Installs and service agreements, not just repair calls.
You're paying for clicks on Google Local Services Ads and Search, but when AC season hits, the leads are all no-cool emergencies with no margin - and when it ends, the phone stops. We run seasonal paid ads and SEO for HVAC contractors - with call tracking and offline conversion tracking that tells you which clicks turned into $6k system installs and which turned into $89 service calls, so you can build a pipeline that survives the off-season.
You don't have a demand problem. You have a seasonality problem.
Most HVAC contractors we meet aren't under-spending on ads - they're spending the same amount in February and July, expecting the same results. Here's what that looks like day to day.
Seasonal swings that wreck your cost per lead
When the first heat wave hits, CPCs triple and every competitor floods Google LSAs. By September, the leads dry up and you're paying for clicks from homeowners doing 'research' for next year. You can't budget when your cost per lead swings 300% based on the weather.
All repair calls, no installs
During peak season, your ads generate no-cool emergencies - low-margin $89 service calls that fill your techs' days but don't build your business. The $6k system installs and the recurring service agreements that actually pay the bills in February aren't showing up in your lead mix.
No tracking of which leads became installs
A system replacement is a $5k–$12k decision and a multi-visit sales cycle. By the time an install closes, you've lost the thread between the original click and the signed contract. You can't optimize spend when you don't know which campaigns produce installs vs. repairs.
Agencies that don't understand HVAC seasonality
Your last agency ran your ads at flat spend year-round, as if February and July were the same month. They didn't factor in that you need install-focused campaigns in the shoulder seasons, emergency-repair campaigns during heat waves, and service-agreement campaigns in the off-season.
Four disciplines, aimed at installs and agreements.
We don't just run your ads and hope. The same team that manages your Google LSAs and Search campaigns also owns the tracking that measures them and the landing pages that convert them - so there's no finger-pointing when lead quality moves.
Paid advertising - Google Local Services Ads & Search
Google LSAs and Search structured around your actual service area and job types - not a generic "HVAC" bucket.
Explore serviceLocal SEO - map pack & Google Business Profile
Show up in the map pack when homeowners search "AC repair near me" at 9pm in July.
Explore serviceConversion tracking - call tracking & offline conversions
Call tracking that ties every call back to the campaign that produced it - and uploads booked installs to Google so the algorithm learns what a real lead looks like.
Explore serviceLanding page design & CRO
Job-booking landing pages that remove the friction between "my AC is out" and "I booked a service call."
Explore serviceWe also run social media and marketing strategy - but for HVAC contractors, these four are where the fastest, most measurable impact lives. We'll tell you honestly if your situation warrants more.
The engagement - in four plain steps.
You're silently asking: 'okay, but what actually happens if I click this?' Here's the real process - not an idealized version. The first step is small and free, so you can evaluate us before committing to anything.
Free audit
We review your Google LSA and Search accounts, your Google Business Profile, your call tracking setup (if any), and one landing page. You get a written diagnosis of where install and service-call leads are leaking and what to fix first - whether or not you work with us. No sales deck.
Custom strategy
If the audit shows we can help, we build a seasonal strategy: which campaigns to restructure by job type (install vs. repair vs. tune-up), what call tracking and offline conversion uploads to implement, which landing pages to ship. Scoped around your seasonal cycle and install goals, not a generic playbook.
Launch
We restructure campaigns around your job mix, implement call tracking with offline conversion uploads so Google learns to value installs over service calls, and ship job-specific landing pages. The same team that manages your ads owns the tracking and the pages - no finger-pointing.
Transparent reporting
Monthly reporting tied to booked installs and service agreements - not clicks and impressions. You see cost per booked install by campaign, install-vs-repair attribution, and exactly what we changed and why. Quarterly business review to recalibrate for the next seasonal swing.
All engagements start with the free audit. If we can't help, we'll tell you in the audit - not after you've signed.
A representative result, not an HVAC guarantee.
We don't publish named-client case studies - most HVAC contractors don't want their competitors to see what's working. Here's a representative composite based on typical results, with a plain note on how the approach transfers to your situation.
CoreAir Mechanical · Residential HVAC contractor
Challenge
A residential HVAC contractor in a hot-summer market was running flat spend year-round and measuring only call volume - every $89 no-cool service call was being counted the same as a $6k system replacement. With no offline conversion tracking, Google was optimizing for clicks, not installs, and shoulder-season budget that should have fed install-focused campaigns was being burned on emergency repair traffic that never converted to high-margin work.
Strategy
Split campaigns by job type (install, emergency repair, tune-up, service agreement) so budget could be steered by margin instead of volume. Shift spend toward install-focused campaigns in shoulder seasons when margins are highest. Activate emergency-repair campaigns only during heat-wave and cold-snap windows. Implement offline conversion uploads so Google learns to value a booked $6k install over an $89 service call.
Execution
Job-type Google LSA + Search campaign structure with seasonal rotation (emergency → install → tune-up). Heat-wave and cold-snap alert triggers to activate emergency campaigns and pause install-budget drains during peak demand. Dynamic call tracking with call recording and lead scoring by job type. Offline conversion uploads to Google Ads feeding booked-install values back to the bidding algorithm. Job-specific landing pages (no-cool emergency, system replacement, tune-up special) with click-to-call and financing-presentation optimization for mobile.
Results
Note: CoreAir Mechanical is a representative composite based on typical results from our HVAC clients, not a single named account. Individual results vary based on climate, service area, and starting spend - we'll discuss your specific situation in the audit.
The HVAC lead-acquisition audit checklist.
A 24-point checklist you can use to self-assess your current lead engine - Google LSAs, Search, Google Business Profile, call tracking, and landing pages. Genuinely useful whether or not you ever talk to us. No email gate beyond delivery.
- The 7 seasonal campaign structures that beat flat-spend year-round HVAC budgets
- The 3 call-tracking and offline-conversion errors that hide which clicks became $6k installs
- The landing-page elements that move heat-wave emergency traffic to call on mobile
- The Google Business Profile fields that matter for map-pack ranking in seasonal HVAC searches
The honest answers to what you're weighing.
Shouldn't I just have my office manager run the ads?
+
Plenty of HVAC contractors start that way, and it works - until July. Google LSAs and Search have gotten competitive enough that doing it well means call tracking, offline conversion uploads, seasonal campaign rotation, and weekly pacing. That's a full job, not a side task. We're the senior function without the headcount, and your office manager keeps doing what they're best at - answering the phone and booking the jobs we send.
What about a local marketing generalist or the company that does my website?
+
A generalist can set up campaigns. But the three things that break HVAC lead programs - no seasonality strategy (same spend in Feb and July), no offline conversion tracking (can't tell installs from repairs), and landing pages that don't convert emergency traffic - are exactly what a generalist can't cover. We run paid, tracking, and CRO as one team, so there's no gap between what's measured and what's optimized.
Another agency says they only do HVAC SEO. Why do I need paid ads and tracking too?
+
Because SEO is a six-to-twelve-month play, and you need leads this month - especially during peak season. SEO gets you into the map pack; paid ads get you the leads today. And without call tracking and offline conversion data, neither one tells you which clicks actually became $6k system installs. Agencies that only do SEO optimize for rankings; we optimize for booked jobs across every channel that produces them.
What about lead-gen sites like Angi or HomeAdvisor?
+
They're a channel, not a strategy. The leads are shared with three to five competitors, you pay per lead whether it books or not, and you don't own the relationship or the data. We build your own lead engine - your ads, your landing pages, your tracking, your Google Business Profile - so the leads are exclusive, the data is yours, and the pipeline compounds instead of renting every month.
Start with one question.
No form yet - just tell us what's most on your mind. We'll point you to the right next step based on your answer.
What's your biggest lead-acquisition challenge right now?
Book a free HVAC lead audit.
We'll look at your Google LSAs, Search campaigns, your Google Business Profile, and one landing page. You'll get a written diagnosis of where your lead quality is leaking and what to fix first - whether or not you work with us. No sales deck, no pressure.
The audit is a 30-minute call plus a written follow-up. We reply within two business days.
No risk to start.
The audit is free and comes with no obligation. If we propose an engagement, it starts month-to-month after the first quarter - no long-term lock-in. You own every ad account, every creative asset, and every piece of tracking we set up. If we part ways, you keep all of it and we hand over cleanly.