How to Run Profitable Google Ads Campaigns for HVAC Companies

Key Takeaways

•Utilize free local channels first, e.g. Nextdoor, Facebook groups, Craigslist, etc. before moving into paid marketing.
•Your local digital presence drives most leads: make sure you have an optimized website, Google Business Profile, reviews, and high-quality visuals.
•Blend long-term tactics (SEO, content, reviews) with paid bursts (Local Services Ads, hyperlocal PPC) to handle seasonality.
•Track lead source and job profitability. Know your customer acquisition cost and lifetime value by channel.

Define Your Ideal Client First

Before you touch a headline or launch an ad, decide who you want more of:

Residential clients:

•Homeowners wanting lawn care, seasonal cleanups, hardscaping, irrigation, design/build
•Budget range: $500-$5,000+ per project
•Decision-makers: homeowners, sometimes spouses together
•Buying triggers: spring prep, move-in, renovation, curb appeal

Commercial clients:

•Property managers, facility managers, HOAs, retail centers, multi-family complexes
•Budget range: $10,000-$100,000+ annual contracts
•Decision-makers: multiple stakeholders, procurement involved
•Buying triggers: vendor issues, new management, expansion, budget cycles

Build a simple buyer snapshot:

•Where do they live/manage properties?
•What problems keep them up at night? (time, reliability, cost predictability, vendor responsiveness)
•What proof do they need? (before/after photos, reviews, case studies, response times)

Then tailor everything—your website copy, photos, ad targeting, and CTAs—to speak to that person. You'll convert more by being specific than by trying to "do it all."

Build Your Local Digital Foundation

Website: Convert Visitors Into Estimates

Your website should answer three questions instantly: what you do, where you do it, and how to get a quote.

Conversion essentials:

•Click-to-call phone number on mobile and desktop (above fold)
•Short estimate form with service and city dropdowns
•"Get a Free Estimate" CTA above the fold
•10-20 high-quality before/after photos in a gallery
•Service-area pages using "service + city" phrasing for SEO
•Trust signals: review badges, insurance/licensing, years in business
•Fast load time (under 3 seconds) and mobile-optimized

What not to do:

•Generic stock photos of lawns that aren't yours
•Buried contact information
•Long forms asking for property square footage and soil pH
•Slow load times that kill mobile conversions

Google Business Profile: Your Highest-ROI Asset

GBP is the fastest way to show up in the map pack when people search "landscaper near me." Optimize it completely.

30-minute setup:

•Primary category: "Landscaper" + specific categories (Lawn care service, Landscape designer, Tree service)
•Service area: Set realistic towns/ZIPs you actually serve
•Hours: Update seasonally; add holiday hours
•Photos: Upload 10+ project photos now; add new ones weekly
•Posts: Share weekly updates (before/afters, promotions, seasonal tips)
•Services: List services with short descriptions and pricing ranges if possible
•Q&A: Seed questions and answers about your services and areas

The goal: Appear in the 3-pack, not page two of organic results.

Reviews: Build a Simple System

Nothing converts like social proof. Most homeowners check your reviews before they call.

Review generation system:

•Ask within 24 hours of finishing a job (text or email)
•Include direct link to your Google Business Profile
•Keep it simple: "Takes 60 seconds and helps local homeowners find us"
•Respond to every review within 24 hours—even bad ones
•Display reviews on your homepage and service pages

Frequency matters: Aim for 2-4 new reviews per month. Recent reviews signal you're active and reliable.

Visual Proof: Photos, Videos, and Job-Site Visibility

Landscaping is visual. Let your work sell for you.

What works:

•Before/after shots for every job
•10-15 second vertical reels for Instagram/TikTok
•Pin your best projects to homepage and GBP
•Branded yard signs with QR codes to your estimate page
•Vehicle wraps for constant local exposure
•Encourage customers to tag you on Instagram/Facebook; boost those posts locally

Low-cost local exposure:

•Nextdoor posts with service-area limits
•Neighborhood Facebook groups
•Even Craigslist (underrated for local contractors)

Post clear offers with photos and specific service areas. Vague ads get ignored.

Add Predictable Lead Flow with Paid Ads

Choose Your Starting Point: LSA vs Search

Google Local Services Ads (LSA):

•Pay per lead, not per click
•Google Guaranteed badge builds trust
•Typical costs: $20-$60 per lead
•Best for: Residential services, phone-ready buyers
•Requirements: Background check, license verification, reviews

Google Search Ads:

•Pay per click with full control over keywords and landing pages
•CPCs: $10-$40+ depending on market
•Best for: Budgets over $1,000/month, when you need scaling beyond LSA volume

Budget guidelines:

•Under $1,000/month: LSAs only
•$1,000-$3,000/month: 60% LSAs, 40% Search for high-intent services
•$3,000+/month: Both channels with service-specific campaigns

Set Up Hyperlocal Campaigns

Geographic targeting:

•Target by ZIP code within your profitable service radius
•Don't waste money on areas you won't dispatch to
•Use "Presence: People in your targeted locations" to avoid tourists

Keywords that work:

•"landscaper [city]"
•"lawn care near me"
•"spring cleanup [city]"
•"hardscape contractor [city]"
•"[service] + near me" variations

Negative keywords (add immediately):

•jobs, hiring, salary, training
•DIY, equipment, wholesale, supplies
•free, cheap, pictures, images
•Areas outside your service range

Ad scheduling:

•Run ads during business hours when you can answer calls
•Increase bids for peak times (weekday mornings and evenings)
•Consider after-hours answering service for emergency inquiries

Track Every Lead Source

Without tracking, you're guessing. Set up basic attribution from day one.

Minimum tracking stack:

•Call tracking number on ads and GBP
•UTM parameters on all ads, emails, and social posts
•Google Analytics goals for form fills and calls
•Lead intake form with "How did you hear about us?"
•Spreadsheet or CRM tracking: lead source → estimate → job → revenue

Key metrics to calculate monthly:

•Cost per lead by channel
•Close rate by service and source
•Average job value by source
•Customer acquisition cost (CAC) = total marketing spend / new customers
•Return on ad spend (ROAS) = revenue from channel / cost of channel

Build Long-Term Growth (SEO and Content)

Paid ads get you leads today. SEO and content get you leads for free in 3-12 months.

Local SEO Fundamentals

On-page optimization:

•Use "service + city" in titles, H1s, and meta descriptions
•Create separate pages for each service (lawn care, hardscaping, irrigation, tree service)
•Build city pages only for areas you truly serve with local projects and testimonials

Citations and directories:

•Ensure consistent NAP (name, address, phone) everywhere
•Get listed on: Yelp, Angi, HomeAdvisor, Bing Places, Apple Business Connect
•Add LocalBusiness schema markup to your website

Link building:

•Local business directories
•Chamber of commerce and trade associations
•Supplier partnerships
•Local news coverage of projects

Content That Drives Estimates

Create 6-12 months of content answering local homeowner questions.

High-intent topics:

•"Spring Lawn Prep Checklist for [City] Homeowners"
•"How Much Does Hardscaping Cost in [City]?"
•"Fall Cleanup Guide for [City]"
•"Best Drought-Tolerant Plants for [Region]"
•Project spotlights with before/afters and materials used

Add CTAs throughout:

•"Get a Free Estimate"
•"Book a Free Consult"
•Internal links to service pages and gallery

Downloadable guides:

•"Spring Prep Checklist" with email capture
•"Lawn Care Calendar for [Region]"
•Use these to build your email list

Email Automation and Referrals

Most customers will need you again. Nurture them.

Automation sequences:

•Estimate follow-ups (day 1, 3, 7)
•Seasonal reminders (spring prep, fall cleanup, winterization)
•Upsell campaigns (mulch refresh, aeration, plantings)

Referral program:

•Reward customers with discounts or credits
•Partner with realtors and property managers for referral fees
•Make it easy: send them a referral link or cards to hand out

Off-season campaigns:

•Pre-sell spring packages in winter with deposits
•Book maintenance contracts for next year

Generate Commercial (B2B) Leads

Commercial sales cycles are longer and involve multiple decision-makers. The approach is different.

What Commercial Buyers Need

Case studies over before/afters:

•Show KPIs: cost per acre, response times, SLA adherence, safety record
•Multi-site coordination capabilities
•Snow/ice management track record (if applicable)
•Vendor management and reporting

Proposal package:

•Scope of work by season
•Service level agreements with response times
•Communication plan and escalation process
•Performance metrics and quarterly reviews
•Sell predictability, not low price

Commercial Lead Generation Tactics

LinkedIn outreach:

•Target property managers, facility managers, HOA managers
•Share case studies and value propositions
•Connect and build relationships before pitching

Email campaigns:

•List: Property management companies, retail centers, multi-family complexes, corporate campuses
•Offer: Free site evaluation or maintenance audit
•Follow-up: Multi-touch sequences with case studies

In-person networking:

•IREM and BOMA chapter meetings
•Property management conferences
•Chamber of commerce events

Offers that work:

•Multi-year maintenance contracts
•Snow/ice SLAs with guaranteed response times
•Proactive enhancement plans with ROI projections
•Quarterly business reviews with performance data

Handle Seasonality with Campaign Planning

Map your marketing to demand cycles.

Spring (March-May):

•Services: Cleanup, mulching, aeration, irrigation start-ups
•Campaigns: Early-bird discounts in late winter, spring prep guides
•Paid ads: Ramp up budget 4-6 weeks before

Summer (June-August):

•Services: Design/build, hardscaping, planting, maintenance
•Campaigns: Project showcases, drought-tolerant landscaping
•Paid ads: Maintain steady budget for ongoing work

Fall (September-November):

•Services: Leaf cleanup, winterization, pruning
•Campaigns: Fall cleanup packages, off-season contract bookings
•Paid ads: Target pre-winter prep and contract signups

Winter (December-February):

•Services: Snow/ice (if applicable), planning, spring bookings
•Campaigns: Spring project deposits, maintenance contract renewals
•Paid ads: Reduce or pause unless offering snow removal

Refresh your GBP posts, website homepage, and ad creative to match each season's top services.

Track What Actually Matters

Operate with clear numbers, not feelings.

Lead metrics:

•Lead volume by source (GBP, organic, PPC, LSA, referrals, marketplaces)
•Cost per lead by channel
•Lead response time (goal: under 5 minutes)

Sales metrics:

•Close rate by service and source
•Average job value by source
•Days to close by service type

Financial metrics:

•Revenue by lead source
•Gross profit by job type
•Customer acquisition cost (CAC) by channel
•Customer lifetime value (LTV)
•Payback period: how many jobs to recover CAC

Marketing health:

•Review growth rate and average rating
•Website traffic and conversion rate
•GBP views, clicks, calls, direction requests

Use a CRM or even a shared spreadsheet. Tracking beats guessing every time.

Common Pitfalls to Avoid

•Trying to be everything to everyone: No clear target client or specialized offer. Pick residential or commercial. Pick 3-5 core services to promote.
•Weak website: Slow load times, no clear CTA, generic stock photos, buried contact info. Your website is often the tiebreaker between you and a competitor.
•Neglecting reviews: Not asking consistently or responding promptly. Reviews are the easiest conversion optimizer you have.
•Running ads without tracking: No idea which calls came from ads vs GBP vs organic. You can't optimize what you don't measure.
•Poor geographic targeting: Paying for clicks 50 miles away where you won't dispatch. Set tight radius and ZIP targeting.
•Inconsistent branding: Different logos, phone numbers, or business names across platforms confuse Google and customers.
•Low-quality visuals: Blurry photos or stock images undermine trust. Use your actual work—even iPhone photos beat stock.
•No follow-up system: Leads go cold because nobody called back in 24 hours. Speed to response determines close rate.

7-Day Quick-Start Checklist

Day 1-2: Foundation

•Define your ideal client and top 3 services to promote this season
•Update website homepage with clear CTAs, service-area coverage, and 10+ project photos

Day 3-4: Google Business Profile

•Claim and fully optimize GBP with categories, hours, services, and photos
•Upload 10-15 recent project photos
•Publish one post about your current seasonal service

Day 5: Reviews

•Set up review request template (text/email) with direct GBP link
•Send to 5 recent satisfied customers
•Respond to all existing reviews

Day 6: Visibility

•Order branded yard signs with QR code to estimate page
•Place signs on all current jobs
•Post 2-3 before/after photos to Instagram and Facebook

Day 7: Paid Launch

•Set up call tracking number
•Launch LSA or small Search campaign ($500-$1,000/month) geo-targeted to your ZIPs
•Install Google Analytics goals for calls and form submissions
•Boost your best Instagram/Facebook post to homeowners in target ZIPs

FAQ

How fast can I get landscaping leads?

If your GBP is verified and you launch Local Services Ads or a tight Search campaign, you can get calls within days—especially during peak season (spring/fall). Organic SEO and content marketing build over 3-12 months but deliver compounding ROI.

Should I start with Local Services Ads or Google Search Ads?

For residential work, start with LSAs if available in your area. You pay per lead (not per click) and get the Google Guaranteed badge. Use Search Ads when you need more control over keywords, targeting, or want to scale beyond LSA volume.

How many reviews do I need to rank and convert?

Quality and recency matter more than quantity. Aim for 2-4 new reviews per month. A steady stream of recent reviews signals you're active and reliable. Respond to all reviews within 24 hours.

What content actually generates leads?

Local, seasonal, and cost-oriented content works best: "[Season] prep checklist for [City] homeowners," "How much does [service] cost in [City]?," and detailed project spotlights with before/afters. Always include clear CTAs and internal links to service pages.

How do I track ROI from phone calls?

Use a call tracking number on ads and GBP. Record lead source in your intake form. Set up Google Analytics goals for calls. Track each lead through your CRM: source → estimate → job → revenue → profit. Calculate CAC and ROAS by channel monthly.

What's the difference between residential and commercial lead generation?

Residential is faster, more emotional, visual-driven. Focus on photos, reviews, and fast response. Commercial is slower, relationship-driven, contract-focused. Lead with case studies, SLAs, multi-site capabilities, and quarterly performance reviews. Build relationships before pitching.

How much should I spend on ads?

Start with $500-$1,000/month for LSAs or Search to test what works in your market. Scale up based on cost per lead and close rate. If you're getting $2,000 average jobs and closing 40% of leads at $50/lead, that's strong ROI and you can increase your budget.

How to Generate Leads for Your Landscaping Business