One of the first things you did as the owner of an HVAC company was envisioning how to make your HVAC business stand out from the competition. But soon, we imagine, you realized how few unique marketing tactics are effective for HVAC contractors.
Don’t worry; you’re not alone. All home services companies should be putting their concentrated efforts into digital marketing. In the current advertising environment, most of your customers will find you online through a search engine that will lead them to your business website.
So, there is your focus, pure and simple. Your top digital marketing priorities need to be:
- Building a professional website that’s optimized for search engines (SEO)
- Strategizing to get your listing to show up at the top of the Google Search engine results pages (SERPs) using PPC advertising
Why HVAC SEO?
SEO, for search engine optimization, can be extremely valuable for an HVAC contractor. The concept, as with PPC, is to make your company more visible to your target customers. However, each takes a different approach. You achieve SEO by constructing a professional website that is well-engineered in structure and rich in content relevant to your target customer’s interests.
SEO takes much longer and is built over time. You’ll need keyword research to identify strong and competitive keywords that you’ll incorporate in your website content, which will rank you higher in the organic SERPs and help drive traffic to your site.
However, the reward is worth the wait. Once you begin showing up as one of the top search results for your desired keywords, you normally stay there for a while. This brings constant traffic to your website and leads to more business.
Why a Pay-Per-Click (PPC) campaign?
PPC, the acronym for pay-per-click advertising, can provide many short-term benefits to HVAC contractors. The basic concept for PPC search marketing is that you pay to have your home services company website listed near the top of popular Google SERPs, based on the particular keywords you pay to target.
The beauty of PPC advertising is that it is immediate, and you can track the success of your campaign in real time. PPC runs through Google Ads (formerly Google AdWords), which lets you control both the cost of your promotion and who sees it. Google only charges you per click when someone finds you via a Google search clicks on your HVAC website link.
Potential drawbacks include high prices for popular keywords, limited time on top, and substantial expenses if you continue it in the long run.
PPC is also a strategy you can use with social media marketing services, such as Facebook Ads. Instead of appearing in SERPS, you pay a set rate per click, determine your target audience’s demographic characteristics, and Facebook places your ad on their social media feeds.
Why Both?
Your home services company’s best marketing approach is to budget for both paid search and SEO campaigns, which work in synergy. For instance, when you get many clicks with a PPC advertising campaign, you can then use that data to transfer those keywords to your organic search strategy because you now know that the keywords you targeted were effective.
You can also begin remarketing, which is using data you discovered with PPC or SEO to customize marketing tactics that match a customer’s engagement with your site. Using both techniques is called a holistic approach to marketing, which has proven more effective than focusing on a single marketing effort.
PPC For HVAC Companies
Clicks Geek is the industry leader in paid search promotions. We help HVAC companies around the globe generate more leads from their web site and make more money.
To see what we can do for you, call us at 917-310-1597 or visit our Contact page.
Ed Stapleton Jr.
http://clicksgeek.comEd Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.
