Top 5 Online Mistakes HVAC Contractors Make

And How To Easily Get 3x More Out Of Every Dollar You Invest In Advertising

No fuzzy intros here. We want to show you how you can get 3x more out of your advertising with a couple of small tweaks to your strategy. We’ve got a lot to cover in a short amount of time, so let’s get right into it.

1. Facebook Remarketing

If you’re investing money to get people to your website you have to live with an unfortunate fact:

Most people who visit your website won’t reach out to your company.

That’s the reality of advertising. And the same rules apply no matter what advertising you’re doing. Whether it’s TV, radio, AdWords, billboards or direct mail, most of the people that hear about your company won’t become your customers.

But, that’s detrimental if you’re an HVAC contractor. More than 70% of an average HVAC companies revenue comes from new customers – not repeat customers.

Facebook’s Your Secret Weapon To Following-Up With Online Visitors…

With Facebook remarketing (or any type of visitor based remarketing), you can inexpensively bring back a large majority of the people who’ve visited your website.

In America, the majority of people are on Facebook. Making remarketing on Facebook essential – especially if you’re using AdWords to bring people in initially.

Because AdWords is intent-based advertising (people searching for what they want), you know people are more-than-likely interested in what you have to offer.

2. AdWords Organization

Edmund Burke said, “Good order is the foundation of all things,” and we couldn’t agree with him more.

What if we told you, you could spend the same amount of money in AdWords and get almost twice the results, would it be worth your time?

Well, more than likely (if you’re like 95% of HVAC contractors), you can. All it takes is a little organization.

How You Should Organize Your AdWords Account

Think through your keyword groupings (here’s a good guide to structuring your AdWords account) like a salesman would. When someone types this word, what should my ad say?

We like to break keywords into ad groups based on either intent or category – intent being preferred.

Intent – Someone’s purpose for searching that specific keyword/phrase

With the help of organic search results, you can think through what someone’s actually looking for when they’re typing into Google. Are they looking to buy something right now? Are they looking for information on that specific topic? Are they looking for products to compare?

You know when someone’s searches “keyword + installer,” they’re looking for companies that can help them in the near future. And most of the time when someone’s searching for “keyword + cost,” they’re doing research, but might not necessarily be looking to buy right now.

It might take a while to figure out, but you’ll more than likely start figuring out what people mean by what they’re searching pretty quickly.

Category – The type of product/service you’re advertising

More common than intent, category grouping works much better than keyword stuffing because your ads can be a lot more targeted. Some ads are going to hit home, and some won’t. But you’ll have much better conversions and cost per click than if you didn’t group anything at all.

3. Google Analytics

More than likely the most used tool online is Google Analytics. And for good reason, it’s free to use and is a stellar product.

But surprisingly, a lot of contractors don’t have it installed on their websites. We’ve even seen sites that were spending money on AdWords that didn’t have any analytics installed.

Let’s not spend a lot of time going over what analytics is and how it can help your business. But let us ask you a question – if you’re spending money on getting people to your site, wouldn’t it be a good idea to figure out what they’re doing on your site?

4. Landing Pages

Imagine someone calls you and asks you to come out to their house – their central air isn’t working anymore. You get to their house and figure out the problem. When you hand them the estimate, they add things to the list every time you ask them if they want to take care of it…

Or worse yet, you hand them a list of 35 issues that you found while you diagnosed their original problem. How do you think they’d feel?

Landing pages work the same way. They’re pages you send ‘paid traffic’ (site visitors from advertising) to with a specific purpose and a specific theme.

If you’re running ads for air conditioning repair services, you’d send people to an air conditioning repair landing page. Same thing for boiler repairs, ductless installs, central air installs etc.

Every time you send someone from an ad to a regular page on your website, it’s like you’re handing them a list of 35 issues you found while you diagnosed their original problem.

What Should A Landing Page Look Like?

Ultimately, you’re going to waste a lot of your advertising dollars on people who browse around your website, and forgot why they were there in the first place.

They clicked on your ad to get your help. Why not direct them as best you can with a landing page without:

  • Menu
  • Outbound Links
  • Unrelated Content

And send them to a relevant landing page with only a couple options: submit a form so you can contact them, chat with a sales person or a phone number so they can call the office.

5. Google Optimize

Most contractors use Google AdWords for advertising their services. But we’ve only a handful that test their landing pages to increase the conversions from their pages.

There’s one thing you can do with Google Optimize that no other split testing platform has (that we know of) when you link it to your AdWords account: dynamically inserting keywords on your landing page.

That’s a huge feature when you’re using AdWords because it’ll help raise your quality score. With a higher quality score, you’ll spend less for clicks and get placed higher more often. And both of those lead to more conversions on your website – whether you’re having people fill out a form or give your office a call.

Test Your Landing Pages To Lower Your Cost Per Lead

For HVAC, the industry average is $300 to bring in a lead. And you know, most leads don’t end up closing into a sale.

The lower your cost per lead goes, the higher your profit margin goes (or should go). And testing your landing pages to figure out what works better for your customers helps lower your CPL a lot.

The tests don’t have to be anything drastic either. Here are some ideas to get you started:

  • Where you put your forms
  • Where you put your phone numbers
  • How much text is on the page
  • If a video converts better than a written landing page

By far, the most promising test we’ve run for contractors is where the contact form goes on a landing page. Some of the increases in conversion have been crazy, one contractor received 5x the leads with the same advertising dollars. And best of all, Google Optimize is free.