HVAC is two businesses wearing one uniform, and the ad account has to know that.
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Cooling and heating are not one service with two names. They peak six months apart, they are bought by people in two different states of mind, and they convert on two different landing pages. Run them as one campaign and the August budget quietly funds January keywords nobody is searching, then January inherits ad copy written for a heat wave. Split them and each one gets its own budget, its own headline and its own seasonal ramp.
The other split that matters is repair against replacement. A homeowner searching at eleven at night with no air conditioning is not shopping. They want a truck, tonight, and they will call the first business that looks like it answers the phone. The person pricing a new system is doing the opposite: three quotes, a week of thinking, a spouse to convince. Same trade, same trucks, opposite ads. The replacement campaign earns a financing line and a rebate mention. The emergency campaign earns a phone number and hours.
Cooling demand ramps with the first sustained heat and collapses when it breaks. Heating spikes on the first genuinely cold night of the year and again after the holidays. Replacement leads cluster in the shoulder months, when nothing is broken and homeowners have time to get quotes.
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Judged against your own job value, not a category average. Bring your numbers to the call and we will do that arithmetic with you.
Services that share a buyer, a pitch and a landing page run as one campaign. Services that do not, do not. That grouping is the only thing that decides your price.
Here is the full set for hvac. Most businesses run two or three of these, not all six. Count the ones you sell and that is your plan.
Separate campaigns for cooling and heating, each with its own seasonal budget ramp. Emergency ad copy carries hours and a call button; replacement copy carries financing. Search terms reviewed every weekday, because HVAC attracts more junk traffic than almost any trade: filter changes, DIY, parts, window units.
How we run Google AdsReplacement is the Meta play. Nobody buys a system off a Facebook ad, but a homeowner whose unit is fifteen years old will remember a name. We run it against homeowners in the right age of housing stock and retarget everyone who priced a system and did not book.
How we run Meta AdsHVAC is one of the highest-intent categories on Yelp, and the request-a-quote flow puts you in front of a homeowner already messaging three contractors. Response time decides that one. Yelp-only management is $450 a month, with ad spend paid directly to Yelp.
How we run Yelp AdsAsked on nearly every hvac call.
Two. They peak six months apart, so a single shared budget always overspends the wrong season. Two campaigns let cooling ramp in spring and heating ramp in autumn, each with its own ad copy and its own landing page, without either one starving the other.
A negative keyword list worked on every weekday. HVAC pulls more irrelevant traffic than any other home service: filters, capacitors, parts diagrams, window units, "how to". We read yesterday's actual search terms every morning and cut the ones that spent money without a chance of a booking.
Smaller, not switched off. Turning a campaign off resets the learning that took a season to build, and turning it back on means paying to learn again. We reduce budget and shift it toward the season that is actually happening, then ramp back before demand arrives rather than after.
Yes, as their own cluster. Maintenance plans are the most valuable thing an HVAC business sells and almost nobody advertises them, because they convert badly as a cold search. They work as a retargeting and email offer to people who already had a repair, which is a different campaign structure entirely.
No. A property manager comparing service contracts and a homeowner with no air conditioning are different buyers reading different pages. Commercial gets its own cluster, and it usually wants Google and direct outreach rather than Yelp.
Bring what you spend and what a lead costs you. We will tell you what we would change first, whether or not you hire us.
