Google Ads for HVAC
Your Google Ads account is burning money because you’re tracking form fills instead of actual jobs, and Google’s algorithm thinks every lead is worth the same whether it’s a $89 furnace cleaning or a $12,000 system replacement. I see this in about 70% of HVAC accounts I audit — campaigns optimized for the wrong conversions, driving expensive emergency service clicks when you really need maintenance agreements and installation leads.
What’s Actually Going Wrong
Your conversion tracking is measuring the wrong thing. Most HVAC companies track form submissions or phone calls as conversions, but Google doesn’t know the difference between a $50 diagnostic call and a $8,000 heat pump installation. The algorithm optimizes for volume, not revenue, so you end up with expensive emergency service leads instead of high-value installation and maintenance work.
You’re competing for the wrong keywords at the wrong times. Your campaigns are running the same bids year-round when HVAC demand is completely seasonal. Emergency repair searches spike in July and January, maintenance searches happen in spring and fall, and installation searches cluster around major weather transitions. Without seasonal bid adjustments and dayparting, you’re either missing high-intent moments or overpaying during low-demand periods.
Your attribution is backwards. HVAC buying cycles can stretch 6-12 months from first search to system installation. Someone might research heat pumps in March, request quotes in May, and finally book the installation in August. But your current setup probably attributes that $10,000 sale to the last-click remarketing ad instead of the original “heat pump cost” search that actually drove the lead.
Your campaign structure treats all services the same. Emergency repairs, maintenance agreements, and system installations have completely different search patterns, conversion rates, and profit margins. Running them in the same campaign with the same bids is like using the same wrench for every job — it sort of works, but you’re leaving money on the table.
What I Do Differently
I build your tracking infrastructure first, then campaigns. Most agencies flip this — they launch campaigns immediately to show “quick wins” while the tracking foundation stays broken. I spend the first two weeks building proper conversion tracking that measures actual jobs closed, revenue per lead type, and lifetime customer value. Only then do we build campaigns optimized for the metrics that actually matter to your business.
Your tracking setup will include Enhanced Conversions with your CRM data, so Google can see which form fills turned into $200 diagnostic calls versus $15,000 system replacements. This teaches the algorithm to bid higher for searches that historically led to high-value jobs and pull back spend from traffic that typically converts to low-margin emergency calls.
I monitor your account with automated alerts, not monthly check-ins. HVAC demand can shift overnight — a heat wave doubles your cooling repair volume, a furnace recall creates a surge in replacement searches, or a competitor goes out of business and suddenly opens up inventory in your market. My monitoring system catches these changes within hours and adjusts bids automatically, rather than waiting for the next monthly review.
What’s Included
• Complete tracking infrastructure — GTM container with proper event tracking, Enhanced Conversions setup, call tracking integration, and CRM connection for closed-loop attribution • Seasonally-optimized campaign structure — Separate campaigns for emergency repairs, maintenance agreements, and system installations with seasonal bid modifiers and dayparting • Revenue-based bidding strategy — Target ROAS bidding based on actual job values from your CRM, not generic lead values • Automated monitoring and optimization — Real-time alerts for performance changes, automatic bid adjustments for weather events and seasonal demand shifts • Monthly performance analysis — Cost per actual customer (not just lead), revenue attribution by campaign, and seasonal performance forecasting
Pricing
$800 setup fee covers the complete tracking infrastructure build and initial campaign launch.
$200/month for ongoing optimization, monitoring, and reporting.
No percentage of ad spend fees. No long-term contracts. No surprise charges for “premium features” that should be standard.
How It Works
Week 1-2: Audit & Infrastructure Build I audit your current Google Ads account, connect your CRM for proper conversion tracking, and build the GTM container with Enhanced Conversions. You’ll see exactly which keywords and campaigns are driving actual revenue versus just form fills.
Week 3-4: Campaign Build & Launch New campaign structure with proper seasonal settings, refined keyword lists based on your service mix, and ad copy that pre-qualifies leads by service type. Everything launches with proper tracking already working.
Ongoing: Monitor & Optimize Automated monitoring catches performance changes within hours. Seasonal bid adjustments happen automatically based on historical HVAC demand patterns. Monthly reports show cost per actual customer and revenue attribution by campaign.
Ready to fix your Google Ads tracking and stop wasting spend on the wrong leads?
This service is part of my managed Google Ads offering — tracking-first campaign management for businesses that need accurate attribution and profitable growth.