Understanding HVAC Pay Per Call vs. Pay Per Click
Because pay per call (also known as pay per lead) requires such little effort, it’s proven to be a very successful marketing strategy for small business owners everywhere who are happy to answer their phones and focus on keeping up a reliable and trustworthy reputation. As a pay per call client, what exactly will you be paying for? You’ll pay for each lead you receive. At Service Direct, the only leads you pay for are ones that have the potential of turning into real customers. No shared leads, spam, wrong numbers, or bidding wars to worry about with us. All you have to do is pick up your phone and close the deal!
Pay per click shares a similar concept of paying for each click your ad receives. However, just because someone clicks on your ad does not mean they’re likely to contact you for HVAC services. Pay per click requires more maintenance in order to see positive results like managing Google Ads which is tough to put time into when you’ve got your own business to run. Service Direct takes care of all lead generation strategies so you can spend your time focusing on what you do best!
HVAC Online Marketing Ideas
We’ve all clicked on a website that has deterred our interest enough to exit out the tab in less than 2 seconds out of fear of getting a virus or simply in the frustration of how poorly the website is designed. Whether the website was riddled with ads, taking too long to load, or simply too cluttered to even find the information you were looking for, it can make or break a sale. No one wants to be that shady website, right? So how do you make sure your website is top notch?
When a potential customer visits your HVAC website, they’re most likely experiencing an HVAC issue that needs immediate attention. They’re looking for a list of services that relates to their current situation, a phone number at the top of the page, and testimonials to see if your services are reliable before they make the call. Most searches these days are made from mobile devices, so if your website is not mobile-friendly, you’re missing out on a ton of potential customers who won’t waste their time on a site that is not up to date.
One of the most important aspects of online marketing is writing for search which cannot be done without utilizing the most popular keywords. Using keywords is one strategy that helps your website appear at the top of the page of search engines like Google and Bing when people search for HVAC services. Another online marketing tip that helps with appearing on the top of the page is Search Engine Optimization (SEO) and ads, both of which are time-consuming and difficult to manage on your own. At Service Direct, we handle everything from keyword search, to ads so you can keep focusing on running your business.
How Much Do HVAC Leads Cost?
Looking into what a marketing firm is charging per HVAC lead is important as it typically says a lot about the company’s values. For example, if you’re seeing prices as low as $1 per lead, it might be an indication that you’re paying more for quantity, rather than quality. These $1 leads could be anything from spam, resold leads from months ago, shared leads, wrong numbers, and so on. The amount of valid leads your money is going toward could be slim, which is something you don’t have to worry about with Service Direct.
With Service Direct, most HVAC leads can cost anything between $12 and $75 per lead. The higher the cost per lead, the more your marketing partner will be able to put into your ad spend and make sure your search results appear at the top of the search engine. An average HVAC installation can cost between $4,820 to 9,350, which is a much larger return on investment if a $75 lead turns out to need a full HVAC replacement. Those are the high-quality leads you should spend your money on, not the $1 spam calls. At Service Direct, every lead you pay for is exclusive which gives you more opportunity in actually turning that lead into a happy customer.
HVAC Lead Generation Red Flags To Watch Out For
It’s important to know what HVAC leads you’re paying for and whether or not they have the potential to convert. It’s best to steer clear of marketing firms that sell shared leads, which is fairly common practice for HVAC lead generation companies. These leads have already been sold to your competitors and often result in bidding wars, adding a world of stress that you shouldn’t have to deal with. Not to mention, some of those leads could have been from months ago and resold after they no longer need HVAC services. If they’re advertising for shared leads, it’s unlikely these leads will bring much value to your business.
A couple of other things to look out for would be long term contracts and failure to showcase data of proven success. Long term contracts are a red flag because they force you to commit to a payment plan before seeing real results for your company. If the company had a good track record, chances are they’d let their services speak or themselves rather than forcing you to spend money before they’ve held up their end of the deal.
At Service Direct, we are happy to provide transparent performance metrics because we believe in our marketing strategies. In addition to no long-term contracts, we allow our clients to adjust their CPL at any time if the one they started with wasn’t quite right. Whichever lead generation strategy you choose, make sure it’s a partnership you can rely on to provide the services they’re promising so you can get the most bang for your buck!