Replacement margin, repair budget
Installs make the money but equipment costs squeeze them, and repairs make the hourly rate. An account that bids the same on both lets Google pick, and Google picks the cheap, frequent repair call.
The first 95-degree day decides your summer. We have the budget ready before it arrives.
HVAC is the most expensive trade on Google. “AC repair near me” runs $40 to $90 a click in a hot metro, the private-equity brands and the manufacturer dealer programs bid on everything, and the lead-gen sites resell the same homeowner to three companies. The margin on a $300 repair does not survive a sloppy account.
We separate service from replacement, scale the budget with the weather, keep the DIY and parts searches out, and track every call through ServiceTitan or your CRM to a dispatched job and a sold system.
Repairs from $200 to $1,500, system replacements $8,000 to $20,000. The upside is real. So is the waste, and here’s where it usually comes from.
Installs make the money but equipment costs squeeze them, and repairs make the hourly rate. An account that bids the same on both lets Google pick, and Google picks the cheap, frequent repair call.
The first heat wave triples the searches and the click prices. A flat daily budget runs out at 10 a.m. on the one day the whole month depends on.
“AC capacitor replacement” and “furnace filter size” are people with a screwdriver and a YouTube video. They cost the same $60 click as a homeowner with a dead compressor.
Service, replacement and maintenance as separate campaigns: Emergency AC repair, furnace repair, system replacement, heat pumps and ductless, IAQ and duct work, maintenance plans, commercial. Each bid to its own ticket and margin.Weather-scaled budgets: Bids and daily budgets that rise with the forecast, so you are live and winning at noon on the hottest day instead of capped out before lunch.Replacement pages with financing and rebates: Monthly payment framing, utility rebates and the federal heat pump credit, front and center. A $14,000 number loses the click; $179 a month keeps it.Track to the sold system: Call tracking with recordings plus ServiceTitan, Housecall Pro or FieldEdge, so Google bids toward invoiced jobs and sold systems, and the repair calls that turned into replacements get credited properly.Examples from hvac accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
In a hot, competitive metro, $8k to $20k a month in season and less in the shoulder months. In a smaller market, $4k to $8k. We set the number by your market, your tech count and what a sold system is worth to you, and we move it with the weather.
No. One HVAC company per metro. The rollups and the dealer programs are already in the auction; we will not add a second client bidding against you.
Both. LSAs take the top of the page for repair calls, search wins the replacement and heat pump research, and we compare cost per booked job across them every week so the budget goes where it pays.
Your best customer pays every quarter for years. Let’s go get that one.
How we run it →Honest companies lose the click to scammers every day. Here’s how to stop that.
How we run it →Someone is locked out right now. They’re calling the first number they see.
How we run it →Every search is an emergency. Every click comes from a phone. Build for that.
How we run it →Talk to a senior PPC expert who has run hvac accounts. Never a junior.