If you’re ready to build an online presence for your HVAC company and looking to advertise, you need to be familiar with Google Ads. It is the most widely used PPC advertising system in the world. The Ads platform enables all types of businesses to create ads that show up on Google’s search engine and other Google properties. It works on a pay-per-click model, with users bidding on keywords and paying for each click on their ad. When a potential client types in a search, Google sorts through the available Ads advertisers and selects a set of winners to show up in the valuable ad space on its search results page. A combination of factors determine the winners, such as quality and relevance of the keywords and ad campaigns and size of the keyword bids. The advertiser’s Ad Rank has a lot to do with it. This is calculated by CPC Bid, which is the highest amount the advertiser has agreed to spend, and Quality Score, which is the click-through-rate. This system rewards advertisers by connecting with potential customers at a cost that accommodates their budget. It’s very much like an auction. Marketing through Google Ads can be especially valuable. It is the most popular search engine and sees an enormous amount of traffic. It therefore delivers impressive results. You’re going to see the most click on your ads. The frequency of appearance of your PPC ads relies on which keywords and match types you choose. Keyword relevance is extremely important. You want to select relevant PPC keywords that the majority of your potential clients will search. It’s also necessary to create an optimized landing page with concise content.