Best HVAC Facebook Ads Strategies to Acquire More Customers
Why Facebook marketing for Heating, Ventilation, and Air Conditioning companies? Most homeowners and commercial businesses are on Facebook making it a viable ground for residential and commercial HVAC companies.
Running Facebook Ads for HVAC contractors will amplify your marketing efforts by helping you to reach unique target audiences. But without proper targeting and ad content, your campaign may fall flat.
We compiled HVAC Facebook Ad strategies from our years of running successful campaigns for HVAC companies. You can replicate and remodel these strategies for your business.
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Do Facebook Ads Work for HVAC Companies?
Yes of course, but it depends on a lot of factors which we will discuss in this guide. First, keep in mind that no one goes to Facebook to find HVAC services.
So your ad content has to be less salesy and more value-based; it could even be humorous. As long as it stops Facebook users from scrolling past your ad and holds their attention long enough to interact with your content.
Think of Facebook as a platform where you mainly generate leads which you can nurture into loyal customers. Unlike Google search ads where users are actively searching for your services and the competition is tight.
Though you can get quality HVAC customers on Facebook, however you’d have to take a different approach. This could mean going leaps and bounds to create ad content that is:
If you tick most of these boxes you’ve passed the first stage of creating effective HVAC Facebook Ads. What’s more, it should be similar to the content your ideal customer interacts with on socials. Your customer persona can give you a headstart.
How HVAC Facebook Ads Work
Facebook Ads for HVAC work on the pay-per-click or pay-per-mile (1000 views) model like most PPC platforms. You’ll first create your business page if you haven’t already done so, and set up your Facebook Ads account.
After filling out your details then you can create your ad campaign. Meta or Facebook Ads have three stages which include: campaign, ad set, and ad content level.
In the campaign stage, you’ll be asked to select your ad or campaign goal. This can be broken down into four categories:
Once you’re clear on your ad objective, you can proceed to the ad set stage. Here you enter details like your:
Next, you will choose your ad format whether video ads or image ads, and create your ad content. Then you can save your campaign as a draft or publish it right away.
Note your bidding strategy will determine your budget. Facebook has several options like cost per click(CPC), cost per 1000 impressions(CPM), and cost per result.
8 Proven HVAC Facebook Ad Strategies that Work
What are the best HVAC Facebook Ad strategies? There are a good number of them and we’ll show you how to get actual results with these strategies.
Choose a Creative Ad Theme
Naturally, you’d want to cram in every service you offer in your Facebook Ad but this can be counter-productive. Because you’re giving prospects too many options and information to process in seconds.
So you need to select one creative theme for your ad. Here are a few ideas to chew on:
These are just a few, you can brainstorm as many ideas as you want and pick the best based on your location and audience.
Remember your ad shouldn’t be the regular run-of-the-mill promo, it should speak to a pain point, have undeniable benefit, and should be relatable. Your prospects have to see themselves in your ad.
Choose a High-converting Ad Format
All ad formats are not made equal. Video ads can drive more engagement and conversions than image ads. You can try both of them including other Facebook Ad formats like carousels to see what makes your prospects click.
When choosing your ad format ensure you follow the required Facebook specifications for image and video type, size, and quality.
Create a Short and Crisp Copy
No one is going to stick around to read your long HVAC sales pitch on Facebook. So your ad copy needs to be short, punchy, and guide your reader to your desired action.
Your messaging has to be in line with your ad theme and evoke emotions that will make your ad memorable even if a prospect doesn’t convert on the spot.
Similarly, your landing page copy has to continue where your ad dropped off and have customer reviews, and before and after photos or videos. There’s very little you can achieve if your website doesn’t show the results and credibility your prospects are looking for.
Bear in mind that there should be only one CTA on your Facebook Ad and landing page. Otherwise, you might lose prospects because your ad is not specific enough.
Use Eye-catching Visuals
Successful HVAC Facebook Ads all have one thing in common: attention-grabbing visuals. You are marketing on social media so your images and video thumbnails should tell a story.
Your visuals have to communicate your message in seconds, it can be comforting or share a problem as long as it strikes a chord with your audience.
For example, an image of a happy family at home with an AC unit in the background or a video thumbnail with a lady freezing in the cold with a catchy headline above it.
Optimize your Targeting Strategy
At times your ad might not be reaching the right audience because of your targeting strategy. Your targeting strategy plays a big part in your ad reach.
As an HVAC business, your ad targeting setting should look like this:
You can try both specific and broad marketing approaches through the detailed targeting options to see what works best for your business. For instance, an ad can be targeted at people with an interest in air conditioners and another ad for homeowners in your service area.
Leverage Meta Pixel
Meta Pixel is a code that you can install on your site to track, optimize your Facebook Ad, and retarget site visitors. It collects data based on conversions and traffic from your Facebook Ad and other sources like Google.
With the data obtained from Meta Pixel, you can optimize your Facebook campaign to get results and better understand user behaviors.
You could even install software like Hotjar or Microsoft Clarity to see the heat map of users interacting with your landing page. This can help you to pinpoint the right conversion rate optimization(CRO) strategy for your campaign.
What’s more, you can create custom or look-alike audiences using prospects who have taken a desired action on your website. Then you can import this audience to your Facebook Ad Manager interface and run retargeting ads to close them.
Run Different Ad Groups
Facebook Ad groups contain several ads targeting a similar audience in a campaign. To implement this strategy you’d have to set up different ad groups to target different segments in your sales funnel.
With ad groups, you can try different ad themes and targeting strategies to see which one performs better.
This could be stressful at first but the data will show you areas that need fixing and how best to reach the homeowners in your location.
For example, you could run two ad groups; let’s call the first group A and the second B. Group A can be targeted at people actively looking for HVAC solutions while Group B is for persons who aren’t interested in HVAC services at the time so they will be given a value proposition like an HVAC DIY ebook to supply their contacts.
Try A/B Tests
This involves changing a single variable in your ad content to discover what converts better. A/B tests are usually done with two duplicate ads where you test a single variable like the headline, CTA, or image.
Then both ads are run at the same time and shown to the same audience, the winning ad is used for your campaign. Remember that both ads have to run for a considerable amount of time to get statistical significance.
Types of HVAC Facebook Ads You Should Run
There are different Facebook Ad formats but here are the ones that drive conversions for HVAC companies.
Image Ads
This is the most common type of Facebook Ad that features a single image and a persuasive copy to drive engagement and conversions. Image ads can be used for any of your ad campaigns provided the images are attention-grabbing and evoke a strong emotion that resonates with your audience.
Video Ads
Video ads are by far the most engaging form of content on social media. But still, not every video ad gets streams of views and engagements. Hence your ad needs to be shot with a high-quality phone camera or digital camera. Your video has to be short but it depends on the medium you choose to display it.
For example, video ads on stories should be a maximum of 15 seconds and Facebook feed video ads should be a maximum of 3 minutes.
Instant Experience Ads
These are mobile-focused Facebook Ads that cover the full screen when clicked on. It works with different ad formats like video, single images, and carousels. And it can be shown on different mediums like feeds and stories. HVAC businesses can use this ad to deliver a unique experience and showcase their awesome services.
Carousel Ads
Facebook Carousels consists of sliding images or videos and it can contain up to 10 slides. It’s advisable to use carousel ads only when you’re selling HVAC units. Because carousel ads are mostly meant for the e-commerce industry.
What is the Best Type of HVAC Facebook Ad?
There is no single answer to this, video ads can drive more engagement than other ad formats but that doesn’t mean they will have more conversions. A lot of factors are involved including your ad goal, content, and overall HVAC marketing strategy. It’s best to combine different ad formats and optimize your ad based on performance.
How Much do HVAC Facebook Ads cost?
HVAC Facebook Ad costs depend on several factors: your campaign goals, location, and marketing strategy. However, Facebook Ads has an average CPC of $1.72 and you can spend as much as $1000 or more.
Additionally, you’ll have set your budgeting strategy which could be a daily or lifetime budget. A daily budget involves setting a budget limit for each day. The CPC or CPM can change but will not exceed your daily budget.
While lifetime budget deals with setting a budget for your entire campaign or ad. If you set a lifetime budget you’ll have to allocate the budget manually or best allow the algorithm to share your budget based on ad performance.
Recommended: HVAC Google Ads: the Ultimate Guide
Getting Started with HVAC Facebook Ads
These tips and strategies will aid you in running campaigns that will give you a positive return on ad spend(ROAS).
To get started choose your campaign goal, ad format, and ad theme, then create your ad content and decide on your targeting strategy. You can start with a single ad group and scale as you gain an understanding of your audience preferences.
Facebook Ads are easy to set up but not everyone knows how to run profitable campaigns. However, an elite HVAC marketing agency can help you fine-tune your campaigns to get more value out of your investment.
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