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What is PPC and How Does It Work for HVAC Businesses?

Pay-Per-Click (PPC) is a digital marketing channel originally designed to generate leads for businesses by allowing advertisers to place their ads at the top of search engine results for a price. Initially, PPC was a simple model where businesses could bid for top ad placements, but as search engines filled with advertisers, they introduced auction-based bidding systems.

Over time, PPC has evolved, and in some highly competitive markets, the cost to acquire a customer has skyrocketed. This has led to questionable tactics by some marketing agencies, including:

  • Running campaigns that generate clicks outside of the service area.
  • Using bots or robo-calls to inflate lead numbers.
  • Charging for clicks and leads without transparency on acquisition costs or campaign optimizations.

If your marketing company is not providing a clear breakdown of your cost per acquired client, the adjustments made to improve lead quality, or the steps taken to lower your cost per lead, you may be wasting tens or even hundreds of thousands of dollars—often up to 40% of your marketing budget.

Maximizing PPC Efficiency for HVAC Businesses

For home service businesses, marketing budgets typically fall around 10% of revenue, depending on competition, booking efficiency, and other unique business factors. Many agencies recommend allocating 60-80% of this budget to PPC, but we’ve found that a balanced approach—spending around 20% on PPC—often yields better results.

To make PPC work effectively for your HVAC business:

  • Ad groups must link to conversion-focused landing pages.
  • Conversion pages should be regularly tracked and optimized to improve lead quality and reduce costs.
  • Underperforming PPC campaigns should be adjusted or eliminated to prevent waste.
  • Diversifying your marketing spend beyond PPC can often provide better-value leads.

Final Thought: Don’t Waste Your Marketing Dollars

Every dollar wasted on ineffective marketing directly impacts your bottom line. Instead of throwing money at expensive PPC campaigns with diminishing returns, focus on a data-driven, diversified marketing strategy that delivers consistent, high-quality leads at a sustainable cost—helping you grow your business profitably.

What should I pay per lead?

Ready to generate more leads?

Contact us today to discuss our lead generation solutions!

Fill out our form to get started, and watch your business thrive!

How do you execute your current digital marketing strategy?

It’s time to elevate your digital presence and unlock the full potential of your brand with 308 Target Marketing. Let’s embark on this journey together and redefine what success looks like in the digital age.

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Features
Basic

Monthly

Advanced

Monthly

MAIN FEATURES INCLUDED
Website Design & Development
All Creative, Icons & Images
Personalized Content Creation
Audience Segmentation
Custom Domain Name

* Included while advertising

Local Phone Number

* Included while advertising

Phone Call Lead Validation

* Call Recording and Tracking Included

Analytics & KPI Reporting
MARKETING SERVICES
Campaign Warmup
Advanced Campaign Warmup
Search Optimization
Advanced Search Optimization
Local Search Trends
Advanced Local Search Trends
Local Keyword Trends
Advanced Local Keyword Trends
Campaign Targets
Advanced Campaign Targets
PAID MARKETING SERVICES

*Optional paid services to increase engagement

Pay Per Click Ads
Global Network Ads
Local Service Ads
Remarketing & Retargeting
Social Media Ads
Ad Creative & Design
Features
Basic

Annual Contract

Advanced

Annual Contract

MAIN FEATURES INCLUDED
Website Design & Development
All Creative, Icons & Images
Personalized Content Creation
Audience Segmentation
Custom Domain Name

* Included while advertising

Local Phone Number

* Included while advertising

Phone Call Lead Validation

* Call Recording and Tracking Included

Analytics & KPI Reporting
MARKETING SERVICES
Campaign Warmup
Advanced Campaign Warmup
Search Optimization
Advanced Search Optimization
Local Search Trends
Advanced Local Search Trends
Local Keyword Trends
Advanced Local Keyword Trends
Campaign Targets
Advanced Campaign Targets
PAID MARKETING SERVICES

*Optional paid services to increase engagement

Pay Per Click Ads
Global Network Ads
Local Service Ads
Remarketing & Retargeting
Social Media Ads
Ad Creative & Design

Shine for a Great Cause: Become a Sponsor!

This holiday season, join us as a sponsor to help illuminate communities nationwide with joy, hope, and the spirit of giving! By supporting our Christmas Light Decorating Photo & Video Contest, running from November 11, 2024, to January 5, 2025, your brand can take center stage in an initiative that spreads light and love across the country. This contest celebrates the gift of salvation through Jesus while providing real support for hurricane relief efforts, lifting spirits, and uniting communities through the magic of holiday lights.

By becoming a sponsor, you’ll gain valuable brand visibility through marketing exposure on our contest page and social media channels, along with backlinks to your business website—driving brand awareness and engagement with a broad, inspired audience. Together, let’s make an impact and bring hope and light to communities in need across the United States.

We offer four levels of sponsorship, each designed to help your business make an impact:

Platinum Sponsorship – $3500 Limited to 6 Sponsor Placements

  • Top-level branding across all contest marketing materials, including social media, and website.
  • Exclusive mention in all press releases and media coverage.
  • XL Size Logo placement on the contest page with a direct link to your website.
  • Dedicated social media post highlighting your business and its contribution.
  • Exclusive 60-day SEMPPL marketing package, courtesy of 308!

Gold Sponsorship – $2500 Limited to 10 Sponsor Placements

  • Prominent branding across contest marketing materials, including social media and website.
  • Large Size Logo placement on the contest page with a direct link to your website.
  • Social media shoutout recognizing your business’s contribution.
  • Mention in press releases and media coverage.
  • Exclusive 30-day SEMPPL marketing package, courtesy of 308!

Silver Sponsorship – $750

  • Medium Size Logo placement on the contest page with a direct link to your website.
  • Social media shoutout recognizing your business’s contribution.
  • Mention in select contest promotions via email and social media.

Bronze Sponsorship – $350

  • Small Size Logo placement on contest page.
  • Social media shoutout recognizing your business’s support.

Sign Up to Be a Sponsor

Thank you for your interest in partnering with us. Please fill out the following information and  a member of the team will reach out to you shortly.

Features
LP Basic

Annual Contract

LP Advanced

Annual Contract

Website

Annual Contract

MAIN FEATURES INCLUDED
Website Design & Development
All Creative, Icons & Images
Personalized Content Creation
Audience Segmentation
Custom Domain Name

* Included while advertising

Local Phone Number

* Included while advertising

Phone Call Lead Validation

* Call Recording and Tracking Included

Analytics & KPI Reporting
MARKETING SERVICES
Campaign Warmup
Advanced Campaign Warmup
Search Optimization
Advanced Search Optimization
Local Search Trends
Advanced Local Search Trends
Local Keyword Trends
Advanced Local Keyword Trends
Campaign Targets
Advanced Campaign Targets
PAID MARKETING SERVICES

*Optional paid services to increase engagement

Pay Per Click Ads
Global Network Ads
Local Service Ads
Remarketing & Retargeting
Social Media Ads
Ad Creative & Design
Features
LP Basic

Monthly

LP Advanced

Monthly

MAIN FEATURES INCLUDED
Website Design & Development
All Creative, Icons & Images
Personalized Content Creation
Audience Segmentation
Custom Domain Name

* Included while advertising

Local Phone Number

* Included while advertising

Phone Call Lead Validation

* Call Recording and Tracking Included

Analytics & KPI Reporting
MARKETING SERVICES
Campaign Warmup
Advanced Campaign Warmup
Search Optimization
Advanced Search Optimization
Local Search Trends
Advanced Local Search Trends
Local Keyword Trends
Advanced Local Keyword Trends
Campaign Targets
Advanced Campaign Targets
PAID MARKETING SERVICES

*Optional paid services to increase engagement

Pay Per Click Ads
Global Network Ads
Local Service Ads
Remarketing & Retargeting
Social Media Ads
Ad Creative & Design
Features
LP Basic

Monthly

LP Advanced

Monthly

LP Basic

Annual Contract

LP Advanced

Annual Contract

Website

Annual Contract

MAIN FEATURES INCLUDED
Website Design & Development
All Creative, Icons & Images
Personalized Content Creation
Audience Segmentation
Custom Domain Name

* Included while advertising

Local Phone Number

* Included while advertising

Phone Call Lead Validation

* Call Recording and Tracking Included

Analytics & KPI Reporting
MARKETING SERVICES
Campaign Warmup
Advanced Campaign Warmup
Search Optimization
Advanced Search Optimization
Local Search Trends
Advanced Local Search Trends
Local Keyword Trends
Advanced Local Keyword Trends
Campaign Targets
Advanced Campaign Targets
PAID MARKETING SERVICES

*Optional paid services to increase engagement

Pay Per Click Ads
Global Network Ads
Local Service Ads
Remarketing & Retargeting
Social Media Ads
Ad Creative & Design