Small agencies that specialize in HVAC PPC will likely be the same people who handle your account. Large agencies typically hand off your account to a junior team member or even outsource it to another agency. If that leaves you feeling a little uneasy, be sure to ask who will be working on your account and managing your HVAC PPC campaigns directly. All in all, you want to work with a PPC agency that you feel is a good fit.

It’s important to be on the same page in terms of communication, specifically how the performance of your PPC campaigns will be communicated to you. Be sure to ask the PPC agency how they prefer to communicate and how often.

The overall success of an HVAC PPC campaign is knowing the right key search terms to include and also which ones to exclude. The best HVAC PPC agencies know that negative keywords are an avenue where PPC budgets are often wasted.

For example, if your HVAC company does heating system installs, but you don’t want your company to appear in searches for heating system replacement parts, a reputable and experienced HVAC PPC company will make the necessary adjustments to reduce irrelevant clicks. At DAGMAR, researching both relevant and irrelevant search terms is part of our standard process.

If you only think of one question to ask an HVAC PPC company, make sure it’s this one. We can’t stress how important it is to understand the ownership terms with any HVAC PPC company before you begin working with them. Be sure to ask the company if you will have access to your own accounts and data.

This is another important question as you will want to know if the HVAC PPC company currently manages PPC advertising for any of your direct competitors. It’s always a good idea to avoid working with any HVAC PPC companies that work with competitors in the same market. (Think about it: Whose account would the agency favor, yours or your competitor’s?)

On the other hand, if the HVAC PPC company works with clients in similar industries, such as plumbing, electrical, or construction, this can actually be an asset as the agency will have a solid understanding of your company’s challenges. Be sure to ask the HVAC PPC company about the PPC successes and failures they have experienced working with HVAC companies like yours.

An HVAC PPC company should provide clear data on click-through rates, the number of leads generated, numbers on impression share, conversion rates, and any other key metrics that are important for your HVAC company. Steer clear of HVAC PPC companies that don’t prioritize clear, thorough reporting.

Pay-per-click (PPC) is a type of digital advertising that you only pay for when users click on your ads. The most common PPC platforms include Google, Bing, YouTube, Pinterest, Facebook, and Twitter. PPC is also referred to as search engine marketing (SEM) or paid search, and it is an effective method for quickly driving more traffic to your company’s website and increasing exposure and awareness of your HVAC company brand.

HVAC PPC can deliver benefits to your HVAC company, which include:

• Brand awareness: Even if a prospect looking for a local HVAC company doesn’t click on your ad, they still see it, which builds brand recognition. Although you can’t measure the number of people who see your ad, you are still benefiting your HVAC company simply by having a presence on the page.
• Accessibility: Regardless of size and specialty, every HVAC company can use Google Ads. For example, an ad for your HVAC company in Florida might appear next to an ad from an HVAC company in Texas, and the startup costs are affordable.
• Targeting qualified leads: HVAC PPC allows you to target the right traffic, which are your local audiences that are searching for an HVAC company at the right time. You can dial in that audience by location, age, device, time of day and more. 
• Conversions: Getting prospects and customers to search for and find your HVAC company, and call for a service appointment or a quote is the ultimate goal of your advertising efforts. Because your ads take users to a specific landing page on your website or to call a phone number, you can optimize the user conversion path and increase conversions.
• Data and insights: You gain visibility into your competitors’ strategies, monitor and iterate on the performance of your own ads, learn more about local audiences, and experiment with different ad sets and messaging. You can also leverage these insights in your other HVAC marketing efforts.

If you’d like to find out what PPC can do for your HVAC company, reach out to us anytime.

Paid search strategies can include more than one type of ad, including text ads or Google Ads, display ads, and call-only ads. Here is an explanation of each: 

• • • Text ads are just that—ads that contain text. Text ads are often used as retargeting ads, which automatically display for users who have actively searched for an HVAC company. 
    • Display ads appear along the sides, in the footer, or at the top of a web page.
    • Call-only ads are displayed only on devices that can place a call.

Of course! There are a number of how-to videos, tutorials, how-to guides, and resources on the web that guide you through how to set up and monitor PPC campaigns. However, it takes a considerable amount of time to set up, monitor, and adjust your HVAC PPC campaigns, create landing pages and more. It also involves closely monitoring bids and adjusting them as needed.

At DAGMAR, we have several long-term clients who discovered that PPC management took too much time away from running their HVAC businesses. So, they came to us for help. We can help handle all of your HVAC PPC needs, from competitive research and campaign strategy, to landing page development and ongoing campaign optimization.

Not only does PPC advertising work well with your other marketing channels, but it can also help enhance them. In fact, your HVAC PPC campaigns will perform best when all of your efforts are working together.

You may see positive results in a matter of days to several weeks. At DAGMAR Marketing, we collect data from your initial HVAC PPC campaigns and put those insights to work to improve results. We provide your results in your monthly reports and review how your campaign has progressed over time.

We hesitate to answer this with “it depends”, but… it depends. Signing up for Google Ads is free, and you only pay when your ads are clicked or when phone calls are generated.

Your HVAC PPC costs will be determined by the relevance of your ad, the level of competition associated with your target keywords, and the number of clicks you receive. Not all keywords cost the same. In fact, some keywords may be so expensive that they aren’t worth it for your business.

If you’re new to HVAC PPC and would like to know more about how costs are determined, please give us a call!

The media you use to promote your HVAC company can be classified into three types: earned, owned and paid.

Owned media refers to all your content, such as the blogs on your HVAC company’s website. 

Earned media happens naturally (or organically), such as receiving a customer review after your HVAC company completes a service call.

Paid media is online ads that you pay for, which include content labeled as “sponsored” and “promoted” on social media platforms such as Facebook and Instagram. 

All three types of paid media are important for a successful online marketing strategy. This combination also demonstrates the power of digital marketing, since the various media channels offer at least some level of control over who your ads are targeting, which is both efficient and cost-effective.