Geo-Targeting for HVAC: How to Reach Local Customers with Precision
Geo-targeting for HVAC with Google Ads is a powerful strategy businesses can use to increase their visibility among local customers and improve the quality of leads. In this next blog from HomeRank Ads, we’ll outline what this all means as well as some tips on how to set up and improve your geo-targeting.
1) Introduction to Geo-Targeting for HVAC Businesses
2) Benefits of Geo-Targeting with Google Ads for HVAC Businesses
3) Tips for Setting Up Geo-Targeted Campaigns
4) Improving Geo-Targeted Campaigns Over Time
5) HomeRank Ads Can Help You Manage and Optimize Geo-Targeted Ads
Click on the links above or keep reading to learn more. For assistance with your Google Ads management, contact us at HomeRank Ads.
Need a basic overview of geo-targeting? You can watch this video and then continue reading to see how geo-targeting for HVAC can work for you.
Advice on Geo-Targeting For HVAC
1) Introduction to Geo-Targeting for HVAC Businesses
Geo-targeting refers to targeting potential customers based on their geographic location. HVAC businesses can use geo-targeting to focus on customers within specific service areas, improving the relevancy and effectiveness of their marketing efforts. Here is an example of what is involved:
Identifying Key Service Areas
Let's say an HVAC company, CoolComfort HVAC, operates in a large metropolitan area with several suburbs and neighborhoods in the U.S. The company provides services like air conditioning repair, installation, and regular maintenance. CoolComfort HVAC's service areas include:
Downtown City Center
Eastwood Suburb
Westgate Neighborhood
Riverpark Area
Once key service areas are defined, then you are ready to define your geographic targets in Google Ads.
Setting Up Geo-Targeted Campaigns
Step 1: Define Geographic Targets in Google Ads
CoolComfort HVAC decides to focus on specific locations where they have the highest concentration of customers. In Google Ads, they set up their geo-targeting to include:
A radius of 5 miles around Downtown City Center, where their office is located.
Targeted zip codes and neighborhoods like Eastwood Suburb and Westgate Neighborhood based on historical data showing higher demand for HVAC services in these areas.
Next, you can customize your ads for each location.
Step 2: Customizing Ads for Each Location
CoolComfort HVAC can then create separate ad groups for each targeted service area. For example:
For Downtown City Center, the ad copy might say: "Need AC Repair in Downtown? Call CoolComfort HVAC Today! Local Experts Here to Help."
For Eastwood Suburb, the ad could be more specific: "Eastwood AC Installations & Repairs – Fast Service, Local Experts at CoolComfort HVAC."
The ads highlight the specific area, making the content more relevant to local customers.
Benefits of Geo-Targeting In This Instance
In this example, the benefits of geo-targeting for HVAC includes:
Improved Relevancy of Ads
By targeting specific areas, CoolComfort HVAC ensures their ads are shown only to people in the neighborhoods they serve. This means they are reaching customers who are most likely to need HVAC services right away. For example, if someone in Eastwood searches for "AC repair near me," CoolComfort's ad will appear, increasing the chances of converting that person into a customer.
Higher Quality Leads
Since the ads are tailored to local areas, the people who click on them are more likely to live in those areas and be in need of HVAC services, improving the overall lead quality. For example, a search in Westgate Neighborhood for "AC installation" will likely result in a qualified lead who needs the service and lives within the serviceable radius.
Lower Ad Costs
Geo-targeting allows CoolComfort HVAC to bid on smaller, more specific areas, reducing competition with other businesses outside their service region. For example, fewer businesses might be targeting the Riverpark Area, leading to lower Cost-Per-Click (CPC) for ads in that location. By avoiding wasting ad spend on locations where they don’t service, they reduce unnecessary advertising costs, allowing them to allocate more of the budget to areas with better conversion potential.
Over time, the HVAC business will then analyze campaign performance, adjust ads based on location trends, and expand or narrow targeting. By focusing their ads on specific areas within their service region, CoolComfort HVAC can ensure their marketing efforts are as relevant as possible, leading to higher-quality leads and reduced ad costs. Over time, by continuously analyzing and adjusting geo-targeting settings, they can optimize their campaigns for maximum ROI.
2) Benefits of Geo-Targeting with Google Ads for HVAC Businesses
See how your targeted locations are performing so you can improve the likelihood that your leads will turn into customers.
Image Source: Screenshot from Google Ads
As we touched on above in our examples, the main benefits of Geo-Targeting for HVAC goes beyond increase ad relevancy to include better lead quality and lower ad costs.
Better Lead Quality
Targeting specific areas ensures ads are shown to people who are more likely to need HVAC services, improving the likelihood of converting leads into customers. Ads reach individuals in the local service area, increasing the relevance of the offer. As a result, geo-targeting helps HVAC companies focus on their ideal customers who are more likely to be in immediate need of HVAC repair or installation.
Lower Ad Costs
Since ads are shown to a more defined and relevant audience, HVAC businesses reduce wasted spend on clicks from users outside the service area. Reduced competition in specific local markets can also result in lower cost-per-click (CPC), as fewer businesses are targeting the same group of local customers. Plus, your improved quality score in Google Ads due to higher relevance can also help lower ad costs.
By focusing on specific locations, businesses can lower ad costs, target more relevant customers, and improve overall ROI.
3) Tips for Setting Up Geo-Targeted Campaigns
When you choose locations in Google Ads, you can set a radius around your specific, desired locations. This image shows the target locations of similar radii.
Image Source: Screenshot from Google Ads
Here are the basic steps you can take to set up your geo-targeting for HVAC:
Identify Key Service Areas
Research and define the key geographic regions you serve (e.g., cities, postal codes, neighborhoods).
Ensure your business has coverage in these areas to avoid wasting ad spend on locations you can’t service.
Use Location Targeting in Google Ads
In Google Ads, select the geographic areas where you want your ads to appear (cities, radius around specific addresses, or regions).
Set up targeting by postal code to target smaller, more precise areas within your service region.
Tailor Ads for Specific Locations
Create customized ad copy that appeals to local customers, mentioning the specific area to make the ad more relevant.
Include localized offers or promotions to increase appeal.
Monitor and Adjust Geo-Targeting Settings
Regularly analyze the performance of different geo-targeted locations.
Adjust bids or ad scheduling based on the performance in specific locations (increase bids in high-performing areas, decrease bids in underperforming ones).
For more information about multi-location marketing strategies, have a look at the article, Maximizing ROI with Proven Multi-Location Marketing Strategies, from Profitworks.
4) Improving Geo-Targeted Campaigns Over Time
Add your business address to ads with location extensions in Google Ads.
Once you familiarize yourself with setting up geo-targeting, you’ll want to monitor and adjust your campaign. Here are some ways you can improve your campaigns:
Use Location Extensions
Set up location extensions in Google Ads to show your business address, making it easy for local customers to find and contact you.
This adds credibility and relevance, increasing the chances of users clicking on your ad.
Test Different Radius Settings
Start with a small radius around your business and gradually expand to see where you get the best return on investment (ROI).
Optimize for local areas that consistently perform well.
Monitor Local Trends
Pay attention to seasonal trends and adjust campaigns to target areas with higher demand (e.g., focusing on warmer areas during the summer for air conditioning services).
Use Analytics to Refine Targeting
Leverage Google Analytics and Google Ads data to identify high-converting locations.
Continuously refine your targeting based on conversion rates, lead quality, and customer acquisition cost (CAC).
If you have questions about managing your google ads, or want more details on geo-targeting for HVAC, please don’t hesitate to contact us at HomeRank Ads.
5) HomeRank Ads Can Help You Manage and Optimize Geo-Targeted Ads
Save time and effort with Google Ads Management Services from HomeRank!
Navigating the world of Google can be challenging as it is always updating and adapting it’s systems and programs to the ongoing needs of our technologically developing environment. Having the help of a digital marketing agency can simplify your life with the following supports:
Automated Campaign Optimization
HomeRank Ads can automate the process of setting up, managing, and optimizing geo-targeted campaigns, saving HVAC businesses time and effort.
It can automatically adjust bids and budgets based on local performance, ensuring ads are shown to the most relevant customers at the right times.
Localized Ad Customization
HomeRank Ads helps create hyper-localized ads tailored to specific regions, improving ad relevancy and engagement.
It can generate ad copy and offers that are highly specific to the targeted geographic area.
Performance Tracking and Insights
HomeRank Ads offers detailed reporting and insights into which geographic areas are driving the best leads, allowing HVAC businesses to refine their geo-targeting strategies.
Provides ongoing performance analysis to ensure ads are continuously optimized for local reach.
If you are interested in having HomeRank Ads or our partners at Profitworks help you with your online marketing, please contact us. We want to help you rank higher!
Over time, regularly refining and optimizing geo-targeted campaigns, with the support of companies like HomeRank Ads, can ensure sustained success in reaching more local customers and growing your business.
With over 15 years of marketing experience, we help businesses with more than just geo-targeting for HVAC. We offer comprehensive online marketing packages. Contact us to learn more.
