Industries · HVAC
HVAC demand arrives in spikes. Your budget has to move that fast.
Two weeks a year decide most of the year's revenue. A campaign managed monthly will miss both of them.
Four things that decide a hvac account.
The weather sets your cost per lead
First real heat wave, first hard freeze — search volume multiplies and every competitor bids into the same hours. Cost per click can double in a day and still be worth paying, because the conversion rate doubles too. Averaging that across a month hides both halves.
Repair and replace are different businesses
A no-cool call is a same-day dispatch worth a few hundred dollars. A system replacement is worth thousands and takes a week of consideration. Run them in one campaign and the cheap repair clicks eat the budget that should have found replacements.
Maintenance plans are the real asset
A member calls you first and does not price-shop. Most HVAC advertising ignores plan signups entirely because they convert at a low ticket, which looks bad in a report and looks excellent in a P&L eighteen months later.
After-hours is where the margin is
Emergency searches at 9pm convert far better than the same searches at 2pm, and most competitors have their ads on a flat schedule. If you can actually dispatch at night, that gap is money.
02
What the searches look like
No-cool and no-heat terms are pure emergency — expensive, immediate, high close rate. Installation and replacement terms are researched over days and need a page that survives comparison. Tune-up and maintenance terms are cheap and feed the membership base. Three intents, three budgets, three pages.
Specific to this trade.
- 01Separate campaigns for emergency, replacement, and maintenance intent
- 02Weather-triggered budget rules that move inside hours, not at month end
- 03Dayparting that bids up after-hours if you actually answer after hours
- 04Financing messaging on replacement pages, where ticket size kills conversion
- 05Membership-plan conversion tracked as its own goal, not lumped into leads
04
What ads can’t fix
Paid media cannot fix a dispatch board that is already full in July. If your trucks are booked three days out during peak, more emergency leads become missed calls and one-star reviews. Advertise the shoulder seasons harder and leave peak alone.
Fifteen minutes on your hvac market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.