6 Local SEM Strategies for HVAC Companies

Feb 24, 2022

There’s plenty of demand for HVAC services in any area. After all, almost every home and business have these units. They’ll undoubtedly fail or need repair. When they do, people often start with a search on Google. If they do, will they find you? One of the best ways to ensure they do is with local SEM strategies for HVAC companies.

In this post, we’ll offer some tips to make sure your investment pays off.

Understand How Prospective Customers Search

When determining how people search for local HVAC services, you’ll need to tap into the words they use. Those will become your targeted keywords. You’ll also need to consider the differences in audiences and create separate campaigns. Those could include:

  • Need for emergency services
  • Installation of new systems
  • Maintenance and repair
  • Residential services
  • Commercial services

By building out multiple campaigns, you’ll be more likely to catch the attention of searchers by being relevant to their needs.

Include Reviews and Other Reputation Content

Home and business owners want to know they can trust companies they hire. They need to make sure you are credible and reputable. While SEM ads don’t have room for a lot of copy, you can add some credentials. If possible, include star ratings, certifications, or awards (i.e., top local business). These additions could persuade that person to click.

Optimize SEO, Too

To complement SEM tactics, you’ll need to ensure your website and brand follow SEO best practices. That involves optimizing the content on your website for keywords and locations. Additionally, you’ll need to claim your Google My Business account and complete it. By doing so, you’ll appear in the map results on Google. It can also benefit your SEM placements by increasing your quality score, which is a rating Google gives you based on ad quality and other factors.

Create Content for Responsive Ad Searches

Google recently made responsive search ads (RSAs) the default. RSAs allow you to create an ad that adapts to display more text and relevancy based on the searcher’s query. You’ll enter multiple headlines and descriptions. Google then tests the combination, learning which ones resonate the most.

Personalized digital marketing is critical for local SEM strategies for HVAC companies. This continuous optimization ensures a better return and that those who click need your services.

Make Sure to Localize SEM Ads

You can set a specific geography for your ads to display within the Google Ads platform. You can do that by city, state, or ZIP code. Setting those configurations from the start will ensure your preferred audience sees these ads.

Adding city names to your ad copy will help, too — for example, just saying “HVAC repairs” is generic. Localizing it with “HVAC repairs Woburn” signals that you’re a local business. Residents in that area are more likely to click the latter.

Use Ad Extensions

Ad extensions can be phone numbers, addresses, ratings, website links, and more. They give the searcher more information about the business. When you use local extensions, you’ll also appear in the Local Pack maps, which we discussed earlier relating to Google My Business. You build more brand awareness and credibility by showing up here. Additionally, with those ad extensions, users can simply click to call you to schedule an appointment.

Local SEM Strategies for HVAC Companies from AQ Marketing

We designed our digital advertising services for local businesses. We can handle everything from website design to managing paid ads and protecting your reputation. You can trust our expertise and experience to deliver results. Contact us today to get started.

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