Google Ads for HVAC companies.

What's specific to this niche

Google Ads works differently for HVAC.

On paid search, HVAC wastes money on two things: broad keywords that pull in renters and tire-kickers, and budgets that ignore when emergencies actually happen. The account has to bid hardest on high-margin, high-urgency queries and tie every click to a booked call — not a form fill.

The ceiling differs per line, so the campaigns have to as well. On the service side — about $750 a job at roughly 50% margin — the arithmetic supported about $4.70 a click against a market charging about $4.50: green, but barely, with no room for loose keywords. On installation — about $11,000 at roughly 10% — it supported about $11.50 against about $7, which is comfortable. Run them on one budget and the time-critical emergency work competes for money with a planned purchase that behaves nothing like it.

Average ticket

~$750 on service at ~50% margin; ~$11,000 on installation at ~10% — different businesses, different maximums

Seasonality

Summer heat and cold winters, on top of a year-round service base

Best channels

Local Services Ads carries the volume (around two thirds of leads in an account we run); split commercial out from residential — it ran $55–71 per lead against $39, and a shared budget hides that

What clients search

"AC not working", "AC repair near me", "AC replacement cost", "furnace tune up"