Working as an HVAC contractor often means competing with other local HVAC businesses — and when it comes to local HVAC marketing strategies that pay off, using Google Local Services Ads (LSAs) can be an excellent choice. Not only are LSAs an effective way to connect with potential customers in your local area, but because you only pay for qualified leads, they can also be a cost-effective marketing strategy for HVAC contractors looking to maximize ROI.
With a better understanding of what Google Local Services Ads are, how they work, and how to leverage them in your own HVAC marketing strategy, you can start using them to set yourself apart in this increasingly competitive market.
What Are Google Local Services Ads?
Specifically, Google Local Services Ads are a form of paid advertisement that is available to local businesses in certain industries, including such home service industries as HVAC and plumbing. Businesses that pay to run Google Local Services Ads have their ads prominently displayed at the top of the search engine results pages (SERPs) when local users search for keywords relevant to their services.
For example, an HVAC contractor in Knoxville, Tennessee may pay for an LSA for the keyword “Knoxville TN HVAC services.” From there, when local customers search for the keyword on Google, their paid ad would appear at the very top of the search engine results with a “Google screened” verification.
Likewise, HVAC contractors using LSAs can set a budget that works for them based on the number of new leads they want to generate each week — and budgets can be adjusted as needed. This makes LSAs a great option for HVAC contractors looking to boost their local reach, even if they’re on a limited marketing budget.
Benefits of Google Local Services Ads for HVAC Marketing
Although LSAs are available to business owners across a wide range of industries, they can be especially beneficial to HVAC business owners and contractors in this competitive industry. In fact, there are a number of benefits HVAC contractors can reap from using LSAs as part of their larger digital marketing strategies.
Only Pay for Generated Leads
First, compared to other types of paid advertisements, which are pay-per-click, LSAs only charge you for each qualified lead that your ads generate. This, in turn, could result in a better return on investment for your marketing dollars — as well as potentially higher conversion rates.
LSAs are an ideal option for many HVAC contractors who may not have large budgets set aside for business marketing but who still want to make the most of each dollar. And because you only pay for qualified leads, you can see your marketing budget working in real-time with LSAs. Likewise, if a lead turns out to be invalid, Google offers the option for you to dispute charges and have your marketing dollars refunded for added peace of mind.
Easily Manage Leads On-Platform
Even if you’re not savvy when it comes to digital marketing, Google makes it easy to manage your leads through their dedicated LSA lead dashboard. Through this dashboard, you can easily see and manage your leads, track the status of each lead, and see in real-time how your leads are progressing. This dashboard also makes it easy for you to see exactly how each ad/keyword is performing so you can make changes as needed.
Through your LSA dashboard, you can also make adjustments to your budget as needed. If you need to pause your ads for any reason, you can do this easily with just a few clicks.
Target Your Marketing Locally
Google Local Services Ads also makes it easy for contractors to target customers locally, helping them reach their ideal audiences. For example, when you set up a paid ad for a specific keyword, you actually have the option to select specific cities or ZIP codes where your ad will appear. By targeting your marketing locally, you can ensure that you’re reaching the right customers who are actively searching for HVAC services in your area.
Build Trust With Your Customers
Because all businesses that run Google Local Services Ads are reviewed and verified by Google, customers can enjoy a certain level of credibility and trust when they do business with your company. More specifically, when a Google LSA is displayed at the top of the search engine results page, a badge reading “Google Screened,” “Google Guaranteed,” or “Google Verified” shows up next to your business name. This can inspire confidence for new customers who may be looking for HVAC services in your area.
How to Leverage Google Local Services Ads for HVAC Lead Generation
Now that you have a better understanding of the ways your HVAC business can benefit from using LSAs, how do you get started? The process is easier than you might think.
Optimize Your Google Business Profile
Start by making sure that you’ve claimed, verified, and fully filled out your Google Business Profile. When potential customers click on your ad, this will be their first impression of your HVAC business — so it’s important to include as much relevant information on your profile as possible. Some things to consider adding to your profile (if you haven’t already) include:
- Your business hours
- Specific HVAC services offered
- Your business address and phone number
- A link to your website (if you have one)
- Photos of your team and services
- The specific areas you serve
Do Your Keyword Research
Once your Google Business Profile is optimized, it’s time to do some keyword research. When you pay for a Local Services Ad, you’ll be paying for leads based on specific keywords. The good news? There are plenty of paid and free keyword research tools out there that can help you determine the types of search terms your customers are most likely to be using. By choosing the most relevant local keywords, you’ll have the best chances of reaching potential customers at the point of purchase.
Craft Compelling Ads
In addition to doing your keyword research, you’ll also need to write compelling content for your ads. This includes ad copy that highlights your HVAC company’s unique selling points, as well as the other benefits your customers can enjoy when they opt for your HVAC business over other local options. Make sure, too, that your ad copy includes relevant keywords and is optimized to be viewed on both mobile and desktop devices.
Follow Up on Leads
Be proactive when it comes to following up on new leads, as well as making sure it’s easy for your potential customers to reach you. When you set up your ads, you’ll have the option to enable direct phone calls to your business, as well as text messages and other contact options. Take some time to consider which contact methods are best for you so you can enable them on your Google account.
Even if a lead doesn’t turn into a conversion right away, you can always reach out to potential leads on your own.
Revisit and Refine Campaigns
Making the most out of your Google Local Service Ads campaigns will take some refinement on your end, so be sure to keep an eye on your ad performance and make changes as needed. You might even consider experimenting with different ad copy on the offers you select, keywords, and headlines to determine what works best for reaching your target audience. Over time, you’ll get a better feel for what works best and can continue to make the most of your marketing dollars.
Looking for More Guidance? Surefire Local Can Help!
As you can see, Google Local Services Ads can be a great way to get the most out of your marketing dollars. By only paying for qualified leads and being able to target local audiences, you can improve visibility of your HVAC brand and bring in new customers without spending an arm and a leg. And with these tried-and-true best practices in mind, you can optimize the success of your next LSA campaign.
Ready to take the guesswork out of your local HVAC marketing strategy so you can focus more on serving your customers? Surefire Local is here to help with a convenient, all-in-one platform that saves you time while automating many of your digital marketing processes. Get in touch to learn more about what Surefire Local can do for your HVAC business or book a free demo today.