Do you handle HVAC dispute filing on Google LSA?

Yes, every HVAC lead we can. Most HVAC LSA accounts have 15-25 percent unbookable leads (out-of-area, wrong service, calling for a friend, etc). We file disputes inside Google's 30-day window and recover credits at a 40-65 percent rate. On a $4,000/mo LSA spend, that recovers $400-$1,300 in credits every month. Most agencies do not file disputes for clients at all.

Do you also manage Google Business Profile for HVAC contractors?

Yes. HVAC LSA ranking depends heavily on GBP health (categories, services, photos, posts, Q&A, review velocity). We coordinate both. The full-stack package ($1,795/mo) includes LSA + Google Ads + GBP optimization + a live reporting dashboard.

HVAC Marketing Agency: Google Ads + LSA Specialists

Built Around HVAC Economics

The HVAC Job Types We Run Campaigns For

Generalist agencies treat HVAC as one keyword bucket. Repair, replacement, heat pump install, ductless mini-split, and indoor air quality have different searcher intent, different ticket sizes, and different competitive bid pressure. Each gets its own campaign structure, ad copy, and bid strategy.

Emergency Repair (heating + cooling)

High-intent, time-sensitive. LSA wins here. Average ticket: $280-$680.

"AC not working", "furnace stopped working tonight", "no heat". Customer needs help in the next 2 hours. We bid aggressively in 7-10pm and weekend windows because that is when emergencies cluster. After-hours capture rate is the difference between an emergency LSA account that breaks even and one that pays for itself in week one.

An average ticket is revenue, not profit. The free contractor profit margin calculator shows what actually survives labor burden and overhead on a job that size.

AC + Furnace Replacement

High-LTV, longer sales cycle. Google Ads wins here. Average ticket: $6,000-$15,000.

Searches like "how much does an HVAC replacement cost", "best central AC for [city]", "furnace replacement cost calculator". Customer is researching for 2-6 weeks before booking. Google Ads with longer remarketing windows + lead magnets (sizing guides, financing offers) converts these. LSA picks up the final-week phone calls.

Heat Pump Installation

Tax-credit-driven seasonality (March-April). Ticket: $9,000-$18,000.

The 30% federal tax credit pushes heat pump search volume up 3-5x in spring. We pre-build bid templates and ad copy for the tax-credit window every year. Most generalist HVAC agencies miss this entirely or react too late.

Ductless Mini-Split

Niche but growing. Ticket: $3,500-$8,500 per zone.

Garage conversions, additions, mother-in-law suites, server rooms. Lower search volume but very low competition on the bid side. We separate this as its own campaign because the buyer intent (specific space, no existing ductwork) differs from full system replacement.

Maintenance Plan Acquisition

Recurring revenue. LTV: $1,400-$2,800.

Maintenance plans solve HVAC's biggest economic problem: lumpy revenue between seasons. We run dedicated maintenance plan campaigns in shoulder months (March, October) when service demand is light and budget per click is cheaper. Conversion typically happens via low-friction $99-$149 first-year offers.

Indoor Air Quality (IAQ)

High-margin add-on. Ticket: $400-$2,200.

Whole-house air purification, UV light, humidifier add-ons, duct cleaning. We run IAQ as a remarketing campaign to your replacement customer list and as a primary campaign during allergy season. Most HVAC contractors leave $200-$600 per replacement on the table by not pitching IAQ at the install.

Ductwork Repair + Replacement

Specialty service. Ticket: $1,400-$5,500.

Leaky ducts kill HVAC efficiency. We run dedicated campaigns aligned with utility-company rebate programs in markets where they exist. Energy audit referrals are a high-intent source.

Commercial HVAC

High-ticket B2B. Multi-year contract potential.

If you do commercial, your residential campaigns will hide your commercial capability from facility managers and property managers searching at 10am Monday. We run commercial as its own LSA category (eligible) and a separated Google Ads campaign with hours, ad copy, and landing page tuned for B2B.

The Lead Quality Problem

Getting HVAC Leads That Never Turn Into Booked Jobs?

Most HVAC contractors do not have a lead volume problem. They have a lead quality problem: shared leads sold to four competitors, $29 tune-up coupon hunters, job seekers clicking $15 ads, and warranty calls for brands you do not service. Every one of these has a specific cause in how the account is built, and every one has a specific fix.

"The same lead was sold to four other HVAC companies"

The shared-lead aggregator problem.

Angi, HomeAdvisor, and Thumbtack sell one homeowner to multiple contractors, then everyone races to call first and discounts to win. Google Ads and LSA leads are exclusive: the homeowner searched, saw your ad, and called you. Nobody else got that phone number. That alone changes your close rate before anything else is optimized. Full breakdown: Angi leads vs Google Ads.

"Every call wants the $29 tune-up special"

The coupon-shopper problem.

Generic HVAC ad copy attracts price shoppers by default. We pre-qualify in the ad itself and keep maintenance-special traffic in its own campaign with its own budget, so coupon hunters never spend the emergency repair or replacement budget. Tune-up campaigns still run, in shoulder months, on purpose, priced as the entry point to a maintenance plan.

"Job seekers and DIYers clicking my ads"

The missing negative keyword list.

"HVAC technician salary", "HVAC school near me", "how to recharge home AC", "capacitor home depot". At $8-$22 per click these searches quietly drain HVAC budgets. The block list goes in on day one (job seekers, DIY, parts and supplies, certification lookups), and search terms get reviewed weekly while the account learns.

"Warranty calls for brands I don't even service"

The wrong-intent bleed.

Homeowners search their unit's brand name when it breaks, and unfiltered campaigns pay for those clicks whether or not you are the authorized servicer. We bid brand keywords only where you hold the authorization (Carrier, Trane, Lennox, Bryant, Rheem), negative out the rest, and rate wrong-service LSA leads so Google's system stops sending them.

"Google reports 40 conversions. I did 12 change-outs."

The phone-ring conversion problem.

A default account counts every 60-second call as a conversion, so Smart Bidding optimizes toward whatever makes phones ring. Our build marks actual booked jobs in WhatConverts and imports them back into Google Ads against the original click, so the algorithm learns which clicks become booked work and bids for those.

What a clean HVAC build sends instead

Exclusive, filtered, revenue-optimized.

Exclusive calls from homeowners in your real service area, pre-qualified by the ad copy, separated into repair / replacement / heat pump / IAQ / maintenance campaigns with their own CPL ceilings, and tracked through to booked revenue so the bidding gets smarter every month. That is the difference between buying leads and owning a lead system, and it is why the guarantee is on cost per booked job, not cost per lead.

A click cost and a conversion rate give you the lead cost. The free CPA calculator does that step.

What You Get

Full-Service HVAC Google Ads + LSA Management

Two channels, one strategy. We run your LSA profile and Google Ads account as a coordinated system because they share budget, share keywords, and share buyer journey. Most HVAC contractors have one agency running each, which means the two channels cannibalize each other.

HVAC LSA profile audit and rebuild. Most HVAC profiles we inherit have the wrong primary category (Heating Contractor vs HVAC Contractor matters), missing job types (heat pump, mini-split, IAQ often disabled), or service area set too broad. We fix the foundation first.
Google Ads campaign rebuild. Separate campaigns for repair / replacement / heat pump / ductless / IAQ / maintenance. Different ad copy, different landing pages, different bid strategies for each.
Lead rating, booked-job tracking, and dispute management on every LSA lead. Not just the high-value ones. HVAC accounts typically have 15-25% disputable leads (out-of-area, wrong service, residential bleed-over to commercial). Filed within Google's window.
GBP coordination. HVAC LSA ranking is heavily tied to GBP health. Categories aligned (HVAC Contractor, Air Conditioning Contractor, Heating Contractor as relevant), services list complete, photos/posts/Q&A maintained.
Review velocity (8-15 new reviews/month). Scripted post-install and post-service request templates. We respond to every review for you. HVAC profiles need higher velocity than other trades because seasonal demand changes review weighting.

Seasonal bid pacing. HVAC demand has clear seasonal cliffs. We pre-build bid templates for cooling season ramp-up (April-May), peak summer (June-August), heating season ramp-up (October), and the maintenance windows in between.
After-hours emergency capture. HVAC emergencies cluster 7-10pm and weekend mornings. Most agencies bid the same all hours. We bid higher in emergency windows and lower in low-conversion windows.
Repair-to-replacement pipeline tracking. 8-14% of HVAC repair calls become replacement sales within 90 days. We track that pipeline so replacement bids price in the downstream revenue, not just the initial lead.
Maintenance plan remarketing. Customers who said no to a maintenance plan at install often convert 60-90 days later. We run a dedicated remarketing campaign for plan acquisition.
Live reporting dashboard. LSA + Google Ads in one view. Lead volume, CPL, booking rate, replacement pipeline value, dispute credits recovered, maintenance plan signups. Real-time.

HVAC Seasonal Strategy

The Bid Calendar Most HVAC Agencies Get Wrong

HVAC search demand swings 4-7x between peak season and shoulder months. Bidding the same amount in February as in July wastes 30-40% of off-season spend. Here is how we pace HVAC ad budgets across a calendar year, broken into the five micro-seasons that actually matter.

Season	Months	Spend index	What we run
Heating peak	Dec - Feb	130-160%	Emergency furnace repair, no-heat overnight bid spikes, heating system replacement push. Higher CPL accepted because conversion rate spikes with cold snaps.
Tax credit window	Mar - Apr	110-130%	Heat pump installation campaigns (federal 30% tax credit drives 3-5x volume). Maintenance plan acquisition campaigns. AC pre-season tune-up push.
Cooling peak	Jun - Aug	150-200%	Emergency AC repair (highest CPL, highest CVR), AC replacement (highest ticket). Bid aggressively, accept higher CPL because booking rate is 45%+ and replacement attach is highest.
Shoulder (cooling end)	Sep - Oct	80-100%	Maintenance plan acquisition, IAQ campaigns (start of allergy season), heating system replacement (proactive). Lower bids, niche keyword targets.
Shoulder (heating start)	Nov	90-110%	Furnace tune-up campaigns, no-heat preparation push. Build review velocity from late-season tune-ups before peak heating season starts.

Spend index is relative to your annual monthly average (100% = your typical monthly LSA + Google Ads spend). A $4,000/mo HVAC contractor would be spending $5,200-$6,400/mo in heating peak, $6,000-$8,000/mo in cooling peak, and pulling back to $3,200/mo in shoulder months. Most agencies bid flat year-round and lose 30-40% of their efficiency.

The Real ROI Math

How Repair Calls Become Replacement Revenue

The big economic mistake on HVAC marketing accounts is treating a repair call as a one-time $300 transaction. The real LTV of an HVAC customer is the repair + the eventual replacement + the maintenance plan signups + the IAQ add-ons across 5-10 years. Marketing economics that account for the full pipeline justify CPL ceilings 2-4x higher than what generalist agencies use.

The repair-to-replacement %

8-14% of HVAC repair calls become replacements within 90 days.

On a system that is 12+ years old, the conversion is even higher (25-40%). We track which leads came from which campaign and credit the replacement revenue back to the original repair campaign. This typically reveals that emergency repair campaigns have 2-3x higher real ROI than their direct CPL suggests.

The maintenance plan attach

Average HVAC maintenance plan LTV: $1,400-$2,800 over 3-5 years.

Customers who buy a maintenance plan at install or first service have a retention rate 4-6x higher than one-off-service customers. We run dedicated plan-acquisition campaigns in shoulder months and remarket lapsed customers back to plan signups every spring.

The IAQ upsell

Average IAQ add-on at install: $400-$2,200. Margin: 50-65%.

Most HVAC contractors leave $300-$600 per replacement on the table by not pitching air purification, UV, humidifier, or duct cleaning at install. We run IAQ remarketing campaigns to your replacement customer list 30-60 days post-install when the new system is making the dust visible.

The right CPL ceiling

If you only count repair revenue: $40 max CPL. If you count the full pipeline: $90-$120.

This is the single biggest reason HVAC accounts under-spend in markets where they could be capturing 2-3x more volume. Generalist agencies use simple ROAS calculations. We model the full 5-year LTV and bid up to the real CPL ceiling, which means your top-of-funnel volume grows without hurting profit per customer.

Technical Setup

How we actually run HVAC Google Ads accounts

Garage door operators and HVAC operators have the same Google Ads problem: the conversion event in a default account is a phone call, not a booked job. The technical stack below is what we build on day one to turn a generic Google Ads account into one that bids against booked-job revenue instead of phone-ring noise. Across the team's career we have managed 21 HVAC accounts at every spend tier, from a 1-truck operator at $2,500/month to multi-location operations spending $100,000+/month.

1. WhatConverts call tracking with closed-job marking

We install WhatConverts on every HVAC account. Every inbound call captures the gclid. Each call gets reviewed and marked in the WhatConverts lead manager: booked, not booked, wrong service, out of area, spam. The closed-job ticket value (repair vs replacement vs maintenance) is logged against the original lead. This is the workflow most operators skip and it is the single biggest unlock for everything downstream.

2. Booked jobs as the primary conversion in Google Ads

Default HVAC Google Ads setup counts every 60-second phone call as a conversion. Smart Bidding then optimizes to phone rings, not booked jobs, so the algorithm overpays for tire-kicker traffic during peak demand spikes. Our setup imports the "booked job" event from WhatConverts back to Google Ads via offline conversion import with the original gclid. Smart Bidding now optimizes against actual booked-job count + dollar value, ignores the tire-kicker rings, and within 60-90 days typically drops cost per booked job 25-45%.

3. Value-based bidding once volume crosses 50 leads/month

HVAC ticket variance is brutal: an $89 service call, a $1,200 condenser fan motor replacement, a $14,500 system replacement, a $32,000 commercial RTU job. Once an HVAC account produces 50+ leads/month, we configure the real dollar value of each closed job to flow through into Google Ads as conversion value. Smart Bidding now knows the difference between "this click led to a booked job" and "this click led to a $14,500 system replacement." That changes which clicks the algorithm bids hardest on.

4. Target ROAS bidding (tROAS), the advanced setup

With booked-job conversions + dollar values flowing, we migrate the high-volume HVAC accounts to Target ROAS (Return on Ad Spend) bidding. tROAS tells Google Ads "for every $1 we spend, return $X in booked-job revenue." Because the algorithm now has conversion values, it bids more aggressively on click profiles likely to produce higher-revenue jobs (replacement, IAQ-attached install, commercial) and less on lower-margin emergency-repair-only traffic. HVAC operators on tROAS routinely see the paradox most accounts never reach: higher lead quality at lower CPL.

5. CRM integration for the full HVAC sales cycle

HVAC sales cycles span weeks for replacement work. Our setup integrates with ServiceTitan, Housecall Pro, or FieldEdge so that when a repair lead converts to a replacement quote three weeks later, the replacement revenue gets credited back to the original lead's gclid. The repair-to-replacement pipeline math finally shows up in the Google Ads dashboard instead of getting lost in CRM silos.

6. What six months of seasonal pacing compounds into

Months 1-3: structural fixes (campaign separation by repair/replace/maintain, seasonal bid pacing, brand-authorized) drop raw CPL. Months 3-6: offline conversion import teaches Smart Bidding the difference between a phone ring and a booked job, dropping cost per booked job further. Months 6+: tROAS unlocks revenue-quality optimization. Combined effect across the BGM HVAC portfolio: cost per booked job typically drops 35-65% over 6 months against pre-engagement baseline, with the largest gains on accounts that had no offline conversion tracking at all before.

Why this matters more than the audit checklist. Generalist HVAC agencies fix campaign structure and call it done. The technical stack above is what separates a clean campaign from one that actually bids on booked-job revenue. It only works if you have seen the pattern enough times to know which conversion event to use as the optimization target. We have run this exact setup across HVAC operators between $2,500/month and $100,000+/month in spend. The pattern holds at every spend tier.

Onboarding Call

What we ask an HVAC owner on the first call

A good HVAC marketing agency thinks about your business, not just your ads. The questions we ask in the first 30-minute call are the ones that decide whether a campaign architecture will actually produce booked jobs for your specific operation. The questions are not a test, they are the data we need to design the account.

Repair, replacement and maintenance-plan economics

1. What is your average ticket for repair, maintenance, and system replacement?

Repair tickets at $250-$650, maintenance plan at $180-$280/year, system replacement at $7,000-$14,500. Each campaign needs its own CPL ceiling tied to its ticket and close rate.

2. Which service categories are most profitable for you?

Some operators make most margin on tune-ups + IAQ attach. Others on system replacement. Some on commercial maintenance contracts. We allocate budget to your actual margin distribution, not industry averages.

3. What percentage of repair calls convert to a replacement quote within 90 days?

This is the LTV multiplier that justifies higher repair CPLs. If 12% of your repair calls turn into a $10,000 replacement, your real repair-call CPL ceiling is 2-3x what the ticket alone supports.

4. What is your gross margin per repair, replacement, and maintenance plan?

Margin tells us the real spend ceiling. A 32% margin on a $400 repair has different math than a 18% margin on a $12,000 replacement. The mix determines where Smart Bidding should optimize.

Crew capacity through peak

5. What is your service radius?

Geo targeting matches actual capacity. We do not bid on suburbs you cannot reach in 60 minutes during summer peak when your trucks are running 12-hour days.

6. How many trucks do you run, and can you handle 30-50% more lead volume in 60 days?

If the answer is no, we pace the campaign launch differently. Drowning a 3-truck operation in 5-truck volume during a heat dome causes call abandonment, ranking collapse, and review damage that takes months to recover.

7. What is your call answer rate during peak seasonal demand?

Below 80%, LSA ranking falls. Below 70% during a summer heat wave, Google Ads Quality Score follows. The phone answering operation is upstream of every campaign decision.

To see where you actually sit in the LSA pack right now, run the free LSA Visibility Scanner.

8. What is your average dispatch-to-arrival time for emergency calls?

Same-day matters for emergency AC repair in summer. If you cannot be on-site within 4 hours during peak season, the emergency keyword strategy needs adjustment to protect close rate.

Where your account sits going into the season

9. What is the account spending across both channels each month?

Spend tells us the baseline. We do not propose campaigns at $20K monthly if you have been running $3K monthly. The leap is not the problem, the conversion-history reset is.

10. What does a lead cost, and what does a booked change-out cost?

If you do not know these numbers, that is the first thing we set up. You cannot manage what you cannot measure, and most HVAC operators we onboard know CPL but not cost per booked job.

11. What call tracking are you running, and is it integrated with your CRM?

ServiceTitan, Housecall Pro, FieldEdge, or another. Without the call tracking to CRM connection, Smart Bidding has no way to know which leads became jobs and which became no-shows.

12. What is your current Google Verified (LSA) status?

Approved, in review, rejected, or never applied. Each answer changes the launch sequence. HVAC is not a Google Ads Advanced Verification trade (that policy applies only to locksmith and garage door in the US), but Google Verified for Local Services Ads still requires license verification, insurance documentation, and a background check before the badge issues.

Licensing and review standing

13. Are you authorized installer for any manufacturer?

Carrier Factory Authorized Dealer, Trane Comfort Specialist, Lennox Premier Dealer, Bryant Factory Authorized Dealer, Rheem Pro Partner, American Standard Customer Care. Each unlocks brand-specific campaign opportunities with materially lower CPC and higher close rate.

14. What is your Google Business Profile review count and average rating?

Reviews drive trust on landing pages and LSA ranking. Under 100 reviews on GBP in a competitive HVAC market is a discoverable competitive weakness we can address with review-generation campaigns within the first 30 days.

15. Do you have NATE-certified technicians?

NATE (North American Technician Excellence) certification is the credential most HVAC consumers do not know to ask about consciously but respond to in conversion. Displayed in ad copy and landing pages it lifts close rate 12-18%.

16. Who currently has admin access to your Google Ads account?

This question matters because it tells us whether you fully control the account today. If a previous agency holds the keys, we walk you through ownership transfer before we touch anything.

HVAC Pricing

Flat Monthly Fees. Free Landing Pages.

No setup fees. A flat monthly retainer from $695/mo, no percentage of spend. No long-term contracts. Custom landing pages for your campaigns are included free (normally $500 each). If your LSA profile gets suspended, you do not pay that month either.

LSA Only

$445 /mo

HVAC LSA profile management, dispute filing, GBP coordination, reviews.

Get Free Landing Pages

Best if you have not started LSA yet or are running it solo.

The Ownership Guarantee

Ownership Guarantee

“ You will own your Google Ads account, Local Services Ads account, tracking systems, landing pages, and conversion data from day one. Your accounts stay in your name. Your billing stays on your card. Your data stays yours. If you decide to leave, everything stays with you. No account transfers. No hostage situations. No starting over from scratch. ”

Julian Author at Blue Grid Media

How It Works

What the First 30 Days Look Like for an HVAC Account

Most marketing agencies are vague about month one because they do not have a process. Here is exactly what happens, day by day, on a typical HVAC account.

Day 1

Free HVAC Marketing Audit

30-minute live screen-share. We log into your LSA profile and Google Ads account with you watching.

HVAC category and job type review
Repair vs replacement campaign structure audit
Seasonal bid pacing review
Written diagnostic within 24 hours

Day 3

Profile + Campaign Rebuild

HVAC-specific foundation: separate campaigns for repair, replacement, heat pump, IAQ, maintenance.

LSA: primary category + job type list optimized
Google Ads: separate campaigns by service type
Service area refined by lead quality data
Bid strategy switched to optimal mode

Day 7

GBP Sync + Disputes Filed

HVAC LSA depends on GBP. Backlog disputes filed inside the 30-day window.

GBP HVAC categories aligned
30-day LSA dispute backlog filed
Post-install + post-service review cadence built
After-hours bid pacing turned on

Day 14

First Optimization Pass

Two weeks of HVAC data drives the first round of bid + budget refinements.

Bid adjustments by HVAC job type
Google Ads negative keyword pass
Service area refinement by lead quality
Replacement pipeline tracking turned on

Day 21

Performance Review

By week three the HVAC trend signals are clear.

LSA CPL vs baseline, Google Ads CPL vs baseline
Booking rate by job type
Replacement attach from repair leads
Maintenance plan signups

Day 30

Decision Point

You see the work, the numbers, the booked jobs, the pipeline.

Live dashboard handoff: LSA + Google Ads combined
Dispute recovery ($ credited)
Continue at $445/$695/$995/mo or walk away owing nothing
If you continue: month-2 seasonal plan delivered

Specialist vs Generalist

Six Things Generalist HVAC Agencies Will Not Do

Pick any HVAC marketing agency website. Compare them to us on the six points below. The differences are why our HVAC accounts ROI compounds while theirs flatlines.

HVAC-specific campaign structure, not one big bucket

Generalist agencies bid all HVAC keywords with one campaign and one ad copy. We build separate campaigns for emergency repair, AC replacement, furnace replacement, heat pump install, ductless mini-split, IAQ, and maintenance plan acquisition. Each has its own buyer intent and converts differently.

We track repair-to-replacement pipeline, not just direct CPL

8-14% of HVAC repair leads become replacement revenue within 90 days. Generalist agencies optimize for CPL on the initial repair call. We optimize for the full pipeline, which justifies CPL ceilings 2-4x higher and grows your top-of-funnel volume.

Seasonal bid pacing across 5 micro-seasons

HVAC has heating peak, tax credit window, cooling peak, and two shoulder periods. Each gets its own spend index (80-200% of annual baseline) and its own campaign focus. Generalist agencies bid flat year-round.

We rate every HVAC lead and mark your booked jobs

Google now auto-credits the obvious bad leads (out-of-area, wrong service, hung-up), but plenty still slip through, and its system needs to know which leads actually booked. We review and rate every HVAC lead, mark the ones that turned into jobs so your account optimizes for revenue, and dispute anything Google's system missed inside its window.

Cap of 20 accounts per manager

The average HVAC marketing agency runs 50-100 accounts per manager. That is why your dispute backlog grows month after month and your campaign optimization gets a 15-minute weekly look. Our cap is 20, which is the only way to actually do the work.

Pricing in the open, free landing pages, no-bill on suspension

$445 LSA / $695 Google Ads / $995 bundle. Published. Custom landing pages built for your campaigns are included free. If Google suspends your LSA profile during our management, we do not bill that month. Most agencies hide pricing AND still bill you when your profile is offline.

Buyer's Guide

Red Flags When Hiring an HVAC Marketing Agency

If you are evaluating HVAC marketing agencies (us included), use this checklist. The agencies worth hiring will agree with every item below. The ones that dodge any of them are showing you the problem before you sign.

No HVAC-specific case studies

Generalist agencies show case studies for restaurants, dentists, real estate. If they cannot show you HVAC outcomes specifically, they are learning your trade on your budget.

One campaign for all HVAC keywords

Repair, replacement, heat pump, ductless, IAQ, and maintenance each have different bid pressure, buyer intent, and conversion rate. Agencies that lump them together get average results at best.

Charges a percentage of ad spend

Perverse incentive: they want you to spend more even when CPL is rising. Flat-fee management aligns the agency with you, not with growing the spend.

Will not file LSA disputes for you

"You can dispute leads yourself" is what bad agencies say to skip the work. On a $4,000/mo HVAC LSA account, dispute filing recovers $400-$1,300/mo. If they will not do it, they are not managing your LSA.

Treats LSA and Google Ads as separate channels

The two channels share keywords, share budget, and share buyer journey. Running them through different agencies (or different people) causes cannibalization where you pay twice for the same searcher.

Requires a 12-month contract

Locks you in before they prove value. The good HVAC agencies offer month-to-month because they trust their own work.

Account manager has 50+ profiles

A manager juggling 60 HVAC accounts cannot do the seasonal bid pacing, dispute filing, and campaign optimization every account needs. Your campaign gets 15 minutes of attention per week.

Still bills when LSA is suspended

If Google suspends your profile, no leads come in. Agencies that still charge you that month are charging for nothing. We do not bill suspended months.

How We Compare

HVAC Marketing Specialist vs Generalist Agency

Compare any generalist marketing agency targeting HVAC contractors. The honest ones will admit most of these gaps. The ones that dodge are showing you the gap before you sign.

	Blue Grid Media (HVAC Specialist)	Typical generalist agency	Big-box HVAC agency	DIY / In-House
HVAC-specific campaign structure	Repair / replacement / heat pump / IAQ / maintenance separated	One HVAC campaign	Partial separation	Depends
Pricing model	$445 LSA / from $695 GA / from $995 bundle, flat tiers	$1,500-$3,500/mo or % of spend	$2,500-$5,000/mo retainer	Your time
Setup fees	$0	$1,000-$3,000	$1,500-$5,000	N/A
Free landing pages	Included ($500 value)	Not disclosed	Not disclosed	N/A
Contract length	Month-to-month	6-12 months	12 months	N/A
Repair-to-replacement pipeline tracking	Yes	No	Partial	You build it
Seasonal bid pacing (5 micro-seasons)	Yes	Flat year-round	Quarterly	Manual
HVAC LSA dispute filing	Rated + disputed	Not included	High-value only	You file
LSA + Google Ads coordinated	Same team, same plan	Separate	Separate teams	You coordinate
GBP coordination included	Yes	Add-on	Yes	Your responsibility
Accounts per manager	20 max	30-60	50-100+	1 (yours)
No-bill if LSA suspended	Yes	No	No	N/A
You own the LSA profile	Always	Depends	Depends	Yes
Reporting	Live dashboard, LSA + GA combined	Monthly PDF	Monthly call + PDF	You build it

Pricing comparisons based on publicly available HVAC agency information and contractor surveys as of 2026. See a discrepancy? Tell us →

Real HVAC Results

What 30-90 Days Produces for HVAC Accounts

Anonymized results from HVAC accounts in the BGM portfolio. Metro shown; client identity withheld for confidentiality. Numbers verified against Google LSA dashboards and Google Ads reports.

HVAC · Illinois

Featured case study: $487K in tracked revenue from $5,800/mo HVAC ad spend

3-truck HVAC · residential repair + replacement + maintenance plans

$487KTracked revenue / 12mo

7.0xROAS on combined LSA + GA spend

+186Maintenance plan signups

Read the full HVAC Illinois case study →

HVAC · Houston, TX

CPL $87 to $52 with 64% dispute recovery

Existing LSA profile, 2-year history · AC repair + heating service

-40%CPL reduction

64%Dispute success rate

$2,100/moDisputes credited back

Inherited a profile with 90+ unfiled disputes from prior agency. Filed all eligible disputes within first 14 days, then standardized weekly filing cadence. Wrong-service-type disputes (someone calling for refrigerator repair instead of HVAC) recovered at 70%+ rate.

HVAC · Phoenix, AZ

Replacement revenue 3.4x from tracked repair pipeline

5-truck HVAC · emergency cooling + replacement focus

12%Repair-to-replace conversion

$148KReplacement revenue Q2 only

3.4xvs prior year same quarter

Built repair-to-replacement attribution. Emergency repair leads tagged in CRM and tracked across 90 days. Replacement quotes followed up via remarketing campaigns. 12% repair-to-replace conversion vs. industry baseline 8%.

HVAC · Charlotte, NC

Heat pump install volume +212% during tax credit window

2-truck HVAC · heat pump specialist

+212%Heat pump installs (Mar-Apr)

$11.4KAvg ticket on heat pump installs

5.8xROAS on heat pump campaign

Pre-built heat pump tax credit campaign deployed Feb 15, three weeks before search volume spike. Dedicated landing page with 30% federal tax credit calculator. Bid aggressively because installation tickets average $11,400. Most generalist agencies missed this window entirely.

Past HVAC results do not guarantee future performance. Every market is different. We will tell you in the free audit whether your specific HVAC situation looks like one of these.

Real Portfolio Examples

Anonymized case studies from the HVAC portfolio

Operators are kept anonymous by request. The numbers below come from BGM-managed HVAC accounts and reflect actual performance, not projections.

Case 1 · Mid-Atlantic 4-Truck HVAC Operator

Family-owned residential HVAC operator moved from generalist agency to BGM

Inherited a single-campaign Google Ads account with no offline conversion import, 31 negative keywords, and a service radius set to the entire DMV metro. Repair, AC replacement, and furnace replacement keywords running on Maximize Conversions with one ad copy. No Carrier Factory Authorized Dealer credential in any landing page despite holding the certification.

Monthly Spend

$9,800

CPL Before

$118

CPL After (Mo 4)

$58

Booked Jobs / Mo

+47%

Changes: 4-campaign separation (repair / AC replacement / furnace replacement / maintenance plan), ServiceTitan offline conversion import sending closed-job revenue back to Google Ads, geo tightened to the actual response radius, 168-negative-keyword block list, seasonal bid pacing for the Mid-Atlantic heating + cooling peaks, Carrier Factory Authorized Dealer credential added to ad copy and landing page above the fold.

Case 2 · Sunbelt 2-Truck Operator Scaling

Cooling-heavy Sunbelt HVAC operator starting from no paid search

Owner had been running organic and referrals only. Wanted to add paid acquisition without losing operational control. Started with LSA only (Google Verified application pre-staged before campaign launch), layered Google Ads at month 2 once LSA conversion data established a baseline, scaled to 4 separated campaigns by month 5.

Mo 1 Spend

$3,400

Mo 6 Spend

$8,600

CPL (Stable)

$52

Bookings Mo 6

86/mo

Changes: LSA setup with Advanced Verification pre-staged before launch, 120-review GBP push in months 1-2, Housecall Pro integration with WhatConverts offline conversion import, Google Ads launched month 3 with cooling repair only, scaled to 4 campaigns by month 5, Trane Comfort Specialist credential applied for and added to ad copy in month 4.

What Goes Wrong

The 8 HVAC Marketing Mistakes We Find Most Often

From hundreds of HVAC contractor audits, these are the mistakes that quietly cost the most money. Most HVAC accounts we audit are losing money on at least five of these.

Treating repair and replacement as one campaign

Repair searchers want a $300 fix today. Replacement searchers are researching a $6,000-$15,000 decision over 2-6 weeks. Same campaign means same ad copy, same landing page, same bid strategy. Both convert worse than they should.

Typical impact: 20-35% worse ROAS than separated campaigns

Not filing LSA disputes consistently

15-25% of HVAC LSA leads are disputable (wrong service, out-of-area, hung-up, residential bleed to commercial). HVAC profiles that file zero disputes leave 10-20% of monthly spend on the table in unrecovered credits.

Typical impact: $400-$1,300/mo unrecovered credits on a $4K/mo HVAC LSA

Bidding flat across HVAC's 5 micro-seasons

Bidding the same in February as in July wastes 30-40% of off-season spend AND misses peak-season volume. HVAC has heating peak (Dec-Feb), tax credit window (Mar-Apr), cooling peak (Jun-Aug), and two shoulder seasons. Each needs its own spend index.

Typical impact: 30-40% of off-season spend wasted

Wrong primary HVAC category

An HVAC contractor whose primary category is "Air Conditioning Contractor" but who also does heating is missing 40-50% of heating-intent searches. "HVAC Contractor" covers both. Categories drive eligibility, not relevance.

Typical impact: 30-50% volume loss on cross-service queries

No after-hours emergency capture strategy

HVAC emergencies cluster 7-10pm and weekend mornings. LSA leads decay in 2 hours. A profile that takes 4-6 hours to respond to night leads gets penalized. Most HVAC accounts do not have answering service or messaging routing dialed in.

Typical impact: 15-30% of emergency leads lost to slow response

Missing the heat pump tax credit window

The federal 30% tax credit drives heat pump search volume up 3-5x in March-April every year. Most agencies miss this window entirely or react too late. A pre-built heat pump tax credit campaign deployed Feb 15 captures the spike that competitors miss.

Typical impact: $30K-$120K in missed heat pump install revenue

Not tracking repair-to-replacement pipeline

8-14% of HVAC repair calls become replacement sales within 90 days. Generalist agencies optimize repair campaigns for direct CPL only and walk away from 2-3x more revenue. The right tracking lifts your CPL ceiling because the downstream replacement justifies it.

Typical impact: 2-3x more replacement revenue from same lead volume

Service area set to "50 miles"

HVAC profiles set to 50-mile radius pull leads from zips with terrible close rates and high drive time per job. Trimming to 20-30 miles based on lead-quality data typically lowers CPL AND raises booking rate.

You pay for the whole day and invoice part of it. The free contractor hourly rate calculator prices that gap in.

Typical impact: 20-40% of leads from low-quality outlying zips

Free HVAC Tools

HVAC Marketing ROI Calculators

Two free calculators tuned to HVAC unit economics. Both let you input your specific market, budget, and close rate, then show you projected leads, cost per booked job, and ROAS. Use them before our audit so you arrive with a number in mind.

HVAC LSA ROI Calculator

Input your HVAC LSA budget, market size, and booking rate. The calculator returns projected weekly leads, booked jobs, average revenue per job, replacement pipeline value, and your effective ROAS. Tuned to HVAC's 38% baseline booking rate and $680 average ticket.

Open the LSA Calculator

HVAC Google Ads Calculator

Input your Google Ads budget, repair vs replacement campaign split, average ticket, and conversion rate. Get projected clicks, leads, booked jobs, and ROAS broken down by HVAC campaign type. Tuned to HVAC's typical $8-$22 repair CPC and $14-$35 replacement CPC.

Open the Google Ads Calculator

City-specific HVAC calculators

We maintain ~30 city-level HVAC calculators with local market multipliers (cost-of-living, average ticket, competition density). Most popular:

Dallas Houston Phoenix Atlanta Charlotte Chicago Denver Dallas LSA Charlotte LSA

Who Runs This

The Person Working on Your HVAC Account

No layered team. No junior account manager hand-offs. The person you meet on the audit is the person running your HVAC LSA profile and Google Ads campaigns.

Founder · HVAC Account Lead

Blue Grid Media

HVAC Google Ads + LSA Specialist · Blue Grid Media

Julian personally runs every HVAC account at Blue Grid Media. That is the entire point of the 20-account cap, every account gets the founder's attention, not a junior account manager's. Featured guest contributor at PPC Hero on LSA + Google Ads cannibalization, cited by HousecallPro for HVAC LSA cost data, plus FieldMotion, Sideways8, Trafft, eCommerce Fastlane, and Backroad Building. The HVAC CPL benchmark dataset published on the BGM cost-per-lead page is built from the HVAC accounts he runs day to day.

Connect on LinkedIn

Results Commitment

The 90-Day Booked-Job Guarantee

90-Day Booked-Job Guarantee

“ We do not optimize for leads. We optimize for booked jobs. Give us 90 days to implement campaign restructuring, offline conversion tracking, and revenue-based bidding. If your cost per booked job is not moving in the right direction by day 90, we will continue managing your account at no charge for an additional 30 days. ”

Julian Author at Blue Grid Media

FAQ

The Questions HVAC Contractors Actually Ask

How much does an HVAC marketing agency cost?

Generalist HVAC marketing agencies charge $1,500-$3,500/mo or a percentage of ad spend, often with $1,500-$5,000 setup fees and 12-month contracts. We charge $445/mo flat for LSA management, from $695/mo for Google Ads management, or from $995/mo for the bundle. No setup fees, no contracts, free custom landing pages.

What is the average HVAC cost per lead on Google?

Across ~1,200 HVAC accounts benchmarked, the median LSA cost per lead for HVAC is $42, with a range of $25-$75. Average booking rate is 38%. Google Ads CPL runs higher at $50-$130 depending on whether you bid on repair, replacement, or maintenance keywords.

Should HVAC contractors use Google Ads or LSA?

Both, used together. LSA delivers exclusive pay-per-lead calls at lower CPL and converts at ~38%. Google Ads gives you control over keyword targeting (heat pump install vs ductless vs emergency AC repair). The two channels feed each other: LSA captures the searcher who is ready now, Google Ads captures the researcher who will book within 30 days.

Why hire an HVAC specialist agency instead of a generalist?

Generalists use the same keyword list for every contractor. HVAC has trade-specific dynamics that a generalist misses: seasonal demand cliffs, repair-to-replacement pipeline, maintenance plan retargeting, after-hours emergency pricing, and the heat pump tax credit window that opens search volume 3-5x every March-April.

What HVAC services do you specialize in?

Emergency repair (heating + cooling), AC and furnace installation, heat pump installs, ductless mini-split installation, indoor air quality, ductwork repair, maintenance plan acquisition, commercial HVAC, hybrid water heater systems, and zoning controls.

How long until my HVAC marketing pays off?

LSA usually starts producing booked HVAC jobs within 7-14 days. Google Ads takes 4-6 weeks to stabilize. Most HVAC clients see their first $4,000+ booked job inside the first 30 days. Maintenance plan and replacement pipeline impact compound over 90 days.

Do you handle HVAC dispute filing?

Yes. Google now auto-credits the obvious invalid leads, but not all of them. We review and rate every HVAC lead, mark the ones that booked, and dispute anything Google's system missed inside its 30-day window, keeping your spend clean and your ranking honest.

Do you also manage Google Business Profile?

Yes. HVAC LSA ranking depends heavily on GBP health. We coordinate both. The full-stack package ($1,795/mo) includes LSA + Google Ads + GBP optimization + a live reporting dashboard.

What if Google suspends my HVAC LSA profile?

We do not bill you that month. Most agencies still charge their management fee when the profile is offline. We do not. We also handle the reinstatement process at no additional cost.

Do I need to be Google Verified to start?

All LSA advertisers need Google's verification (formerly Google Guaranteed). If you are not yet verified, we handle the application: license submission, insurance proof, background check coordination. Typical HVAC verification takes 7-14 days. Management starts as soon as you are approved.

What HVAC LSA budget should I start with?

For a single-truck HVAC business in a typical mid-size US market, start at $2,000/mo LSA spend (about 10 leads/week at $42 median CPL). Multi-truck HVAC businesses in metros run $4,000-$8,000/mo LSA spend. Add Google Ads on top at $1,500-$5,000/mo to capture research-phase searchers.

Can you scale to multiple HVAC locations?

Yes. Each location gets its own LSA profile, Google Ads geo-target, and dispute workflow. Pricing is per-location: $445/mo each with a discount to $395/mo starting at three locations. We have managed HVAC accounts from 2 to 12 locations.

Will you manage my HVAC reviews?

Yes. Review collection cadence (8-15 new reviews per month for HVAC clients), scripted request templates your techs use after install or service calls, monitoring of incoming reviews, and response writing on your behalf. Review velocity is the single largest HVAC LSA ranking factor.

Are you Google Ads certified?

Yes. The team holds active Google Ads Search certifications through Google Skillshop. We mention it because buyers ask, but it is not the differentiator. Plenty of certified agencies still produce mediocre results. What separates a clean HVAC account from a generic one is the vertical specialization, the repair-to-replacement pipeline tracking, the WhatConverts + offline conversion + tROAS technical stack, and the 90-Day Booked-Job Guarantee on outcomes.

How do I know if my HVAC marketing agency is actually making me money?

Ask for five numbers, and treat a dodge as an answer: cost per booked job (not cost per lead), booking rate on the leads they send, revenue booked from their channel, how many leads were unreachable or wrong-service, and what they changed in the account last month. A report full of impressions, clicks, and "leads" without a booked-job number is a vanity report. If your agency cannot connect spend to signed HVAC work, they are not measuring the thing you are paying for.

Why does the phone ring all summer without the installs following?

In nearly every case the account is optimising toward the wrong event. A default Google Ads setup counts every 60-second phone call as a conversion, so Google's bidding learns to produce phone rings: price shoppers, wrong numbers, solicitors. It has no idea which calls became HVAC work. The fix is marking actual booked jobs in call tracking and importing them back into Google Ads against the original click, so bidding optimizes toward the calls that turn into revenue. The second cause is campaign structure: when an $89 service call and a $14,000 system replacement share one campaign, the algorithm optimizes for an average customer that does not exist.

Should I fire my HVAC marketing agency?

Not on a bad month, and not without the numbers above. Give them one specific request: cost per booked job for the last 90 days, broken out by campaign. An agency doing the work either has it or can build it in two weeks. An agency that deflects, blames a shoulder month between cooling and heating season, or sends more impressions data has told you what you needed to know. Before you switch, confirm you own the Google Ads account, the LSA profile, the call tracking, and the conversion history, because starting over without them costs months of learning data.

How do I stop paying for tech-school searches and DIY filter questions?

Job seekers and DIYers are the most preventable waste in HVAC advertising. Searches like "HVAC technician salary", "HVAC school", "how to recharge home AC", "capacitor home depot" click paid ads and can never become customers. The fix is a negative keyword block list installed before the first dollar is spent (careers, schools, licensing, DIY, parts and big-box retailers), plus weekly search-terms reviews for the first 60 days. On Local Services Ads, the equivalent is tight job-type configuration, a service area cut to your real response radius, and rating every lead so Google's system learns what fits and credits what does not.

Are Angi and HomeAdvisor worth it for HVAC contractors?

During a July heat wave every HVAC company in your market gets fed the same no-cooling homeowner, and the one who answers first books the job while everyone else pays for the privilege of leaving a voicemail. Peak season is exactly when shared-lead economics turn worst, because that is when the resale count per lead is highest. In April 2023 the FTC finalized an order requiring HomeAdvisor to pay up to $7.2 million, alleging it sold leads that did not match the services providers offered or the areas they asked to work in, and claimed job-conversion rates it could not substantiate. The order bars it from making claims about how often leads become jobs. If you use shared leads, treat them as a bridge: answer in under a minute, track close rate by source, cap the spend, and build exclusive channels before the next season.

Why do smaller HVAC shops outrank me on the map when I spend more?

Because the map pack is not an auction. Google Business Profile ranking and the ad auction are independent, so spend does not buy map position. Map ranking is driven by proximity to the searcher, category and service configuration, review volume and recency, profile completeness, and engagement. Three hundred reviews and a full profile outrank a heavier advertiser with forty, consistently. The fix is a review cadence after every HVAC job plus a properly configured profile, which also lifts your LSA ranking and your landing page conversion rate at the same time.

We get the calls and we are not booking the change-outs. Is that the ads?

Often it is not, and the agency should be the one to point that out. ServiceTitan measured an average call booking rate of 38% for HVAC specifically, the lowest of the major trades it broke out, against a 42% cross-trade average (ServiceTitan's analysis of more than 3,000 trade businesses across the US and Canada, June 2022). Separately, call-tracking benchmarks put missed calls at roughly 20-30% of inbound volume for home service businesses, rising to 40-50% during seasonal peaks. So before adding budget, pull last month's call recordings and check three things: how many rang out unanswered, how many were answered but never asked for the appointment, and how many were quoted a price over the phone instead of booked for a visit. Fixing that is usually worth more than any bid change, and we will say so during the audit rather than sell you more spend.

HVAC Operator Series

Deeper reads in the BGM HVAC library

If you want the operator-level depth before booking the audit call, the educational playbooks cover every section in this page at 3-5x the length:

Google Ads for HVAC Companies (2026 Playbook) The full operator playbook: campaign structure, seasonality, repair-to-replacement pipeline, maintenance plan economics, brand-authorized bidding. Google LSA for HVAC Companies The LSA-specific playbook: setup, ranking factors, dispute filing, Google Verified badge, after-hours value calculation. Every HVAC Lead Channel Compared Multi-channel HVAC lead cost comparison: LSA, Google Ads, GBP, pay-per-call, shared aggregators, direct mail. How Much Does Google LSA Cost? CPL by industry including HVAC benchmarks, budget sizing formula, variance ranges, cost-per-booked-job math. Google Ads Agency for Contractors The same terms, written for every trade rather than just HVAC.

Exclusive leads

Exclusive HVAC leads, because you own the account they come from

We do not sell HVAC leads and we do not resell them. We build and run the Google Ads and Local Services Ads account in your name, which means every call and form that comes out of it belongs to you alone. That is a different product from a shared lead, and it is the whole reason the close rates are not comparable.

A shared lead from a lead seller

Sold to three or four HVAC companies at once
You are racing two competitors to call first
Priced per lead, so volume is their incentive
Stops the day you stop paying, with nothing left behind
No account, no history, no keyword data that is yours

An exclusive lead from your own account

Yours only. Never sold on, never shared
The homeowner called you, not a directory
Flat management fee, so nobody profits from more spend
The account, history and landing pages stay with you
Local Services Ads disputes filed weekly on your behalf

Exclusive HVAC leads, by market

We provide exclusive HVAC leads in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and in roughly 50 United States metros in total. Campaigns are managed remotely, so the market is set by where your crews work rather than where we sit.

NortheastExclusive HVAC leads in New York, Long Island, Brooklyn, Queens, Philadelphia, Boston, Newark, Pittsburgh, Hartford, Buffalo

SoutheastExclusive HVAC leads in Atlanta, Miami, Tampa, Orlando, Jacksonville, Charlotte, Raleigh, Nashville, Birmingham, Richmond

MidwestExclusive HVAC leads in Chicago, Columbus, Cleveland, Cincinnati, Detroit, Indianapolis, Milwaukee, Minneapolis, Kansas City, St. Louis

South CentralExclusive HVAC leads in Houston, Dallas, Fort Worth, Austin, San Antonio, Oklahoma City, New Orleans, Memphis, Tulsa, Baton Rouge

WestExclusive HVAC leads in Los Angeles, San Diego, San Francisco, San Jose, Phoenix, Denver, Las Vegas, Seattle, Portland, Salt Lake City

Do you provide exclusive HVAC leads in New York?

Yes. We run exclusive HVAC lead campaigns in New York, including Long Island, Brooklyn and Queens, and in more than 45 other United States metros. The leads are exclusive because they come from a Google Ads and Local Services Ads account held in your name, so they are never resold and never shared with another HVAC company.

Which cities do you run exclusive HVAC lead campaigns in?

We run exclusive HVAC lead campaigns in New York, Los Angeles, Chicago, Houston, Dallas, Miami, Atlanta and Phoenix, and across roughly 50 metros nationwide. Campaigns are managed remotely, so coverage is set by where your crews actually work rather than where we are based. Smaller and rural markets are covered too, and the auction there is usually cheaper than any major metro.

Are your HVAC leads shared with other companies?

No. We are not a lead seller. A shared lead is sold to three or four HVAC companies at once, which is why you end up racing competitors to call first. We build and run the ad account in your name instead, so every call and form belongs to you alone, and the account, history and landing pages stay with you if we ever part ways.

How many HVAC accounts have you managed?

Blue Grid Media has managed 20+ HVAC accounts across the team's career. That is the number worth asking any agency for, because it tells you whether the person building your campaigns has seen your job types, your seasonality and your margins before, or is about to learn them on your budget.

Not on the list does not mean not covered. We run HVAC accounts nationwide across the United States, including smaller and rural markets where the auction is usually cheaper than any metro above.

HVAC Marketing Agency: Google Ads + LSA Management Built Around HVAC Economics

HVAC Cost Per Lead: 2026 Benchmarks

Google LSA, Pay per lead

Google Ads, Pay per click

Cost per booked job