Google Ads · Home Services · HVAC

Google Ads for HVAC Companies

AC and heating searches swing with the weather. The account has to swing with them.

What it costs

AC figures are for the Air Conditioning Installation and Repair category, heating figures for Heating and Furnaces. Medians, not targets. Source: LocaliQ, see the sources at the bottom of the page.

Repair and replacement need different campaigns

AC not cooling is a same-day repair call. new AC unit cost is the start of a replacement decision worth thousands. One needs a phone number in the ad and fast scheduling, the other needs financing, pricing ranges and reviews on the landing page.

I split them so the budget for big installs never gets eaten by repair clicks during a heat wave, and so each campaign can bid toward its own value.

Move the budget with the weather

HVAC demand follows the thermometer. AC terms climb with the first hot week and heating terms with the first cold one. A flat monthly budget means you run out of money on the best days and waste it on the slow ones.

I plan budgets by season, raise caps ahead of forecast heat or cold, and pause or trim the off-season service in each region. Shoulder months are the time to push maintenance plans and replacements, when people are not in a hurry.

Keywords to bid on, and the ones to block

Bid on the service plus the problem: AC repair, furnace repair, heat pump installation, AC not cooling, HVAC maintenance plan, with city and "near me" variants.

Block what never turns into a service call:

• jobs, technician salary, hvac school, certification
• parts, filters, thermostat manual
• how to, diy, reset, troubleshoot (test, some convert)
• window unit, portable ac (if you do not sell them)

Track the value, not just the lead

A maintenance plan and a full system install are both a lead, but one is worth many times the other. If you can, pass the job value or at least the job type back to Google Ads. Then the bidding can chase installs instead of the cheapest calls.

Local Services Ads are worth running next to Search here too. They charge per lead and show the Google badge above the regular ads.

When to hand it off: Google Ads management for HVAC companies

The work in an HVAC account is mostly timing: raising budgets before the first heat wave, cutting them in the slow weeks, and keeping repair clicks away from the install budget. That is what I handle, along with the negative list and job value tracking.

I work by the hour at $50, with no retainer. HVAC accounts usually need a setup session and a check-in at each change of season.

Other industries: Google Ads management by industry.

FAQ