The Problem With HVAC

Of all the skilled trades I work with I personally believe HVAC is the hardest to run a successful campaign for. This is due to a number of factors. The first is a large amount of competition in the HVAC industry. There are so many businesses in HVAC and all of them somehow manage to use google ads or have at least tried it. This leads to the second factor, a very high cost per click (CPC) on Google Ads. This high CPC causes a lot of people to lose money and yet because HVAC is very profitable many owners will continue using it even they only get a handful of leads a month. The final factor is the large number of digital marketing companies who target these HVAC companies since they know they can make money even if they deliver subpar results.

How To Run A Successful Campaign

This all results in campaigns being very difficult to run if you don’t know what you’re doing. However, here are some tips for running a winning campaign in the HVAC industry.

• Add negative keywords – There are so many companys title xyz heating and cooling that you will have to be on the ball with your negative keywords to make sure your not popping up when someone searches for them
• Use landing pages – If your not using landing pages don’t run an HVAC campaign (you’ll be killed)
• Track everything and test it – make sure your tracking calls, form submissions, call extensions, and make sure to test it all to make sure it works and is operational
• Write copy from the customers perspective – please do not put why your company is awesome, you want to give the customers reasons to pick you. Ex: 24/7 Emergency Service, Free Quotes, Techs On Standby, Instant Quote

Till Next Time

Hopefully, these tips will help you with your Google Ads Campaign and get your HVAC company to bring in lots of new business. Remember it’s a tough game and takes a considerable amount of time so don’t be too upset if you are not swamped with new business the first day.

Grit Those Teeth,

Matthew D. Miller