You're running 'AC repair' campaigns in December and 'furnace repair' in July. At $9.68 per click, this seasonal mismatch wastes 30-40% of your budget on out-of-season searches that barely convert.
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We've audited hundreds of HVAC company accounts. Here are the most common budget leaks we find:
HVAC demand is dramatically seasonal—AC searches spike in May-August, heating in November-February. Yet most HVAC companies run identical budgets year-round. This means you're paying $9.68/click for 'AC repair' in January when search volume is 80% lower and conversion rates tank because nobody needs AC work when it's 30°F outside. Smart competitors pull that budget and dominate when it matters.
Keywords like 'no heat' and 'AC not working' have CPCs of $12-18 but convert at 2-3x standard rates—IF you can respond immediately. Many HVAC companies bid on emergency terms but can't dispatch after 5pm or on weekends. You're paying premium CPCs to send customers to voicemail, where they immediately call the next result.
HVAC companies obsess over repair keywords but ignore 'AC tune-up', 'furnace maintenance', and 'HVAC inspection' queries. These keywords have 40% lower CPCs, attract proactive homeowners (better customers), and create recurring revenue through maintenance plans. Ignoring them means missing your most profitable customer segment.
Not all keywords are created equal. Here's which ones to target and which to avoid for HVAC company Google Ads.
Core service keyword with strong local intent. High volume during summer months, lower competition than 'HVAC repair'.
Problem-aware emergency search. No heat in winter = urgent need. Higher CPC but 2x conversion rate of standard keywords.
Lower CPC, attracts proactive homeowners. Often converts to maintenance plan signups with recurring revenue.
High-ticket service ($5,000-15,000). Cost-focused search signals serious buyer doing final research.
Signals buyer ready for big purchase but needs payment options. Financing mention qualifies intent.
Job seekers, not customers. High search volume, zero commercial intent.
People trying to avoid hiring professionals. Will never call for service.
Tradespeople researching credentials, not homeowners with broken AC.
Renters and DIYers buying portable units. Not central HVAC customers.
Attracts price-shoppers collecting quotes. Low close rates, high time waste for sales team.
Timing matters. Here's when HVAC company demand peaks and how to allocate your budget throughout the year.
June, July, August, December, January
Increase budget 40-50% during peak demand
March, April, October, November
Reduce spend or focus on maintenance services
First heat wave of summer (calls spike 300%), first freeze of winter. Evenings when homeowners return to uncomfortable homes.
Monitor 10-day forecasts. First 95°F+ day of summer and first sub-32°F night of winter trigger 3x normal call volume. Pre-increase bids 2 days before weather events.
Budget recommendations based on real LocalIQ 2025 data and typical HVAC company ROI.
Minimum Monthly Budget
$2,500
~20 leads/month
Recommended Range
$3,000-$7,000/month (seasonal flex)
Best ROI for most HVAC company businesses
Cost Per Customer
$425
At 30% close rate
At $127.74 CPL and 30% close rate, each customer costs $425 to acquire. Average repair job = $350. Breakeven requires upselling maintenance plans or replacement systems. Focus budget on replacement keywords (new AC, new furnace) where average ticket is $6,000-12,000—one sale covers 15-20 acquisition costs.
Our AI audit checks every aspect of your Google Ads account against HVAC company-specific best practices.
We check if cooling services (AC repair, AC installation) are separated from heating services (furnace repair, heating installation) and maintenance campaigns. Seasonal separation is critical.
We identify if you're bidding on 'HVAC technician salary' or 'HVAC certification' that attract job seekers and students, not homeowners with broken systems.
We analyze if your ads run 24/7 or only during business hours. If you can't answer after 5pm, you're paying for emergency clicks you can't convert.
We audit whether your campaigns adjust budgets, keywords, and messaging for cooling vs heating season—or waste budget year-round on off-season terms.
We check if budget weight matches revenue potential. Spending equally on $350 repairs vs $8,000 system replacements is leaving money on the table.
We score pages for HVAC trust signals: licensing, manufacturer certifications (Carrier, Trane), financing options, and seasonal offers (AC tune-up specials).
Understanding your competition helps you find your edge. Here's what HVAC company advertisers are up against.
Competition Level
very high
165,000+ monthly searches for 'HVAC near me' / 'AC repair near me' in the US
Main competitors: National franchises (One Hour Heating & Air, Aire Serv), established local companies, home warranty companies, LSA-focused new players
How to Win
Your Differentiator
Win with speed (same-day service guarantee), transparency (upfront pricing), or specialization (specific equipment brands, commercial HVAC, new construction).
"Our AC campaigns were running full budget in winter. The audit showed we could cut January-February spend 60% and reinvest in summer when we're actually busy. Same annual budget, 45% more summer leads."
— HVAC Business Owner
Pay per audit. Use when you need it.
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Common questions about Google Ads for HVAC company businesses
HVAC advertising budgets should flex significantly with seasons—this is the most important concept for HVAC Google Ads. A typical successful HVAC company invests $2,500-$7,000 per month, but that number changes throughout the year. During peak cooling season (June-August) and peak heating season (December-February), you should allocate 60% of your annual budget. Shoulder seasons (spring and fall) should get 15% combined, focusing only on maintenance and tune-up campaigns. The biggest mistake we see is HVAC companies spending the same amount every month regardless of demand. You're paying summer CPCs in winter when nobody searches for 'AC repair.' At $127.74 average cost per lead, efficient seasonal allocation is worth thousands per year. Start with a baseline of $2,500/month minimum to get meaningful data, then adjust monthly based on weather and demand patterns in your specific market.