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Emergency calls, install quotes, maintenance plans - we run Google Ads for HVAC companies and track every dollar to a booked job.
HVAC is one of the easiest industries to waste ad money in. Demand swings with the weather, emergency clicks cost several times what a tune-up click costs, and Google’s broad match will cheerfully spend your budget on people googling how to replace their own capacitor.
The first failure mode is the weather. The searches your business lives on barely exist in a mild week, then all arrive in the same afternoon when the first heat wave lands. An account with one fixed daily budget treats both weeks identically: it dribbles out spend when nobody is searching and hits its cap by lunchtime on the day the phones should not stop. The budget is not the problem. The plan is. Spend has to move with the season, and most HVAC accounts are never adjusted for it.
The second failure mode is treating every click as the same click. A household with no cooling at 9pm and a homeowner pricing a spring tune-up are different customers with different values, and the auction prices them that way. Yet most accounts run both through one campaign with one budget and one bid strategy, so Google averages a premium emergency click and a bargain maintenance click into a number that flatters neither. The emergency side gets outbid at the exact moment it matters, and the maintenance side quietly overpays.
The third failure mode is the do-it-yourselfer. “AC not blowing cold” is typed by your best customer and by someone about to spend the afternoon on YouTube with a multimeter. Broad match cannot tell them apart, so parts queries, how-to queries and price-check queries eat the budget one plausible-looking click at a time. The fix is unglamorous: a negative keyword list built for HVAC and kept current, one that keeps the researchers and the DIY crowd out of your paid traffic.
None of this shows up in the dashboard Google gives you. It shows up in search term reports, budget pacing and call tracking, which is exactly where our free audit starts.
We split HVAC accounts by service line and urgency, because a 2am no-heat call and a spring maintenance plan are different businesses wearing the same logo. Emergency repair, replacement and install quotes, and maintenance plans each get their own campaigns, budgets and bids, so spend flows to the side of the business you actually want more of instead of wherever Google finds the cheapest click.
Every engagement opens with an audit of the account you already have: where the spend went, which search terms actually triggered your ads, and what happened after the click. Then tracking. HVAC leads are phone calls, so we build conversion tracking around calls and booking requests rather than form fills and page views. An account that cannot tell a booked job from a misdial is optimizing toward noise, however clean the dashboard looks.
The ongoing work is the unglamorous kind that compounds. Keyword research aimed at hire-a-professional intent. Negative keyword management that keeps DIY, parts and price-check queries from draining the budget. Ad copy written for a homeowner with a broken system, then A/B tested against real search behavior instead of kept because someone liked it. Bidding strategy that plans for the season ahead rather than reacting to last week, because in this industry the budget that wins July is set before July. Competitor analysis rounds it out: who bids on the same emergencies you do, what they promise, and where their offer is beatable.
We also analyze how your landing pages perform, because an expensive emergency click deserves a page with a phone number the visitor cannot miss. On the Advanced plan we design the pages themselves, one per service line. Before we build anything we show clients what the best in their market are running - our teardown of real HVAC landing pages is the public version of that exercise.
Every month you get a report in plain numbers: what was spent, what it produced in calls and booked jobs, and what changes next. No slideware, no vanity metrics.
Flat fee. $2,000 a month on Starter, $4,000 on Advanced, and we never charge a percentage of ad spend - so we have no incentive to tell you to spend more.
That structure matters extra in a seasonal business. An HVAC budget can legitimately double during a heat wave, and a percentage-of-spend deal doubles the agency invoice right along with it, for the same work. Our fee is the same in July as it is in October. The only way we keep your account is by turning the spend into booked jobs.
Both packages, and everything they include, are on our PPC consulting page. And the reviews further down this page are our clients in their own words.
Full Google Ads management: keyword research, negative keywords, ad copywriting and A/B testing, bidding strategy, conversion tracking and competitor reconnaissance.
Everything in Starter, plus social ad platforms, unlimited ad creative design and unlimited landing page design.
$2,000 a month on our Starter package or $4,000 a month on Advanced, billed as a flat monthly fee. We never charge a percentage of ad spend, so the fee stays the same while your budget moves with the season.
The full breakdown of what each package includes is on our PPC consulting page.
There is no universal number. The right budget depends on your service area, how contested it is, and which side of the business you want to grow. Emergency clicks cost several times what maintenance clicks cost, so the mix matters as much as the total.
The honest way to size a budget is from your own market data, which is exactly what our free audit produces.
Calls can start within days of ads serving, especially in peak season when the demand is already out there searching. An efficient cost per booked job takes longer: bidding decisions need weeks of real conversion data behind them, and a full seasonal cycle teaches the account things one hot fortnight cannot.
We build conversion tracking first, so every early call counts toward that learning instead of disappearing.
Yes. Landing page performance analysis is part of every engagement: we look at what visitors actually do after the click and tell you exactly what to change. On the Advanced package, unlimited landing page design is also included, handled by our landing page design team.
Doug Haines
You need to get your paid channel working. The results with PPC.io have been amazing and the demand has outstripped what we can deliver.
David Dinsmore
They've helped us consult on PPC efficiency for some of our billion-dollar clients. Next-level strategies.
Kathryn Wiley
Helped scale my travel business to heights I never thought possible. I almost can't handle the number of new leads we're getting.
Arlene McCoy
Helped us massively scale our eCommerce store. Nothing but glowing praise for them - Highly recommended.