How to Set Up Your First HVAC Google Ads Campaign Part 1: The Basics

Launching a Google Ads campaign for your HVAC business is like installing a brand-new air conditioning system: it requires precision, expertise, and the right tools to achieve optimal performance. 

Just as a well-installed HVAC system keeps homes comfortable, a well-executed Google Ads campaign can keep your business thriving by attracting a steady stream of local customers. With the right setup, your ads reach potential customers at the exact moment they need your services. 

This leads to more calls, appointments, and satisfied clients. Google estimates that, with the right setup, businesses can see an 800% increase in business through Google Ads.

This step-by-step guide will walk you through setting up your first Google Ads campaign for your HVAC company. Combined with other lead generation strategies, you’re setting your HVAC business up for success. 

Let’s dig in.

Understanding HVAC Google Ads Campaign

Google Ads is an online advertising platform created by Google. It allows businesses to display ads on Google’s search engine and its vast network of partner websites. With Google Ads, you can reach potential customers precisely when they are searching for services like yours.

The Google Ads platform is user-friendly and designed to help businesses of all sizes. It provides tools to create ads, target specific audiences, and track the performance of your campaigns. For HVAC companies, Google Ads for HVAC companies can help businesses reach potential customers precisely when they are searching for HVAC services. This platform uses a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad, making it a cost-effective way to advertise.

“Google Ads is one of the best tools for lead generation.”

–Business.com

Types of Ads Available

Google Ads offers several types of ads to suit different marketing needs:

1. Search Ads: Text-based ads that appear on Google’s search results pages when users search for related terms.

• Benefits for HVAC Companies:- Google Search Ads are highly effective in targeting high-intent users who are actively searching for HVAC services. These ads operate on a pay-per-click model, making them a crucial element of a comprehensive advertising strategy. Using specific keywords can maximize ROI and drive conversions.

2. Display Ads: Visual ads that appear on websites within Google’s Display Network, which includes millions of websites, apps, and videos.

3. Video Ads: Ads that play before, during, or after videos on YouTube and other video partner sites.

4. Shopping Ads:  Product listings that appear in search results, showing users a photo of your product, a title, price, store name, and more.

5. App Promotion Ads: Ads that drive app downloads and engagement on Google Play and the Apple App Store.

6. Google Local Services Ads:  These ads appear at the top of search results and are tailored for service-based businesses like HVAC companies. They operate on a pay-per-lead model and feature the ‘Google Guaranteed’ badge, which enhances credibility. 

These ads focus on location-specific leads and higher conversion rates, allowing businesses to connect directly with potential customers in their immediate area.

How to Measure the Success of Your HVAC Google Ads Campaign

Measuring the success of your Google Ads campaign is essential to understand its impact and make informed decisions for future optimizations. By tracking key performance metrics and regularly reviewing your campaign performance, you can identify what works and what needs improvement. To evaluate the effectiveness of your Google Ads campaign, focus on these key performance metrics:

Click-Through Rate (CTR)

The percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is relevant and engaging to your audience.

Conversion Rate

 The percentage of clicks that result in a desired action, such as a form submission or a phone call. A higher conversion rate suggests that your ad and landing page are effective in driving user actions.

Cost-Per-Click (CPC)

The average amount you pay each time someone clicks on your ad. Lowering your CPC while maintaining or increasing traffic can improve your ROI.

Cost-Per-Acquisition (CPA)

The average cost to acquire a new customer or lead. This metric helps you understand the efficiency of your ad spend.

Return on Ad Spend (ROAS)

The revenue generated from your ad campaign divided by the amount spent on ads. A higher ROAS indicates a more profitable campaign.

Impressions

The number of times your ad is shown. While impressions alone don’t indicate success, they provide context for other metrics like CTR.

Quality Score

A metric that Google uses to rate the quality and relevance of your keywords and ads. A higher Quality Score can lead to lower costs and better ad placements.

Key Performance Indicators (KPIs) to Track Your HVAC Success

Identify the most important KPIs for your HVAC business and track them consistently:

• Leads Generated: The number of leads your campaign generates through form submissions, phone calls, or other conversion actions.
• Conversion Rate by Keyword: Analyze which keywords are driving the highest conversion rates to optimize your keyword strategy.
• Cost-Per-Lead: Measure how much you are spending to acquire each lead. This helps in budgeting and determining the effectiveness of your ad spend.
• Engagement Metrics: Monitor metrics like time on site and bounce rate to understand user engagement with your landing pages.
• Revenue from Ads: Track the revenue generated from customers who converted through your ads to assess the overall financial impact.

Ad Extensions

Ad extensions are additional pieces of information that can be added to your Google Ads. This makes them more informative and appealing to potential customers. Using ad extensions will improve your ad’s visibility and performance. Naturally, that to higher click-through rates and better campaign results.

Types of Ad Extensions

Google Ads offers several types of ad extensions, each designed to provide extra value to your ads:

1. Sitelink Extensions: These provide additional links to specific pages on your website, such as service pages, contact information, or special offers.
2. Callout Extensions: Short snippets of text that highlight key selling points, such as “24/7 Service” or “Free Estimates.”
3. Call Extensions: Add a phone number to your ad, enabling mobile users to call you directly with one click.
4. Location Extensions: Display your business address, map, and distance to your location, helping local customers find you easily.
5. Structured Snippet Extensions: Highlight specific aspects of your services, such as types of HVAC systems you repair or install.
6. Price Extensions: Show pricing information for your services, helping users understand costs upfront.
7. App Extensions: Promote your mobile app by providing a direct link to download it.

Setting Up Your Google Ads Account

Setting up an account is the first step to launching an HVAC business Google Ads campaign. Here’s how you can get started:

1. Go to the Google Ads Website: Visit ads.google.com and click on the “Start now” button.
2. Sign In: Use your Google account credentials to sign in. If you don’t have a Google account, you’ll need to create one.
3. Set Up Your Campaign Goals: Google Ads will ask you to choose your main advertising goal, such as getting more calls, website sales, or visits to your store.
4. Create Your First Campaign: Follow the prompts to start creating your first campaign. You’ll be guided through steps like setting your budget, selecting your target audience, and writing your ad.

Step-by-Step Guide to Signing Up for Google Ads

1. Enter Your Business Information: Provide details about your business, such as name, address, and website URL.
2. Choose Your Budget: Set a daily budget that you’re comfortable with. This determines how much you’re willing to spend on your ads each day.
3. Select Your Audience: Choose the geographic location where you want your ads to appear. You can target a specific city, region, or country.
4. Create Your Ads: Write the text for your ads, including headlines and descriptions. Make sure your ads are compelling and relevant to your target audience.
5. Set Up Billing Information: Enter your payment details to set up billing. You can use a credit card, debit card, or bank account to pay for your ads.
6. Review and Launch: Double-check all the details and settings of your campaign. Once everything looks good, click the “Submit” button to launch your campaign.

Account Settings and Preferences

After setting up your account, you can customize your settings and preferences:

1. Time Zone and Currency: Choose your time zone and currency during the initial setup. These settings cannot be changed later, so select them carefully.
2. Notification Preferences: Set your email preferences to receive notifications about your account, such as billing alerts and performance updates.
3. Linked Accounts: Link your Google Ads account to other Google services, like Google Analytics, to gain deeper insights into your ad performance.
4. User Permissions: If you have a team, you can add users to your account and set permissions for each one, allowing others to manage campaigns or view reports.

Keyword Research for HVAC

Keywords are the foundation of your Google Ads campaign. They are the terms and phrases that potential customers type into Google when searching for services. Analyzing search queries and SEO trends can help identify the right keywords for your HVAC Google Ads campaign. 

Using the right keywords helps you reach your target audience and increases the chances of converting searches into customers.

What’s the Next Step?

Getting started with your HVAC Google Ads campaign can feel overwhelming. It’s expensive and there isn’t a huge margin for error. At All Contractor Marketing, we’re here to guide you in the right direction and maximize every dollar in your budget. 

To continue your journey and get detailed insights on launching your campaign, check out How to Set Up Your First HVAC Google Ads Campaign Part 2: Getting Started.

We’ll get into the nuts and bolts of getting your campaign off the ground and in front of the right people. For any questions, feel free to reach out directly. 

• Category: hvac marketing, HVAC PPC