HVAC Advertising
SEO takes about three months. Ads take about three days. You want both, in that order.
Organic work compounds. It’s also slow, and slow is a problem when your phone is quiet in October.
Paid ads solve the timing. You buy the top of the page today, leads start arriving this week, and the free channels keep maturing underneath. Six months in, the organic side is carrying more of the load and paid becomes a dial you turn up in July and down in November — instead of the only thing keeping the lights on.
That’s the whole strategy. Buy time while you build the asset.
How we think about your money
Your ad budget is yours.
It goes on your card, paid to Google directly. We never touch it, never front it, and never mark it up. Our fee is separate and you can see exactly where every dollar went.
Budget is set to your job capacity, not to a number that sounds impressive.
Generating more leads than your trucks can reach is how you end up with bad reviews and a wasted month. We’d rather run a smaller budget that books out than a bigger one that burns.
We start with the cheapest lead, not the biggest campaign.
Local Services Ads first, because it’s pay-per-lead and the intent is the highest available. Search Ads once there’s something worth sending clicks to. Meta last, when there’s traffic worth retargeting.
The three channels
Local Services Ads — start here
The badged listings that sit above everything: above regular ads, above the map pack, above organic. The homeowner taps and calls you directly.
The important part is that it’s pay-per-lead, not pay-per-click. You pay when an actual customer calls or messages, not when somebody’s thumb slips. For an emergency trade that’s the most efficient money on the page.
- Google verification handled — registration, license, insurance, background check
- Profile linked to your Google Business Profile so the two match exactly
- Service area set conservatively to towns you profitably reach
- Weekly budget set to your real capacity
- Bad leads disputed every month, because valid disputes come back as credits
Worth knowing before you start: LSA requires a current license, insurance and bond. If any of those have lapsed, you can’t be enrolled until it’s fixed. We check that in the audit rather than after you’ve paid us.
Google Search Ads — control and higher tickets
The keyword auction. You bid to appear for terms like “ac replacement [city]” and pay per click whether they call or not.
LSA covers “my AC is dead right now.” Search Ads cover the planned purchase — system replacement, install quotes, financing questions — where the ticket is bigger and you want control over the message and the page they land on.
- Keyword research built around what actually books, not what has volume
- Negative keywords maintained constantly, which is where most wasted spend hides
- Ad copy written for a homeowner, not for a marketer
- Bids and budgets managed against cost per booked job, not cost per click
- Landing pages built to convert the click you paid for
We run this after LSA is producing, so we have a real cost-per-lead to judge it against.
More on Google Search Ads →Meta Ads — last, and for a different job
Facebook and Instagram target by location and behavior rather than intent. Nobody on Facebook is currently sitting in a hot house.
It’s the cheapest reach and the lowest intent, which makes it good for seasonal offers, maintenance plan promotions, and retargeting people who visited your site and didn’t call. It’s a demand-generation and remarketing layer. It’s not a replacement for the phone.
More on Meta Ads →Go deeper on each channel
Local Services Ads
Pay-per-lead badged listings that sit above everything on the page. Start here.
Learn more →Google Ads Management
The keyword auction — control over the message and the landing page, for the higher-ticket planned purchase.
Learn more →Meta Ads
Seasonal offers, maintenance plan promotions, and retargeting on Facebook and Instagram.
Learn more →The thing that wastes more ad money than bad keywords
Your ads can be perfect and it won’t matter if nobody picks up.
Speed-to-lead is a scored ranking factor inside Local Services Ads. Miss calls and your rank drops and your cost per job climbs — so a missed call doesn’t just cost you that job, it makes every future lead more expensive. And a large share of calls to a service business arrive outside normal hours.
This is why we won’t run ads for a shop with no way to answer after hours. It’s a great ad in front of a phone nobody picks up, and it gets blamed on the ads. If your coverage is the gap, that’s what the AI receptionist is for.
What’s included
Which channels, in what order, at what budget, based on your capacity and your market — not a package.
LSA verification, campaign builds, conversion tracking, and everything built in your accounts under your name.
Bids, budgets, negative keywords, ad copy testing, lead disputes filed monthly.
Somewhere for Search Ads clicks to land that’s built to convert instead of your homepage.
Every call tracked and attributed, so you can see which channel produced which job.
Spend, leads, cost per lead, and booked jobs where you can give us the data. Not impressions.
How you’ll know it’s working
We’re new and we’re not going to show you invented case studies.
What you get is the arithmetic, monthly, in plain numbers: what you spent, how many leads came in, what each cost, and how many turned into jobs. Call recordings so you can hear the leads yourself. If cost per booked job is going the wrong way, you’ll hear it from us before you notice it yourself.
We capture your baseline before we launch anything — current call volume, current lead sources — so there’s a real before to compare against.
Four reasons
One client per market
One HVAC company per market. We are never bidding against a client with another client’s money. We fight your competition, not build it.
Your budget stays yours
Paid to Google directly off your card. We never hold it, never front it, never mark it up.
We won’t outrun your trucks
Budget set to capacity. More leads than you can service is a problem, not a win.
60 days, or your money back
If we haven’t earned our fee, ask and you get it back. Ad spend we can’t refund, because it went to Google and we never held it. We’d rather say that plainly than bury it.
Straight answers
LSA can produce within days of verification clearing. Verification itself takes anywhere from three days to three weeks depending on how fast your documents come back.
Enough to fill the capacity you actually have. For most shops that starts in the few-hundred-a-week range on LSA and scales with what books. We’ll model it against your ticket size in the audit rather than guess here.
You do, directly. We never touch your ad budget. Our management fee is separate and visible.
The audit will show you what’s working and what’s burning. Sometimes the answer is that your account is fine and your call handling isn’t.
For LSA, no — calls go straight to your phone. For Search Ads, yes, or at least a landing page, because you’re paying per click and need somewhere that converts.
No. It moves with season, market and competition — emergency spikes in July are real. We can show you what yours actually is and work it down.
Does this work in your market?
If you’ve never run paid, the fastest honest answer to “does this work in my market” is to look at what leads currently cost there. We’ll send you a free audit: what your competitors are running, what LSA leads realistically cost in your market, whether your license and insurance clear you to run it, and what a starting budget should look like against your ticket size. Yours either way.