If you’d like a month FREE trial of google ads for your heating and cooling business, listen up. I just want to run you through a cooling campaign that’s been running for a number of years and explain a bit about the campaign set up and how it’s working for this client.

Been running this campaign since the first lockdown, I think, around there. Yeah, so, as you can see, since then, this is not an annual figure; this is the total cumulative cost, so they’ve spent a significant amount on ads.

And these are the metrics here, so a large number of clicks, many conversions, and a cost per conversion. You can see here, we’ve had many leads through the funnel, and that’s over several years, so that’s not per year; it’s cumulative.The other thing I want to mention is what you’ll see here is the budget, which has obviously been adjusted. So, usually, it was higher per day, but we tend to adjust the budget based on their ability to service the work.

So, if they go through periods where they have fewer staff, or if it’s getting really hot (which is a busy time), we might ease back a little on the ad spend. And then when it’s colder and we need to push harder, we can increase the ad spend. So, we tend to be a bit flexible with them. But that is not their average ad spend over the last period. It was probably closer to an average per day, maybe slightly lower, but let me go down here.

So basically, like, these are our keywords. You can see general aircon, split systems, AC. I do want to mention that this client is part of the VEU energy program. So, that’s where some people can qualify for a free split system or get a heavily discounted system installed.

So that’s a really popular campaign because it’s a no-brainer. Who doesn’t want a free air conditioner? One issue we’ve had is trying to filter out people who are renting. This isn’t as easy to do in Google Ads as it is in Facebook Ads. But, where we can actually qualify them, we want people who are homeowners and can qualify.

Our times and days are typical during business hours. Government rebate and air conditioning rebate keywords have a high click-through rate. So, yeah, these metrics are strong and become more meaningful when you have a larger dataset.

For instance, sometimes if your campaign’s new, you might get a small number of clicks and impressions, giving a high click-through rate, but that data isn’t as meaningful due to the small sample size. So, here we discuss the rebate and other relevant info.

Here’s our map area showing who’s clicking and who’s interested, and here’s our general click-through rate for the ad.So, that’s how the ads have worked. They’ve been effective over a long period, and the client definitely sees calls coming through.

People specifically inquire about it. The other thing I’m going to pair this with is call tracking because, looking at your campaign over time, if we get cumulative data, we can target people with SMS marketing, sending a monthly SMS with new offers, such as discounted Mitsubishi split systems.

So, we can definitely re-engage them with an SMS offer, which I plan to do next. Over time, the data becomes a lot more transparent. Yeah, so everything is looking really good. It’s a mature campaign, but at the start, it requires a lot of work and effort to find the right audience.

As Google’s AI learns over time, the campaign matures further. I do want to mention that if you’re in Brisbane or Perth and haven’t seen these results, the Victorian Energy Unit offers substantial discounts, which can really boost click-through rates.

A stronger offer always increases the click-through rate. If you run Google Ads with simple messaging, you’ll get clicks, but a compelling offer will increase the rate significantly.

It really depends on your offer and what the text says in your ad. I really enjoy working with trade businesses, and heating and cooling are essential services. If you’re in this business and haven’t audited your ads or aren’t sure if they’re as effective as they could be, please reach out.