HVAC Google Ads Run For Margin, Not Clicks
Campaigns built to win replacement work, with the cheap repair traffic filtered out.
Broad match and Performance Max will happily spend your season
Left on defaults, Google will find you the cheapest clicks it can. In HVAC that means furnace filter searches, DIY thermostat wiring and people looking for a $59 tune-up. You get a great cost per click and a terrible cost per install. The fix is unglamorous: tight match types, an aggressive negative list and conversion tracking that counts booked jobs rather than form submissions.
What you get
Campaign structure by job type and margin
Emergency repair, system replacement, heat pump and maintenance agreements are separate campaigns with separate budgets. They have different urgency, different competitors and very different values to your business.
A negative keyword list that keeps growing
DIY, parts, filters, jobs and training queries get excluded, and the list is reviewed against real search terms every month. This is the single biggest lever on wasted spend in HVAC accounts.
Conversion tracking on the outcome that matters
Calls over a qualifying duration, booked appointments and form submissions are tracked separately and weighted. Google bidding optimises toward whatever you tell it to value, so it has to be told correctly.
Ad schedule and geography matched to dispatch
Bids follow your actual coverage: heavier where your trucks already are, lighter where a job costs an hour of windshield time. Out-of-hours traffic goes where someone will answer it.
Landing pages that carry the click
Ads point at pages built for the search, with the phone number above the fold and a form short enough to finish on a phone. Sending paid traffic to a homepage wastes the click you just bought.
Often paired with
Local Service Ads
The top slot on the page, paid per lead, with disputes filed and reviews kept moving.
Read MoreLead Generation
We build the whole path from first click to a job on the schedule, then report on jobs.
Read MoreWeb Design
Fast, plain and built to convert. The site is a sales tool, not a brochure.
Read MoreGoogle Ads questions
What should an HVAC contractor budget for Google Ads?
Cost per click in HVAC commonly runs from the high teens into the fifties depending on the market and season. Budgets that cannot sustain meaningful daily click volume rarely gather enough data to optimise. We size this against your market on the first call rather than quoting a number blind.
Do you use Performance Max?
Sometimes, and only alongside well-structured search campaigns with proper exclusions. On its own it tends to absorb budget into cheap, low-intent traffic and gives you very little visibility into where the money went.
Who owns the ad account?
You do. We work inside your Google Ads account under our manager account. If we part ways you keep the account, the history and the conversion data.
How is this different from Local Service Ads?
Local Service Ads sit above the paid results, charge per lead and require Google screening. Google Ads gives you far more control over targeting and messaging. They complement each other and most contractors should run both.
Find out what your market is worth
Tell us your service area and what is stuck. We will come back with a plan, or tell you we are not the right fit.