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.
Broad match keywords trigger your HVAC company ads for searches like "HVAC company jobs" and "HVAC company salary". Without negative keywords, you're paying for clicks that will never convert.
Fix: Add comprehensive negative keyword lists and switch high-value keywords to exact match.
Your homepage isn't optimized for conversions. HVAC Companies who click ads expecting specific services bounce when they land on a generic page.
Fix: Create dedicated landing pages for each service with clear CTAs and matching message.
You're paying the same CPC at 3 AM as you are during peak hours. But HVAC company searches convert differently throughout the day.
Fix: Analyze your conversion data by hour and day, then adjust bids accordingly.
Running the same ads for months means you're leaving performance on the table. Different messages resonate with different HVAC company customers.
Fix: Run at least 3 ad variations per ad group and let Google optimize.
These keywords waste budget without delivering customers:
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.
Two powerful tools for hvac companies to improve your Google Ads performance