HVAC is one of the most competitive verticals on Google — cost per click for 'AC repair near me' can hit $30+ during heat waves. Winning is less about outbidding competitors and more about capturing intent at the exact moment homeowners have no air conditioning.
Emergency-intent keywords come first
- 'AC not working', 'AC repair near me', 'emergency HVAC', 'furnace not heating' — bid aggressively.
- 'HVAC installation', 'AC replacement cost' — lower intent, budget separately.
- Brand + repair combos ('Trane repair [city]') convert 2–3x better than generic terms.
Run Local Services Ads alongside PPC
LSAs typically deliver HVAC leads 40–60% cheaper than search ads. They also sit above every other paid result. Every HVAC contractor should have LSAs live before scaling PPC — the two together outperform either alone.
Dayparting and seasonality
HVAC search demand triples during the first heat wave and again in the first cold snap. Set aggressive bid adjustments (+30–50%) during peak weeks and rein in during shoulder seasons. Emergency campaigns should run 24/7 with after-hours call routing; consultative campaigns can restrict to business hours.
Landing page essentials
- Phone number sticky in the top-right on mobile.
- 'Same-day service' headline if it's real.
- Financing offer prominent — 60% of HVAC replacements are financed.
- Google Reviews widget with real 5-star reviews.
- Form under 4 fields for AC/heat emergencies.
Call tracking is non-negotiable
Around 70% of HVAC ad conversions come as phone calls. Without a call tracking platform (CallRail, WhatConverts), you can't tell which keyword drove the appointment or which ads produced tire-kickers. Track call duration and disposition — anything under 60 seconds is usually not a real lead.
Realistic CPL benchmarks
In most US markets, HVAC repair leads through PPC cost $50–$150. LSAs typically deliver in the $30–$80 range. Installation leads are pricier ($120–$400) but close at higher ticket values. If your CPL is above these ranges, the audit findings are usually match types, missing negatives or a slow mobile landing page.
Off-season strategy
Shift budget to maintenance plan sign-ups, indoor air quality, humidifiers and financing promotions. These smooth cash flow and build the customer list that pays off during the next peak.
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Frequently asked questions
What is the average cost per lead for HVAC Google Ads?
Repair leads typically run $50–$150 through search ads and $30–$80 through Local Services Ads. Installation leads cost $120–$400 but close at much higher values.
Should HVAC companies use Local Services Ads?
Yes — LSAs almost always deliver cheaper HVAC leads than standard PPC and sit above every other paid result. Run them alongside search ads, not instead of.
How much should an HVAC company spend on Google Ads?
$3,000–$10,000/month in ad spend is typical for small-to-mid HVAC contractors. Peak season justifies temporarily doubling that if the phones can handle it.
How do I stop wasted spend on HVAC Google Ads?
Aggressive negative keyword lists (jobs, DIY, parts, wholesale), tight geo-targeting to your service area, and call tracking with duration filters to remove short/junk calls from your data.
Do HVAC Google Ads work in the off-season?
Yes, if you shift the offer. Maintenance plans, IAQ upgrades and financing promotions fill the slower months and grow the recurring customer base.
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