In this episode of the Beer Can Cold Podcast, JG van Graan (Boer Brothers Heating & Cooling) and Will Merritt (Effective Media Solutions) take a deep dive into pay-per-click (PPC) advertising for HVAC companies.
Whether you're a startup contractor or running a multi-million dollar service department, this conversation breaks down what works, what wastes money, and what’s changing in the world of digital marketing.
Topics covered:
How PPC actually works (Google Ads, LSAs, and Performance Max explained)
Why “set it and forget it” campaigns drain your budget
How to choose the right keywords (and avoid expensive bad clicks)
The hidden power of negative keywords
How AI is transforming search results and PPC strategy
Website and landing page MUST-HAVES before running ads
Community involvement vs. digital ads: what drives real growth?
Smart budgeting: where to start if you’ve only got $5,000 to spend
Learn how to make PPC part of a balanced marketing mix—including SEO, social media, community sponsorships, and more. Plus, JG shares how Boer Brothers is using AI texting to manage overflow calls and plan their 2026 growth strategy.
Bonus shout-outs: Mountain Valley Heating & Cooling, Anderson Heating & Air, Purple Heart Homes, and the power of grassroots brand building.
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Want help building a real marketing strategy? Reach out to Will at Effective Media Solutions.
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