$9.68
Average CPC
+84% vs $5.26 average
6.43%
Average CTR
6.56%
Conversion Rate
$127.74
Cost Per Lead
+82% vs $70.11 average
Source: LocalIQ 2025
Not all HVAC company keywords cost the same. Here's what you can expect to pay based on search intent:
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.
Lower CPCs mean more clicks for your budget. Here are proven strategies:
Google rewards relevant ads with lower CPCs. Match your ad copy to your keywords and ensure your landing page delivers on your ad's promise.
Stop paying for irrelevant clicks. Add negatives like "jobs", "salary", "DIY", and "free" to your HVAC company campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when HVAC company searches convert best. First heat wave of summer (calls spike 300%), first freeze of winter. Evenings when homeowners return to uncomfortable homes.
These keywords drain your budget without delivering quality leads:
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.
At $9.68 per click, here's what you need to generate leads:
Minimum Monthly Budget
$2,500
Recommended Range
$3,000-$7,000/month (seasonal flex)
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.