Google Ads for HVAC contractors. Is your account booking installs?
Repair and service-call searches are cheap to win and rarely turn into a system replacement. I audit your Google Ads, show you where the money actually goes, and tell you what I'd change to put more of it on replacement and install searches. No pitch. You keep the report.
Takes 24-48 hours. You keep the report regardless.
Running Google Ads since 2007, with a consulting background at CarMax, Adobe, Citrix, NetApp and Rackspace. Google Partner.
- "AC repair" gets about 368,000 searches a month, at the highest click prices
- Installation searches cost less per click, for a job worth many times more
- The audit checks whether your account bids differently on the two
Based on market data from Google Keyword Planner, United States, October 2026: the low and high top-of-page bid for each search.
The busy season hides the waste.
Summer and winter bring plenty of clicks, so an account can look healthy while much of the budget goes to repair calls and price shoppers. The money is in replacements and installs, and they need their own keywords, budget and tracking.
Utility rebate programs such as Mass Save (MA), NY Clean Heat, Focus on Energy (WI) and Xcel Energy (MN) push homeowners toward high-efficiency replacements. Searches tied to them are worth bidding for.
Four things that decide whether HVAC ads pay off.
Every audit covers the whole account, but these four areas decide how much of the budget reaches replacement and install jobs.
Search Terms
Repair, DIY, parts, jobs and "cheap" searches, plus towns you don't serve. I pull the full search terms report and show you what's recoverable each month.
Replacement vs. Repair
Whether replacement, installation and repair searches share one campaign. When they do, the cheaper repair clicks usually take most of the budget.
Conversion Tracking
Which actions count as leads. Calls, forms and booked estimates should drive the bidding; map clicks and page views shouldn't. I also check whether calls from ads are tracked at all.
Service Area and Schedule
Whether the radius reaches price-sensitive areas you don't want, and whether the ad schedule and bids match when your crews can actually take new work.
How most HVAC accounts are set up, and what I change.
The same budget goes a lot further when it's pointed at the jobs you want.
Repair clicks cost more than install clicks.
US average monthly searches and top of page bid ranges from Google Keyword Planner data, pulled October 2026. "ac repair" tops out at $101.50 a click. "ac installation" tops out at $56.26, for a much bigger job.
| Search term | Monthly searches | Top of page bid |
|---|---|---|
| ac repair | 368,000 | $18.80 to $101.50 |
| furnace repair | 201,000 | $10.81 to $75.00 |
| hvac company | 74,000 | $11.10 to $69.63 |
| ac installation | 49,500 | $6.85 to $56.26 |
| furnace installation | 22,200 | $5.03 to $44.04 |
| heat pump installation | 22,200 | $4.48 to $43.86 |
| ac replacement | 14,800 | $5.89 to $53.64 |
| emergency ac repair | 14,800 | $25.31 to $125.51 |
How I set up Google Ads for each kind of HVAC work.
Each job type gets its own campaign, budget and landing page, so repair calls stop eating the money meant for new systems. Here's what changes from one to the next.
AC replacement and installs
"ac installation" gets 49,500 searches a month and "ac replacement" 14,800, with top bids of $56.26 and $53.64, about half of "ac repair." These get the biggest share of the budget and a page built to book an in-home estimate.
Furnace installs
"furnace installation" ran from 8,100 searches in June 2026 to 49,500 in October 2025. The heating budget rises in the fall and the ads change with it, instead of one campaign trying to sell both seasons.
Heat pumps
"heat pump installation" gets 22,200 searches a month, with top bids up to $43.86. Where your utility offers rebates, the ads and landing page say so, because rebate shoppers are ready to replace.
Ductless mini splits
The cheapest install click I checked: "ductless mini split installation" tops out at $23.31. Searches swung from 3,600 in September 2026 to 40,500 in January 2026, so it gets its own campaign and its own budget curve.
Repair and emergency calls
"emergency ac repair" is the most expensive click on the list, up to $125.51, and searches hit 60,500 in July 2026. I run these only when a crew can take the call, keep the radius tight, and keep repair in its own campaign so it can't drain the install budget.
Tune-ups and maintenance
Tune-up clicks are priced like repair clicks: "ac tune up" runs $18.95 to $82.85. I run them when the schedule has room and track whether they turn into maintenance plans or replacement quotes, not just booked visits.
Three steps. 48 hours. No fluff.
I keep it simple on purpose. The point is for you to understand what I found, not to sit through a 60-minute presentation.
Share read-only access
You grant read-only access to your Google Ads account. Takes about two minutes. I can see your campaigns and reports, but I can't change your campaigns or settings.
2 minutesI pull the data and build the report
I review search terms, replacement and repair campaigns, conversion tracking, service area and ad schedule. You get a complete written report, not a slide deck with screenshots.
24-48 hoursReview it. Decide what's next.
I walk you through the findings on a video call. If the numbers don't justify hiring me, I'll tell you that. You keep the report either way.
Your callBuilt for residential HVAC contractors.
Heating and cooling companies running Google Ads who want more replacement and install work, not just more calls.
Owner-Run HVAC Companies
One to a few trucks, where the owner still keeps an eye on the ad spend.
- Phones busy but few installs
- Paying for leads outside your area
- Not sure which ads bring booked jobs
- Ads switched off in the slow season
- Managing the account yourself at night
Multi-Truck and Multi-Location
Growing companies with install crews to keep busy and a bigger budget to steer.
- Crews idle between peaks
- Repair and install searches mixed together
- Paying an agency without clear reporting
- Adding a new location or service area
- Spending more each month without clearer results
One person runs your account.
I'm Charles Williams. I run every account personally. No junior team, no account rotation.
Common Questions
Yes. No credit card, no trial, no catch. I pull your account data, build the report, and walk you through it at no cost. If you want to work together after that, we can talk about it. If not, you keep the report.
The first fixes, such as blocking repair and DIY searches and separating replacement campaigns, take effect right away, so wasted spend usually drops first. Lead quality takes longer to judge, because you need enough booked jobs to compare. I review the results with you at 60 days.
It's a fixed monthly fee, quoted up front, never a percentage of your ad spend. The amount depends on your budget and how complex the account is, and ad budgets usually start at $1,500 a month. In your free audit, I'll look at your current spend and tell you honestly whether management makes sense for your budget.
It depends on the job. In Keyword Planner data from October 2026, top of page bids ran $18.80 to $101.50 for "ac repair" and $6.85 to $56.26 for "ac installation." "emergency ac repair" reached $125.51. Repair clicks cost the most and are worth the least, which is why repair and install searches need separate campaigns and budgets.
Usually not. The season changes which searches matter more than whether people search. In Keyword Planner data, "ac repair" fell to 165,000 searches in December 2025, while "furnace repair" peaked at 450,000 in January 2026. I move budget between cooling and heating campaigns, keep install campaigns running to build the quote backlog, and ease bids back only when crews are fully booked.
No. I work month-to-month, and you can cancel anytime.
I have been managing Google Ads since 2007, I am a Google Partner, and my consulting background includes Fortune 500 accounts. For HVAC, the work turns on replacement and install keywords rather than service-call terms, bidding that follows seasonal demand instead of fighting it, and knowing which searches lead to replacement revenue. Rather than ask you to take that on faith, the audit shows you findings from your own account first.
Yes. If the page an ad sends people to isn't built for replacement and install leads, you'll waste money even with good ads. The audit covers your landing pages, and I'll recommend changes that help more visitors call or book.
That's fine and more common than you'd think. The audit is independent of whoever is managing your account. You'll get an honest read on what's working and what isn't. What you do with that information is completely up to you.
Read-only access to your Google Ads account. That means you add me as a read-only user. I can see your campaign data and reports, but I can't change your campaigns or settings, or access anything outside of Google Ads. Takes about two minutes to set up. I'll send instructions when you submit the form.
No. Your account data is used solely to produce your audit report. I don't share it with third parties, use it for any other purpose, or retain it after the engagement ends.
Find out how much of your budget reaches installs.
Takes 2 minutes to request. Report delivered in 24-48 hours. No cost, no commitment.
No long-term contracts. I work month-to-month, and you can cancel anytime.
"High Priority Marketing consistently outperformed all other agencies, delivering a steady flow of leads at a highly competitive price per lead."
David B.
Bellandi Group
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