Google Ads for HVAC Contractors
Google Ads That Pay for Booked Jobs, Not Clicks.
Most owners I talk to can tell me their Google Ads spend to the dollar. Almost none can tell me what a booked job from it cost last month. We split the account by what the homeowner actually wants, track every call to the job, and send you that number every week.
- Repair, replacement, and maintenance run as separate campaigns with separate targets
- Your own name never priced like a competitor’s
- Local Services Ads managed inside the same account, now that Google moved them there
- Ad account in your name from day one, month to month unless we agree otherwise
HVAC companies we have worked with
Three ways an HVAC Google Ads account bleeds.
None of them show up in the dashboard your agency sends. All of them show up in what a booked job costs.
One campaign for everything
A $180 AC repair call and a $12,000 system replacement do not want the same bid, the same ad, or the same landing page. Lump them together and the account learns to buy the cheap one.
Paying stranger prices for your own name
Someone who typed your company name was already sold. When branded and non-branded search sit in the same campaign, that click gets bid like a cold one and the report averages the two into a number that means nothing.
Nobody answering
The ad worked. The phone rang. It went to voicemail at 4:40 on a Friday in July. Google charged you either way. If the shop cannot answer and book what it already gets, we fix that first, before we buy one more click.
Why the split matters
Your name costs $34 a lead. A stranger costs $149.
The blended number, $104 a lead, is the one most reports show you. It hides that the account is really two accounts with two different jobs. We run them that way and report them that way, so you see what it costs to reach a homeowner who has never heard of you, which is the number that decides whether you can grow.
Source: SearchLight Digital benchmark, January 1 to 31, 2026, one vendor’s 816 HVAC and plumbing client accounts, spend-weighted and outlier-filtered; not an industry survey. Published February 12, 2026, updated March 27, 2026. HVAC and plumbing; one vendor’s clients.
What we do, in order.
Tracking before spend. We do not raise a budget we cannot trace to a job.
Audit
Every campaign, search term, and landing page against one question: did it produce a booked job or just a click.
Tracking
Call tracking, form tracking, and the connection to your CRM, so a lead becomes a job in the data, not just in the truck.
Structure
Branded pulled out on its own. Repair, replacement, and maintenance split, each with its own target.
Local Services
LSA managed inside the same account, with the profile, reviews, and response time that decide where you show.
Landing pages
One page per intent. A homeowner with a dead compressor does not want to read about financing.
Intake
Missed-call texts, after-hours routing, and a booking rate we watch as closely as the click.
Budget
Moved every week toward whichever campaign is producing booked jobs cheapest, away from the ones that are not.
Where is your budget leaking?
Then it repeats every week against the numbers, and the strategy gets reviewed every 30 days.
Local Services Ads just moved. Check your account.
Starting August 2026, Google began moving Local Services Ads into Google Ads as Performance Max campaigns with pay-per-lead goals. HVAC was in the first group.
What stays the same
You still pay per valid lead, not per click. Ads still show in the same Local Services placements on Search and Maps. Your Google Verified badge carries over.
Source: Google Ads Help, answer 17213585, “Local Services Ads transition to Performance Max campaigns with pay-per-lead goals,” accessed September 16, 2026.
What does not
The separate LSA dashboard closes once your account moves, and your historical LSA performance reports do not come with you. Bidding and budget controls change. If nobody exported your history before the move, your baseline is gone.
Source: same Google Ads Help page. Migration continues in phases through 2027; we check current state before any LSA change.
If your account has moved and nobody told you, or it is about to and nobody exported anything, that is a text-me-now situation, not a wait-for-the-monthly-report situation.
What the benchmarks say, and what they do not.
$51
per HVAC lead on Local Services Ads in February 2026, at a 44.0% book rate and a $2,110 average ticket, across 409 accounts and $1.52 million in spend.
Source: SearchLight Home Services LSA Benchmark, February 1 to 28, 2026, 888 contractors, 1,774 campaigns, spend-weighted, outlier-filtered; gross spend before credits. One vendor’s client accounts, in heating season. Not comparable to the January search figures above.
24.2%
book rate on non-branded AC installation searches in January, against 38.2% for heating repair. Same accounts, same month. The season decides what the click is worth.
Source: same SearchLight January 2026 benchmark. January is heating season; AC figures are out of season. Directional.
$9.68
median cost per click for air conditioning installation and repair, $9.30 for heating and furnaces, in a separate dataset of 3,211 US home-services campaigns.
Source: LocaliQ 2025 home-services search benchmark, campaigns run by LocaliQ customers, April 1, 2024 to March 21, 2025, medians. One vendor’s customer campaigns, not an industry sample.
Every one of these is one vendor’s client data. None of it is your market. That is the point: the only benchmark that matters is what a booked job cost you last month, and we build that number before we spend a dollar more.
What you get every week.
- Cost per booked job, by campaign, branded separate from non-branded.
- Calls and forms tied to the search term that produced them.
- Book rate on the leads Google Ads sent, not just lead count.
- Ad account, tracking, and data in your name.
- Budget moved weekly toward what is booking, strategy reviewed every 30 days.
- My cell. Account questions answered within 24 hours, usually minutes.
Who you are working with
I spend my own money on these campaigns.
I left the 75th Ranger Regiment in 2005 and went straight into marketing. I started working on HVAC in 2009 and it has been the focus since. I buy and help run HVAC companies as well as market them, which means Google Ads is a line on my own P and L, not just yours. When we talk about what a booked job costs, I am reading the same scoreboard you are.
Send me the account and the call log and I will tell you where the budget is going. If I can help, I will say so. If the answer is that your intake is the problem and not the ads, I will say that too, and it costs you nothing either way.
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 a booked job from Google Ads costs you.
3 questions to start. We pull the account, split branded from non-branded, and tell you what a booked job cost by campaign last month and where the budget 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.
- Meta Ads for HVAC — Reach homeowners before they search.
- HVAC advertising overview — How every paid channel fits together.
- Google Ads for Phoenix HVAC shops — Home market, worked in person.
- ROAS calculator for ad spend — Check what your ad dollars return.
- HVAC marketing budget calculator — Size the budget before you spend it.
- Start your growth audit — See what your clicks should cost per booked job.
- book an HVAC 911 call — Skip the queue. Thirty minutes with Henry, no pitch.
- Local Services Ads for HVAC contractors — Pay per lead, judged on booked jobs.
Questions HVAC owners ask about Google Ads.
How much should I spend?
Enough to buy a readable sample of booked jobs in the campaigns that matter, 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.
Should I run Local Services Ads or Google Ads?
Both, usually, and now they live in the same account. LSA is paid per lead and rewards reviews 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.
My agency says the account is theirs. Is it?
It should not be. Ad accounts, conversion tracking, and history are set up in your name from day one with us. If you are stuck in someone else’s account today, text me the situation and we will walk you through getting it back or rebuilding it clean.
Why are my leads so bad?
Usually one of three things: the campaign is buying the wrong intent, the landing page is answering a different question than the searcher asked, or the leads are fine and nobody is booking them. The audit tells you which. Two of the three are not an ads problem.
How fast will I see results?
Search can produce calls the day it goes live. Producing booked jobs at a cost you can live with takes a few weeks of data and adjustment, and anyone who promises a number before seeing your account is guessing. You see the data weekly from the first week either way.
Can you run Google Ads and leave my SEO alone?
Yes. One channel or all of them, same standards either way. We will still tell you what we see in the other ones.
What does it cost?
We start from your number, not a package. Tell me what you want to invest, and I will walk you through what it buys and what it does not. If I can help, I will tell you. If I cannot, I will tell you that too, straight. Our fee is 1 flat monthly number in your proposal, always separate from ad spend so you can see what you are paying for.
Find out what a click is really buying.
Send us the account and the market. We come back with what a booked job cost by campaign last month, what your own name is costing you, and where the budget should go next.
