PPC and Paid Internet Search Strategies for Plumbing, HVAC, and Electrical Contractors

PPC & Paid Internet Search for Plumbing, HVAC & Electrical Contractors

Be it “Google Guaranteed” “Google Local Services (LSA’S) or some other “pay me to show your name” site, it’s all getting tossed in this bucket. PPC can be very effective at making your phone ring for specific services at a moment’s notice, but it can also eat up a lot of your budget. A specific look into your market and company would be required to make this a firm stance, but in general, PPC should not be a constant part of your overall marketing campaign. We view PPC as tube feeding. There is a time and a place for it, and sometimes it’s downright required, but you can’t raise your company to be big and strong if Google tube feeds it for its whole life… plus you’ll go broke. Here are some things to keep in mind regarding PPC campaigns.

What Overall Role Do Paid Google Ads Play In a Plumbing or HVAC Company Marketing Plan?

PPC will help capture people that need your services today and provide little to no branding effect. PPC is a great tool for ramping up call count when you need more calls and shutting it off when you’re busy.

Is PPC Advertising a Tap Root or Feeder Root?

Paid internet advertising is a Feeder Root and should be used after your Tap Roots are securely planted.

Google PPC Strategies You Can Implement In Your HVAC or Plumbing Business Today

Not All Calls Are Created Equal: 

If you are running a PPC campaign, you are guaranteed to have a decrease in call quality as a result of the increase in call count. We’re not saying this is bad, but just be prepared for some weird calls.

Existing Clients Will Call from Your PPC Ad:

 This is not avoidable. Once you create a brand and loyal client base, they will go to Google and search directly for your name. Google shows your PPC ad, and boom! They click on it just to get your phone number.

Avoid 3rd Party Sites: 

If you’re going to pay to be shown, pay Google directly. The stats are mind-blowing. People use Google to directly find what they are looking for. They don’t go to Google to find another directory and then ask that directory to show them a plumber.

You Will Get More Telemarketing Calls: 

Can’t blame them… seeing your name on a paid part of Google or Facebook tells a salesperson that you’re willing to pay for phone calls.

Make Sure You Can Track It: 

We preach call tracking all the time across all advertising mediums, but this is especially critical with PPC.

Start with a Small Budget and Adjust Up: 

If you tell Google you’re willing to spend $1500, they will work hard to find a way to spend all $1500. The common fear is, “If I don’t tell them that I will spend a lot of money, they won’t show my ad.” Although this is logical, Google will gladly allow you to adjust your budget up at any time! Start small, test, measure, and adjust.

Use Tracked Phone Numbers: 

Most plumbing & HVAC software, such as ServiceTitan and Housecall Pro, has the ability to track incoming calls from Google PPC ads. Make sure you have tracked phone call integrations set up. This makes tracking the performance of your campaign much easier.

Look at the Reports Google Provides:

For an embarrassingly long time, I thought people who “managed internet ads” had some special tool that they used to produce the fancy reports they send you once a month for $1000 a month. Nope! All they do is send you Google reports. Google wants your money, so they will help you figure out how to make your ad work better.

How Much Should Plumbing, Heating & Air Contractors Spend on Paid Ads?

Because of the variations in market, season, campaign purpose, and company size, there isn’t a one-size-fits-all budget. We have seen PPC budgets from $500 to way over $5,000 per month. As a rule, we see companies spending less than $5000 per month on PPC.

Eric Smith - Founder & CEO of Elite Trades

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