How to Run Profitable Google Ads Campaigns for HVAC Companies

Why Google is the Best Channel for HVAC Companies

When someone's AC dies on a 100°F day, they don't scroll Instagram for ideas. They Google "emergency AC repair near me" and call. That's your opportunity.

The challenge? Clicks cost $30-$100 in competitive markets, and most companies waste money on wrong keywords, broken tracking, or campaigns that generate clicks but not jobs.

This guide shows you how to run campaigns that fill your schedule with the right channel mix, account structure, tracking, and seasonal adjustments.

Choose the Right Channel Mix

There are two key ad format types to be aware of for HVAC advertising: Local Services Ads (LSAs) and Google Search Ads. We recommend everyone start with LSAs for the biggest bang for your buck.

Google Local Services Ads (LSAs)

Pay per lead, not per click. Typical costs: $25-$60 per lead. The green "Google Guaranteed" badge builds instant trust, especially on mobile where most searches happen.

Requirements: Background checks, verified license/insurance, good reviews, compliant profile.

Best for: Budgets under $2,000/month or testing new markets before scaling.

Example of Google Local Services Ads for HVAC companies showing the Google Guaranteed badge

Google Search Ads

Traditional pay-per-click text ads. You bid on keywords and pay for each click. CPCs run $18-$100+, with cost per lead hitting $250-$400+ in competitive markets.

Best for: Budgets over $3,000/month to capture additional high-intent demand, especially for higher-ticket services (installs, replacements, service plans).

Example of Google Search Ads for HVAC companies showing text ads with extensions

Budget Guidelines

Under $2,000/month: LSAs only

$3,000-$10,000/month: 50-70% LSAs, 30-50% Search for high-intent terms

$10,000+/month: Both channels aggressively with automation and offline conversion tracking

Benchmarks (market-dependent):

Search CPCs

$25-$100+

Search CPLs

$250-$400+

LSA CPLs

$25-$60

Lead-to-booked

35-60% (LSAs)

25-45% (Search)

Structure Your Account for Performance

Service-specific campaigns or ad groups:

AC Repair, AC Install, AC Maintenance, Furnace Repair, Furnace Install, Heat Pump services. Each needs its own landing page.

Localize everything:

Group by city/ZIP, include location in headlines ("Same-Day AC Repair in Plano"). Show you're local, not a national call center.

Tight ad groups:

One service + one location per ad group so ads, keywords, and landing pages match perfectly.

Target the Right Keywords

Focus on transactional intent:

"ac repair near me""emergency ac repair [city]""furnace replacement [zip]""heating repair [city]"

Match types:

Start with exact and phrase match. Test broad match only in small campaigns with *aggressive* negative keywords.

Negative keywords explained:

These tell Google which searches you DON'T want to appear for. Without them, your ads will show for irrelevant searches that waste budget. For example, if you bid on "AC repair," you might show for "AC repair DIY tutorial" or "AC repair parts wholesale" without negatives blocking those terms.

Essential negatives (add these to every campaign):

freecheapcouponDIYhow toyoutubepartswholesalefiltercapacitorjobcareertraininglandlordtenanthome warranty

Weekly Review is Critical

Review search terms weekly and add new negatives. Google constantly matches your keywords to new searches. Even with tight match types, you'll discover irrelevant queries triggering your ads. One account we worked with found they were paying $45 per click for "HVAC technician salary" searches because they hadn't added "salary" as a negative. Weekly reviews catch these budget killers before they do serious damage.

Geographic, Schedule, and Seasonal Targeting

Geography:

Target specific cities/ZIPs you service. Use "Presence: People in or regularly in your targeted locations" to avoid wasting money on tourists.

Schedule:

Run ads when phones are answered live (consider negative bid adjustments if no one is available to answer the phone). Consider after-hours call service for emergency search terms.

Seasonality:

Consider increasing bids during heat waves and cold snaps.

Write Ads That Drive Calls

Headline templates:

"Same-Day AC Repair | Licensed Techs"

"24/7 Emergency HVAC"

"Google Guaranteed HVAC"

Descriptions:

•"Upfront pricing. Background-checked techs."
•"Call now for quick phone quote"
•"We service [City/Suburb]. Licensed, insured, local since [year]"
•"Free estimates on replacements. Financing available"
•"Same-day emergency service. Call for immediate dispatch"
•"Honest pricing. No overtime charges. Satisfaction guaranteed"

Include special promotions:

If you're running offers like "$59 AC tune-up," "10% off new installations," or "Free service call with repair," feature them prominently in headlines or descriptions. Promotions increase click-through rates and help you stand out from competitors.

Extensions:

Use call and location extensions on every ad.
Sitelinks: AC Repair, Financing, Reviews
Callouts: Licensed & Insured, Local Since 2009

Build Landing Pages That Convert

Getting traffic from Google ads won't matter at all if you don't have landing pages that convert. Below are some tips to make sure your landing pages get you as many leads as possible.

Phone-first essentials:

•Tap-to-call button fixed at top/bottom on mobile
•Phone number above fold with "Call Now"
•Fast load (under 3 seconds)

Trust signals:

Google Guaranteed badge, license/insurance, recent reviews, local photos

Clear offers:

"Same-Day Service," "$59 A/C Check," "Free Replacement Estimate"

Service area:

Map or list of ZIPs you cover

Simple form:

Name, phone, ZIP, issue (for after-hours)

Create dedicated pages for each service (AC Repair, AC Install, Furnace Repair, etc.) that mirror your ad copy. This increases your ad relevance score and helps you rank higher in the search results.

Track What Matters

One of the most important things you can do to save money on your Google Ads is to track your conversions. Build your tracking in stages as your campaigns mature:

Stage 1 - Essential (Do this first):

•Set up Google Ads conversion tracking for lead form submissions and phone calls
•Set call duration thresholds (calls over 90-120 seconds = qualified lead)

Stage 2 - Advanced (As you scale past $10,000/month):

•Add call outcome tracking (booked vs. not booked, revenue per call)
•Import offline conversions: Feed actual booked jobs back to Google
•Enable auto-tagging and UTM parameters to track source in your CRM
•Import job revenue values so Google optimizes for profit, not just lead volume
•Track customer lifetime value (service plans, repeat calls)

Bidding Strategy

Starting out:

Use Manual CPC or Maximize Clicks with bid caps while building conversion data.

Later:

After 30+ conversions per campaign over 30 days, test Maximize Conversions or Target CPA. Feed in offline conversion data (booked jobs) for best results.

Guardrails:

Disable audience expansion and auto-recommendations that broaden targeting. Keep broad match in separate, controlled campaigns. Monitor search terms weekly.

Avoid These Mistakes

Targeting informational queries ("how to fix AC") instead of transactional intent

Too-broad geographic targeting or match types

No call tracking or conversion data

Weak landing pages with buried phone numbers

No negative keyword strategy

Switching to automated bidding too early (under 30 conversions)

Slow follow-up (HVAC leads decay in minutes)

FAQ

Start with LSAs or Search?

Under $2,000/month, start with LSAs. Add Search once tracking and landing pages are solid.

Why is my CPL so high?

Likely broad match leakage, weak negatives, wide geo targeting, poor landing page, or broken tracking. Tighten everything and verify conversions.

Best bidding strategy?

Manual CPC until you have 30+ conversions per campaign, then test Target CPA with offline conversion data.

Reduce junk leads?

Use qualifiers in ads ("Not for DIY"), maintain negative lists, use call screening.