Google Ads Management for HVAC
Where contractors waste the most money the fastest — and where the biggest tickets are.
Google Ads is the fastest way to lose money in this trade and one of the better ways to make it. The difference is almost entirely in what you’re not paying for.
Most contractor accounts we look at are paying for searches like “how to fix ac yourself,” “hvac jobs near me,” “ac unit prices home depot” and “hvac school.” Every one of those is a real click, a real charge, and a person who was never going to call you.
That’s the job. Not clever ad copy — deciding what you refuse to pay for.
Where Search Ads fit
Local Services Ads
Local Services Ads cover “my system is dead right now.” That’s the emergency call, it’s pay-per-lead, and it should be running first.
Search Ads
Search Ads cover a different customer: the one planning. System replacement, install quotes, financing, high-efficiency upgrades, commercial work. Bigger tickets, longer consideration, and a buyer who wants to read something before calling.
You pay per click here whether or not they phone, which is exactly why the discipline matters. We run Search Ads once LSA is producing, so we have a real cost per lead to judge them against instead of guessing.
How we run it
Keywords chosen by what books, not what has volume
High-volume terms are usually high-volume because they’re informational. We build around terms that signal somebody with a broken system and a wallet, then expand outward as the data tells us what converts.
Negative keywords maintained continuously
This is the actual work and it never finishes. Every week new junk queries show up — jobs, DIY, parts, schools, competitors’ brand names you don’t want to pay for. We read the search terms report and cut. Most wasted contractor spend is here, and most agencies check it monthly at best.
Match types used deliberately
Broad match with smart bidding will happily spend your money exploring. We control how far the account is allowed to wander, and we widen it on purpose rather than by accident.
Budgets set to your capacity
Same rule as everywhere else. Booking more work than your trucks can reach produces cancellations and bad reviews, and both cost more than the leads were worth.
Landing pages that match the ad
Sending paid clicks to your homepage is the second-biggest source of waste after negatives. The click that came from “ac installation [city]” lands on a page about AC installation in that city, with a phone number at thumb height.
Measured on cost per booked job
Cost per click is a vanity number. Cost per lead is better. Cost per booked job is the only one that tells you whether to spend more or less, and it’s what we report against wherever you can give us the booking data.
The seasonality nobody warns you about
Your costs are not stable across the year and you should budget knowing that.
In an emergency heat wave, every contractor in your market bids up the same terms at once and lead costs spike — sometimes dramatically. In the shoulder seasons they fall. A cost per lead that looks alarming in mid-July can be perfectly normal for mid-July.
We’d rather tell you that in month one than have you conclude the account is broken during the busiest week of your year. It also means the smart play is often to spend harder in the quiet months, when leads are cheap and your trucks have room.
What’s included
How you’ll know it’s working
Spend, leads, cost per lead, and cost per booked job. Monthly, in a form you can read in two minutes.
Plus call recordings, so you can hear the leads rather than take our word for the count. If the leads are poor quality, that’s a keyword problem and you’ll be able to hear it — which is a far more useful conversation than arguing about a number in a dashboard.
We capture your current call volume and lead sources before launching, so there’s a real before.
Five reasons
One client per market
One HVAC company per market — we’re never bidding one client against another. We fight your competition, not build it.
Your budget is yours
On your card, paid to Google directly. We never touch it, front it, or mark it up.
The account stays yours
Built under your name. If you leave, you keep the account, the history and the data.
We won’t outrun your trucks.
60 days, or your money back
Our fee, not your ad spend — that went to Google and we never held it.
Straight answers
Enough to compete for the terms that book, scaled to your capacity. We’ll model it against your average ticket in the audit rather than throw a number out here.
LSA first, almost always. It’s pay-per-lead and higher intent. Search Ads layer on top for the bigger, planned purchases.
No. It moves with season and competition, and July is not October. We can show you what yours actually is and work it down.
Ask us to look at the search terms report. Nine times out of ten the account was paying for DIY and jobseeker traffic, or sending everything to the homepage.
We’ll build or manage in your account under your name. You keep ownership and can revoke access anytime.
If you’re running ads now, open your search terms report and read what you actually paid for last month
Most contractors are surprised. We’ll send you a free audit: what’s converting, what’s burning, what your competitors are bidding on, and what a realistic cost per booked job looks like in your market. Yours either way.