Ads are the part of the service that can change your phone volume this week. They are also the part where money disappears fastest when nobody is watching. We run Google and Meta campaigns for HVAC companies inside the monthly service, and we treat every dollar as if it came out of our own pocket.
What ads management includes
The plan sets the depth. Starter includes a basic setup on Google and Meta: search campaigns for your core services and a simple local campaign on Facebook and Instagram. Growth adds multi-channel paid ads and retargeting, so homeowners who visited your replacement page see you again while they decide. Elite adds video marketing, which can be used in campaigns.
Within those limits, the monthly work covers:
- Keyword and audience choices tied to the jobs you want, not the ones that are easy to buy
- Negative keywords, so you stop paying for "jobs", "DIY" and "parts" searches
- Ad copy that matches your landing pages and states your real service area
- Weekly checks of search terms, spend and calls
- Budget shifts as your season changes
The rule: tracking before spending
No campaign goes live until calls from it can be counted. That is why ads usually start at the end of onboarding or early in month two, not on day one. A month of untracked spend tells you nothing, and owners who have been through it with another agency know how frustrating that is.
Who it suits
Ads suit HVAC companies that need calls now, that have a clear, profitable job to sell, and that can answer the phone when it rings. They suit you less if your office misses calls, because paid calls that go to voicemail are the most expensive calls you will ever buy.
A seasonal budget, worked through
Most HVAC demand in Canada follows the weather, so a flat monthly ad budget rarely makes sense. Here is an example for a gas-heated market where furnace work dominates:
| Period | Budget weight | Focus |
|---|---|---|
| September–October | Rising | Tune-ups, maintenance plans, early replacements |
| November–February | Highest | No-heat repair, emergency service, replacements |
| March–May | Moderate | Replacement quotes, heat pump education |
| June–August | Moderate to high | AC repair and install, heat pump installs |
Say your average service call earns $350 and your team books 60% of the calls that come in. If a click costs $9 and one in eight clicks becomes a call, each call costs $72, and each booked job about $120 in ad spend. That leaves room. If the booking rate drops to 30%, the cost per booked job doubles to $240 without anything changing in the ads. That is why we report on your booking rate as well as our click costs.
How we measure it
Every ads report leads with cost per booked job by campaign, then shows calls, cost per call and the search terms that triggered them. Clicks and impressions appear lower down, as context.
Results from our HVAC work include HVACDeal.ca, with 500+ leads at a 12:1 ROI, and BCWide.ca, which tripled leads in 90 days. Those projects combined ads with search and website work; ads alone rarely carry a company for long. The results page explains each one.
What we need from you
Tell us when you are fully booked, when a technician is off, and when you want to push a particular job such as heat pump installs. Share booked-job numbers from your dispatch system if you can. Those few inputs make more difference to cost per booked job than any bidding setting.
Mistakes to avoid
- Broad match left unattended. It will happily spend on searches you never wanted.
- Sending ad traffic to the home page. A furnace ad should land on a furnace page.
- Judging a campaign on its first week. HVAC demand swings with the weather; wait for enough calls to decide.
- Promoting rebates you haven't checked. Programs change. We confirm the current terms with the administrator before mentioning any program, and we remove it when it closes.
Read reporting for how ad results are shown, or the pricing page for plan details.
Frequently asked questions
Is ad spend included in the plan price?
The plan fee pays for our work. What you pay Google or Meta for clicks and views is a separate budget that you approve in writing and can change with notice. We will set out both numbers before anything goes live.
What is the difference between Starter and Growth for ads?
Starter includes a basic Google and Meta ads setup. Growth adds multi-channel paid ads and retargeting, which helps when homeowners take weeks to decide, as they often do with replacements.
How quickly do ads bring calls?
Usually within days of launch, once the campaign is approved. Whether those calls are profitable takes a few weeks of data to judge, which is why the first month of ads is treated as a test.
Can you pause ads when we're fully booked?
Yes. Tell us by call, text or email and we will pause or scale back the campaigns. Running ads when you cannot take the work only wastes your budget.