Paid ads are the fastest way for an HVAC company to get the phone ringing, and the easiest way to waste money. We run Google and Meta campaigns for heating, cooling and maintenance work, and we judge them by one measure: what each booked job cost. If a campaign cannot be traced to calls and jobs, we fix the tracking before we spend more.
What it is
The answer first: search ads for people looking now, and social ads for people who will need you later.
Google search ads put you in front of homeowners typing "furnace not working" or "heat pump quote". Meta ads on Facebook and Instagram reach homeowners in your area before they search, which suits planned work such as replacements, cooling installs and maintenance plans. Retargeting reminds people who visited your site and did not call.
Who it is for
Ads suit HVAC companies that need calls this season, or want to test a new service or town quickly.
They are a poor fit if the phones are not answered reliably, because paid leads that reach voicemail are lost money. Statistics Canada's 2023 survey found only 16.7% of construction enterprises, and 1.3% of micro construction firms, bought online ads (Table 22-10-0120-01). Our reading is that the local HVAC auction is often less crowded than owners assume, but that only helps companies that can handle the calls.
What is included
The campaign structure follows how HVAC demand actually behaves.
| Campaign | Typical intent | Measured by |
|---|---|---|
| Emergency repair | "No heat", "AC not working" | Calls answered and jobs booked |
| Replacement and install | "Furnace replacement", "heat pump installation" | Quote requests and installs sold |
| Maintenance | "Furnace tune-up", "AC service" | Bookings and plan sign-ups |
| Retargeting | Past visitors | Return visits that convert |
Each plan level adds scope: Starter includes basic Google and Meta set-up; Growth adds multi-channel paid ads and retargeting; Elite adds video. See pricing.
Timeline
Search campaigns can produce calls within days of launch, once tracking is in place. The first month is a test: we expect to cut keywords, adjust towns and rewrite ads. By the second or third month, there is enough data to compare cost per lead across services. BCWide.ca reached 3× leads in 90 days, which shows the pace that is possible; it is a named result, not a forecast for your market.
How results are measured
A worked example shows why we measure cost per booked job rather than cost per click.
Suppose a campaign spends $2,000 in a month and produces 40 calls. That is $50 per call. If 15 of those calls book, the cost per booked job is about $133. If your average job is worth $600 and your margin is a third of that, each booked job returns about $200 in margin, so the campaign is paying. If only 5 book, the cost per booked job is $400 and it is not. The click price is the same in both cases; the booking rate decides the answer. Our reporting service supplies those numbers.
Meta ads in particular
Meta campaigns suit planned purchases more than emergencies. We use them for maintenance offers, cooling and heat pump interest, and retargeting, and judge them on booked jobs like everything else.
Mistakes to avoid
The answer first: most wasted HVAC ad spend comes from three habits.
- No call tracking. Without it, every campaign looks equally good or equally bad.
- Broad targeting. Showing ads across a whole metro area when trucks only go to part of it.
- One budget all year. Heating and cooling demand move with the weather; budgets should too.
- Sending every ad to the home page. Each campaign needs a page that matches the search, built by our content service.
For the market context behind our ad plans, see our reports. HVAC.Report is a marketing service, not an HVAC contractor. Call, text or email to review your current campaigns.
Frequently asked questions
How much should an HVAC company spend on ads?
There is no public benchmark we trust for that. We start with a test budget you are comfortable losing, measure cost per lead and cost per booked job, and increase spend only where the numbers justify it.
Is ad spend included in the plan price?
How ad spend is billed, and exactly what the plan fee covers, is confirmed in writing in your proposal before anything starts, so there are no surprises.
Which plan includes ads?
Starter includes basic Google and Meta ads set-up. Growth adds multi-channel paid ads and retargeting, and Elite adds video marketing on top.
Do ads help my Google Maps ranking?
No. Google states there is no way to pay for a better local ranking. Ads are a separate, labelled channel; they bring calls while organic and local work builds.