Basically, keywords is the trick to gain your site loads of traffic and eventually ROIs.The trick with Adwords is YOUR site. Your site is going to determine the click price you pay, it's going to determine the conversion ratio of the traffic you send to it. So, before you start an Adwords campaign, make sure your site is up to snuff to convert the traffic into leads and then into paying customers or clients. Hope that helps!
Targeting locally is a great idea! It's much easier and lesser competition if you ask me.It might be a better option to optimize your site for local traffic. ex. "plumber in xyz city", it might require a high investment upfront but will probably pay off since the traffic will be free (organic) and no pay per click charges.
This is true. Adwords is a beast. It can be one of your best sources of income or a colossal waste of money. It may be too much to ask of most HVAC contractors to know enough about Adwords to manage their own campaigns. There are so many moving parts and moist contractors need to spending their time managing their business or overseeing installations or changes outs (all the work the Adwords campaign is hopefully generating).If your Adwords campaign isn't working, then it's not being managed correctly.
Probably the best post I've read by a contractor.So I have learned all the lessons the hard way... You can spend a fortune quick if you do not know what you are doing... Trust me I know... I have been through five different adwords guys before I decided take the time to educate myself so I know if I am being ripped off... Some guys charge you a percentage and some a flat rate... Most of them rely on you not knowing what they are doing... Google has a ton of videos on what to do and basic to advanced info... Take a couple of weeks and soak in all of this info... It is the best thing you can do for your company... Adwords is a great way to get leads but you need to also spend the money on your website and making the content relate to your Adwords campaign... Feel free to shoot me a PM and I can help with any questions or referrals to people who wont take your $$$.