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If you want more customers to find your HVAC business fast, PPC (pay-per-click) advertising is one of the most effective ways to do it. PPC lets you show up when someone searches for specific phrases like “AC repair near me” or “furnace installation.” It’s a great way to reach high-intent leads who are ready to book.
In this guide, we’ll break down what PPC for HVAC is, how it works, and how you can launch and optimize your own campaign, whether you’re a solo shop or a growing service team. We’ll also show how Housecall Pro’s HVAC software can help track those leads from click to completed job.
Key takeaways
Here’s what every successful HVAC business should know before investing in PPC :
Target high-intent searches: Focus on service-based keywords like “AC repair near me” or “24/7 HVAC service.”
Optimize landing pages: Match your ads with fast, mobile-friendly pages that convert.
Track everything: Measure ROI through conversion tracking and call analytics.
Use smart budgets: Shift spending toward peak seasons or high-performing campaigns.
Automate your follow-ups: Convert more leads using software that connects ads to bookings.
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Jump ahead
What is PPC and how does it work?
Pay-per-click (PPC) advertising means you pay when someone clicks your ad. Platforms like Google Ads let you bid on keywords that customers use to find HVAC services.
Here’s how it works:
- You choose keywords like “HVAC repair” or “AC installation.”
- Your ad appears when someone searches those terms.
- You pay only when a user clicks your ad and visits your landing page.
PPC ads are ideal for high-intent local searches, so when someone types “emergency AC repair near me,” your business pops up as one of the top results. While search engine optimization (SEO) builds long-term visibility, PPC delivers instant visibility and fast leads, making it especially useful for busy or slow seasons.
Pro tip: Use PPC ads alongside your long-term HVAC SEO strategy. Your ads can generate short-term calls while SEO builds sustainable traffic to your website for the long term.
Types of PPC ads
There are several PPC ad formats that HVAC contractors can use to reach customers in different ways:
- Search ads: Text-based ads shown on Google results pages when users search for HVAC services. Best for immediate leads.
- Display ads: Image or banner ads appearing on partner websites—great for brand awareness.
- Local Services Ads (LSAs): Google’s pay-per-lead program that highlights verified HVAC businesses at the top of results.
- Remarketing ads: Ads that re-engage users who visited your site but didn’t convert.
- Social media ads: Sponsored posts shown on Facebook, Instagram, or LinkedIn—ideal for promoting seasonal deals and maintenance plans.
- Video ads: Short YouTube clips demonstrating your work or highlighting customer reviews.
Each ad type fits a different stage of your marketing funnel. Search and LSAs are best for conversions, while display and video ads build awareness.
How to build an HVAC PPC campaign
Launching a PPC campaign might sound technical, but it’s really about helping people in your area find you when they need HVAC help most. By following a few straightforward steps, you can start bringing in steady, qualified leads. Here’s how.
Step 1: Research your keywords and audience
Every HVAC PPC strategy starts with keyword research. You need to know what potential customers are searching for—and which clicks are actually worth paying for.
Two of the most useful tools for this are Google Keyword Planner and SEMrush.
- Google Keyword Planner is a free tool built into Google Ads that helps you discover the exact search terms people use, how often they’re searched, and how competitive they are. It’s perfect for identifying high-intent, local HVAC keywords like “AC repair near me” or “furnace tune-up cost.”
- SEMrush, a paid platform, takes it a step further by letting you analyze your competitors’ ads, see which keywords they’re bidding on, and find new opportunities based on performance data. It’s a powerful way to spot gaps in your own campaigns and get ideas for ad copy or keyword variations.
Once you’ve used these tools to gather insights:
- Identify profitable HVAC PPC terms. Look for a balance between high search volume and manageable competition.
- Focus on local intent, like “AC installation in New Jersey” or “furnace repair in Maine,” since HVAC customers almost always hire nearby businesses.
- Add negative keywords (e.g., “HVAC jobs,” “DIY AC repair”) to filter out irrelevant searches and prevent wasted clicks.
Below is an example HVAC keyword snapshot:
| Keyword | Avg. Monthly Searches | Estimated CPC (USD) | Intent |
| AC repair near me | 9,000–12,000 | $12.40 | Emergency service lead |
| Furnace installation | 3,200–4,500 | $15.60 | High-value installation |
| HVAC maintenance plan | 1,800–2,300 | $9.10 | Recurring service |
| Emergency AC repair | 2,600–3,100 | $17.30 | High-intent emergency |
| Cheap AC units | 6,000+ | $5.00 | Low intent (product search) |
*Data compiled from Google Keyword Planner and SEMrush sample ranges.
Step 2: Create high-converting ad campaigns
Strong ad copy can make or break your campaign. Each ad should clearly communicate to customers what you do, why you’re the best choice, and how to contact you.
Best practices:
- Write clear, service-focused copy (“Fast, reliable AC repair. Call Now!”).
- Add ad extensions for call buttons, locations, and customer reviews.
- Highlight benefits like “Same-day service,” “Licensed HVAC technicians,” or “Free estimates.”
Continue testing headlines and descriptions to determine which ones yield the highest click-through rates (CTR).
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Step 3: Build optimized landing pages
Your ad gets the click; your landing page seals the deal. If the page doesn’t clearly show what you offer and how to book, customers bounce.
Strong landing pages should:
- Match your ad’s promise (if the ad says “24/7 AC repair,” the page should say it too).
- Include trust signals: reviews, certifications, years in business, and warranties.
- Feature one clear call-to-action (CTA): “Book Now,” “Schedule Online,” or “Call Today.”
- Be mobile-friendly—over 60% of home-service searches happen on phones.
Pro tip: Use Housecall Pro’s online booking tools to embed booking links directly on your landing pages for faster conversions.
Step 4: Set your HVAC PPC budget and bidding strategy
Once you’ve chosen your keywords, the next step is deciding how much to spend and how to bid for clicks that actually convert.
The average cost-per-click (CPC) for HVAC-related keywords typically ranges between $5 and $20, depending on your service area and competition. Smaller cities often fall near the low end, while large metros can hit the high end for terms like “24-hour emergency AC repair.”
Here’s how to build your HVAC PPC budget:
- Start small and collect data. Begin with $30–$50 per day to gather insights without overspending.
- Shift budgets seasonally. Push more during summer cooling and winter heating spikes.
- Use smart bidding strategies. Try Google Ads’ Maximize Conversions or Target CPA to automate bids.
- Use data to scale. As you learn which keywords and ads convert, increase spend in those areas.
Sample budget
| Scenario | Avg. CPC | Daily Budget | Est. Monthly Spend | Est. Leads Monthly | Notes |
| Local service area (small) | $8 | $40 | $1,200 | 50–60 | Ideal for one-truck operation |
| Metro service area (medium) | $12 | $75 | $2,250 | 80–100 | Balanced reach and lead quality |
| Multi-city operation (large) | $15 | $150 | $4,500 | 150–200 | Use LSAs + remarketing for efficiency |
*Estimates assume optimized campaigns with 10% to 15% conversion rates from click to call/booking. Actual costs vary by region and season.
Step 5: Track conversions and measure ROI
If you’re not tracking results, you’re just guessing.
Use conversion tracking to measure:
- Calls from your ads.
- Form submissions or quote requests.
- Bookings through your website or software integration.
Example PPC performance snapshot
| Metric | Healthy Range | What It Tells You |
| Click-through rate (CTR) | 3%–7% | How well your ad attracts attention |
| Conversion rate | 8%–15% | How effectively visitors become leads |
| Cost per lead (CPL) | $40–$120 | How efficiently you spend is |
| Return on ad spend (ROAS) | 3x–6x | Overall profit from ads |
Step 6: Optimize and scale your campaigns
After a few weeks, patterns emerge. Use that data to fine-tune performance.
- A/B test different headlines, CTAs, and ad formats.
- Pause underperforming keywords and invest more in the winners.
- Use remarketing ads to bring back visitors who didn’t book.
- Add Local Services Ads for top-of-page visibility.
Common HVAC PPC mistakes (and how to avoid them)
Even seasoned contractors waste money on small missteps. Watch out for these:
- Using broad, unfocused keywords: Overly general terms like “air conditioning” or “heating repair” waste budget on low-quality clicks from people researching, not buying.
- Ignoring match types: Many advertisers leave keywords set to “broad match,” which causes ads to show for unrelated searches.
- Not call tracking: Without it, you can’t tell which ad produced the job.
- Skipping location targeting: Ads that show outside your service area waste clicks and frustrate potential customers.
- Sending all clicks to one landing page: One-size-fits-all landing pages hurt conversion rates.
- Ignoring data trends: PPC success depends on testing and adaptation. Failing to analyze reports means repeating costly mistakes.
Learn how to generate more HVAC leads in our guide.
When to hire an HVAC PPC agency vs. do it yourself
Managing HVAC PPC campaigns takes time, testing, and ongoing attention to detail. Between adjusting bids, monitoring keywords, and optimizing landing pages, it can start to feel like a full-time job on top of running your business.
That’s why many HVAC owners decide to bring in a professional agency rather than doing it themselves. Each approach has pros, cons, and costs; the right fit depends on your goals, budget, and comfort with digital marketing.
| Factor | Hiring an agency | Doing it yourself |
| Pros | -Deep expertise with Google Ads and HVAC-specific marketing strategies -Saves time so you can focus on running your business -Access to professional tools, analytics, and reporting | -Full control -Lower Cost |
| Cons | -Management fees typically range from 10%–20% of ad spend -Less day-to-day control over creative or messaging -Not all agencies specialize in home services—some may use generic ad templates | -Time-intensive -Steep learning curve -Risk of costly mistakes |
If you’re spending over $2,000 per month, hiring a professional agency can often yield faster, more efficient results thanks to their data access and dedicated account management. If your ad spend is smaller or you want to learn the ropes first, starting DIY is perfectly viable, especially with built-in tools like Google Ads Express and integrations available through Housecall Pro’s reporting features.
How to choose the right PPC agency
If you decide to bring in professional help, vet potential partners carefully. A strong PPC agency should act like an extension of your business, not a black box.
Here’s what to look for:
- Industry experience: Choose an agency that already works with home service businesses or, better yet, HVAC companies. They’ll understand your seasonal cycles and target customers.
- Transparent pricing: Avoid hidden fees or percentage-based charges that aren’t clearly explained. You should always know where your money is going.
- Data ownership: Make sure your business retains full access to your Google Ads account and campaign data.
- Performance reporting: The agency should provide clear, easy-to-read reports showing impressions, leads, and return on ad spend.
- Local understanding: Agencies that know your region can fine-tune geographic targeting, ensuring your ads reach homeowners in your actual service area.
- References and reviews: Ask for testimonials or case studies from other HVAC clients. Results speak louder than promises.
DIY PPC setup checklist
If you’re taking the hands-on route, here’s a quick checklist to launch your own campaign with confidence:
- Set clear goals. Decide whether you’re optimizing for booked calls, web forms, or online appointments.
- Create your Google Ads account. Use Google Keyword Planner to find 20–30 high-intent keywords to start.
- Write focused ad copy. Mention your city, your service, and an urgent call-to-action (“Call Now,” “Schedule Today”).
Build a service-specific landing page. Keep it fast, mobile-friendly, and aligned with your ad message. - Set up conversion tracking. Measure calls, forms, and online bookings—then link those conversions to your campaigns.
Once your ads are live, review your results weekly. Pause low-performing keywords, refine your budget, and experiment with new offers. The more data you collect, the stronger your strategy becomes.
How Housecall Pro’s HVAC software can help
Running great PPC campaigns is only half the battle. You also need a way to convert those clicks into paying jobs. That’s where Housecall Pro’s HVAC software comes in. It bridges the gap between marketing and operations, giving you the tools to track leads, book appointments, and measure real ROI from every ad campaign.
Here’s how Housecall Pro supports your marketing:
- Online booking integration: Add “Book Now” buttons directly to your PPC landing pages.
- Lead tracking: Connect Google Ads to your CRM to see which campaigns drive real jobs.
- Automated follow-ups: Send text or email reminders to unbooked leads.
- Review management: Request customer reviews to boost ad credibility.
- Reporting tools: Track ROI, conversion rates, and trends in one place.
Ready to grow? Start your free 14-day trial and see how easily PPC leads can become loyal customers.
FAQ
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How much does HVAC PPC cost?
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The average cost per click ranges from $5 to $20, depending on your city and competition. Start small, test, and scale what works.
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Is PPC better than SEO for HVAC?
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PPC brings immediate visibility and leads, while SEO builds long-term traffic. The most successful contractors use both together.
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What are Local Services Ads (LSAs)?
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LSAs are Google’s pay-per-lead ads for verified contractors. You pay only for actual leads, and your profile appears at the top of search results with a “Google Guaranteed” badge.
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How do I know if PPC is working?
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Track metrics like clicks, conversion rate, and ROI. Use software like Housecall Pro to connect ad data with booked jobs and real revenue
