PPC for Contractors: HVAC Professionals, Plumbers, and Roofers

You might have the best HVAC, plumbing, or roofing service out there, but this means nothing if prospective customers can’t find you online. When 71% of businesses have a site, and 81% of consumers conduct online research before converting, online visibility is pivotal to rising above the noise and elevating that bottom line. 

One channel that helps boost digital presence? PPC (pay-per-click)—an advertising strategy where you pay each time a user clicks on your ad. Plumbing, roofing, or HVAC PPC ads place your business directly in front of your target audience or those looking for services just like yours.

Consider that: 

• 75% of consumers say paid ads make finding what they’re looking for easier.
• Paid ads have a 200% return on investment (ROI).
• Paid ads improve brand awareness by 80%.

Are you tired of being stepped over by another competitor or not appearing on relevant searches in your geographic location? The time to leverage the proper digital marketing strategies is now. Lucky for you, we’ve got expertise in PPC for plumbing, HVAC, and roofing businesses. 

With the help of Big Leap’s PPC team, we’ve gathered insights to help you grow aware of the critical challenges facing businesses like yours. More importantly, we have PPC strategies you can harness to eliminate those pain points and begin earning the online visibility you deserve.

Table of Contents

What Are PPC Challenges for Those in the HVAC, Plumbing, and Roofing Industry?

1. The Competition Is Daunting

2. Getting Found Is Easier Said than Done

3. Precise Targeting Requires Trial and Error

4. Budget and Quality Is a Balancing Act

5. You’re Not Seeing Enough ROI

What Does PPC Look Like for Your Business?

1. Establishing the Proper Goals

2. Working Out the Budget

3. Market Research

4. Location-Specific PPC Keywords

5. Crafting Compelling and Relevant Copy

6. Leveraging Conversion Rate Optimization (CRO)

7. Advanced Analytics Monitoring

What PPC Results Can Your HVAC, Plumbing, or Roofing Business Expect?

Ready to Partner with a PPC Agency?

Digital Marketing Success Stories in the Plumbing, HVAC, and Roofing Industries

Connect with a PPC Specialist Today

What Are PPC Challenges for Those in the HVAC, Plumbing, and Roofing Industry?

Part of our mission is to identify gaps, learn more, and contribute by helping businesses identify additional opportunities. Following are challenges with which you may be familiar:

1. The Competition Is Daunting

You already know this. There are many businesses like yours out there. How do you rise above the noise? 

You need data-driven PPC strategies that identify unique opportunities to differentiate you from national and local competition. 

2. Getting Found Is Easier Said than Done

Let’s say you’re an HVAC contractor in Portland, OR. When a user or prospective customer types in “HVAC services in Portland, Oregon,” all of your competitors appear instead of you. Where are you? 

Getting found online is one thing. The strategy becomes more intricate when you serve multiple geographic areas. You’ll require additional research and planning to use the proper local search tactics. 

3. Precise Targeting Requires Trial and Error

Mastering PPC requires crafting the proper message to reach the right audience at the right time. That way, you’re increasing engagement and conversions.  

Depending on bandwidth and available time, creating content can be challenging. Understanding the type of language and calls to action that resonate with your audience takes time and research. 

4. Budget and Quality Is a Balancing Act

Speaking of content, creating the proper message involves using keywords related to your services, products, and location. The appropriate message lets you show up and differentiate yourself from the local competition. 

The challenge with PPC keywords is balancing budget and quality. How many keywords can you afford to promote in a PPC campaign? Does the keyword hold the proper search intent? 

Ideally, you want niche or long-tail keywords and short-tail keywords. This strategy allows you to target low- and high-volume terms and traffic. If you’re on a tight budget, you may need to get strategic and creative on which keywords to focus on.

5. You’re Not Seeing Enough ROI

As we speak, you might already have some organic online strategies cooking in the oven. After all, SEO is a long-term strategy that requires consistent effort and time. 

But, depending on your business goals, you may need more than organic initiatives to produce the desired bottom-line results in X amount of time. Sometimes, you need a faster, short-term solution to:

• Get directly in front of your audience
• Help bolster your SEO efforts

If most of these challenges resonate, we see and hear you. If they don’t, we’re curious about what you’ve got going on. Either way, reach out to us.

What Does PPC Look Like for Your Business?

Here are some key PPC strategies the Big Leap team leverages to elevate lead generation. Remember that every business is different, and your strategy may involve additional or different tactics to help achieve your goals.

1. Establishing the Proper Goals

First and foremost, our roofing, plumbing, and HVAC PPC specialists will thoroughly discuss your business goals. 

We’ll have a solid understanding of those objectives by hearing your pain points, but hearing what you want to achieve is vital. This conversation allows us to step into your shoes and understand the nature of your business and industry. Every good PPC strategy is unique, so tell us what you want and need. 

2. Working Out the Budget

Based on your campaign goals, we’ll help you create a budget. How much should you and are willing to set aside for a PPC campaign? Big Leap offers flexible PPC packaging and a la carte options to help craft a customized plan.

We’ll create a detailed estimate and statement of work for your approval. As discussed earlier, sometimes, it can be tricky to strike the proper balance between quality and affordability regarding campaign tactics. Our dedicated in-house PPC team is here to navigate these discussions and help you establish a budget. 

3. Market Research

Market research lets our team lay the groundwork for a successful, aligned campaign. 

Research involves diving into competitor and industry landscapes to identify: 

• What online areas your business thrives in
• What aspects could use improvement
• What areas you or your competitors aren’t focusing on that may open up lucrative opportunities

This strategy also involves audience or buyer persona research to learn more about your target audience’s motivations, values, and decision-making processes. 

This research aims to inject your campaign with the proper focus and data it needs to compete.

4. Location-Specific PPC Keywords

We’ll dive into location-specific keyword research to create ads tailored to your audience’s geographic location. We’ll also see which keywords competitors are and are not targeting to identify new opportunities. 

Location-specific keyword implementation often merits further research to analyze search volume and seek niche or long-tail keywords—phrases that may not have a high search volume but precisely target the search intent of your target customers. 

Long-tail keywords are specific and target customers who are often ready to convert. 

5. Crafting Compelling and Relevant Copy

Quality copy is at the core of a good plumbing, roofing, or HVAC PPC ad campaign. We can put quality copy into three essential parts: 

• • Keywords: We’ll ensure you’re targeting the proper keywords based on search intent and location.
  • Ad copy: We’ll craft an ad using keywords naturally and flex language to connect with your target audience. 
  • Landing page copy: The landing page is where the user ends up after clicking your ad. While it’s wonderful having traffic pile onto your page, you must ensure that traffic converts. In other words, you must ensure the user takes appropriate action on the landing page.

All three components require content strategists, writers, and editors to do what they do best—brainstorming ways to connect with users and executing impactful and clean copy. Our PPC team will collaborate with these creatives to craft quality ads.

6. Leveraging Conversion Rate Optimization (CRO)

CRO is a digital marketing strategy that improves onsite experiences. The goal? To boost conversions. 

Here are examples of ways in which you might execute CRO in your strategy:

• A/B testing: A/B testing allows you to test two elements or variants on your site or ad. For example, you can test two different CTAs to see which generates more clicks. Or, you can test two images on your PPC ad to see which converts more.
• Heat-mapping implementation: Heat-mapping is a data visualization tool showing how site users interact with page content. Let’s say we’re doing a roofing PPC campaign. One of your “get a free quote” pages isn’t performing as well as you’d like. A heat-mapping tool points out where users are dropping off on the page. We’ll examine this area to suss out how we can better optimize the page to encourage more engagement and conversions. 

7. Advanced Analytics Monitoring

Here’s the thing about PPC marketing and marketing in general—it never stops. And guess what? Your campaign should never stop, either. 

Online marketing ebbs and flows. Algorithms and trends shift. Leveraging advanced analytics monitoring lets you see how these changes impact your PPC performance. More importantly, it encourages you to make the appropriate adjustments. 

Our PPC team will identify and track relevant metrics aligned with your goals to ensure we’re making data-driven decisions.

What PPC Results Can Your HVAC, Plumbing, or Roofing Business Expect?

When executed with intention and data at its core, your PPC campaign can reap positive results like these: 

• Enhanced brand awareness: When you implement targeting strategies into your PPC campaign, your target audience will see your ads and grow familiar with your business and what it can do for them. 

• Increased website traffic: PPC opens up an additional source of traffic. When people click on your ad, they’ll go to your website. Not only does this bring in quality traffic, but also other traffic that helps give your organic traffic a boost.

• Increased lead generation: You should see more high-quality leads coming. By dialing into your metrics and making data-based decisions, your PPC ads will reach and convert the potential customers you’ve been hoping to win.

• Improved conversion rates: When people find value after clicking on your ad, they’re more likely to follow through with the action you want them to take. With more conversions, you’ll see a more significant impact on your bottom line.

• Higher ROI: When you can turn each click into a valuable profit, you can generate more revenue. As we stated earlier, one of the benefits of PPC is that you’re in control. You set up an ad budget and bid, offering you the flexibility to adjust the budget accordingly and set your campaign up for success.

Ready to Partner with a PPC Agency?

It’s a big question; we understand. While it’s normal to feel a bit hesitant about this, there are advantages to partnering with an experienced PPC agency. 

1. You’re a relatively new company that needs to ramp up your digital footprint: Teaming up with an agency will help you start with a solid foundation and free up more time for your team to work on other critical business areas. 
2. You already have a marketing agency but aren’t happy with their results: It’s challenging to find the proper fit. Sometimes, it’s time to part ways and find a partner who better aligns with your values and needs. 
3. Your brand is evolving: It’s normal for businesses to change and grow. Depending on its direction, your business might take on a different approach that merits hiring a new agency.
4. You have a dedicated, in-house marketing team, but they’ve got their hands tied: A digital marketing agency can do some of the heavy lifting, so your marketing team can focus on areas where they excel. This freedom enables you to capitalize on your team’s skills. 

Digital Marketing Success Stories in the Plumbing, HVAC, and Roofing Industries

Let’s offer a better idea of what partnering with an agency looks like. Here are the types of businesses we’ve enjoyed working with and the online wins we’ve helped achieve. 

Absolute Air 

OyBoy Heating and Cooling

Roof Maxx 

Connect with a PPC Specialist Today

Whether you’re looking for an HVAC, roofing, or plumbing PPC campaign, our dedicated PPC team is ready to sit down and listen to your goals. As every business faces unique challenges, we look forward to getting to know you and identifying lucrative opportunities.

Connect with one of our PPC experts today.