HVAC PPC management
Google Ads for HVAC companies, built around booked calls
An emergency AC repair, a new system install and a maintenance plan are worth very different amounts. I build HVAC campaigns that treat them that way, so your budget goes to the jobs that pay.
The usual problems
Where HVAC budgets go wrong
01
Repair, install and tune-up in one campaign
An emergency AC repair, a new system quote and a seasonal tune-up have different searchers and very different value. In one campaign they get the same bids, the same ads and the same budget.
02
Calls nobody counts
Most HVAC leads arrive by phone. If calls aren’t tracked as conversions, Google optimizes for clicks and form fills, and you can’t see which searches actually booked jobs.
03
The same budget all year
Demand jumps with the first heat wave and the first cold snap. A flat daily budget runs out early on the busiest days and keeps spending through the quiet weeks.
How I set it up
An account built for HVAC companies
Every campaign is judged on calls and booked jobs, not clicks.
01
Campaigns by job type
Repair, replacement and installation, and maintenance plans each get their own campaign, budget and ads, so high-value install searches aren’t starved by cheap tune-up clicks.
02
Call tracking from day one
Calls from your ads and from your website are counted, with a minimum call length so wrong numbers and hang-ups don’t look like leads.
03
Budgets that follow the season and the clock
More budget in peak weeks, less in the shoulder months, and ads timed to the hours your phones are answered. After-hours emergency calls only if you want them.
Searches I keep out of your budget
A few examples of what gets excluded before your ads spend a cent on them.
how to fix ac yourselfac not cooling diyhvac technician jobshvac schoolhvac salaryfurnace filter sizesthermostat manualac unit price home depot
What it costs
HVAC clicks aren’t cheap
LocaliQ’s home services benchmarks put the median for air conditioning installation and repair at $9.68 per click, a 6.56% conversion rate and $127.74 per lead, and heating and furnaces at $9.30 per click and $129.02 per lead. The median across all home services in the same report was $7.85 per click (LocaliQ, US campaigns, April 2024 to March 2025).
Those are medians, not your market. That’s exactly why wasted clicks hurt more in HVAC than in most trades. Put your own numbers into the Google Ads budget calculator to see what a month of leads would cost you.
Local Services Ads are the other option: you pay per lead instead of per click. I compared the two in Google Ads vs Local Services Ads; the article is written for pool companies, but the trade-offs are the same for HVAC. You can also run the numbers in the LSA cost calculator.
FAQ
Questions owners usually ask
How much does Google Ads management cost?
A flat monthly fee, starting from $500/month depending on the size of your account. Your ad budget is paid directly to Google, separate from my fee. The first audit is free.
Have you worked with HVAC companies before?
HVAC is one of the two trades AdEconomist focuses on, alongside pool service. My Google Ads work so far has been for home services such as house painting, plus lead generation campaigns in the US and the UAE. The setup on this page is how I build any local service account where leads come by phone and jobs are high value. More about me on the About page.
How much should an HVAC company spend on Google Ads?
It depends on how many leads you want and what clicks cost in your area. As a rough guide, at the $127.74 median cost per lead above, 20 leads a month would cost about $2,550 in ad spend. The budget calculator works it out with your own numbers.
Can my ads run only when someone can answer the phone?
Yes. Ads can be scheduled to your office hours, and after-hours emergency calls can be switched on or off, so you’re not paying for calls that go to voicemail.
Helpful reading
Before you spend a dollar
- Google Ads budget calculator Work out the monthly budget for the leads you want.
- Wasted ad spend calculator Estimate what irrelevant clicks cost you each month.
- How much does Google Ads cost for a local service business? The full cost breakdown.
See what your account is missing
Send your website, service area and monthly budget. I’ll review your account and tell you where I’d start.