At R.L. Roberts II Design, we don’t just run PPC campaigns—we optimize them to reduce Google Ads price per click (CPC) while boosting conversions. Most businesses waste ad spend by bidding on expensive, high-competition keywords that deliver inconsistent results. Instead, we take a smarter approach, uncovering lesser-known, low-cost keywords that competitors overlook.
By combining data-driven keyword extraction, strategic bidding, and organic content optimization, we help home service businesses maximize every marketing dollar—getting better leads for less money.
Why Google Ads Price Per Click Matters
The cost per click in Google Ads can vary wildly depending on competition, keyword relevance, and bidding strategy. Many HVAC and home service companies find themselves paying $20, $30, or even $50+ per click just to compete for high-traffic industry keywords. But high CPC doesn’t always mean better results.
More expensive clicks don’t always convert better—competitors inflate costs by overbidding.
Lower CPC keywords can drive just as many leads—when optimized for high-intent searchers.
Reducing CPC means stretching ad budgets further—allowing you to generate more leads for the same spend.
Instead of competing for “HVAC repair” at $40+ per click, we target more affordable, high-intent searches like “emergency AC repair near me” or “best heat pump for a small home,” often cutting CPC by 50% or more.
How We Extract Lesser-Known Keywords to Lower CPC
Lowering Google Ads price per click starts with finding untapped, high-converting keywords that your competitors aren’t aggressively targeting. Here’s our proven process for identifying these opportunities.
Studying Search Terms in Google Ads to Improve SEO & Lower CPC
Google Ads isn’t just for running paid campaigns—it’s a goldmine for organic keyword research. We analyze search terms inside Google Ads to:
- Identify high-converting, lower-CPC queries. Search terms that lead to conversions but have low competition become prime targets.
- Spot long-tail keyword opportunities. Variations of core keywords with lower bid costs and higher user intent are integrated into campaigns.
- Find new SEO content ideas. If users repeatedly search for “best HVAC system for a 2,000 sq ft home,” we create a targeted blog post optimized for that exact phrase.
- Eliminate high-CPC, low-performing terms. Keywords that drain ad spend without results are filtered out, improving ad efficiency.
Example: A Google Ads campaign might reveal that “ductless mini-split vs central air pros and cons” gets clicks for half the CPC of “ductless mini-split.” That signals an opportunity to create a dedicated SEO page and an ad campaign targeting the more specific, lower-cost keyword.
Leveraging Google’s Own Data for Hidden Gems
Google provides search behavior insights through multiple tools that help uncover high-value, low-cost keywords.
- Google Search Console shows real queries that bring users to your site, revealing unexpected keywords with ranking potential.
- Google Autocomplete suggests long-tail keywords that reflect real search behavior.
- People Also Ask and related searches help identify additional keyword opportunities.
Instead of relying solely on keyword planners, we use these tools to find organic search trends that align with PPC opportunities.
Uncovering Competitor Weaknesses with Keyword Gap Analysis
Competitor research helps us find keywords that others overlook.
- Keyword Gap Analysis compares our rankings with competitors to identify terms they aren’t optimizing for.
- PPC Competitor Research shows where competitors spend heavily and where they leave gaps.
- Content Weaknesses reveal where competitors have outdated or thin content, allowing us to create better, more optimized pages.
If a competitor focuses on “HVAC installation” but ignores “ductless mini-split advantages,” we step in—owning that topic in both PPC and SEO.
Industry-Specific, Seasonal, and Geo-Targeted Keywords
Refining keyword selection based on industry trends, seasonality, and local intent helps lower CPC while increasing relevance.
- Seasonal Keywords help align campaigns with seasonal demand, such as “HVAC maintenance checklist for winter.”
- Geo-Targeted Keywords capture local traffic by using city names and “near me” searches.
- Industry-Specific Terms target niche HVAC topics that broad competitors ignore.
A combination of these approaches ensures lower CPC while reaching the right audience.
Smart Bidding Strategies to Maximize ROI
Extracting keywords is just step one—we also apply smart bidding strategies to lower CPC and increase conversions.
Optimized Bidding on Low-Competition Terms
- We start with low bids and test different match types.
- We prioritize high-Quality Score keywords to reduce CPC.
- We bid more aggressively on high-intent, low-cost search terms.
Aligning Paid & Organic Search Strategies
- We use Google Ads data to create SEO content around high-converting queries.
- We combine PPC and organic rankings to dominate search results.
- We reduce reliance on paid ads as organic content grows, saving ad spend.
Improving Conversion Rates
- We optimize landing pages to match user intent.
- We A/B test ad copy to increase click-through rate.
- We retarget high-intent visitors who didn’t convert on the first visit.
The Results: More Leads, Lower Costs, and Greater Market Share
By extracting and leveraging hidden keywords, our strategy ensures:
- Lower CPC while maintaining ad visibility.
- Higher conversions by attracting ready-to-buy customers.
- Sustained growth through long-term SEO and PPC integration.
This is not a one-time effort—it’s an ongoing strategy that keeps our campaigns ahead of the competition while ensuring sustainable lead generation.
Final Thoughts: PPC and SEO Work Together for Smarter Marketing
Most HVAC and home service companies burn money bidding on competitive keywords while ignoring organic growth opportunities.
We do things differently.
By extracting lesser-known, high-converting search terms, we create SEO content that reduces paid ad dependence—turning every search term into an opportunity for both immediate leads and long-term growth.
Let’s build a smarter HVAC marketing strategy. Contact us to start today.
