ad needs a headline. But what makes a headline effective in being seen by potential clients and being clicked on?
First, your headline must use strong keywords to show up near the top of the search engine results. HVAC keywords are the terms people search for when looking for HVAC services.
For example, if you know potential clients are searching terms like “Hutto, TX air conditioning repair,” you’ll want to use keywords that reflect those and other common search terms in your headline.
Stay away from vague headlines like “Great HVAC Services Nearby!” It’s essential to be as specific as possible about your services.
Consider highlighting key features like repairs or installations, your location, or 24-hour emergency services.
Use Specific Calls to Action
Your call to action (CTA) should align with what you want potential customers to do when they see your ad. It should be specific and prompt them to take action.
For example, instead of saying something vague like “Contact Us Today,” you might say “Call now for a free estimate on your HVAC repairs!”
By being specific, you can use more keywords and inform your audience of what to expect once they contact you. The more they’re aware of the convenience of your process and the value it brings them, the more likely they are to commit to a phone call.
Don't be afraid to flex your creativity with your HVAC ads. Just because you're strategic doesn't mean you can't have some fun with your ad copy. In fact, we recommend it!
You might mention promotions in your CTA or ask potential customers a question to encourage them to click on your ad. Mentioning the season in your HVAC ads can also help increase conversions. Mentioning cool AC in the summer or warm heating in the winter can be a great marketing tool.
Mention Highlights in the Ad Description
The description of your ad provides a perfect opportunity for you to appeal to emotion, logic, or credibility.
For example, spark emotion in someone by mentioning their comfort levels after having their malfunctioning furnace repaired in the middle of the winter when it’s needed the most.
Because people tend to act quicker through emotions, humanizing your HVAC ad copy and making it relatable so it appeals to your audience emotionally could increase your chances of conversion.
Conversely, logic and practicality are huge priorities for many people when researching new services, making trust a necessity between HVAC companies and their potential customers.
In this direction, you might mention your 24-hour services in case they experience an HVAC emergency. You could also mention low prices, free estimates, or anything that incentivizes searchers to choose your company over others.
If you can combine the 3 factors of emotion, logic, and trust, you’ll almost certainly create an HVAC Google Ad that is a recipe for success!
Use Dedicated HVAC Landing Pages to Seal the Deal
Once you understand the components of a Google ad and what makes it effective, the most important thing is to ensure that all your advertising outlets are in sync and working effectively together.
If you only focus on keyword research for your Search ads, for example, but don’t send searchers to dedicated landing pages with quality content, you’re not doing everything you can to convert that click into a lead.
Utilizing dedicated PPC landing pages is especially important because 95% of small businesses are already using this tactic. Simply put, you can't afford to be in the super-minority of small businesses not creating landing pages for their Search ads.
As long as you’re doing everything you can to prioritize the quality of advertising from start to finish, you’ll increase your chances of getting noticed on Google and being contacted for your premier HVAC services.
Track Key Metrics and Make Adjustments for Maximum Ad Success
As with all elements of small business marketing, you’re going to need to track the success of your HVAC advertising early on so you can make adjustments without blowing through your budget on paid search that isn’t working.
If you’ve been using Google Ads for a while, you already know that there is a lot of information available on the performance of your ads. This can be helpful, but some small businesses might find it overwhelming.
We recommend using a few tools provided by Google to measure the success of your ads in the beginning. These include quality score, conversion tracking, and Google Analytics.
Once you feel comfortable using Google’s in-house tools, you can research 3rd-party PPC tools that might help take your ad strategy to the next level.
Staying Up To Date on Google Ads Changes
The last piece of the HVAC Google ad puzzle is understanding that Google is always improving the experience of finding what a searcher is looking for. This means that they will update their interface and ads platform regularly.
To ensure the success of your HVAC Google ads, you will want to stay up to date on any major changes to Google Ads. (The key word here is major.)
There’s no need to obsess over small changes and how they may or may not affect your paid search strategy. Ultimately, only the largest changes need acknowledging for most small businesses.
A great way to stay on top of any big changes and keep ahead of the competition is to subscribe to a reputable marketing newsletter or sign up for blog updates. This way, you’ll get notified immediately with quick solutions to adapt to the changes.
in conclusion
Although the concept of using Google Ads to grow your HVAC business might seem overwhelming at first, we hope that the tips in this article have helped you realize that you can easily use paid search to generate new customers—and you can’t afford not to!
By strategically implementing keywords, creating quality PPC landing pages, and tracking your ads’ success out of the gate, you’re sure to be set up for success with Google ads for your HVAC business.
Author's Note: This blog was originally published in December 2020 and has been updated to reflect current trends and data.
