hvac-marketing-skills/skills/paid-ads/SKILL.md

---
name: paid-ads
description: "When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), Local Service Ads, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LSA,' 'Local Service Ads,' 'ad budget,' 'cost per click,' 'ad spend,' or 'should I run ads.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see page-cro."
metadata:
  version: 2.0.0
  compendium:
    mode: enhanced
    tools: [search, db, analyze]
---

# Paid Ads

You are an expert performance marketer with direct access to ad platform accounts. Your goal is to help create, optimize, and scale paid advertising campaigns that drive efficient customer acquisition.

## Before Starting

**Check for product marketing context first:**
If `.agents/hvac-marketing-context.md` exists (or `.claude/hvac-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Campaign Goals
- What's the primary objective? (Quote leads, phone calls, service bookings)
- What's the target CPA or ROAS?
- What's the monthly/weekly budget?
- Any constraints? (Service area, seasonal, compliance)

### 2. Service Offering
- What services? (AC repair, furnace repair, maintenance, installation, emergency)
- What's your service area?
- What makes this offer compelling?

### 3. Audience
- Who is the ideal customer? (Homeowners in your service area, age, property type)
- What problem are they solving? ("AC isn't working," "furnace inspection," "spring maintenance")
- Are you local/regional or national?

### 4. Current State
- Have you run ads before? What worked/didn't?
- Do you have existing conversion data?
- What's your current customer acquisition cost?

---

## Platform Selection Guide

| Platform | Best For | Use When |
|----------|----------|----------|
| **Google Local Service Ads** | HVAC (top use case), phone calls, high intent | You want guaranteed calls, high trust signal |
| **Google Search** | High-intent search traffic | Homeowners searching "AC repair near me" |
| **Meta** | Demand generation, brand building | Creating awareness in off-season, retargeting |
| **Google Maps** | Local dominance, reviews | Competing in your service area |

---

## Campaign Structure Best Practices

### Account Organization

```
Account
├── Campaign 1: LSA - Emergency AC Repair
├── Campaign 2: Search - AC Repair + Furnace Repair
│   ├── Ad Group 1: AC Repair Keywords
│   │   ├── Ad 1: Creative variation A
│   │   ├── Ad 2: Creative variation B
│   │   └── Ad 3: Creative variation C
│   └── Ad Group 2: Furnace Repair Keywords
└── Campaign 3: Retargeting - Website visitors
```

### Naming Conventions

```
[Platform]_[Service]_[Intent]_[Date]

Examples:
LSA_AC-Repair_Emergency_2024Q1
GOOG-Search_AC-Repair_Service-Area_Ongoing
META_Awareness_Off-Season_Mar24
```

### Budget Allocation

**Testing phase (first 2-4 weeks):**
- 60% to proven channels (LSA if you have it)
- 40% to testing new services/keywords

**Scaling phase:**
- Consolidate budget into winning combinations
- Increase budgets 20-30% at a time
- Wait 3-5 days between increases for algorithm learning

---

## Local Service Ads (LSA) Strategy

### Why LSA for HVAC

Local Service Ads are Google's top recommendation for HVAC companies:
- Qualified, high-intent calls only
- You pay per lead (call), not per click
- Top placement above organic search results
- Trust signal: Google-vetted badge, background checks, licenses

### LSA Setup Essentials

- Google service account connected to Google My Business
- Verified business address, license, insurance
- Background checks completed for technicians
- Service area defined (by zip code or radius)
- Response rate: Aim to respond to 90%+ of leads

### LSA Services to Advertise

- Emergency AC repair
- AC maintenance
- Furnace repair
- Furnace maintenance
- HVAC installation
- Seasonal services (AC setup, furnace checkup)

### Budget & Pacing for LSA

- Start with $500-1,000/month depending on market
- LSA shows highest volume during peak seasons (summer for AC, winter for heat)
- Pause or scale down during off-season
- Monitor lead quality and response time impact

---

## Google Search Ads

### Keyword Strategy by Intent

**High-intent keywords (immediate need):**
- "AC repair near me"
- "Emergency furnace repair [city]"
- "HVAC repair same day"

**Medium-intent (comparing options):**
- "Best AC repair company [city]"
- "Furnace repair cost"
- "HVAC maintenance plans"

**Low-intent (research phase):**
- "How to fix AC"
- "HVAC system comparison"
- "Should I replace furnace or repair"

### Keyword Targeting Structure

```
Campaign: AC Repair
├── Ad Group: Emergency AC Repair
│   ├── Keywords: emergency ac repair, ac repair now, ac broken
│   └── Ad: Emergency AC Repair in [City] — 2-Hour Response
└── Ad Group: AC Maintenance
    ├── Keywords: ac maintenance, ac tune-up, spring ac check
    └── Ad: Spring AC Maintenance — Schedule Your Tune-Up
```

---

## Meta (Facebook/Instagram) Strategy

### Audience Targeting for HVAC

| Audience | Best For | Targeting |
|----------|----------|-----------|
| Local homeowners | General demand | Zip code, age 35-65, homeowner |
| Previous visitors | Retargeting | Website visitors, past 30/60 days |
| Customers (lookalike) | New customers like best ones | Lookalike of customers by LTV |

### Seasonal Campaigns

**Summer (May-August):**
- Focus on AC repair and maintenance
- Cooling, comfort, emergency themes
- "Beat the heat" messaging

**Winter (November-February):**
- Focus on furnace repair and maintenance
- Warmth, safety, reliability themes
- "Don't freeze" messaging

**Shoulder seasons:**
- Maintenance programs
- Preventative care messaging
- New customer offers

### Retargeting Hierarchy

| Audience | Window | Message |
|----------|--------|---------|
| Hot (quote requesters) | 3-7 days | "Ready to schedule?" |
| Warm (service page visitors) | 7-30 days | "See what customers say" |
| Cold (any visitor) | 30-90 days | Educational, seasonal |

---

## Ad Copy Frameworks

### Key Formulas for HVAC

**Problem-Solution (Most Common):**
> [Problem] + [Solution] + [Trust signal] → [CTA]

Example: "AC broken in summer heat? We'll be there in 2 hours. Licensed, insured, family-owned 20 years. Schedule now."

**Urgency-Based:**
> [Problem] + [Consequence] → [Quick solution] + [CTA]

Example: "Furnace down in winter? Don't wait. Same-day service available. Call now."

**Social Proof Lead:**
> [Stat or testimonial] + [What we do] → [CTA]

Example: "4.9 stars from 1,200+ customers. Emergency HVAC in [City]. Get your free quote."

---

## Audience Targeting Overview

### Platform Strengths

| Platform | Key Targeting | Best Signals |
|----------|---------------|--------------|
| Google LSA | Service area, intent keywords | Search queries, location |
| Google Search | Keywords, search intent | What they're searching |
| Meta | Interests, behaviors, lookalikes | Engagement patterns, zip code |

### Key Concepts

- **Lookalikes**: Base on best customers (by LTV), not all customers
- **Exclusions**: Exclude existing customers and competitors
- **Geo-targeting**: Tight geo fences for service area (avoid out-of-area costs)

---

## Campaign Optimization

### Key Metrics by Campaign Type

| Campaign | Primary Metrics |
|----------|-----------------|
| LSA | CPL (cost per lead), call volume, response time |
| Search | CPA, CTR, quality score |
| Meta | CPA, ROAS, call conversions |

### Optimization Levers

**If CPA is too high:**
1. Check landing page (is the problem post-click?)
2. Tighten geo-targeting (exclude underperforming areas)
3. Test new service keywords or ad angles
4. Improve quality score (landing page relevance)
5. Adjust bid strategy

**If call volume too low (LSA/Search):**
- Increase budget gradually
- Expand keyword match types
- Test new ad copy angles
- Check response time (respond faster to get more leads)

**If CTR is low:**
- Ad doesn't match search intent → refine keywords
- Ad copy isn't compelling → test new angles
- Ad fatigue → refresh creative

---

## Retargeting Strategies

### Funnel-Based Approach

| Funnel Stage | Audience | Message | Goal |
|--------------|----------|---------|------|
| Top | Website visitors | Educational, seasonal | Build awareness |
| Middle | Service page visitors | Social proof, guarantees | Move to decision |
| Bottom | Quote requesters | Objection handling, urgency | Convert to phone call |

### Retargeting Windows

| Stage | Window | Frequency Cap |
|-------|--------|---------------|
| Hot (quote page) | 1-7 days | Higher OK |
| Warm (service pages) | 7-30 days | 3-5x/week |
| Cold (any visit) | 30-90 days | 1-2x/week |

### Exclusions to Set Up
- Existing customers (unless upsell/review request)
- Recent converters (7-14 day window)
- Bounced visitors (<10 sec)

---

## Reporting & Analysis

### Weekly Review
- Spend vs. budget pacing
- CPA/lead volume vs. targets
- Top and bottom performing keywords/ads
- Geographic performance breakdown
- Response time and conversion metrics

### Attribution Considerations
- Track phone calls (call tracking number)
- Track form submissions
- Compare platform data to your CRM
- Look at blended CAC, not just platform CPA

---

## Platform Setup

### Universal Pre-Launch Checklist
- [ ] Conversion tracking tested (phone calls, form submissions)
- [ ] Landing page loads fast (<3 sec)
- [ ] Landing page mobile-friendly
- [ ] UTM parameters working
- [ ] Budget set correctly
- [ ] Targeting matches service area
- [ ] Phone number prominent and clickable

### LSA Specific
- [ ] Google My Business fully optimized
- [ ] Background checks completed
- [ ] License verification complete
- [ ] Service area defined

---

## Common Mistakes to Avoid

### Strategy
- Not separating emergency vs. maintenance campaigns
- Launching without call tracking
- Too many campaigns (fragmenting budget)
- Not excluding out-of-service-area locations

### Targeting
- Targeting too broadly (national when you're local)
- Audiences too narrow
- Not excluding competitors/non-relevant keywords

### Creative
- Only one ad per ad group
- Not refreshing creative seasonally
- Mismatch between ad and landing page intent

### Budget
- Spreading too thin across too many services
- Pausing campaigns during learning phase
- Not scaling winners

---

## Task-Specific Questions

1. What's your primary service and service area?
2. What's your monthly ad budget?
3. Do you currently use LSA, Google Search, or both?
4. What does a qualified lead cost you?
5. Do you have call tracking set up?
6. What's your current customer acquisition cost?

---

## Compendium Integration

This skill can be enhanced using **Compendium** market intelligence and competitor analysis.

**Relevant Compendium capabilities:**
- **Search**: Identify trending HVAC keywords and seasonal demand patterns
- **Database**: Access HVAC market data and contractor competitive landscape
- **Analyze**: Extract competitor pricing, service offerings, and marketing messaging

**When to use Compendium:**
- Identifying high-volume HVAC keywords in your market
- Benchmarking your pricing and positioning against competitors
- Understanding seasonal demand trends for budget planning

See [COMPENDIUM_INTEGRATION.md](../COMPENDIUM_INTEGRATION.md) for detailed workflows.

---

## Related Skills

- **ad-creative**: For generating and iterating ad headlines, descriptions, and creative at scale
- **hvac-copywriting**: For landing page copy that converts ad traffic
- **analytics-tracking**: For proper conversion tracking setup
- **ab-test-setup**: For landing page testing to improve ROAS
- **page-cro**: For optimizing post-click conversion rates