How to Create a Dynamic Search Ad for Your HVAC Business?

Did you know that 46% of Google searches have local intent? This means nearly half of the millions of searches happening every minute are people looking for local information they once found in the phone book.

Is your HVAC business positioned correctly in this modern phone book?

If you’re unsure, that’s okay. At All Contractor Marketing, we specialize in building local digital marketing strategies for HVAC businesses like yours. 

One effective way to get noticed by your target audience is Dynamic Search Ads (DSAs). Google Dynamic Search Ads help you reach potential customers more efficiently by automatically creating ads based on your website’s content.

If this sounds confusing, don’t worry. Let’s break this type of search campaign down.

Understanding Dynamic Search Ads (DSAs)

To make the most of your HVAC business and Dynamic Search Ads, you must understand what they are, how they differ from traditional search ads, and the unique benefits they offer.

Grasping these concepts means you’re better equipped to leverage this type of Google ads campaign for your HVAC business. In addition to other search engine and social media strategies, you can tap a holistic online marketing strategy.

What are Dynamic Search Ads?

Dynamic Search Ads (DSAs) are a type of automated ad that uses content from your website to create targeted ads. Instead of relying on a predefined list of keywords, Google scans your site’s content and matches it to relevant searches. This means your ads can adapt to different search queries without the need for constant updates.

These ads might be your only way into a potential client, too. According to Hubspot, 71% of prospects prefer to do individual research rather than interacting with a salesperson. Nailing your DSA strategy will put you at a competitive edge.

How DSAs Differ from Traditional Search Ads?

Traditional Google ads campaigns require you to input a list of target keywords you want to target. You manually write the headlines and descriptions for these ads. 

In contrast, Dynamic Search Ads use Google’s algorithm to automatically generate ad headlines and select landing pages based on the content of your website. This automated approach saves time and means that your ads remain relevant to a wide array of search queries on search engines.

According to Google themselves, even well-managed Google Ads with multiple keywords can “miss relevant searches” and “get out of sync” with what’s available on your website.

Feature	Dynamic Search Ads (DSAs)	Traditional Search Ads
Keyword Targeting	No predefined list of keywords; Google scans website content to match relevant searches.	Requires a predefined list of target keywords
Ad Creation	Automatically generated headlines and landing pages based on website content.	Manually created headlines and descriptions
Ad Relevance	Highly adaptive to a wide array of search queries due to content-based targeting.	Limited to the relevance of the predefined keywords.
Time Investment	Lower time investment; less manual updating required.	Higher time investment; requires constant updates and keyword management.
Flexibility	Highly flexible and adapts to new content automatically.	Less flexible; requires manual updates for new content or changes.
Ad Copy	Google generates headlines; advertisers write descriptions.	Advertisers manually write both headlines and descriptions.
Maintenance	Minimal maintenance as ads update automatically with website changes.	Requires regular maintenance to keep ads relevant and updated.
Reach	Can capture a wider range of search queries.	Limited to the predefined keywords.
Automatic Updates	Yes, ads automatically updated when website content changes.	No, requires manual updates to reflect changes.
Setup Complexity	Easier setup due to automation.	More complex setup due to manual keyword and ad copy creation.

Benefits of Using DSAs for HVAC Businesses

Dynamic Search Ads can significantly improve our HVAC business’s online advertising strategy by saving you time, broadening your reach, and improving ad performance.

Here are some of the benefits you can expect:

1. Time-Saving: DSAs reduce the time spent on creating and updating ads. Google does the heavy lifting by generating ads from your website content.
2. Better Reach: Dynamic Search Ads work by capturing a wider range of search queries, including those you might not have thought to target with traditional ads. This helps you reach more potential customers who are searching for services you offer.
3. Increased Relevance: Since DSAs are based on the actual content of your website, the ad campaigns are highly relevant to the user’s search query. This often leads to higher click-through rates and better overall ad performance.
4. Automatic Updates: Your Dynamic Search Ads are automatically updated whenever you update your website. This means they always reflect your most current offerings and promotions.
5. Improved ROI: With increased relevance and reach, DSAs can lead to better return on investment by driving more qualified traffic to your site.

Preparing Your HVAC Website for DSAs

Broadly speaking, 49% of companies say that increasing customer acquisition is their number one priority. That’s a massive opportunity. Successfully harnessing a DSA strategy can give you a significant edge over your competitors.

To achieve this, you must properly prepare your website for search engines.

Before creating Dynamic Search Ads, your HVAC website must be optimized. The quality and structure of your website content directly affect the performance of your DSAs.

First, organize your website clearly. Separate your services into distinct categories, such as:

• HVAC installation
• Maintenance
• Repair 

This helps Google navigate your site and generate targeted ads for each service.

Make sure your content is relevant and detailed – and is easy to understand by an average property owner (not just an HVAC specialist). Include clear and concise descriptions of your services, benefits, and special offers. Detailed, streamlined content provides Google with the information needed to create precise and appealing ads.

Google will use your website content to create Dynamic Search Ads. It scans your website for keywords and phrases. This information is then used to create ad campaigns that match user searches. If you’re unsure where to improve, tools like Google Search Console can help identify areas for improvement.

Setting Up Your First Dynamic Search Ad Campaign

Creating your first DSA campaign might seem daunting, but similar to other ad campaigns, it can be straightforward with a step-by-step approach. This section guides you through the entire process, from setting up your Google Ads account to launching your campaign.

1. Preliminary Steps

Before you begin, ensure you have a Google Ads account. If you don’t have one, create it by visiting the Google Ads website and following the setup instructions. 

Next, link your Google Ads account to Google Analytics. This integration will help you track the performance of your ads and make data-driven decisions.

2. Creating a New Campaign

1. Log into Google Ads: Once logged in, click on the “Campaigns” tab and then the “+” button to create a new campaign.
2. Select Campaign Goals: Choose the primary goal for your campaign, such as “Website Traffic” or “Leads.” These goals will help guide Google in optimizing your campaign.

3. Selecting Campaign Settings

1. Campaign Type: Select “Search” as your campaign type, and then choose “Dynamic Search Ads.”
2. Campaign Name: Give your campaign a descriptive name, such as “HVAC Services DSAs.”
3. Network Settings: Decide where you want your ads to appear. Typically, you should select both “Google Search Network” and “Google Search Partners” for broader reach.

4. Setting Up Ad Groups

1. Ad Group Name: Name your ad groups based on themes or specific services, like “HVAC Installation” or “Emergency Repairs.”
2. Dynamic Ad Targets: Specify which parts of your website you want to target. You can choose specific pages, categories, or the entire site. For instance, if you have a page dedicated to HVAC maintenance, target that page to ensure relevant ads are created.

5. Creating Dynamic Ad Targets

1. Auto-Targets: Use the “Auto-Targets” section to refine which pages Google should use for creating ads. You can target specific URLs, categories, or use rules like “URL contains.”
2. Targeting Options: Set up dynamic ad targets based on your chosen criteria. This helps Google create more relevant ads that match user searches closely.

6. Ad Copy Creation

1. Ad Headlines and Descriptions: While Google generates the headlines, you can write compelling descriptions. Make your descriptions clear, concise, and highlight key benefits or offers. For example, “Get 24/7 emergency HVAC repair services.”
2. Ad Extensions: Use ad extensions like site links, callouts, and structured snippets to provide additional information and improve ad performance.

7. Using Dynamic Ad Targets

1. Target Specific Pages: If certain pages are crucial for your business, prioritize them in your dynamic ad targets.
2. Exclude Irrelevant Pages: Exclude pages not related to your services, like your privacy policy or terms and conditions. This prevents irrelevant ads from being generated.

8. Reviewing and Launching the Campaign

1. Budget and Bidding: Set a daily budget and choose a bidding strategy. For DSAs, “Maximize Clicks” or “Target CPA” can be effective options.
2. Review Settings: Double-check all your settings, including ad groups, targets, and ad copy. Ensure everything aligns with your campaign goals.
3. Launch: Once satisfied with your setup, click “Save and Continue” to launch your campaign.

9. Monitoring and Adjusting

1. Performance Tracking: Regularly monitor your campaign performance using Google Analytics. Look for key metrics like click-through rates (CTR), conversion rates, and cost per acquisition (CPA).
2. Adjustments: Based on performance data, make necessary adjustments to your targets, ad copy, and bidding strategy. Continuous optimization helps improve your campaign’s effectiveness.

By following these steps, you can set up a Dynamic Search Ad campaign that effectively reaches potential customers searching for a HVAC company. Remember, the key to success is ongoing monitoring and optimization.

Best Practices for HVAC Dynamic Search Ads

Here’s the reality: over 92% of global searches take place on Google, and 80% of businesses use Google Ads campaigns. That’s a lot of competition. 

To maximize the effectiveness of your Dynamic Search Ads and online marketing, you must follow best practices. These strategies keep your ads relevant, engaging, and effective at driving traffic and conversions. Remember, it’s all about understanding the HVAC customer journey.

1. Keeping Your Website Content Up-to-Date

Regularly updating your site to reflect new services or changes in your business is essential. This ensures that Google uses the most current and relevant information to generate your ads for your target audience. 

For example, if you add a new service like duct cleaning, updating your website will enable Google to create ads highlighting this service. Ideally, this attracts customers looking for duct cleaning specifically. 

Or, when updating your site, focus on adding seasonal promotions or new services. For instance, before the winter season, highlight your furnace maintenance services to attract customers preparing for colder weather.

2. Leveraging Local SEO

Optimize your content for local searches to attract customers in your area. Include location-based keywords, such as “HVAC services in [Your City],” to improve your online visibility in local search results. 

This not only helps your Dynamic Search Ads target the right audience but also boosts your website’s overall local search ranking. It’s easier for potential customers to find you.

3. Using High-Quality Images and Videos

Incorporate high-quality visuals (we generally advise using real photos of you and your team stock images) on your website to make your ads more appealing in search engine results. Images and videos of your team at work or customer testimonials can engage visitors and provide a better understanding of your services.

High-quality visuals also improve the user experience on your site. They encourage visitors to stay longer and explore more, which can positively impact your ad performance.

4. Utilizing Customer Reviews and Testimonials

Feature customer reviews and testimonials prominently on your website. Positive feedback from satisfied customers builds trust and credibility, which can significantly enhance the effectiveness of your Dynamic Search Ads. 

When potential customers see genuine testimonials, they are more likely to click on your ads and choose your services, knowing that others have had a positive experience with your business.

HVAC Business Dynamic Search Ads Are a Secret Weapon

Dynamic Search Ads are a powerful tool for HVAC businesses. They save time, increase reach, and ensure your ads are always hitting relevant local searches. By following the steps outlined above, you can set up effective DSAs that drive more qualified traffic to your website. 

Start implementing DSAs today to boost your online visibility and conversions. Contact us today!

• Category: hvac marketing, HVAC PPC