HVAC Paid Ads Webinar: Stop Wasting Money, Get More Leads

Webinar Outline: HVAC Paid Ads

How to Stop Wasting Money and Make Your Ads Work Harder for You

1) Welcome + What You’ll Learn (3–5 minutes)

Introduction to All Contractor Marketing (ACM)
Who this webinar is for:
HVAC business owners
GMs and operations managers
office managers and marketing coordinators
What attendees will learn:
why HVAC paid ads fail for most contractors
how to stop wasted spend and generate better leads
why HVAC ads require a bottom-of-funnel strategy
how buyer-intent keywords drive booked jobs
how negative keywords protect your budget
how click fraud wastes money (and how ACM prevents it)

2) The HVAC Paid Ads Problem: Why Most Contractors Feel Burned (5–8 minutes)

Common contractor experience:
“We spent money and got junk leads”
“We got clicks but no calls”
“Google Ads is too expensive”
The real truth:
paid ads work extremely well in HVAC
but only when they’re built for intent + tracking + conversion
Key takeaway:
HVAC is not a branding-first ad game
HVAC is a high-intent emergency service market

3) Why Traditional “Full Funnel Marketing” Wastes Money in HVAC (10–12 minutes)

Explain this clearly because it’s a major differentiator.

What a full funnel approach usually does

runs awareness ads to cold audiences
pushes “educational content” broadly
retargets lots of traffic
optimizes for cheap clicks or impressions
sends traffic to generic pages

Why this wastes money for HVAC repair/service/install

HVAC demand is not created by ads
it’s triggered by:
breakdowns
discomfort
emergencies
replacement timing
Most homeowners aren’t shopping for HVAC “for fun”
If you pay for top-of-funnel traffic, you get:
window shoppers
DIYers
students/researchers
people looking for parts
people looking for jobs
people looking for manuals

Key takeaway:

In HVAC, top-of-funnel traffic often equals low intent and wasted spend

4) The Better Approach: Bottom-of-Funnel HVAC Paid Ads Strategy (10–15 minutes)

This is the core strategy section.

What bottom-of-funnel means

target people who are already looking to buy
focus on searches with immediate service intent
prioritize conversion over clicks

The HVAC “intent ladder”

High intent:
“AC repair near me”
“furnace repair [city]”
“HVAC service company near me”
“AC not cooling repair”
“heat pump installation [city]”
Medium intent:
“AC replacement cost”
“best HVAC company”
“HVAC financing”
Low intent:
“how does AC work”
“HVAC salary”
“furnace parts”
“DIY thermostat wiring”

Key takeaway:

your budget should be concentrated on the highest intent searches first

5) Structuring HVAC Paid Ads by Service Type (Repair vs Install vs Maintenance) (12–15 minutes)

Show how HVAC paid ads should be separated.

A) HVAC Repair Campaigns (Emergency + high conversion)

goal: phone calls now
keywords:
repair + near me
repair + city
emergency repair
“not working”
landing page focus:
fast response
service area
reviews
call now CTA

B) HVAC Installation / Replacement Campaigns (High ticket)

goal: booked estimates
keywords:
replacement
installation
new system
“install cost”
“financing”
landing page focus:
financing
credibility
process
estimate form + call option

C) HVAC Service / Tune-Up Campaigns (Volume + memberships)

goal: book tune-ups and convert to memberships
keywords:
tune-up
maintenance
service special
landing page focus:
offer + deadline
membership upsell
booking form

Key takeaway:

each service needs its own keywords, ads, and landing pages

6) The Keyword Strategy: Buyer Intent Keywords Win (15–20 minutes)

What buyer-intent keywords are

keywords that signal:
urgency
willingness to hire
immediate need
examples:
“AC repair near me”
“emergency AC repair”
“HVAC repair company”
“furnace repair service”
“AC technician near me”
“heat pump installer”

Why “HVAC relevant” does not mean “buyer intent”

Explain with examples:

“HVAC thermostat” could mean:
shopping for a thermostat
DIY wiring
troubleshooting
“air conditioner” could mean:
window units
portable AC
general research
“furnace” could mean:
parts
manuals
DIY

Key takeaway:

relevance is not enough
intent is everything

7) Negative Keywords: The Most Overlooked Profit Lever in HVAC Ads (15–20 minutes)

This is where you emphasize wasted spend protection.

Why negative keywords matter

they prevent your ads from showing on the wrong searches
they reduce wasted clicks
they improve lead quality
they increase conversion rate
they lower cost per lead over time

Examples of HVAC negatives that save money

jobs / hiring / salary / career / apprenticeship
school / class / training / certification
DIY / how to / troubleshooting / fix myself
parts / replacement parts / used parts
manuals / PDF / instructions
window / portable
wholesale / supply house
free / cheap
home warranty (depending on strategy)
brand terms that attract research not buyers (depends on market)

The “negative keyword system”

build a master negative list
update weekly based on search terms report
separate negatives by campaign type:
repair negatives
install negatives
maintenance negatives

Key takeaway:

the fastest way to stop wasted ad spend is a robust negative keyword strategy

8) Ad Copy That Pre-Qualifies (So You Don’t Pay for Bad Leads) (8–12 minutes)

use ad copy to filter out junk clicks
include:
service area
services offered
licensing/insured
financing (install)
“schedule service today”
examples of strong HVAC ad angles:
“Same-Day AC Repair”
“Licensed HVAC Technicians”
“Upfront Pricing”
“Financing Available”
“Locally Owned & Operated”

Key takeaway:

your ad should attract buyers and repel non-buyers

9) Landing Pages: Why Most HVAC Ads Don’t Convert (10–12 minutes)

biggest mistake: sending paid traffic to the homepage
what a winning HVAC landing page includes:
fast load speed
click-to-call button
reviews visible immediately
service area and hours
short form for booking
offer (if applicable)
trust badges and guarantees

Key takeaway:

ad success is 50% targeting and 50% landing page conversion

10) Fraud Clicks: Bots and Competitors Are Stealing Your Budget (10–12 minutes)

Discuss this clearly but professionally.

What click fraud looks like

repeated clicks with no calls
high spend spikes with no leads
clicks outside service area
unusual device/location patterns

Common sources

bots and automated click farms
competitor clicks
malicious publishers (depending on campaign types)

Why HVAC is a target

HVAC CPCs are high
competitors are aggressive
service keywords are valuable

Key takeaway:

even “good campaigns” can bleed money without protection

11) How ACM Prevents Wasted Spend with Click Fraud Protection (6–10 minutes)

explain ACM’s approach:
uses click fraud prevention software
detects suspicious behavior patterns
blocks repeat offenders and fraudulent sources
reduces wasted spend from invalid clicks
benefits:
more of your budget goes to real homeowners
lower cost per lead
cleaner data for optimization

Key takeaway:

protecting ad spend is part of running ads correctly, not optional

12) The HVAC Paid Ads Optimization System (What to Monitor Weekly) (8–10 minutes)

Weekly review checklist

search terms report (add negatives)
conversion tracking health
call quality review
cost per lead trends
impression share on high-intent keywords
budget allocation between repair/install/service
landing page conversion rate

Key takeaway:

winning HVAC ad accounts are managed weekly, not monthly

13) Common HVAC Paid Ads Mistakes (5–8 minutes)

chasing cheap clicks instead of booked jobs
bidding on broad keywords without negatives
mixing repair and install in one campaign
no conversion tracking
sending traffic to homepage
not answering calls quickly
no fraud prevention

14) Q&A (10–15 minutes)

15) Announce next webinar, "HVAC Marketing Plan — How to Make Your Marketing Maximize Revenue By Matching Seasonal Demand" and link to register.

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