How to Set Up Your First HVAC Google Ads Campaign Part 2: Getting Started

ACM Development Team on August 28, 2024

In our last post on the All Contractor Marketing blog, we discussed the basics of a Google Ads campaign for HVAC companies. In this post, we want to dive into the details of getting started.

Running a Google Ads campaign requires more than many people believe. It’s not something you can simply set up and hope for the best. Everything from choosing keywords to building the campaign structure takes diligence and adaptability.

We’re here to help set you up for success.

Without further ado, let’s get started.

Choosing Relevant Keywords for HVAC Services

1. Identify Core Services

Start by listing the main services your HVAC business offers, such as air conditioning repair, furnace installation, or duct cleaning. Identifying these core services is crucial for HVAC companies to attract the right customers and drive leads through targeted Google Ads campaigns.

2. Think Like a Customer

Consider what words your potential customers might use to find your services. Use phrases like “emergency HVAC repair” or “affordable heating service.”

3. Use Long-Tail Keywords

Long-tail keywords are more specific phrases that usually have lower competition and cost. Examples include “24-hour AC repair in [Your City]” or “best HVAC maintenance near me.”

Since HVAC services are often local, include geographic keywords to target customers in your area, such as “HVAC services in [City Name].”

Tools for Keyword Research

Google Keyword Planner: This is a free tool provided by Google that helps you find relevant keywords for your campaign. It shows you keyword ideas, search volume, and competition level.
Ubersuggest: A useful tool for finding new keywords and getting insights into search volume and keyword difficulty.
Moz Keyword Explorer: This tool offers keyword suggestions, search volume data, and a difficulty score to help you choose the best keywords.
SEMrush: A comprehensive tool that provides keyword research, competitor analysis, and search trends.

Using Google Keyword Planner

Access the Tool: Log in to your Google Ads account and navigate to the Keyword Planner under the “Tools & Settings” menu.
Discover New Keywords: Enter words related to your HVAC services. The tool will generate a list of related keywords along with their search volumes.
Analyze Metrics: Look at metrics like average monthly searches and competition level to choose the best keywords.
Select and Save Keywords: Pick the keywords that are most relevant to your business and save them to use in your ad groups.

Campaign Structure

A well-organized campaign helps you manage your ads more effectively and ensures you reach your target audience with precision. Here’s how to set up your campaign structure, choose the right type, and plan your budget.

Choosing the Right Campaign Type for HVAC Services

For an HVAC company, Search Network Campaigns are usually the best choice. They target users actively searching for HVAC services, making them more likely to convert into customers. However, consider using Display Network Campaigns to build brand awareness or Video Campaigns to engage potential customers with informative content about your services.

Budgeting and Bidding Strategies

Setting Your Budget

Determine how much you want to spend on your Google Ads campaign. Start with a daily budget that aligns with your overall marketing budget. Google Ads allows you to set a maximum daily spend, giving you control over your expenses.

Choosing a Bidding Strategy

Decide how you want to pay for your ads. Common bidding strategies include:

Cost-Per-Click (CPC): You pay each time someone clicks on your ad. This is ideal for driving traffic to your website.
Cost-Per-Thousand Impressions (CPM): You pay based on the number of times your ad is shown, useful for brand awareness.
Cost-Per-Acquisition (CPA): You pay when someone takes a specific action, such as filling out a form or making a call. This is effective for generating leads.
Maximize Clicks: An automated strategy where Google Ads tries to get as many clicks as possible within your budget.
Target CPA: Google Ads sets bids to help get as many conversions as possible at your target cost-per-acquisition.

Setting Up Your Campaign

1. Define Your Goals

Before you start, clearly define what you want to achieve with your campaign. Are you looking to drive more traffic to your website, increase calls, or boost brand awareness?

2. Organize Your Campaigns

Create separate campaigns for different services or objectives. For instance, you might have one campaign for air conditioning services and another for heating services.

3. Ad Group Structure

Within each campaign, create ad groups based on specific services or keywords. This helps you manage your ads more efficiently and ensures they are highly relevant to your target audience.

Ad Groups and Ad Creation

Creating well-structured ad groups and compelling ad copy ensures your ads are highly relevant to potential customers. This improves both click-through rates and conversion rates.

Organizing Ad Groups

Ad groups help you organize your keywords and ads. Each ad group should focus on a specific service or product, making it easier to create targeted ads.

Grouping Keywords into Relevant Ad Groups

Identify Core Services: Start by identifying the main services your HVAC business offers, such as air conditioning repair, heating installation, and duct cleaning.
Create Specific Ad Groups: Group keywords related to each service into separate ad groups. For example:
- Air Conditioning Services: Keywords like “AC repair,” “air conditioning installation,” “emergency AC repair.”
- Heating Repair: Keywords like “furnace repair,” “heating system maintenance,” “heater installation.”
- Duct Cleaning: Keywords like “duct cleaning services,” “vent cleaning,” “air duct cleaning.”

Creating Compelling Ad Copy

Ad copy is the text that appears in your ads. It needs to be engaging and persuasive to attract clicks.

1. Write Clear Headlines

Your headlines should grab attention and clearly state what you offer. Use action words and highlight key benefits. For example, “Fast & Reliable AC Repair” or “Affordable Furnace Installation.”

2. Include Keywords Naturally

Use your main keywords in the ad copy to make it relevant to the search query. This can improve your ad’s relevance and Quality Score.

3. Highlight Unique Selling Points

Mention what makes your HVAC services stand out, such as 24/7 availability, free estimates, or licensed technicians. For example, “24/7 Emergency HVAC Services” or “Free Estimates on All HVAC Installations.”

4. Add a Call to Action (CTA)

Encourage users to take action with a strong CTA. Phrases like “Call Now,” “Get a Free Quote,” or “Schedule Service Today” can prompt users to click on your ad.

5. Use Ad Extensions

Enhance your ads with extensions like call buttons, location information, or additional site links. These can increase the ad’s visibility and provide more information to potential customers.

Example of Ad Copy for HVAC Services

Headline 1: “Fast & Reliable AC Repair”
Headline 2: “24/7 Emergency HVAC Service”
Description: “Need urgent AC repair? Our licensed technicians are available 24/7. Call now for a free estimate and fast service.”

Targeting Options

By setting precise geographic and demographic targets, you can optimize your HVAC ads to attract local customers and increase conversions.

Geographic Targeting

Geographic targeting allows you to show your ads to users in specific locations. This is essential for HVAC businesses that serve particular areas.

Setting Location Targeting for Local HVAC Service Areas

Define Your Service Area: Determine the specific regions, cities, or neighborhoods where your HVAC services are available.
Set Location Targeting: In your Google Ads account, navigate to the location settings. Enter the geographic areas you want to target. Setting location targeting can enhance the effectiveness of local service ads for HVAC businesses. These ads appear prominently in search results, are verified by Google, and operate on a pay-per-lead model, connecting you with customers actively seeking services in your local area. You can include multiple locations if your service area spans several cities or regions.
Exclude Irrelevant Areas: Exclude locations where you don’t offer services. This helps ensure your ads are shown only to potential customers within your service range, reducing wasted spend.

Using Radius Targeting for Precise Location Reach

Select Radius Targeting

Choose radius targeting to reach users within a specific distance from your business location. This is useful if you want to attract customers within a certain radius, such as 10 miles from your office.

Set the Radius: In the location settings, enter your business address and specify the desired radius. Google Ads will show your ads to users within this area.
Adjust Based on Performance: Monitor the performance of your radius-targeted ads. If certain areas within the radius perform better, you can refine your targeting to focus more on those high-performing zones.
Demographic Targeting: Demographic targeting allows you to tailor your ads based on the characteristics of your ideal audience, such as age, gender, and household income.

Adjusting Ads Based on Audience Demographics

Identify Your Target Demographics

Consider who your typical customers are. For HVAC services, this might be homeowners aged 30-65, predominantly male or female, depending on your service trends.

Set Demographic Targeting

In your Google Ads account, go to the demographic settings. You can specify age ranges, gender, and household income levels.

Adjust Bids for Specific Demographics

If certain demographics are more valuable to your business, you can adjust your bids to prioritize showing ads to those groups. For instance, if homeowners aged 40-55 are your best customers, increase your bids for this age group to improve your ad visibility.

Use Exclusions

Exclude demographics that are unlikely to convert. For example, if young adults aged 18-24 are not typically in need of HVAC services, exclude this age group to focus your budget on more relevant audiences.

Combining Geographic and Demographic Targeting

Layer Targeting Options

Combine geographic and demographic targeting to narrow down your audience even further. For instance, target homeowners aged 30-65 within a 20-mile radius of your business.

Refine Based on Data

Continuously review the performance of your targeted ads. Use insights from your campaign data to refine your targeting settings. If certain demographics or locations are driving more conversions, adjust your targeting to focus on these areas.

Example of Targeting Settings for an HVAC Campaign

Location Targeting: Target users within a 15-mile radius of [Your City] and exclude areas outside your service range.
Demographic Targeting: Target males and females aged 30-65 with household incomes in the top 50% of your service area.
Bid Adjustments: Increase bids by 20% for users aged 40-55, as they represent a high-value customer segment.

This is how to maximize the efficiency of your ad spend and drive better results for your business.

Improving Ad Visibility and Performance with Extensions

Increase Click-Through Rate (CTR): Ad extensions provide more information and clickable options, making your ads more attractive and likely to be clicked on.
Improve Ad Rank: Extensions can improve your ad rank, meaning your ads can appear higher on the search results page without necessarily increasing your bid.
Better User Experience: Extensions help users find the information they need quickly and easily, enhancing their overall experience with your ads.
Higher Conversion Rates: By providing more relevant information upfront, extensions can lead to higher conversion rates as users are better informed and more likely to take action.

Types of Ad Extensions for an HVAC Campaign

Using Ad Extensions Like Sitelink Extensions, Callout Extensions, and Structured Snippets can enhance your ad’s visibility and relevance. These extensions provide additional information and direct users to specific sections of your website, improving user experience and increasing conversion rates.

1. Sitelink Extensions

Use sitelink extensions to direct users to specific sections of your website. For instance, link to pages like “Air Conditioning Repair,” “Heating Services,” “Special Offers,” and “Customer Testimonials.” This makes it easier for users to find the information they need and increases the chances of conversion.

2. Callout Extensions

Add callouts to emphasize unique features or benefits of your services. Highlight points such as “Certified Technicians,” “Same-Day Service,” or “Energy-Efficient Solutions.”

3. Call Extensions

Make it simple for potential customers to contact you by adding a phone number. This is particularly useful for mobile users who prefer to call directly.

4. Location Extensions

If you have a physical location, adding your address can help local customers find your business. This is especially effective for users searching for nearby services.

5. Structured Snippet Extensions

Provide additional details about your services, such as “Types: Central Air, Split Systems, Heat Pumps” or “Brands: Carrier, Trane, Lennox.”

6. Price Extension

Display starting prices for popular services like “AC Repair from $99” or “Heating Installation from $599.” This can attract cost-conscious customers.

7. App Extensions

If your business has a mobile app, use app extensions to encourage users to download it for easier access to your services.

Example of Using Ad Extensions for an HVAC Campaign

Sitelink Extensions: Include links to “Air Conditioning Repair,” “Heating Services,” “Schedule an Appointment,” and “Special Offers.”
Callout Extensions: Highlight benefits like “24/7 Emergency Service,” “Licensed & Insured,” and “Customer Satisfaction Guaranteed.”
Call Extensions: Add your business phone number for direct calls.
Location Extensions: Display your business address and a map for local customers.
Structured Snippet Extensions: Highlight service categories like “Installation, Repair, Maintenance” and brands you work with.
Price Extensions: Show starting prices for common services.
App Extensions: Promote your mobile app with a direct download link.

8. Setting Up Conversion Tracking

Conversion tracking helps you measure the effectiveness of your Google Ads work. It allows you to track specific actions taken by users after clicking your ad, such as making a purchase, filling out a contact form, or calling your business.

Installing Conversion Tracking Codes on Your Website

Implementing conversion tracking codes is essential for measuring the effectiveness of your advertising campaigns. Follow these steps to ensure accurate tracking of user actions on your website.

1. Create a Conversion Action

In your Google Ads account, navigate to the “Tools & Settings” menu and select “Conversions” under the “Measurement” section. Click on the “+” button to create a new conversion action.

2. Select Conversion Source

Choose the source of your conversion, such as website, app, phone calls, or imported conversions. For most HVAC businesses, website conversions (e.g., form submissions, calls from ads) are common.

3. Set Up Conversion Details

Enter the details of your conversion action, including the name, value, count (whether you want to count every conversion or only one per ad click), and conversion window (how long after an ad interaction you want to track conversions).

4. Get the Tracking Code

Google Ads will generate a conversion tracking code, also known as a tag. Copy this code.

5. Install the Code on Your Website

Paste the conversion tracking code into the HTML of your website’s thank you page or the page users land on after completing the desired action. You may need to work with your web developer to ensure the code is placed correctly.

Tracking Leads and Conversions from Google Ads Campaigns

Accurate tracking of leads and conversions is essential for understanding how well your Google Ads campaigns are performing. By following these steps, you can effectively monitor your results and make informed decisions to optimize your campaigns.

Verify Installation

Use the Google Tag Assistant or the Tag Manager to verify that the conversion tracking code is working correctly on your website.

Track Conversions in Google Ads

Once the code is installed and verified, Google Ads will start recording conversions. You can view conversion data in your Google Ads account under the “Campaigns” tab by adding the “Conversions” column to your reporting.

Analyze Conversion Data

Review the conversion data to understand which keywords, ads, and campaigns are driving the most valuable actions.

Monitoring and Adjusting

Continuous monitoring and optimization improves the performance of your Google Ads campaigns. By analyzing key metrics and making data-driven adjustments, you can enhance your campaign’s effectiveness.

What’s the Next Step?

Now, that you’ve set up the basics in your Google Ads campaign, it’s time for lift-off!

Read the final part of this blog series How to Set Up Your First HVAC Google Ads Campaign Part 3: Launching Your Campaign to get the inside scoop on launching, testing, and refining. If you missed it, you can catch up on Part 1: The Basics for a foundational overview.

We understand that Google Ads is a complicated process – full of roadblocks and obstacles. All Contractor Marketing is here to help you set everything up and make sure your campaign gets the traction you need for your HVAC business. For any questions, feel free to reach out directly.

Category: hvac marketing, HVAC PPC