Top Google Ads Mistakes HVAC Companies Should Avoid
In the HVAC industry, Google Ads can generate high-quality leads quickly, connecting your services to customers actively searching for solutions. But if not done correctly, Google Ads can drain your budget and yield limited results. To make the most out of every ad dollar, avoid these common mistakes HVAC companies often make, and set your Google Ads campaign up for success.
1. Overly Broad Keyword Targeting
Why It’s a Problem: HVAC companies that target broad keywords like “AC repair” or “HVAC services” often end up attracting irrelevant clicks. These keywords lack specificity and can result in paying for clicks from customers outside your service area or looking for services you don’t offer.
Solution: Focus on long-tail, localized keywords that capture specific customer intent. Examples include:
- “Emergency AC repair in [City]”
- “Residential HVAC maintenance near me”
- “24-hour furnace repair [Neighborhood]”
Pro Tip: Use Negative Keywords to filter out unwanted clicks. For example, add terms like “free,” “DIY,” and “salary” to your negative keywords list to avoid attracting clicks from DIY-ers or job seekers.
2. Ignoring Ad Extensions
Why It’s a Problem: HVAC ads that don’t use ad extensions miss out on valuable real estate and engagement features that make ads stand out. Extensions like call buttons, location info, and service links can improve click-through rates (CTR) significantly.
Solution: Enable the following ad extensions:
- Call Extensions: Allows mobile users to directly call your business from the ad.
- Location Extensions: Show your address, making it easier for local clients to reach out.
- Sitelink Extensions: Direct customers to specific pages on your website, such as “AC Repair,” “Heating Services,” and “Special Offers.”
- Callout Extensions: Highlight specific service benefits like “Licensed & Insured” or “Same-Day Service Available” to build trust.
Pro Tip: Regularly review your ad extensions’ performance and adjust or add new ones as needed. For example, if a “Winter Furnace Tune-Up” promotion is running, use a callout extension to showcase it.
3. Poorly Defined Geographic Targeting
Why It’s a Problem: Setting your ads to show across a broad area can lead to irrelevant clicks and wasted ad spend. For HVAC services, targeting a narrow geographic area is crucial since most customers look for local solutions.
Solution: In your Locations settings, target specific cities, neighborhoods, or zip codes where you offer services. Use radius targeting around your service area to capture nearby clients without going too far afield.
Pro Tip: Use Location Bid Adjustments to prioritize areas with higher conversion rates. For example, if most of your high-value customers come from certain neighborhoods, set a higher bid for these locations.
4. Neglecting Mobile Optimization
Why It’s a Problem: Many HVAC searches happen on mobile devices, especially during emergencies. If your ads and landing pages aren’t mobile-friendly, you’re missing out on a significant portion of potential leads.
Solution: Ensure your landing pages load quickly and are easy to navigate on mobile. Test all forms, buttons, and contact options on mobile to verify they work seamlessly.
Pro Tip: Use Mobile Bid Adjustments to increase bids for mobile searches. This helps capture leads from customers searching on the go, especially those who need urgent repairs.
5. Sending Traffic to Your Homepage
Why It’s a Problem: Sending ad traffic to your homepage can confuse potential customers and increase your bounce rate. Visitors from Google Ads should land on a page that directly relates to their search query and offers clear next steps.
Solution: Use dedicated landing pages tailored to specific services. For instance:
- Direct “AC repair” searches to an AC repair landing page.
- Send “heating installation” queries to a page detailing heating installation services.
Pro Tip: Each landing page should have a clear call to action (CTA), like “Call Now for a Free Quote” or “Book Your Appointment Today” to encourage conversions.
6. Failing to Track Conversions
Why It’s a Problem: Without conversion tracking, it’s impossible to measure the success of your ads. You won’t know which keywords or ad variations lead to calls, form submissions, or bookings, making it difficult to optimize.
Solution: Set up Conversion Tracking in Google Ads to capture key actions like:
- Calls from ads
- Contact form submissions
- Appointment bookings
Pro Tip: Use Google’s Call Tracking feature to track phone calls directly from ads. This provides insights into which ads generate the most valuable leads.
7. Underutilizing Negative Keywords
Why It’s a Problem: Failing to use negative keywords can lead to irrelevant traffic, costing you money without yielding qualified leads. HVAC services have plenty of similar or related keywords that may not apply to your specific offerings.
Solution: Create a robust list of negative keywords relevant to your HVAC business. Common examples for HVAC companies might include:
- “job,” “career,” and “salary” to filter out job seekers.
- “free,” “cheap,” and “DIY” for irrelevant, low-conversion clicks.
Pro Tip: Regularly review search term reports in Google Ads to identify any new terms you may want to add as negatives.
8. Not Testing Ad Variations
Why It’s a Problem: Running a single ad variation limits your ability to identify what messaging works best. Without A/B testing, you may miss out on copy or CTAs that could boost performance.
Solution: Run A/B tests by creating multiple ad variations with different headlines, descriptions, and CTAs. Measure performance to identify high-performing elements, then apply winning strategies across all ads.
Pro Tip: Test different CTAs and offers, like “Get $50 Off Your First Service” vs. “Same-Day Service Available” to see which message resonates most.
9. Using Broad Match Keywords Without Caution
Why It’s a Problem: Broad match keywords are the least restrictive keyword type, meaning your ads may show for a wide range of searches, including unrelated queries. This can result in high costs without relevant leads.
Solution: Start with Exact Match and Phrase Match keywords to control ad targeting more tightly. Only use broad match keywords with caution, and pair them with a solid list of negative keywords.
Pro Tip: Experiment with Broad Match Modified keywords (e.g., “+AC +repair +near +me”) to reach a broader audience while still maintaining relevancy.
10. Ignoring Ad Scheduling
Why It’s a Problem: Running ads 24/7 can result in wasted spend, especially if you’re getting clicks outside business hours when calls may go unanswered. This can frustrate potential customers and reduce your conversion rate.
Solution: Set ad schedules to match your business hours or peak times. If your business offers emergency services, highlight this in your ads to attract high-intent clicks during off-hours.
Pro Tip: Track when most conversions happen (e.g., weekday mornings) and adjust your ad schedule to focus on those times.
11. Relying on Google’s Smart Campaigns Without Manual Input
Why It’s a Problem: While Google’s Smart Campaigns can simplify ad management, they lack the customization and control needed for competitive industries like HVAC. Relying solely on automation may lead to missed opportunities.
Solution: Use Manual Campaigns for maximum control over targeting, bidding, and ad copy. You can still use Smart Bidding options like Target CPA or Maximize Conversions within manually controlled campaigns for optimization.
Pro Tip: Test Google’s automated bidding strategies, but keep a close eye on performance. Manual adjustments may still be needed to maximize efficiency.
12. Overlooking Competitor Analysis
Why It’s a Problem: Without monitoring competitors, you may miss out on strategies or keywords they’re successfully using. Competitor insights can reveal new opportunities or ad ideas to improve your campaigns.
Solution: Use tools like Google’s Auction Insights to see which competitors are bidding on similar keywords and how your ads compare. Note any patterns in their ad copy, keywords, and offers.
Pro Tip: Adjust your ads to stand out from competitors. If they offer free consultations, you might advertise same-day services or discounts for new customers.
13. Ignoring Landing Page Experience
Why It’s a Problem: A poorly optimized landing page can lead to high bounce rates, even if your ads are well-targeted. Google’s Quality Score, which affects ad rankings and CPC, considers landing page relevance and user experience.
Solution: Design your landing pages to match the ad’s promise and provide a clear path to conversion. Key elements for a strong HVAC landing page include:
- A compelling headline that reflects the ad’s message
- Testimonials or reviews for social proof
- Prominent CTA buttons, like “Schedule Your Service” or “Get a Free Quote”
Pro Tip: Ensure the page is optimized for mobile devices and loads quickly, as slow-loading pages are more likely to lose leads.
14. Not Regularly Reviewing Performance Metrics
Why It’s a Problem: HVAC companies that set up Google Ads campaigns and leave them running without ongoing monitoring may find their budgets depleted without clear results.
Solution: Review key metrics weekly, such as:
- CTR (Click-Through Rate): Measures ad engagement; a low CTR may indicate irrelevant targeting or poor ad copy.
- Conversion Rate: Tells you how many clicks resulted in conversions, showing the effectiveness of both ads and landing pages.
- Cost per Conversion: Helps you understand whether your ad spend is yielding profitable leads.
Pro Tip: Use automated rules to pause underperforming ads or adjust bids based on real-time metrics.
15. Failing to Keep Up with Seasonal Trends
Why It’s a Problem: HVAC services experience seasonal demand fluctuations, so using a consistent strategy year-round can waste ad spend or miss high-demand opportunities.
Solution: Adjust your campaigns based on seasonality. For example:
- Increase budget for “AC repair” in the summer.
- Focus on “furnace installation” and “heating repair” as temperatures drop in fall and winter.
Pro Tip: Run seasonal promotions and update ad copy to reflect peak services, like “Winter Heating Check-Up” in colder months.
Avoiding Mistakes for a More Profitable HVAC Google Ads Campaign
Avoiding these common mistakes can dramatically improve the effectiveness of your Google Ads campaign. By focusing on highly relevant targeting, optimizing for mobile, monitoring performance, and using clear landing pages, your HVAC company can attract more quality leads and maximize your ad budget. Whether you’re new to Google Ads or refining an existing campaign, steering clear of these pitfalls will put you on the path to success.
