How to Write the Perfect Google Search Ad for your HVAC Business
Updated on March 14, 2023
Advertising for your HVAC business can seem intimidating with the abundance of information and competition online. And 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.
So in order to get the most out of your HVAC advertising efforts, learning the anatomy of an 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 to beat the other ads in your location. Plus, with 87% 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’ll be able to successfully build an ad that is designed to stand out and convert—the ultimate goal in digital advertising!
The Anatomy of a Google Search Ad
Top Tips For WRITING HVAC Ad COPY
Start With a Keyword-Focused Headline
Every HVAC ad needs a headline. But what makes a headline effective in being seen by potential clients as well as being clicked on?
First things first, your headline must use strong keywords in order to show up near the top of the search engine results. 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 in your headline that reflect those and other common search terms.
Stay away from vague headlines like, “HVAC Services Near You!” It’s important to be as specific as possible about the services you offer like repairs or maintenance, the location you’re in, and even highlighting something that sets you apart from other HVAC companies like a quick response time, free estimates, or 24-hour availability.
Use Specific Calls to Action
Your call to action (CTA) should be in line with what you want potential customers to do when they see your ad. It should be specific, short, and prompt them to take action.
For example, instead of saying something vague like, “Contact Us,” you might say, “Call now for a free estimate on your HVAC repairs!”
By being specific, you’re not only able to use more keywords but you’re informing your audience on what to expect once they click on your ad and call your number. The more they’re aware of your process and how convenient it is for them, the more likely they are to commit to a phone call.
Don’t be afraid to be creative as well as strategic!
You might mention promotions in your CTA or anything that will encourage them to click on your ad. Additionally, putting some flair on your ads with something simple like a rhyme can be just the push you need to stand out from the crowd and get them to click on your HVAC ad instead of the ad right next to it.
Mention Highlights in the Description
The description of your ad provides a perfect opportunity for you to appeal to emotion, logic, or credibility.
For example, you could spark emotion in someone by mentioning their level of comfort 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 content and making it relatable to the point where it appeals to your audience emotionally could increase your chances of the ad getting clicked on.
On the other hand, logic and practicality are a huge priority for many people when looking into new services, and trust goes hand in hand with that.
Going in this direction might include mentioning your 24-hour services in case they’re experiencing an HVAC emergency. You could also mention low prices, free estimates, or something else that incentivizes searchers to pick your ad over others.
If you can find a way to mix all 3 factors of emotion, logic, and trust you’ll almost certainly create an HVAC Google ad that is a recipe for success!
Use Dedicated Landing Pages to Seal the Deal
Once you understand all the pieces of a Google ad and what makes it effective, the most important thing is to make sure 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 86% of small businesses are already using this tactic, which means you are falling way behind the competition if you fail to follow through on creating landing pages.
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 as well as 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 ads 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 an abundance 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 begin to research some 3rd-party PPC tools that might help take your ad strategy to the next level.
SEMRush, for example, is an unbeatable tool for doing in-depth keyword research and Leadpages can help you create premier landing pages for your ads.
Staying Up To Date on Google Ads Changes
The last piece of the Google ad puzzle is understanding that Google is always trying to improve the experience of finding a business for searchers. This means that they are going to update their interface and ads platform regularly.
In order 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 potential changes and how they may or may not affect your paid search strategy. Ultimately, only the biggest 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 by subscribing to a reputable marketing newsletter or signing up for blog updates. This way, you’ll get notified right away and will likely be provided with quick solutions to adapt as well.
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.
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