Industry Guide · 3 of 16 chapters published
Google Ads for HVAC Companies: A $49 Tune-Up and a $6,000 System Shouldn't Share a Bid.
An HVAC company shares the search page with multi-trade shops that also sell plumbing, national franchises, roll-up brands and the lead sites. One account sells $49 tune-ups and systems that cost thousands, and AC repair searches peak in July while furnace repair searches peak in January. These sixteen chapters build a Google Ads account in the order that works, using real searches, websites and customer reviews from one example market, Indianapolis, Indiana. The method works for HVAC companies anywhere in the US.
Furnace Season and AC Season Need Their Own Campaigns. Sixteen Chapters Build Them in Order.
New account? Start with Chapter 1. Every chapter builds on the ones before it.
Measure
Count every call and booking, and send back what each job paid
To Google Ads, the Furnace Call and the Paid Repair Are Two Separate Wins. Bid on One, Not Both.
"How Long Does an AC Unit Last?" Is a Question. "AC Replacement Near Me" Is a Purchase. Bid on the Purchase First.
An AC Repair Averages About $400. A New AC Averages Nearly $6,000. Price Each Click on the Job It Leads To.
Build
Ad groups in the words homeowners use, bids set by hand, and ads that sound like your best reviews
Homeowners' Words, Not the Trade's
Sort Keywords by What You Fix
Symptom Searches
Bid Each Service by Hand
The Tech Who Explained It
Launch
Budgets and the Google defaults to change before the first dollar goes out
Budgets and Defaults
Scale
Wider campaigns once Search shows which heating and cooling jobs pay
Performance Max for Multi-Trade Shops
Air Conditioner Shoppers
Local Services Ads, Once Search Books Jobs
AI Max and Your Site's Prices
HVAC
Bonus chapters: two seasons, maintenance plans and new-system ads
Bonus: Two Seasons, Two Budgets
Bonus: Maintenance Plans
Bonus: New-System Ads
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the repair and replacement searches you already know convert, plus your company name in its own campaign.
Exploration
Broad match and a target CPA after the account logs about 30 quality conversions a month. Bigger accounts get there sooner.
Performance Max
The usual pace. The real gate is about 30 quality conversions a month, held steady, so bigger accounts get there sooner. Multi-trade shops give heating and cooling a campaign of their own.
Demand Gen, Local Services Ads and AI Max
Video for air conditioner shoppers, Local Services Ads as a test alongside Search, and Google's newest automation last.
How to Use This Guide
Starting a new account?
Read in order. Tracking what each job paid comes before the first keyword.
Chapter 01 →Ads already running?
Check your daily budgets and Google's defaults first. On a busy day Google can spend up to twice the daily budget.
Chapter 09 →One example market
Examples come from Indianapolis HVAC companies, described as we found them. Run the same steps in your own market.
Chapter 05 →Rather Have Us Build It
For Your HVAC Company?
We build HVAC company accounts in this order. See our Google Ads management.
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