What Makes an Effective HVAC Display Ad?

13 MIN READ
Creating effecting display ads for your HVAC business

Maybe you’re busy spending more time in the field, or you’re not getting as many phone calls as you used to. Instead of spending valuable time and energy attracting new leads, you need an advertising campaign that’ll do the hard work for you.

Of course, not all ads are created equal. You need an effective advertising strategy to get in front of the right people at the right time—all while stretching your budget as far as it can go. That’s where Google Display Ads come into play.

There’s no arguing that Google Display Ads are one of the most powerful tools in digital marketing. They’re the banner ads you’ve probably seen around the perimeter of websites all over the Internet. They’re great for building brand awareness, but they’re also a valuable tool for remarketing (serving ads across multiple websites to retarget people who have engaged with your brand).

Thanks to their visual nature and unrivaled reach, HVAC Ads are ideal for captivating potential customers and getting your HVAC company noticed. If you’re not using them, you’re missing out on a cost-effective way to grow your business. So, what are you waiting for? Here’s how to craft powerful, effective HVAC Display Ads for your HVAC company.

 


 

Do You Really Need to Advertise on Google’s Display Network?

Yes, you really need to advertise on Google’s Display Network. According to MediaRadar, HVAC companies spent $3.36 million on HVAC Display Ads over the last year—and it’s easy to see why. Google Ads alone reach a network of over two million websites, while the Google Display Network reaches 90 percent of online consumers.

Even if you’re already using Search Ads and Local Services Ads, you’ll be amazed at the impact Display Ads can have on your bottom line. Google’s Display Network is a powerful channel for building brand awareness and getting in front of the right people. And at the end of the day, nobody’s going to hire you if they don’t even know you exist. 

Display Ads are also one of the best tools for recapturing lost leads. They can help you drive website traffic, reconnect with people who have visited your website, and guide your leads further down the sales funnel. They even drive faster results than SEO. Once you start creating effective ads, you’ll get in front of potential leads for search terms and keywords that you might not be ranking for yet.

If you’re still not convinced, take a step back and think about your target audience.

You can divide potential customers into two groups of people:

  1. People who want your services but aren’t searching for them yet: Your potential customers might be thinking about HVAC maintenance, but they’re not searching for it on Google. You need to anticipate the needs of your potential leads to crush the competition—and Display Ads give you a valuable opportunity to get in front of those people before they even start researching different HVAC companies.
  2. People who have visited your website but left without converting: This group is smaller, but it’s a great target for banner ads. Most website visitors won’t make a decision instantly, and some of those visitors are going to leave your website with the intention of returning later on. Display Ads remind them of your services when they’re browsing other websites. If you’re tired of watching lost leads slip away, Display Ads are the tool you need to capture every ounce of value from those leads.

 


 

Best Practices for Display HVAC Ads

Your competitors are probably already using Display HVAC Ads to attract new leads and retarget lost leads, which means you have to create even better, more effective Display HVAC Ads. But that’s easier said than done, especially if you don’t have a ton of time to sacrifice away from the field.

It might be tempting to take the easy route and copy your competitor’s approach, but you need to stand out from the crowd. Here’s how you’re going to win at Display HVAC Ads.

 

1. Choose the Right Size

If you want to create winning Display HVAC Ads, you’ll need to choose the right size. But before choosing any size, take some time to analyze your potential customers. Figure out which devices they’re using to navigate their favorite websites and search for local businesses online. Then, tailor your ads accordingly to ensure you’re reaching the right people.

Some ad sizes won’t show up on smartphones or tablets, so if you choose the wrong size, your target audience isn’t going to see your ads. On the other hand, some ad sizes only show up on smartphones, so if your audience is using a laptop, they’re not going to see your ads either.

Google offers a few different ad sizes to choose from. Some ad sizes have better performance and engagement rates than others, so to narrow down your choices, here are the most effective ad sizes:

  • Medium rectangle (300 x 250): Medium rectangle ads work best when they’re embedded within website content or at the end of articles, blog posts, and landing pages. This size also works on smartphones.
  • Large rectangle (336 x 280): Large rectangle ads are similar to medium rectangle ads, but they’re not displayed on mobile devices.
  • Leaderboard (728 x 90): Leaderboard ads typically perform best on top of a web page’s content. This way, they’ll be the first thing users see when they visit a website. These ads are only displayed on computers.
  • Half page (300 x 600): Half-page ads are one of the fastest-growing ads by impressions. These ads offer more space than other types, so you can convey your brand message and create a greater potential for engagement. Half-page ads are only displayed on computers.
  • Large mobile banner (320 x 100): Mobile banners only appear on mobile devices. They’re twice as tall as the standard mobile size, known as mobile leaderboard ads.

 

2. Create Simple, Striking Design

Guess what? You don’t have to be a pro designer to drive clicks with Display Ads. As long as your Display Ads are well designed and relevant to your target audience, they can become a powerful acquisition channel for your HVAC company. 

As a general rule of thumb, effective banner ads have a striking image and a big, easy-to-read headline. Your headline should highlight an offer or benefit of a specific service. To top it all off, you need a call-to-action button with compelling, action-oriented text.

Sure, there are some specific techniques and tools you can use to make the job easier (or, better yet, work with an expert marketing partner), but we’ll stick to the tried-and-true strategies that will help you create winning ads.

  • Keep it simple. It might be tempting to go all out with your Display Ads, but don’t overdo it. The infamous KISS rule (keep it simple, stupid) applies to Display Ads. You should be using high-quality, easily recognizable pictures to capture people’s attention. After all, most people are only going to look at your ad for a few seconds. And while we’re on the subject, stick to single images instead of collages. The same is true for your text—you want to keep it short, sweet, and straight to the point. The more clutter, the fewer people remember the message.
  • Include a crystal-clear value proposition. Your text should be large and easy to read. It also needs to convey value within seconds. Use action words to capture readers’ attention and context words to build trust. Appeal to your target audience’s pain and pleasure points. Most importantly, tell them what they’re missing out on if they don’t click your ad.
  • Be consistent. While it’s OK to use colors that make your ad pop, keep it consistent with your brand. Avoid using colors that clash with your logo. Pro tip: Coordinate your ad’s design with the landing page it leads to. Customers like consistency—and a consistent design will help build trust and boost conversions.

 

3. Tailor Your Messaging

There’s no one-size-fits-all approach to Display HVAC Ads. Depending on different stages of the buyer’s journey, you need to adjust your messaging to cut through the noise and reach the right people.

Most of our clients use Display Ads in two different settings: prospecting and remarketing. In the first case, users have never been to your website, and they might not even know your brand exists. In the other case, users have visited your website, but they haven’t converted yet. To create successful Display Ads, you need to consider your goals and tweak your strategy accordingly.

If you’re targeting users who aren’t familiar with your brand, introduce yourself and highlight your unique selling point (i.e., 30 years of experience or a lifetime guarantee). Meanwhile, if you’re retargeting people who have already visited your website, you want to educate your audience and show them the benefits you provide, as well as how you plan to solve their problem.

Even though you’re tailoring your messaging, your design should stay consistent throughout the buyer’s journey to promote brand recall.

 

4. Use a Direct CTA

Now that you’ve perfected your design and messaging, how can you create a compelling call to action that drives clicks and conversions? Your CTA button is one of the most impactful elements of your ad, so it’s important to get it right. You only have a few seconds to captivate potential leads, and you don’t want to waste their valuable time with a boring CTA. 

We know—it’s easy to leave your CTA button saying something simple like “visit our website”. But you shouldn’t. Your CTA needs a clear meaning or you’re not going to drive the website traffic you’re after. Every word in your CTA should be representative of the action you want users to take.

For the best results, use action phrases like “unlock our limited-time promotion”, “schedule an appointment,” or “get a free quote.” You’re encouraging readers to take a specific action, and you want to show them what’s in it for them. Your CTA should tell users exactly what they’ll get when they click on your ad.

 

5. Test, Test, Test

These best practices are guidelines to help you create high-performing, engaging, and click-driving Display Ads. And even if you check off all the boxes, that doesn’t mean your ads are going to be an automatic success. So, how do you know what works for your brand and your campaign? You A/B test different creatives.

Don’t be afraid to experiment with different ad copies, images, CTAs, and sizes to figure out which ads drive the best results. Remember: The key to successful A/B testing is to keep your variations at a minimum. Try to focus on one detail, like your CTA, to start. Then, you can move on to the other elements of your ad. This way, you’ll be able to see exactly what makes a difference in your bottom line.

 


 

Putting It All Together: Crafting a Holistic Advertising Strategy

Chances are, you’ve seen all types of Google Ads without even realizing it. Maybe you’ve seen an ad for a calorie-tracking app while reading about weight loss—or you found a discount on Google when you were shopping for new sneakers. There’s much more to advertising than Display Ads, and a holistic advertising strategy can help you dominate the competition. 

Once you’ve perfected your Display Ads, start rethinking your PPC strategy. Here’s where to start.

 

1. Google Search Ads

When most people talk about Google Ads, they’re talking about Search Ads. Search Ads look pretty similar to organic search results, but they show up before the top SEO search engine results—which can give you a key advantage over the competition.

Our clients use Search Ads to reach customers who are ready to hire an HVAC contractor. You can use Search Ads to create a few different campaigns and ad groups to reach different segments of your target audience. For example, you might target people searching for heater maintenance vs. people shopping for a new heating system.

Like Display Ads, Search Ads run on a pay-per-click (PPC) model, so you’ll pay each time someone clicks on your ad. You can link these ads to a relevant landing page on your website with tailored messaging to match different Search Ads. This way, you’ll encourage visitors to take the next step and convert.

 

2. Google Local Services Ads

Local Services Ads are different from Display Ads and Search Ads—and they offer some major advantages for home service companies. They appear at the top of search engine results, and they’re served to searchers with high purchase intent. Local Services Ads get your business in front of local homeowners who are actively searching for HVAC services in your service area.

Their biggest advantage? Local Services Ads operate on a different cost structure. Instead of paying for every click, you only pay for leads that actually contact your company about your services.

Local Services Ads make it even more convenient for leads to connect with your business. They don’t need to click onto your website to learn more about your business, and they can call to schedule an appointment or request a quote without ever visiting your landing page. 

Of course, managing incoming leads can be time-consuming without the right tools. For easier booking, consider integrating your booking software with your Local Services Ads to let customers book an appointment online.

 


 

Build Brand Awareness With an Effective PPC Campaign

Google’s Display Network is one of the most popular channels for paid advertising in the HVAC industry, and it’s only going to continue growing as a powerful digital marketing tool. If you’re not using Display Ads to build brand awareness, it’s time to start.

If you’re struggling to get your PPC strategy off the ground or don’t have enough time to design a compelling display ad, reach out to our team. We’re here to help you get the most bang out of your advertising budget with effective, strategic Google Ads.

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