Paid advertising is one of the most excellent HVAC marketing strategies for growing your sales pipeline. Better yet, if executed correctly, paid ads can play a central role in the overall success of your company.

For example, Google reports that businesses bring in two dollars for every dollar spent in AdWords (Economic Impact).

While paid advertising is a measurable and targeted way to reach your audience, it can be a big transition from traditional marketing efforts. Many times our HVAC marketing team hears questions such as...

• What is online paid advertising?
• What are potential HVAC customers looking for?
• What are the best types of paid ads for HVAC companies?
• Are paid ads worth it for home services businesses?

Whether your HVAC business is planning to launch paid ads soon or you are just curious to learn what options you have, you've clicked on the right blog post. Keep reading as I answer these common questions and start generating leads from successful HVAC marketing strategies.

What is Online Paid Advertising?

Paid advertising is an online marketing model used to increase traffic and targeted audiences to HVAC websites. While paid ads are commonly associated with top-tier search engines such as Google, the strategy is also available on social channels, Gmail, and more. 

In most cases, paid advertising platforms provide advanced targeting capabilities to reach your ideal customer. For example, advertisers can target by age, gender, location, and other basic demographics. 

Additionally, in the case of Google search ads, advertisers can target popular keywords related to their products and services. For example, HVAC companies can display their ads to homeowners that search "HVAC repair companies."

Actionable Tip: 💡

Marketing strategies often consume the budgets of an HVAC business. Therefore, it is essential to be allocating the right resources to the proper channels. Learn how to make the right choice in our post, Which is Better? Paid or Organic Marketing?

What are the best types of paid ads for HVAC companies?

When it comes to paid online advertising, HVAC companies are never short of options. From Google search ads to Facebook newsfeed ads to Gmail sponsored promotions, the list goes on and on. 

But what type of online advertising is most suitable for promoting your HVAC services? From our experience, we've seen the most significant conversion rates with Google search ads and Facebook ads.

Google Pay-Per-Click (PPC) Ads

When most people think of PPC ads, Google search ads are the first thing that comes to mind. These advertisements appear at the top and bottom of Google's search engine results page (SERP). PPC search ads are designed similar to an organic search result but labeled with "ad" to show sponsored content. 

Facebook Ads

Facebook ads are another popular form of paid advertising for HVAC businesses. These types of advertisements appear in Facebook's newsfeeds, right column, Facebook messenger, and more. In addition to general demographics targeting, home services advertisers can utilize unique targeting capabilities such as homeowners who recently moved.

Actionable Tip: 💡

92% of social marketers are using Facebook for advertising (Invesp). What are you waiting for? Here are 7 Steps to Improve Your Facebook Ads to Generate Home Services Leads.

Are Paid Ads Worth it for Home Services Businesses?

As a home services marketing agency, we understand HVAC companies are slightly skeptical about investing time and money into paid ads. So, you're probably wondering, is it worth it? 

Below are a few benefits that paid advertising has for local businesses to help answer that question. 

1) Achieve first-page presence on top search engines

Did you know, online users make over 5 billion Google searches every day (Hosting Facts)? However, of those 5 million searches, only 25% of users go to the second search results page (WebFX). That means the large majority of consumers stick to the first page of search results.

If you want to get more eyes on your HVAC services, it is crucial your website displays as one of the first five results to a user's search query. The best guarantee of accomplishing this goal is through paid ads because search engines reserve these spots for advertisers. That's why it is one of the most effective traffic drivers for many HVAC websites.

2) Utilize targeted search results

If you create a fantastic advertising campaign, but no one sees it, what is the point? HVAC companies also need to get their promotional offerings in front of the right audience. Paid advertising platforms such as Google allow you to promote your HVAC services to online consumers who are looking for them. 

For example, you can create a paid search ad campaign that is displayed when homeowners in your area search "HVAC companies near me." By doing so, your brand is listed at the top of Google's SERP. It encourages more users to visit your HVAC website for more information. 

3) A cost-effective strategy for lead generation 

One of the most common misconceptions of paid advertising is that it is costly to implement. However, both Google and Facebook ads can deliver quality results within even the tightest of budgets. 

HVAC advertisers are only charged when someone clicks on your ad. Therefore, you are not wasting money on advertisements that people are not engaging with. Whereas the same cannot be said for billboards and cold emails.

Furthermore, there are no minimum spending requirements for paid ads. For this reason, it is an excellent HVAC marketing option for small and local businesses that don't have large marketing budgets.

Actionable Tip: 💡

Are you convinced of the power of paid ads? That's what we like to hear. Learn more about How to Build and Launch Your First Google Ad.

Where to Start With Paid Advertising

In today’s digital world, HVAC companies cannot keep wasting their marketing dollars on traditional strategies such as billboards and cold sales emails. Paid advertising should not be overlooked as HVAC business owners strive to generate leads and boost conversion rates.

In addition to paid ads, our home services marketing company often recommends other online marketing strategies such as SEO, content marketing, and targeted email blasts. We cover these topics in detail in The COVID-Era Guide to Getting More Results from HVAC Marketing. 

Implementing these strategies is how our clients have achieved 10X more leads and 20X more revenue. And you can too! Contact our home services marketing firm to learn how Rizen can help.