How to Set Up Your First HVAC Google Ads Campaign Part 2: Getting Started

Chris Smith • August 28, 2024

In our last post on the All Contractor Marketing blog, we discussed the basics of a Google Ads campaign for HVAC companies. In this post, we want to dive into the details of getting started. 


Running a Google Ads campaign requires more than many people believe. It’s not something you can simply set up and hope for the best. Everything from choosing keywords to building the campaign structure takes diligence and adaptability. 

We’re here to help set you up for success. 


Without further ado, let’s get started. 


Choosing Relevant Keywords for HVAC Services


1. Identify Core Services


Start by listing the main services your HVAC business offers, such as air conditioning repair, furnace installation, or duct cleaning. Identifying these core services is crucial for HVAC companies to attract the right customers and drive leads through targeted Google Ads campaigns.


2. Think Like a Customer


Consider what words your potential customers might use to find your services. Use phrases like “emergency HVAC repair” or “affordable heating service.”


3. Use Long-Tail Keywords


Long-tail keywords are more specific phrases that usually have lower competition and cost. Examples include “24-hour AC repair in [Your City]” or “best HVAC maintenance near me.”


Since HVAC services are often local, include geographic keywords to target customers in your area, such as “HVAC services in [City Name].”


Tools for Keyword Research


  1. Google Keyword Planner: This is a free tool provided by Google that helps you find relevant keywords for your campaign. It shows you keyword ideas, search volume, and competition level.
  2. Ubersuggest: A useful tool for finding new keywords and getting insights into search volume and keyword difficulty.
  3. Moz Keyword Explorer: This tool offers keyword suggestions, search volume data, and a difficulty score to help you choose the best keywords.
  4. SEMrush: A comprehensive tool that provides keyword research, competitor analysis, and search trends.


Using Google Keyword Planner


  1. Access the Tool: Log in to your Google Ads account and navigate to the Keyword Planner under the “Tools & Settings” menu.
  2. Discover New Keywords: Enter words related to your HVAC services. The tool will generate a list of related keywords along with their search volumes.
  3. Analyze Metrics: Look at metrics like average monthly searches and competition level to choose the best keywords.
  4. Select and Save Keywords: Pick the keywords that are most relevant to your business and save them to use in your ad groups.


Campaign Structure


A well-organized campaign helps you manage your ads more effectively and ensures you reach your target audience with precision. Here’s how to set up your campaign structure, choose the right type, and plan your budget.


Choosing the Right Campaign Type for HVAC Services


For an HVAC company, Search Network Campaigns are usually the best choice. They target users actively searching for HVAC services, making them more likely to convert into customers. However, consider using Display Network Campaigns to build brand awareness or Video Campaigns to engage potential customers with informative content about your services.


Budgeting and Bidding Strategies


Setting Your Budget


Determine how much you want to spend on your Google Ads campaign. Start with a daily budget that aligns with your overall marketing budget. Google Ads allows you to set a maximum daily spend, giving you control over your expenses.


Choosing a Bidding Strategy


Decide how you want to pay for your ads. Common bidding strategies include:


  • Cost-Per-Click (CPC): You pay each time someone clicks on your ad. This is ideal for driving traffic to your website.
  • Cost-Per-Thousand Impressions (CPM): You pay based on the number of times your ad is shown, useful for brand awareness.
  • Cost-Per-Acquisition (CPA): You pay when someone takes a specific action, such as filling out a form or making a call. This is effective for generating leads.
  • Maximize Clicks: An automated strategy where Google Ads tries to get as many clicks as possible within your budget.
  • Target CPA: Google Ads sets bids to help get as many conversions as possible at your target cost-per-acquisition.


Setting Up Your Campaign


1. Define Your Goals


Before you start, clearly define what you want to achieve with your campaign. Are you looking to drive more traffic to your website, increase calls, or boost brand awareness?


2. Organize Your Campaigns


Create separate campaigns for different services or objectives. For instance, you might have one campaign for air conditioning services and another for heating services.


3. Ad Group Structure


Within each campaign, create ad groups based on specific services or keywords. This helps you manage your ads more efficiently and ensures they are highly relevant to your target audience.


Ad Groups and Ad Creation


Creating well-structured ad groups and compelling ad copy ensures your ads are highly relevant to potential customers. This improves both click-through rates and conversion rates.


Organizing Ad Groups


Ad groups help you organize your keywords and ads. Each ad group should focus on a specific service or product, making it easier to create targeted ads.


Grouping Keywords into Relevant Ad Groups


  1. Identify Core Services: Start by identifying the main services your HVAC business offers, such as air conditioning repair, heating installation, and duct cleaning.
  2. Create Specific Ad Groups: Group keywords related to each service into separate ad groups. For example:
  • Air Conditioning Services: Keywords like “AC repair,” “air conditioning installation,” “emergency AC repair.”
  • Heating Repair: Keywords like “furnace repair,” “heating system maintenance,” “heater installation.”
  • Duct Cleaning: Keywords like “duct cleaning services,” “vent cleaning,” “air duct cleaning.”


Creating Compelling Ad Copy


Ad copy is the text that appears in your ads. It needs to be engaging and persuasive to attract clicks.


1. Write Clear Headlines


Your headlines should grab attention and clearly state what you offer. Use action words and highlight key benefits. For example, “Fast & Reliable AC Repair” or “Affordable Furnace Installation.”


2. Include Keywords Naturally


Use your main keywords in the ad copy to make it relevant to the search query. This can improve your ad’s relevance and Quality Score.


3. Highlight Unique Selling Points


Mention what makes your HVAC services stand out, such as 24/7 availability, free estimates, or licensed technicians. For example, “24/7 Emergency HVAC Services” or “Free Estimates on All HVAC Installations.”


4. Add a Call to Action (CTA)


Encourage users to take action with a strong CTA. Phrases like “Call Now,” “Get a Free Quote,” or “Schedule Service Today” can prompt users to click on your ad.


5. Use Ad Extensions


Enhance your ads with extensions like call buttons, location information, or additional site links. These can increase the ad’s visibility and provide more information to potential customers.


Example of Ad Copy for HVAC Services


  • Headline 1: “Fast & Reliable AC Repair” 
  • Headline 2: “24/7 Emergency HVAC Service” 
  • Description: “Need urgent AC repair? Our licensed technicians are available 24/7. Call now for a free estimate and fast service.”


Targeting Options


By setting precise geographic and demographic targets, you can optimize your HVAC ads to attract local customers and increase conversions.


Geographic Targeting


Geographic targeting allows you to show your ads to users in specific locations. This is essential for HVAC businesses that serve particular areas.


Setting Location Targeting for Local HVAC Service Areas


  1. Define Your Service Area: Determine the specific regions, cities, or neighborhoods where your HVAC services are available.
  2. Set Location Targeting: In your Google Ads account, navigate to the location settings. Enter the geographic areas you want to target. Setting location targeting can enhance the effectiveness of local service ads for HVAC businesses. These ads appear prominently in search results, are verified by Google, and operate on a pay-per-lead model, connecting you with customers actively seeking services in your local area. You can include multiple locations if your service area spans several cities or regions.
  3. Exclude Irrelevant Areas: Exclude locations where you don’t offer services. This helps ensure your ads are shown only to potential customers within your service range, reducing wasted spend.


Using Radius Targeting for Precise Location Reach

Select Radius Targeting


Choose radius targeting to reach users within a specific distance from your business location. This is useful if you want to attract customers within a certain radius, such as 10 miles from your office.


  1. Set the Radius: In the location settings, enter your business address and specify the desired radius. Google Ads will show your ads to users within this area.
  2. Adjust Based on Performance: Monitor the performance of your radius-targeted ads. If certain areas within the radius perform better, you can refine your targeting to focus more on those high-performing zones.
  3. Demographic Targeting: Demographic targeting allows you to tailor your ads based on the characteristics of your ideal audience, such as age, gender, and household income.


Adjusting Ads Based on Audience Demographics


Identify Your Target Demographics


Consider who your typical customers are. For HVAC services, this might be homeowners aged 30-65, predominantly male or female, depending on your service trends.


Set Demographic Targeting


In your Google Ads account, go to the demographic settings. You can specify age ranges, gender, and household income levels.


Adjust Bids for Specific Demographics


If certain demographics are more valuable to your business, you can adjust your bids to prioritize showing ads to those groups. For instance, if homeowners aged 40-55 are your best customers, increase your bids for this age group to improve your ad visibility.


Use Exclusions


Exclude demographics that are unlikely to convert. For example, if young adults aged 18-24 are not typically in need of HVAC services, exclude this age group to focus your budget on more relevant audiences.


Combining Geographic and Demographic Targeting

Layer Targeting Options


Combine geographic and demographic targeting to narrow down your audience even further. For instance, target homeowners aged 30-65 within a 20-mile radius of your business.


Refine Based on Data


Continuously review the performance of your targeted ads. Use insights from your campaign data to refine your targeting settings. If certain demographics or locations are driving more conversions, adjust your targeting to focus on these areas.


Example of Targeting Settings for an HVAC Campaign



  • Location Targeting: Target users within a 15-mile radius of [Your City] and exclude areas outside your service range.
  • Demographic Targeting: Target males and females aged 30-65 with household incomes in the top 50% of your service area.
  • Bid Adjustments: Increase bids by 20% for users aged 40-55, as they represent a high-value customer segment.


This is how to maximize the efficiency of your ad spend and drive better results for your business.


Improving Ad Visibility and Performance with Extensions


  1. Increase Click-Through Rate (CTR): Ad extensions provide more information and clickable options, making your ads more attractive and likely to be clicked on.
  2. Improve Ad Rank: Extensions can improve your ad rank, meaning your ads can appear higher on the search results page without necessarily increasing your bid.
  3. Better User Experience: Extensions help users find the information they need quickly and easily, enhancing their overall experience with your ads.
  4. Higher Conversion Rates: By providing more relevant information upfront, extensions can lead to higher conversion rates as users are better informed and more likely to take action.


Types of Ad Extensions for an HVAC Campaign


Using Ad Extensions Like Sitelink Extensions, Callout Extensions, and Structured Snippets can enhance your ad’s visibility and relevance. These extensions provide additional information and direct users to specific sections of your website, improving user experience and increasing conversion rates.


1. Sitelink Extensions


Use sitelink extensions to direct users to specific sections of your website. For instance, link to pages like “Air Conditioning Repair,” “Heating Services,” “Special Offers,” and “Customer Testimonials.” This makes it easier for users to find the information they need and increases the chances of conversion.


2. Callout Extensions


Add callouts to emphasize unique features or benefits of your services. Highlight points such as “Certified Technicians,” “Same-Day Service,” or “Energy-Efficient Solutions.”


3. Call Extensions


Make it simple for potential customers to contact you by adding a phone number. This is particularly useful for mobile users who prefer to call directly.


4. Location Extensions


If you have a physical location, adding your address can help local customers find your business. This is especially effective for users searching for nearby services.


5. Structured Snippet Extensions


Provide additional details about your services, such as “Types: Central Air, Split Systems, Heat Pumps” or “Brands: Carrier, Trane, Lennox.”


6. ​​Price Extension


Display starting prices for popular services like “AC Repair from $99” or “Heating Installation from $599.” This can attract cost-conscious customers.


7. App Extensions


If your business has a mobile app, use app extensions to encourage users to download it for easier access to your services.


Example of Using Ad Extensions for an HVAC Campaign


  • Sitelink Extensions: Include links to “Air Conditioning Repair,” “Heating Services,” “Schedule an Appointment,” and “Special Offers.”
  • Callout Extensions: Highlight benefits like “24/7 Emergency Service,” “Licensed & Insured,” and “Customer Satisfaction Guaranteed.”
  • Call Extensions: Add your business phone number for direct calls.
  • Location Extensions: Display your business address and a map for local customers.
  • Structured Snippet Extensions: Highlight service categories like “Installation, Repair, Maintenance” and brands you work with.
  • Price Extensions: Show starting prices for common services.
  • App Extensions: Promote your mobile app with a direct download link.


8. Setting Up Conversion Tracking


Conversion tracking helps you measure the effectiveness of your Google Ads work. It allows you to track specific actions taken by users after clicking your ad, such as making a purchase, filling out a contact form, or calling your business.


Installing Conversion Tracking Codes on Your Website


Implementing conversion tracking codes is essential for measuring the effectiveness of your advertising campaigns. Follow these steps to ensure accurate tracking of user actions on your website.


1. Create a Conversion Action


In your Google Ads account, navigate to the “Tools & Settings” menu and select “Conversions” under the “Measurement” section. Click on the “+” button to create a new conversion action.


2. Select Conversion Source


Choose the source of your conversion, such as website, app, phone calls, or imported conversions. For most HVAC businesses, website conversions (e.g., form submissions, calls from ads) are common.


3. Set Up Conversion Details


Enter the details of your conversion action, including the name, value, count (whether you want to count every conversion or only one per ad click), and conversion window (how long after an ad interaction you want to track conversions).


​​4. Get the Tracking Code


Google Ads will generate a conversion tracking code, also known as a tag. Copy this code.


5. Install the Code on Your Website


Paste the conversion tracking code into the HTML of your website’s thank you page or the page users land on after completing the desired action. You may need to work with your web developer to ensure the code is placed correctly.


Tracking Leads and Conversions from Google Ads Campaigns


Accurate tracking of leads and conversions is essential for understanding how well your Google Ads campaigns are performing. By following these steps, you can effectively monitor your results and make informed decisions to optimize your campaigns.


Verify Installation

 

Use the Google Tag Assistant or the Tag Manager to verify that the conversion tracking code is working correctly on your website.


Track Conversions in Google Ads


Once the code is installed and verified, Google Ads will start recording conversions. You can view conversion data in your Google Ads account under the “Campaigns” tab by adding the “Conversions” column to your reporting.


Analyze Conversion Data


Review the conversion data to understand which keywords, ads, and campaigns are driving the most valuable actions.


Monitoring and Adjusting


Continuous monitoring and optimization improves the performance of your Google Ads campaigns. By analyzing key metrics and making data-driven adjustments, you can enhance your campaign’s effectiveness.


What’s the Next Step? 


Now, that you’ve set up the basics in your Google Ads campaign, it’s time for lift-off!

Read the final part of this blog series How to Set Up Your First HVAC Google Ads Campaign Part 3: Launching Your Campaign to get the inside scoop on launching, testing, and refining. If you missed it, you can catch up on Part 1: The Basics for a foundational overview.


We understand that Google Ads is a complicated process – full of roadblocks and obstacles. All Contractor Marketing is here to help you set everything up and make sure your campaign gets the traction you need for your HVAC business. For any questions, feel free to reach out directly.

Promotional Items: A Smart Marketing Tool for HVAC Contractors

By Chris Smith • April 25, 2026
How HVAC Companies Can Use Promotional Products to Grow During a Slow Economy In times when budgets tighten and new leads are harder to come by, HVAC businesses need creative ways to stay top of mind with current and potential customers. Promotional products — when used strategically — can be a cost-effective marketing tool that strengthens brand awareness, boosts customer loyalty, and drives repeat business without draining your marketing budget. Here’s how HVAC contractors can get the most value from promotional products in a softer economy. 1. Take Stock of What You Already Have Before ordering new branded items, check your inventory. If you have leftover promotional gear from previous campaigns — things like branded pens, magnets, or reusable bags — consider repurposing them in upcoming promotions or customer appreciation efforts. Reusing existing stock helps stretch your budget further. 2. Choose Products That Reflect Your Brand and Audience Not all swag delivers equal value. For HVAC services target homeowners and property managers who value reliability and comfort. Useful items like branded thermometers, magnetic HVAC maintenance checklists, or quality reusable water bottles keep your logo visible and relevant all year long. Durable items increase daily use and repeated exposure, offering better long-term return on investment than throwaways. 3. Track Impact With Simple Metrics You can make promotional products measurable. Try adding QR codes that link to a special HVAC service offer or maintenance guide, or include promo codes redeemable for tune-up discounts. This lets you track how many leads and conversions came directly from your swag. 4. Prioritize Items With Practical Value In a competitive HVAC market, promotional products that get frequent use are especially powerful. Everyday tools like quality pens, calendars, or utility knives can keep your brand on a customer’s desk or keyring. Even branded magnets with your emergency contact number are practical and appreciated, especially during extreme weather months. 5. Buy Smart to Save Money Bulk ordering can significantly reduce per-item cost. If your business services multiple territories or branches, consider pooling orders with other teams or departments to benefit from economies of scale. Plan ahead to avoid rush fees and ensure timely delivery. 6. Design With Quality and Relevance in Mind Cheap giveaways may generate short-term attention but can diminish your brand’s professional image. Invest in quality items that people will want to keep and use. A well-designed HVAC branded item suggests reliability — just like your services. 7. Create Curated Brand Experiences Instead of handing out single items, assemble thoughtful care packages for specific audiences. For example: A winter readiness kit for homeowners that includes a door draft stopper, branded coffee mug, and maintenance coupon A property manager kit with office essentials and priority service contact details These curated bundles feel more valuable and strengthen emotional connection with your brand. 8. Partner for Co-Branded Opportunities Collaborate with complementary local businesses — like realty agencies or home improvement stores — to co-brand promotional products. Sharing costs and audiences can expand reach while keeping expenses down. 9. Use Promotional Products at Every Customer Touchpoint Give promotional products out at service calls, trade shows, community events, or when customers sign up for maintenance plans. These moments are opportunities to reinforce your brand and remind people that you’re the trusted HVAC partner they can count on. 10. Follow Up After Distribution Your job isn’t done when the item is handed out. Send a follow-up email or text message thanking customers for visiting your booth or for their business, and remind them how to redeem any special offers included with the promo item. This extra touch increases the likelihood of returning business. Final Thoughts  Even in a slower economy, promotional products remain a powerful way to nurture customer relationships, build brand recognition, and generate measurable business results. With thoughtful planning, tracking, and customer focus, HVAC companies can turn simple branded items into tools that help grow their business and stay ahead of the competition.

HVAC Social Media Strategy That Actually Works

By Chris Smith • April 18, 2026
How HVAC Businesses Can Streamline Social Media With Smart Publishing In today’s digital world, staying active on social media isn’t extra — it’s essential. For HVAC companies, regular social posts help you stay top-of-mind with local customers, share seasonal tips, promote service specials, and build trust in your community. But consistently creating and scheduling posts across Facebook, Instagram, LinkedIn, Google Business Profile, and more can quickly become overwhelming. That’s where automated social publishing tools come in. These systems take the guesswork and grunt work out of managing your HVAC social presence by planning, generating, and scheduling content for you — while keeping your brand voice consistent. Why HVAC Social Media Publishing Can Be Hard Most HVAC teams know the struggle: you start the week with good intentions, only to stare at a blank content calendar by Tuesday. Posting regularly across multiple platforms means: Creating new content ideas Customizing messages for each social platform Aligning posts with seasonal needs (think winter heating care or summer A/C checkups) Scheduling at times your audience will engage All of this is time-consuming — and that’s before you factor in approvals and edits. What Social Publishing Tools Do Modern social publishing systems automate the whole content cycle — from planning to posting. They: Generate ideas and posts AI and smart engines analyze industry trends, seasonal events, local needs, top-performing past posts, and competitors to suggest what you should post and when. Tailor content for HVAC audiences By learning your brand voice and service areas, these tools create posts that feel authentic — whether you’re promoting spring tune-ups, sharing energy-saving tips, or highlighting customer testimonials. Fill your calendar automatically Rather than starting from scratch each week, you get a filled content calendar with ready-to-publish posts that align with your goals and local HVAC needs. Handle multi-platform posting Good tools let you publish to Facebook, Instagram, LinkedIn, TikTok, and Google Business Profile all from one place. Support approvals and edits If you want oversight before anything goes live, built-in approval workflows make it easy for your marketing lead to review and adjust posts. Benefits for HVAC Companies Using a dedicated social publishing solution can transform how your HVAC business connects with customers: Save time Automated content generation and scheduling free your team to focus on service quality and customer communication rather than repetitive posting. Increase engagement Consistent posting paired with AI-recommended best posting times can help boost reach and interaction, bringing more eyes to promotions, maintenance tips, and seasonal reminders. Stay relevant locally Rather than generic national posts, these tools help craft messages that make sense for your specific service areas — a key advantage for local HVAC businesses trying to build regional authority. Grow your brand voice AI learns your style over time, producing content that sounds like you — not robotic or generic. Best Practices for HVAC Social Publishing Here are a few tips to get the most out of your social publishing system: Plan seasonal campaigns. Highlight preventative maintenance in spring and fall, energy-saving summer tips, emergency service readiness in winter, and any promotions you run. AI tools can help populate these into your calendar. Mix educational content with promotions. Balance service specials with helpful HVAC tips — like how to change filters or when to schedule a pre-winter check. AI tools often pull trend data to help you do this effectively. Review and customize. Automated uploads are great, but always glance at suggested posts to ensure they fit your brand and local audience. Track results. Use analytics to see which posts get the most engagement and let that guide future topics. Many social publishing tools include reporting dashboards. Conclusion  For HVAC businesses aiming to grow their online presence without spending hours each week on content creation, automated social publishing tools are a game changer. By generating on-brand, locally tailored posts and scheduling them at optimal times, these systems make social media management efficient and effective — helping you attract new leads and deepen engagement with your community.

HVAC Online Listings: The Foundation of Local Visibility

By Chris Smith • April 11, 2026
Why Accurate Online Listings Are a Game Changer for Your HVAC Business As an HVAC contractor, getting found online isn’t optional anymore — it’s essential. When homeowners search for “AC repair near me” or “furnace installation,” your business needs to show up with accurate, complete information across all the major directories to win that lead. One of the most impactful ways to improve your local visibility and attract more customers is through well-managed online listings and reporting. What Are Online Listings? Online listings are your business profiles across platforms like Google Business Profile, Apple Business Connect, Yelp, Bing Places and many industry-specific directories homeowners use to find HVAC services. These listings include your company name, address, phone number (NAP), hours, services offered and often customer reviews. Maintaining accurate listings helps you show up in local search results when potential clients are actively looking for HVAC help. Why HVAC Listings Matter More Than Ever Search engines use business listings to understand who you are and where you operate. Accurate, consistent listings across the web: Boost local SEO rankings because search engines trust consistent data. Connect customers quickly with up-to-date details like emergency service hours or new contact numbers. Increase credibility by showing reviews and complete business information. For HVAC contractors — where services are often urgent — listings can be the difference between a new job and a lost customer. The Power of Listings Reporting Simply having listings isn’t enough; you need to know how they perform. Listings reports help HVAC businesses analyze how customers find and interact with their profiles online. With reporting tools you can: Measure visibility and engagement like how many times your listings appeared and what actions users took (calls, clicks, directions). Check profile accuracy to ensure your hours, phone and services are correct everywhere. Track keyword rankings so you can optimize for HVAC-specific searches like “emergency AC repair” in your city. Compare performance over time to see what’s working and where to improve. This data allows you to make smarter decisions about where to invest your marketing efforts and how to optimize listings for more calls and bookings. Listings Score and Why It Matters Most reporting tools also give you a Listings Score, a snapshot of how strong your online presence is across platforms. A higher score means: More accurate information across directories Better local search rankings Higher trust from search engines and customers Improving your listings score over time should be part of your HVAC marketing strategy. Best Practices for HVAC Listings To get the most from your listings: Claim and verify your profiles on Google, Yelp, Apple and industry directories. Keep NAP consistent across all platforms — mismatches hurt your SEO. Use HVAC-specific keywords so your listings appear in relevant local searches. Encourage customer reviews and respond professionally. Monitor performance and update listings as your services or hours change. Conclusion  For HVAC companies looking to grow online and convert more local searches into real service calls, accurate and well-managed online listings are foundational. Combine them with regular performance reporting to track progress and continuously improve your visibility. That’s how you stay ahead in a competitive local market and make sure customers find your HVAC business first when they need help the most.