Long gone are the days of YellowPages and phone books. When a customer is in need of HVAC & plumbing services for their home, they go online. And most often, they go straight to Google to look for companies near them. Are you capitalizing on the various ways to advertise to those users? Your competition is!
If you’re looking for a cost-effective marketing strategy that lets you spend online what you have a budget for, then PPC is for you. Here are some facts about online advertising:
As a home services provider, your fighting hard to secure business over your competitors. And with companies like HomeAdvisor and Angie’s List making it more difficult to grow your business in a cost-effective manner, online advertising makes the most sense for lead generation. As your HVAC digital marketing partner, here are some online advertising services you can utilize to get the phone ringing.
There are several different ways to go about online advertising – some are betting for branding & awareness, others are better for lead generation. We get asked quite often by contractors as to which form of online advertising they should invest their digital marketing budget on.
The prominent forms of online advertising include:
We’ve broken down each one of these different kinds of advertising below, so you can get a better understand of which is right for you. If you need help understanding further, contact us! We would be glad to help you come up with a strategy that is unique to your business goals.
One of the most common and least expensive online advertising methods is Google Search Ads. These are the ads that you see above the organic listings in the Search Engine Results Pages (SERPs). You only pay when a user clicks on your ad – hence the name Pay-Per-Click. With there being 5.6 billion (yeah, with a B) searches on Google every single day, it’s safe to say that these will yield a great return on investment for your HVAC business.
Locals service ads (LSAs) are an exclusive type of paid online advertising and is available for HVAC contractors. These ads operate separately from traditional Google search ads, and have an extremely high conversion rate. These ads appear in specific local searches, including queries that have a zip code, city name, or “near me” in them. If you’re looking for a high effective way to generate leads, we would definitely recommend this option.
Google Display Ads are a great way to promote your business when people are browsing online, watching YouTube, or using mobile apps. Google Display Network reaches over 90% of internet users worldwide. This is a great low cost way to build brand awareness and generate traffic to your website. Instead of the ad being all-text, they typically include a photo and text.
Have you ever visited a website, and then been followed around by their ads? That’s retargeting – and it’s extremely effective. Retargeting is a way to connect with people who have previously interacted with you on your website.
If you are utilizing tools such as Contractor Commerce, you can set up solid retargeting campaigns when people are browsing your online shop for air filters or maintenance agreements that delivers advertisements to them when they open up Facebook or Instagram.
Advertising on social media is one of the most popular ways to raise awareness for your business. For HVAC contractors, we’ve seen the most success advertising on Facebook – but we can determine what’s best for your company based on researching your audience and understanding which social media sites they use most.
If you’re interested in exploring these cost-effective ways to generate leads for your business without relying on HomeAdvisor, get in touch with us today. We will set up a discovery call to identify different options that fit your budget and help you get the most out of your marketing dollars.