Google Ads for HVAC
More AC and heating jobs at $20-60/lead. Seasonal budget management that runs itself.
The challenge
Seasonal demand swings wreck flat budgets
AC repair spikes in June-August, furnace calls flood in November-January. If you're spending the same amount year-round, you're overspending in shoulder seasons and underspending when the phone should be ringing off the hook.
CPCs run $8-30/click depending on service type
"AC repair near me" runs $15-30/click in competitive metros. "Furnace installation" sits at $10-20. Emergency keywords spike even higher. Without daily bid management, you burn through budget before noon on a hot day.
Emergency vs. scheduled service need different strategies
Someone searching "AC not working" at 2 AM is a completely different lead than someone searching "HVAC maintenance plan." They need different ad copy, different landing pages, and different bid strategies. Lumping them together wastes money on both.
Service area targeting is critical
You can't send a tech 45 minutes away for a $150 maintenance call and stay profitable. But Google's default radius targeting is too broad. You need tight geo-targeting by zip code, with bid adjustments based on drive time and average job value per area.
How Fullrun helps
HVAC ads are straightforward math. At $20/click average and 12% conversion rate, you're paying about $167/lead. The average HVAC service call is $300-3,000. Even a $150 maintenance visit is profitable at that lead cost if your close rate is decent.
The key is separating emergency from scheduled work. Fullrun creates distinct campaigns for emergency repair, maintenance, and installation. Emergency campaigns run with higher bids during off-hours and weekends when people are desperate. Maintenance campaigns run during business hours when people are planning ahead. Installation campaigns target high-value keywords with dedicated landing pages.
Seasonal budget shifting happens automatically. The AI pushes 60% of budget toward AC campaigns in summer and 60% toward heating in winter. Aggressive negative keywords block searches like "HVAC salary," "HVAC training," and "how to fix AC yourself" — keeping every dollar focused on people ready to book a tech.
Frequently asked questions
- How much should an HVAC company spend on Google Ads?
- $1,000-3,000/mo for a single-location HVAC company. During peak season (summer AC or winter heating), push toward the higher end. In shoulder months, scale back to maintenance and tune-up campaigns. Multi-location shops should budget per service area.
- What does an HVAC lead cost from Google Ads?
- $20-60 per lead depending on service type and market. Emergency AC repair leads run $30-60 in competitive metros. Maintenance and tune-up leads come in cheaper at $15-30. At a $20/click average and 12% conversion rate, you're looking at roughly $167 per lead before optimization brings that down.
- How do you handle seasonal demand shifts?
- Fullrun automatically shifts budget allocation based on seasonal demand. In summer, roughly 60% of budget goes to AC campaigns and 40% to heating. In winter, that flips. During shoulder seasons, the AI pushes budget toward maintenance and tune-up campaigns. No manual adjustments needed.
- How long until I see results?
- Leads typically start within the first week. The AI needs 2-3 weeks to build a solid negative keyword list and dial in bids per service type. Expect cost per lead to improve 20-30% between month one and month two as the system learns which keywords and times of day actually generate booked jobs.