# Google Ads for HVAC companies: Campaigns, budgets and seasons > An HVAC PPC guide: separate repair, replacement and maintenance campaigns, move budget with the weather, track calls and bid toward booked jobs. URL: https://leadwisemarketing.com/blog/google-ads-for-hvac/ Publisher: LeadWise Marketing (Cape Town, South Africa; serving the United States and Europe) Published: 2026-06-19 · Updated: 2026-09-25 · Reading time: 4 min ## The short version - HVAC search demand swings hard with the weather. Keyword tools estimate US "ac repair" searches at around 823,000 in July 2025 and 165,000 in December 2025. - Run separate campaigns for repair, replacement and maintenance, each with its own budget. - Move budget with the season, and watch capacity so you do not pay for calls you cannot take. - Track calls and booked jobs, and send replacement sales back to Google so bidding learns what matters. HVAC PPC is not one campaign. It is at least three businesses sharing an account: urgent repairs, high-value replacements and low-cost maintenance. Each needs a different message and budget, and all three change with the thermometer. ## Campaign structure **Repair.** Keywords such as "ac repair near me", "furnace repair", "heat pump not working". Ads lead with speed, same-day availability and the phone number. These are the highest-volume searches and usually the lowest average ticket. **Replacement.** Keywords such as "new ac unit cost", "furnace replacement", "heat pump installation". Ads lead with financing, brands you install, warranties and reviews. These searches are fewer and worth far more. **Maintenance.** Keywords such as "ac tune up", "furnace maintenance". Ads lead with price and booking ease. Good for the shoulder seasons and for filling technician time. Separating these means your replacement budget is not spent on $150 repair calls, and your repair campaign can respond to demand without starving the others. ## Budgets that follow the weather A flat monthly budget overspends in mild weeks and runs out in heat waves. Review budgets at least weekly in peak seasons. Many HVAC companies raise repair budgets as soon as temperatures pass a set threshold, and lower them when the schedule is full. See [an HVAC marketing plan built around the seasons](https://leadwisemarketing.com/blog/hvac-marketing-plan/). ## Location and schedule Target your real service area with presence-based location targeting. If you do not take after-hours calls, schedule repair ads to stop when nobody can answer, or route after-hours calls to an answering service. Replacement ads can run more evenly, because people research those in the evening. ## Call ads and call tracking Most HVAC leads arrive by phone. Add call assets to every campaign, use call ads for mobile repair searches, and count calls as conversions only above a minimum duration. Use [call tracking](https://leadwisemarketing.com/blog/call-tracking-service-business/) on your website so calls from ad visitors are also counted. ## Negative keywords Add negatives for jobs, training, parts, DIY and brands or equipment you do not service. For replacement campaigns, consider excluding "repair" so small jobs stay in the repair campaign. See [negative keywords for service businesses](https://leadwisemarketing.com/blog/negative-keywords-service-business/). ## Landing pages Send each campaign to a matching page. Repair pages need a large phone number, service area and response time. Replacement pages need financing, brands, warranty terms and reviews. Maintenance pages need a price and a booking button. ## Teach Google what a good lead is If you can, import booked jobs and replacement sales back into Google Ads. Automated bidding then optimizes for jobs, not just calls. See [offline conversion tracking](https://leadwisemarketing.com/blog/offline-conversion-tracking/). **Illustrative example:** These numbers are invented to show the effect of separating campaigns. An HVAC company runs one campaign at $6,000 a month and books 60 jobs, 4 of them replacements. After splitting, it spends $3,500 on repair, $2,000 on replacement and $500 on maintenance. Total jobs stay similar, but replacements rise to 8, adding roughly $35,000 in monthly revenue. ## Where to start Split your account into repair, replacement and maintenance, and review budgets weekly during peaks. Make sure every call is tracked. Our [Google Ads management](https://leadwisemarketing.com/services/google-ads/) service builds HVAC accounts this way, and our [HVAC lead generation](https://leadwisemarketing.com/industries/hvac/) page explains how we work with HVAC companies. If you would like us to review your account, [request a free audit](https://leadwisemarketing.com/contact/). ## Questions owners ask ### Is PPC worth it for HVAC companies? For most, yes. Search ads reach people who need heating or cooling help now, and replacement jobs in particular justify the click costs. ### How much should an HVAC company spend on Google Ads? It varies by market. Set budgets from what you can pay per booked job, and raise or lower them with seasonal demand and capacity. ### Should HVAC companies run Local Services Ads? Usually, yes. They charge per lead and appear above standard search ads. Running both increases your visibility on the same search.