High-CPC emergency intent.
When someone searches “AC not working” at 2am, they book the first company that picks up. The ad either captures the call or hands it to a competitor.
01 . HVAC
Every missed call is a competitor’s booked job.
HVAC paid media is high-stakes. Emergency intent converts at sixty to eighty percent. CPC ranges from $28 to $65. The campaign structure that handles that correctly is completely different from what most agencies build.
01 . Challenges
Four things most HVAC agencies miss.
Shoulder seasons.
Spring and fall, demand drops. Most agencies have no plan. We pre-build maintenance, tune-up, and inspection intent campaigns and activate them before the phones go quiet.
Local Services Ads.
The highest-intent placement in home services. Pay-per-lead, not pay-per-click. Managed as a separate system.
Call attribution.
Phone calls are the primary conversion. If you can’t connect a booked job back to the specific keyword that drove it, you’re making budget decisions blind.
02 . System
The HVAC system, top to bottom.
- 01Google Search, intent-segmented.
- 02Performance Max, structured, not default.
- 03Local Services Ads, managed as a separate system.
- 04Meta, awareness plus retargeting.
- 05Google Business Profile optimization.
- 06Programmatic location pages.
- 07Call tracking and attribution, end-to-end.
03 . The operator level
We know HVAC at the ground level.
The firm was built inside an HVAC ecommerce company in Ontario, competing against Reliance and Enercare. The principal still operates that role today. The campaign architecture, attribution stack, and bidding strategies in this page aren’t theoretical. They’re running in production, against named competitors, with real budgets.
Know what every booked job is actually costing you.
The first call calculates true cost per booked job for your current operation. No commitment.