LocaliQ analyzed thousands of home service ad campaigns and found HVAC companies pay $5.31 per click and $45.27 per lead on average in Google Ads. In competitive markets, cost per click can reach $8-12.

HVAC Google Ads are seasonal by nature. Understanding when and where to spend makes the difference between profitable campaigns and wasted budget.

Seasonal Budget Strategy

HVAC search volume follows weather patterns. Search volume for AC-related terms spikes 300-400% in summer, and heating terms spike similarly in winter.

Smart budget allocation:

  • January-March: 70% heating, 30% general HVAC
  • April-May: 50% AC tune-ups, 50% general
  • June-August: 80% AC repair, 20% general
  • September-October: 50% heating tune-ups, 50% general
  • November-December: 70% heating repair, 30% general

One HVAC company on r/hvac shared that shifting budget seasonally instead of spending evenly year-round reduced their cost per lead by 22%.

HVAC Keyword Strategy

High-intent HVAC keywords (spend 60-70% here):

  • "AC repair [city]"
  • "furnace repair near me"
  • "HVAC emergency service"
  • "AC not cooling"
  • "heater not working"

Maintenance keywords (spend 20-30% here):

  • "AC tune up [city]"
  • "furnace maintenance"
  • "HVAC inspection"

Install keywords (high value, competitive):

  • "new AC unit cost"
  • "furnace replacement [city]"
  • "HVAC installation"

Google LSA vs Traditional Google Ads

Google Local Service Ads (LSA) produce cheaper leads than traditional Google Ads for most HVAC companies. LSA charges per lead, not per click, and leads are pre-qualified by Google.

One HVAC company on r/hvac reported LSA leads at $25-35 each compared to $45-55 for traditional Google Ads in the same market.

Run both, but allocate more budget to whichever channel produces cheaper qualified leads in your specific market.

Campaign Structure

Set up separate campaigns for:

1. Emergency/repair (highest budget, highest intent)

2. Maintenance/tune-ups (seasonal, lower CPC)

3. Installation/replacement (high value, competitive)

4. Brand terms (your company name, cheap clicks, high conversion)

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Tracking ROI

One HVAC company on r/hvac tracks their Google Ads ROI meticulously and generates $8 in revenue for every $1 spent. The key: they track all the way through to revenue, not just leads.

Track these numbers monthly:

  • Cost per click by campaign
  • Cost per lead by campaign
  • Lead-to-booking rate
  • Average job value from Google Ads leads
  • Total revenue attributed to Google Ads

Install call tracking on every campaign. More HVAC customers call than fill out forms.

Worked Example: HVAC Google Ads ROI

You spend $3,000/month on Google Ads at $45/lead = 67 leads. At 30% booking rate and $450 average repair ticket: 20 jobs × $450 = $9,000 revenue. ROI: 3x. Now add 2 equipment replacements at $6,500 each from those same leads: $9,000 + $13,000 = $22,000. ROI: 7.3x. At $5,000/month: 111 leads → 33 jobs → $14,850 + ~3 replacements ($19,500) = $34,350. ROI: 6.9x.

What Not to Do

  • Don't run flat budgets year-round. HVAC demand is seasonal. Spending the same amount in April as July wastes 20-30% of your budget during low-demand months.
  • Don't ignore negative keywords. "HVAC salary," "HVAC technician jobs," and "DIY AC repair" will drain your budget. Add these before you launch.
  • Don't combine repair and install campaigns. Repair keywords convert differently than install keywords. Mixing them makes optimization impossible.
  • Don't skip call tracking. HVAC customers call more than they fill out forms. Without call tracking (CallRail, $45/month), you're flying blind on which keywords drive revenue.
  • Don't forget landing pages. An "AC repair" ad should land on an AC repair page - not your homepage. Dedicated landing pages convert 2-3x better (Unbounce data).

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