How to Run Profitable Google Ads Campaigns for HVAC Companies

Turn Searches Into Booked Jobs

Your Google Ads account is built. Keywords are loaded. Budgets are set. Landing pages are live. But if your ad copy doesn't grab attention in the two seconds searchers spend scanning results, none of it matters.

Most local service ads blend together: "Professional services," "Quality work," "Call today." Generic headlines that could apply to anyone. Meanwhile, you're paying $30-$100 per click in competitive markets.

This guide shows you how to write ads that stand out, communicate trust instantly, and drive the calls and bookings that fill your schedule.

Start With Your Campaign Structure

Before writing a single ad, your account structure determines success. You can't write effective ads if they're in the wrong campaigns.

Service-specific ad groups:

Separate campaigns or ad groups for each service (Pest Control, Termite Treatment, Bed Bug Removal; or AC Repair, AC Install, Furnace Repair). Each needs matching keywords, ads, and landing pages.

Localize everything:

Group by city or ZIP cluster. Include location in headlines ("Same-Day Pest Control in Aurora" or "24/7 Emergency Plumber | Denver"). This shows you're local, not a national call center routing leads elsewhere.

Tight match between keywords, ads, and landing pages:

If someone searches "roof leak repair Dallas," your ad should say "Roof Leak Repair Dallas" and land on a page about roof leak repair in Dallas. This alignment improves Quality Score, lowers CPCs, and increases conversions.

Write Headlines That Drive Calls

Your headlines are the first thing searchers see. Make them count.

Headline templates that work:

"Same-Day [Service] | Licensed & Insured"

"24/7 Emergency [Service] | [City]"

"Google Guaranteed [Service] | Call Now"

"[Service] in [City] | Fast Response"

"Local [Service] Pros | 500+ 5-Star Reviews"

"Expert [Service] | Upfront Pricing"

What to include:

•Service + location (matches search intent)
•Speed indicators ("Same-Day," "24/7," "Emergency")
•Trust signals ("Licensed," "Insured," "Google Guaranteed")
•Social proof ("500+ Reviews," "A+ BBB Rating")
•Pricing transparency ("Upfront Pricing," "No Hidden Fees")

Description Lines That Build Trust and Drive Action

Your descriptions support the headline and give searchers confidence to call.

Description templates:

•"Upfront pricing. Background-checked techs. Call for same-day service."
•"Licensed & insured. Local since [year]. We service [City/Suburbs]."
•"Free estimates on [installations/replacements]. Financing available."
•"Emergency service available 24/7. Call for immediate dispatch."
•"Honest pricing. No surprise charges. Satisfaction guaranteed."
•"Fast response times. Real local techs, not a call center."

What works in descriptions:

•Qualifications and credentials
•Service area specificity
•Pricing approach (transparent, upfront, no hidden fees)
•Availability and response time
•Guarantees and warranties
•Financing options for big-ticket services
•What makes you different from competitors

Pre-qualify to reduce junk leads:

•"Not for DIY or parts sales"
•"Residential and commercial properties"
•"Licensed contractors only—not for homeowner DIY"

This filters out searchers looking for advice or materials, saving you money.

Use as many extensions as you can

Extensions expand your ad real estate and provide more ways to convert. Use these on every campaign:

Call extensions (or call-only ads):

Show your phone number with a tap-to-call button. Essential for mobile traffic where most emergency searches happen. Set these to run during business hours when someone can answer live.

Location extensions:

Link to your Google Business Profile to display your address and strengthen local relevance. Shows you're nearby, not three states away.

Sitelinks:

Add 4-6 links to specific services or pages:

"Termite Inspection""Emergency Repair""Financing Options""Customer Reviews""Service Areas""Free Estimate"

Callout extensions:

Add trust and value signals:

"Licensed & Insured""24/7 Emergency Service""Same-Day Appointments""Upfront Pricing""500+ 5-Star Reviews""Family-Owned Since 2009"

Structured snippets:

List your service types:

•Services: Inspections, Repairs, Installations, Maintenance
•Brands: Trane, Carrier, Lennox (for HVAC)
•Service areas: List key cities or ZIP codes

Promotion extensions:

If you're running special offers like "$59 AC Tune-Up" or "10% Off New Installations," feature them. Promotions increase click-through rates and help you stand out from competitors charging full price.

Match Your Ad Copy to Searcher Intent

Different searches signal different intent. Your ads should reflect that.

Emergency/urgent intent:

Keywords: "emergency," "urgent," "24/7," "near me now"

Ad focus: Speed, availability, immediate dispatch

Example: "Emergency Plumber | 24/7 Dispatch | Call Now"

Repair/fix intent:

Keywords: "repair," "fix," "leak," "not working"

Ad focus: Fast service, same-day availability, licensed techs

Example: "Same-Day AC Repair | Licensed & Insured | Aurora"

Installation/replacement intent:

Keywords: "install," "replacement," "new," "cost"

Ad focus: Free estimates, financing, warranties, quality

Example: "New Roof Installation | Free Estimate | Financing Available"

Maintenance/preventive intent:

Keywords: "maintenance," "inspection," "tune-up," "check"

Ad focus: Affordable pricing, preventive value, special offers

Example: "$59 AC Tune-Up Special | Prevent Costly Repairs"

Include Special Promotions Prominently

If you're running offers, feature them in headlines or descriptions:

"$59 AC Tune-Up—Limited Time"

"10% Off New Installations This Month"

"Free Service Call With Repair"

"$50 Off First-Time Customers"

Promotions increase click-through rates and conversion rates. They give price-conscious searchers a reason to choose you over competitors.

Test and Optimize Your Ads

Google's Responsive Search Ads (RSAs) let you test multiple headlines and descriptions automatically. Use this to your advantage.

How to structure RSA testing:

•Write 10-15 headlines covering different angles (speed, trust, location, price, reviews)
•Write 3-4 descriptions with varied messaging
•Pin 1-2 headlines if location/brand consistency is critical
•Let Google test combinations for 2-4 weeks
•Review Asset Report to see which headlines/descriptions perform best
•Replace weak performers with new variants

Testing cadence:

Weekly: Review performance, check if ads are showing

Every 2-4 weeks: Swap out low-performing headlines/descriptions

Monthly: Test entirely new angles or offers

Avoid These Common Mistakes

Generic, vague headlines:

"Quality HVAC Services" tells searchers nothing. Be specific: "Same-Day AC Repair | Plano | 24/7 Emergency."

No location specificity:

National-sounding ads ("Serving the Greater Metro Area") lose to local competitors.

Buried phone numbers:

If you're selling call-first services, make the phone number impossible to miss. Use call extensions on every ad.

No trust signals:

Searchers need confidence. Include credentials, reviews, guarantees.

Ignoring mobile:

Most emergency searches happen on mobile. Optimize for tap-to-call and fast-loading landing pages.

Not testing promotions:

Offers drive conversions. If you have them, feature them.

Writing once and forgetting:

Top performers refresh ad copy every 4-8 weeks to test new messaging and prevent ad fatigue.

Match Your Landing Pages to Your Ad Copy

Getting clicks won't matter at all if your landing pages don't convert. Your ad promises something and your landing page should deliver on that promise.

Essential landing page elements:

•Phone number above fold with tap-to-call on mobile
•Headline matching your ad ("Same-Day AC Repair in Plano")
•Trust signals: Google Guaranteed badge, reviews, licenses, local photos
•Clear service offering and pricing approach
•Service area confirmation (map or ZIP list)
•Simple lead form (name, phone, ZIP, issue)
•Fast load time (under 3 seconds)

Create dedicated landing pages for each service that mirror your ad copy. Don't send everyone to your homepage.

Track Performance and Keep Optimizing

Without tracking, you're guessing. Set up conversion tracking for:

Phone calls (set duration thresholds—calls over 90-120 seconds = qualified)

Form submissions

Online bookings

As you scale, track call outcomes (booked vs. not booked) and import offline conversions (actual revenue) back into Google so the algorithm optimizes for profit, not just lead volume.

Weekly optimization checklist:

•Review search terms and add negatives
•Check ad performance and pause weak variants
•Test new headlines/descriptions in RSAs
•Monitor impression share on core keywords
•Adjust bids for top-performing ad groups

FAQ

How many ads should I have per ad group?

Start with 2-3 RSAs per ad group. One control with proven messaging, one or two test variants with new angles.

What if my ads look like my competitors' ads?

Add specific details they don't mention: your review count ("500+ 5-Star Reviews"), years in business ("Local Since 2009"), unique guarantees, or response time promises. Specificity wins.

How often should I update ad copy?

Review weekly, make changes every 2-4 weeks. Refresh entirely every 1-2 months to test new messaging and prevent ad fatigue.

What's the most important part of an ad?

For local services, the headline. It must communicate service, location, and trust in 30 characters. "Same-Day Plumber | Denver | Licensed" beats "Professional Plumbing Services" every time.

How to Write High-Converting Google Ads for Local Services