Pay Per Click (PPC)
PPC for Plumbing and HVAC Companies: The Ultimate Strategy
Itching to learn the proper pay-per-click (PPC) advertising blueprint to take your plumbing or HVAC company to the next level online?
We know and specialize in the plumbing and HVAC industry. And we’ve been doing PPC for 10 years. It’s a lethal combination regarding having your plumbing or HVAC company dominating your area.
When you contact us regarding your plumbing or HVAC PPC needs, you’re on the path of getting higher quality leads, more customers, and you’ll generate more revenue.
We’ll explain how to:
- Get an extreme advantage over your competitors with Google Ads
- Spend less money & convert more visitors into quality leads
If you want your business to survive well into the future, your plumbing and HVAC PPC strategy should be one of your top priorities. More potential customers than ever will head over to a well known search engine by the name of Google (ever heard of it?) and search for plumbing and HVAC companies in your area before they make the decision to pick up the phone and call for help.
That’s why it’s more important than ever that you are listed at the top of Google’s search engine results when homeowners sit down at their computers to do their research on local plumbing and hvac companies. This guide will cover everything we do when we lay out an entire Pay Per Click campaign for our plumbing and HVAC clients.
What is Pay Per Click (PPC)?
Search Engine Optimization (SEO) is more of a long term strategy and key to the long term viability of your plumbing or HVAC business, Pay Per Click compliments the results by getting your business seen IMMEDIATELY. We recommend the following:
- Google Ads Pay-Per-Click campaigns
- Bing Ads Pay-Per-Click campaigns
- Facebook/Instagram Ad Campaigns
These advertising initiatives can produce quick, fast, and effective results if done right. They are a way to make your plumbing or HVAC business appear right at top of search results and within the social media feeds of your target audience at the click of a button as well as build a long term faucet of leads that you can turn on and off at will.
Let’s dive into how they can work for you.
Successful Pay Per Click (PPC) Campaigns for Plumbing & HVAC Companies
We’ve talked with many plumbing and HVAC business owners throughout the United States, a lot of them have a very negative perception of Google Ads, formerly known as Google AdWords and other PPC platforms.
There’s 1 of 2 scenarios.
Scenario 1 – They’ve already spent thousands of dollars with Google Ads and got very little or no return on investment – essentially just throwing money down the drain.
Scenario 2 – They see how much it costs per click for plumber or HVAC advertising, sometimes between $25-50 per click, and can’t fathom spending that much for advertising.
I’m here to tell you that if you set up plumbing or HVAC pay per click advertising campaigns the right way, they can be extremely profitable and yearn an incredible return on investment.
Most PPC Campaigns fail because business owners fail to understand how the AdWords platform actually works to convert visitors into leads.
We see so many plumbing and HVAC business owners “TRY” Google Ads, they pick a few keywords and stuff them all into one ad group, bid either too high or too low, and then send people directly to their homepage on their website for when people actually click.
This is the wrong way to do it in so many ways.
Google wants to make sure that even paid listings are relevant to the user that’s searching. So the quality of your ads and the page that people land on is all relevant to where you get placed in paid listings, along with the cost per click you’re willing to spend.
If a customer is searching for “emergency water heater repair”, your ad isn’t going to work well if it:
- Doesn’t have the main headline about Emergency Water Heater Repair
- Doesn’t give them incentive to call now to get their water heater repaired or replaced
- Doesn’t give them a reason to choose your company over your competition
The same goes with the page that your customers go to when clicking your ad. It needs to be relevant.
If this isn’t done correctly you’re back to scenario 1, you’re spending a lot of money paying more for ads than you need to pay and you’re likely getting fewer calls than you should be. If the ad and landing page content doesn’t answer the specific question or query they typed into Google’s search bar, then you better believe it’s unlikely they’ll be contacting you.
So what’s the right way to do this?
The best way to get the most out of your plumbing or HVAC pay-per-click advertising budget is to first plan out all of the services you want to advertise for. You’ll then need to do some keyword research and group each set of service keywords together in their own specific ad group.
- E.g. Group all “Water Heater Repair” keywords into one ad group together, all “Water Heater Replacement” keywords in another ad group
- Each ad group should have its own set of ad copy that talks specifically about those services
- Each ad group and ad should send the users that click to a targeted and relevant landing page on your website that only gives them information and benefits about those specific services/keywords
By doing this, your quality score that Google calculates ad rank will go up and you’ll get not only lower costs per click, but higher conversion rates and more leads!