Hey, guys. Nick here from HVAC Business Growth. Thank you very much for watching the show. In today’s episode, what we’re going to do is talk about whether you should be using Google Ads alongside your SEO efforts. Overall, there’s lots to talk about, so let’s get stuck into the show.
All right, so just to reiterate the question, it’s should you use Google Ads and do SEO at exactly the same time for your HVAC business?
So the answer is yes, with a little caveat, if the budget allows. So Google Ads, or Google Ad Words, as it’s formerly known, particularly in the HVAC space, is notoriously very expensive. So in some cities you might be paying up to $50 per click to the website. That’s right, per click. So it’s very, very expensive sometimes to run Google Ads in your particular location.
Even some of the softer markets, the less competitive markets, they can be anywhere from $10-30 per click. So normally, how you can figure out whether you’ve got a budget that’s going to work for this, it’s just basically in multiply the cost per click by 10 as an absolute minimum. Because we might figure out that it’s going to take 10 clicks to your website to produce one lead.
Let’s go through a quick example here. So if it’s $50 per click, multiply that by 10. That’s 500. So you might be paying $500 per lead through Google Ads. So you can see that that can get out of hand very, very quickly. Even at $10 per click you’re looking at $100 per lead there.
If the budget allows, if it works out for you, then by all means do it. But you really need to try and dig out those low hanging fruit keywords in Google Ads. But the good news is, you can use the ads data to find those converting keywords and then you can do SEO on them. So if you find that a particular keyword seems to work very well for you, and you get lots of conversions from it, then what you’ll do is create a page on your website and use this in an SEO campaign.
What can happen is over time in your global cost per lead can come down. So what I mean by this, if you’re paying for ads and you’re finding the converting keyword, you can keep it going and or you can improve your SEO for that particular key phrase. And then what happens is you will start to generate some leads through SEO, and then that will bring down your cost per lead over time.
A lot of people will start out with a massive ads budget and then what they can do is actually dial back the ads budget over time as the SEO starts to kick in.
If you don’t have the budget, that’s fine. Just obviously work on your SEO. It might take one to six months to actually start generating a good volume of traffic coming through to the site. But yeah, that’s, so there are advantages to doing Google Ads and SEO at the same time.
Hopefully that makes sense to everybody. We’ll see you in the next video.