Grow Your HVAC & Plumbing Company With PPC & SEO

Aug 3

Let's talk about pay-per-click (PPC) and search engine optimization (SEO) – two essential tools for getting your HVAC or plumbing company noticed on the web. These power-packed strategies help any business shine bright in the vast digital landscape. But what are they and how do they work?

Importance Of Online Visibility For Small To Medium HVAC & Plumbing Companies

Gone are the days when having an office phone number and physical building were enough to grow a service-based business. Today, online visibility is crucial, and the more chances a potential customer has to find you, the more opportunity you have to turn them into a customer. PPC and SEO campaigns are two actionable ways to boost your online visibility thanks to their teamwork when used in the short- and long-term. Both are great ways to drive traffic to a website, email and SMS signups, brand awareness, lead generation, and more.

Using PPC For HVAC & Plumbing Companies

PPC stands for pay-per-click. This common part of many successful digital marketing strategies started in the mid-1990s. It began to grow into what we know today in 2000 when Google introduced the AdWords platform.

These ads generally appear as search, display, shopping, and social depending on the platform. When one is clicked, you’re charged a fee — no click, no fee. Because they can be customized to your goals, many HVAC and plumbing companies use a combination of images, text, and videos to attract and entice someone to click and continue to a landing page or website.

Benefits Of PPC Advertising For HVAC & Plumbing Companies

Cost-effective: Because you control how much you’re willing to spend, pay-per-click for small businesses is a cost-effective way to glean quick conversions.
Quick results: Each ad can be optimized, which increases the chances of your target audience viewing and clicking on a page one ad.
Easy to control & test: One of the best things about a PPC ad is that it isn’t static. Change the visual, copy, and call-to-action and compare the results until you find the best-converting combination.
Target ideal customers: Using information based on your ideal customer, you can target the ads to terms and phrases they most likely search for. Or, ads can be targets based on previous online activity or demographics.
Algorithm changes have minimal effect: The nice thing about PPC in digital marketing is you set most of the determining factors, not a search engine. Ergo, your ads generally aren’t affected when the algorithm changes for the umpteenth time.
Data can improve SEO: When you know what keywords or phrases garner the most clicks for your ads, use the data to help your SEO strategy. After all, people are searching for those terms and clicking away.

Leveraging SEO For HVAC & Plumbing Companies

Once they land on a webpage, people spend less than a minute — 52 seconds — reading or scanning the information. And if they’re having a heating, cooling, or plumbing issue, those seconds go by quickly. That’s where a good SEO strategy comes in.

When all the marketing terms are taken away, SEO is a combination of website structure and navigation, user experience, and informational content. The strategy is planned and launched over weeks or months with the long term in mind. While you might see initial gains during the first few weeks or months, the most effective strategy produces results in six months or more. But, those results are lasting, scalable, and bring in high-quality leads and lasting customers.

Benefits Of An SEO Strategy For HVAC & Plumbing Companies

Customer-focused: You might have an HVAC installer who can take apart a condenser unit in their sleep. But, good SEO is all about your customers — existing and potential — by giving them the information they’re seeking, when they want it.
More qualified leads: By providing the information customers want, you’ll increase the number of qualified leads instead of sorting through requests from marginally interested people.
Reduced ad budget: Over time, SEO for HVAC contractors will bring in the same leads of a PPC campaign, lessening your reliance on buying ads.
Build credibility & brand awareness: Review management, accurate name, address, and phone information, and consistent, relevant content on your website lets people know about your plumbing business and its services.
Supports all marketing efforts: Most people with HVAC or plumbing issues search online without using a specific company name. They may have seen a service truck in their area, but a consistent online presence ties the glimpse to actual company information.

Combine PPC & SEO For United Results

On their own, PPC and SEO for HVAC businesses or plumbing companies have plenty of benefits. Yet, leveraging the strengths of both at the same time is a great way to set the foundation for a lasting and converting marketing strategy.

An important note — neither is the set-it-and-forget-it type. PPC and SEO take ongoing planning, execution, and adjustments to return the leads and customers to help your HVAC or plumbing company flourish.

Use PPC To Complement SEO Efforts

Since PPC brings in leads within a few days, you’ll have initial data and information to build a lasting strategy for SEO for HVAC business or plumbing company. Remember to target high-value keywords and competitive niches, such as water heater installation or mini-split air conditioner repair. Don’t be afraid to run similar but different PPC ads targeting the same customers — you’ll see what resonates and converts.

Create A Cohesive Online Marketing Strategy

A good marketing strategy uses the same messaging across all channels, including PPC and SEO. Maybe you have a great value proposition — weave it in to set your company apart from competitors. Plus, a cohesive and clear strategy maximizes your online visibility, increasing the chances of a potential customer calling you when their furnace is on the fritz.

Short-Term & Long-Term Benefits of PPC & SEO Integration

You already know the short- and long-term benefits of using PPC and SEO — immediate traffic and conversions from PPC, while SEO builds a sustainable foundation. The foundation works slowly but steadily to build long-term visibility and reduced reliance on paid advertising. That said, PPC is a great channel for specials, such as seasonal HVAC tune-ups, or one-off campaigns, such as professional drain cleaning after the holidays.

Brighten Up Your HVAC & Plumbing Marketing Today

A balanced approach to online marketing is key to long-term visibility for any HVAC or plumbing company. PPC and SEO strategies aren’t interchangeable, but they work well together when planned and executed appropriately. The Brighter Marketing team brings a personalized approach to every client, leaning on experience in marketing these companies like yours. We know what tried and true methods work but aren’t afraid to try something new to illuminate your marketing strategy. Don’t wander through the dark spaces of digital marketing without a light — contact Brighter Marketing today!