Local Services Ads for HVAC Contractors
Pay for the Lead. Book the Job.
Local Services Ads charge you for the call, not the click. That sounds safer than search until you count how many of those calls turned into booked jobs. We run LSA for the booked job: the profile, the reviews, the service list, the response time, and the phone that has to be answered.
- Google Verified badge, service list, and service area set to what you actually do
- Reviews asked for after every completed job
- Every LSA lead answered, logged, and tied to the job it booked
- Run in your own Google Ads account, month to month unless we agree otherwise
HVAC companies we have worked with
Three ways LSA money leaks.
You pay per lead, so it looks like there is nothing to waste. There is. It just leaks after the phone rings.
Leads nobody booked
You pay for the call whether the office books it or not. A call that rolls to voicemail at 4:40 on a Friday in July is a paid lead with nothing on the schedule. If the shop cannot answer and book what it already gets, we fix that before we raise the budget.
Wrong jobs, no refund
Manual disputes are gone. Leads Google judges invalid at first contact are not charged, and charged leads can be credited automatically, usually within 30 days. A lead for a job type or area you do not serve is not credited. Your service list and area settings are the only protection.
Source: Google Local Services Help, answer 15100654.
A profile that loses the ranking
In a 2026 survey of 47 local search experts, the top four LSA factors were budget and bidding, reviews, service selection, and response times. Three of the four are things the shop controls every day.
Source: Whitespark, Local Search Ranking Factors 2026, published November 6, 2025. Expert opinion, not measured data; the experts have no special access to Google’s algorithm.
What one vendor’s data shows
$51 a lead is not the number that matters.
Cost per lead is what the dashboard shows. In that data, 44.0% of leads booked; every other one was a cost with nothing on the schedule. The number that decides whether LSA is worth another dollar is what a booked job cost, and that depends on who answers the phone as much as on Google.
Source: SearchLight Home Services LSA Benchmark, February 1 to 28, 2026, 888 contractors, 1,774 campaigns, $6.72M LSA spend, 126,650 leads; spend-weighted, outlier-filtered; gross spend before credits. One vendor’s client accounts, in heating season. Not your market.
LSA moved into Google Ads. Here is what changed.
In August 2026, Google began moving Local Services Ads into Google Ads as Performance Max campaigns with pay-per-lead goals, for select US home service advertisers. HVAC was named in the first group. Service-area businesses without a storefront move in late 2026.
What carries over
Your Google Verified badge and verified status. Your lead history, including customer contact details, message history, and older call recordings. Insurance and license reverification are no longer required.
Source: Google Ads Help, answer 17213585, “Local Services Ads transition to Performance Max campaigns with pay-per-lead goals,” read September 24, 2026. Google’s plan as published; it may change.
What does not
Your old LSA performance reports do not migrate. Download them, or screenshot them, before the move, or your baseline is gone. Budgets change from weekly to daily: weekly divided by 7, with monthly spend capped at the daily budget times 30.4.
Source: same Google Ads Help page.
What you lose control of
Manual bidding and the vertical-level target cost per lead are gone, so separate targets now need separate campaigns. BBB callouts are gone. New pay-per-lead campaigns cannot yet be created inside Google Ads. Allow up to two weeks for performance to settle after the move.
Source: same Google Ads Help page. We check current state before any LSA change.
Google emails account admins 14 days and 7 days before an account moves. If that email went to a former employee or an old agency, text me now, not after the monthly report.
What we do, in order.
Save the history first. Then fix what decides where you show and whether the call books.
Export
Download every LSA report you have before the account moves, so there is a baseline to beat.
Profile
Verification, business hours, service list, and service area matched to the jobs you actually want.
Reviews
A review request after every completed job, and a reply to every review, good or bad.
Intake
LSA calls answered fast, after-hours routed, and missed calls texted back. Response time is a ranking input.
Tracking
Every lead tied to the job it booked, so you see cost per booked job, not just cost per lead.
Targets
Repair, replacement, and maintenance in separate campaigns where they need separate targets, now that the vertical-level target is gone.
Credits
Credited and uncredited leads checked every month, and the settings that produce uncredited leads fixed.
How many of your LSA leads booked?
Then it repeats every week against the numbers, and the strategy gets reviewed every 30 days.
What you get every week.
- LSA leads, booked jobs, and cost per booked job, side by side with your search campaigns.
- Every lead listened to or read, and marked booked, not booked, or wrong job.
- Credits Google issued, and leads that should have been credited.
- Review count, rating, and response time, week over week.
- Account, badge, and data in your name.
- My cell. Account questions answered within 24 hours, usually minutes.
Who you are working with
A paid lead nobody booked is money I lost too.
I have worked on HVAC marketing since 2009. I buy and help run HVAC companies as well as market them, so an LSA lead that went to voicemail is a line on my own P and L, not just yours.
Send me the last 30 days of LSA leads and I will tell you how many turned into jobs and what each booked job really cost. If I can help, I will say so. If the problem is the phone and not the ads, I will say that too.
You always have access to the CEO. Text me a question right now and see.
Henry “Hank Hugh” Hernandez, CEO
Special Operations, 75th Ranger Regiment
Combined team track record
Combined team track record across our team, network, and partners
Growth Audit
Find out what an LSA lead is really costing you.
3 questions to start. We pull the LSA leads, mark which ones booked, and tell you what a booked job cost last month and where the money is leaking. Straight answers, no pitch. If we cannot help, we say so.
HVAC contractors only. Your answers stay between us.
Start here. 2 minutes.
Fee is always separate from ad spend. The number lands in the proposal after the call.
Related
Where to go next.
- Google Ads management for HVAC — Search campaigns in the same account as LSA.
- review requests after every job — The reviews LSA ranking leans on.
- missed-call text-back and routing — So a paid lead is never a voicemail.
- getting named in AI answers — The same profile and reviews, read by assistants.
- cost to acquire a customer — Turn cost per lead into cost per customer.
- lowering your LSA cost per lead — The playbook, step by step.
- audit your LSA leads — See what each booked job from LSA cost.
Questions HVAC owners ask about Local Services Ads.
Should I run Local Services Ads or Google Ads?
Usually both, and they now live in the same account. LSA is paid per lead and rewards reviews, service selection, and response time. Search is paid per click and rewards structure. Which one gets the next dollar depends on what each one booked last month, and we show you that side by side.
Can I still dispute a bad lead?
Not by hand. Manual disputes no longer exist. Google does not charge for leads it judges invalid at first contact, and it reassesses charged leads and may credit them automatically, usually within 30 days. Leads for a job type or area you do not serve are not credited, so the settings matter more than they used to.
Is it Google Guaranteed or Google Verified?
Google Verified. Google consolidated its badges into a single Google Verified badge, and the Money Back Guarantee was discontinued; reimbursement applies only to services booked before December 7, 2025. Your verified status and badge carry over when the account moves into Google Ads.
My account moved and the leads dropped. What happened?
Google says to allow up to two weeks for performance to settle after the move. Past that, the usual causes are a budget that converted lower than expected, a target that no longer fits, or a service list that did not carry over the way you set it. Text me the account and we will look.
How much should I spend?
Enough to buy a readable number of booked jobs, and no more until the tracking proves it. We put the number in the proposal after we have seen the account and the market. Fee is always separate from ad spend.
Can you run LSA and nothing else?
Yes. One channel or all of them, same standards either way. We will still tell you what we see in the others.
Find out what a lead is really buying.
Send us the LSA account and the market. We come back with how many leads booked, what each booked job cost, and what to fix first.
