Paid search puts your HVAC company at the top of Google results for chosen searches, and you pay when someone clicks or calls. It is the fastest way to add calls, and the fastest way to lose money if it isn't managed closely. We structure campaigns by job type and season, and we change budgets and ad messages when programs or weather change, because those are the two things that move HVAC demand most.
What it is
The short answer: search campaigns that follow your calendar and the news, not a set-and-forget budget.
A furnace contractor's busiest search days come with the first hard frost. Air conditioning searches spike in the first heat wave. Program news can create its own bursts of interest: the federal heat pump rebate, for example, was announced in October 2026 for a 2027 launch, so homeowners may research it months before they can apply. A campaign that ignores those shifts either runs out of budget on the wrong days or shows the wrong message.
Who it's for
- Contractors who already answer the phone reliably and convert calls well.
- Companies that want more of a specific job: heat pump installs, boiler replacements, AC or water heaters.
- Firms entering a new area where organic visibility will take time.
- Owners who have tried ads before, saw clicks but few jobs, and want to know why.
What's included
- Account audit. Searches you are paying for, wasted spend, conversion tracking and landing pages.
- Campaign structure. Separate campaigns for emergency repair, replacement, heat pumps, cooling and maintenance, so budgets match the value of each job.
- Seasonal and weather rules. Planned budget shifts for heating and cooling seasons, and quick changes when forecasts turn.
- Program-aware messaging. Ads and landing pages that reflect what is actually open, linked to accurate program pages, and paused when programs close.
- Negative keywords. Excluding searches such as jobs, DIY and parts, which rarely become paying customers.
- Call tracking. Every call tied to its campaign and, where you share data, to a booked job.
Timeline
- Weeks 1–2: audit, tracking, landing page fixes, campaign build.
- Weeks 3–6: launch, daily checks, early negative keywords and bid changes.
- Months 2–3: enough data to judge cost per booked job by campaign and shift budget to what works.
How results are measured
We judge ads by cost per booked job, not cost per click. A worked example: if a click costs $14 and 10% of clickers call, each call costs $140. If you book half of those calls, each booked job costs $280 in ad spend. On a furnace replacement worth $2,800 in gross profit, that works. On a $150 tune-up, it doesn't, which is why the two belong in separate campaigns with separate budgets.
If your office misses one in four calls during busy mornings, the cost per booked job climbs by a third without any change to the ads. We look at call handling early for that reason.
Results from our HVAC work: HVACDeal.ca generated 500+ leads at a 12:1 ROI, and CanroHeat.ca recorded 250% lead growth.
Mistakes to avoid
- Broad matching everything. "Heating" alone matches thousands of searches you don't want.
- Sending ads to the home page. A heat pump ad should land on a heat pump page.
- Stale program ads. An ad quoting a closed rebate wastes money and invites complaints.
- Judging by clicks. Cheap clicks that never call are expensive.
- No call tracking. Without it, every budget decision is a guess.
- Running the same budget all year. A shoulder-season week and the first cold snap are different markets and need different spend.
- Forgetting the office. Ads that ring a phone nobody answers at 7:30 a.m. are paying for a competitor's job.
Next step
Basic Google and Meta ads setup is part of the Starter plan; multi-channel ads and retargeting come with Growth. See pricing and how ads fit with our other services. To start, call, text or email through the contact page with your current monthly spend and average job values.
Frequently asked questions
How much should an HVAC company spend on Google Ads?
Start from the numbers: what a booked job is worth to you in gross profit and how many you can handle. We work backward from those to a test budget, then adjust based on cost per booked job.
Is the ad spend included in your plan price?
Your plan covers our management work. Ad spend is paid to Google separately, and your proposal sets out exactly how it is billed in writing.
Can ads mention rebates?
Yes, if they are accurate and current. We avoid ads that quote the largest rebate amount without context, and we pause or change program-related ads as soon as a program changes.
Do you run Local Services Ads?
Where they are available for your category and area, we can set them up alongside search campaigns. Availability and verification rules are set by Google.