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Google Ads for HVAC Companies – Step-By-Step Guide on How To Start Your Advertising Campaign + Tips on How to Write Effective Headlines

In this blog, we’ll walk you through the steps on how to set up Google Ads for HVAC Companies along with some tips that will help you get more new customers!

What is Google Ads?

Google Ads is an advertising platform that can get your HVAC company a ton of customers. It has tons of features that will be helpful as you find ways how to effectively reach out to your target audience. Some of its best features include choosing a specific area where you want your HVAC ad to be shown, testing different bidding strategies, and campaign types, and a lot more!

This is what a typical ad looks like on Google’s Search Results Page (SERP):

HVAC ad based on Google's Search Results

Why Google Ads for HVAC Companies?

As a business owner, you want your potential customers to easily find your business whenever they encounter problems with their heating, ventilation, and air conditioners. That’s where Google Ads come in.

It allows your HVAC business to show up on relevant search queries.

On this platform, you can choose your target audience based on their geographic location, personal interests, age, gender, and other features of your ideal customers. With the use of the right advertising strategies (which we’ll be sharing with you in a bit), your HVAC company will have a higher chance of showing up whenever someone searches for “HVAC near me” or “HVAC services near me.” The higher your visibility on search results is, the more likely your potential customers will click on it which may result in qualified leads!

Massive reach

When people have questions in their minds, the first thing that they usually do is Google them. With over 8 billion searches that take place on this search engine, it’s a no-brainer that there are high chances of your HVAC ad getting seen by your potential customers!

Get fast results 

Another thing is that compared to SEO (which requires you to do tons of on and off-page strategies and takes quite some time before seeing results) on Google Ads, you can see quick results of your marketing efforts.

As long as you’re following Google’s Advertising Policies, your HVAC company’s Ad campaigns will be easily approved in just a few business days! Give it a few weeks to gather and analyze enough data about your potential customers and you will see reports of how well your ads are performing.

Does Google Ads sound google for your HVAC company but you don’t have time to manage it?

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Start Google Ads for HVAC Companies

In this section, we’ll walk you through the process of setting up Google Ads for your HVAC company.

To get started, the first thing that you should do is log in to your HVAC Company’s Gmail account. Then, go to https://ads.google.com/home/. After that, click “Start now.”

Start Google Ads for HVAC company

You’ll be asked to enter the name of your HVAC company. But first, you have to switch to Expert Mode.

This will give you full access to the tools that are available on Google Ads such as adjusting your Ad budget and Bid Strategies.

Google Ads for HVAC company switch to Expert Mode

Then, you’ll be asked to choose your advertising objective. Click “create a campaign without a goal’s guidance.” This will allow you to customize your digital marketing plan based on your preference.

Choose create a campaign without an objective

Select your HVAC company’s campaign type. In this case, since we want to stay on top of your potential customers’ search results (those with high intent), click on “Search.”

Select Google Ads for HVAC companies campaign type

Then, check the box of the results you want to gain out of your Google Ad campaign. In this case, since we want to get more website visits, you’re going to need to enter your HVAC company’s business website.

Select the result you want to achieve from your HVAC ad campaign

After entering your website, think of a name for your HVAC company’s Ad campaign. Then, click “continue.”

HVAC company Ad campaign name

Set your bid. Under “What do you want to focus on?” select “clicks.” Then, check the box that allows you to set a maximum cost-per-click bid limit.

The maximum cost-per-click bid limit refers to the amount that you’ll be willing to pay in exchange for a click for your HVAC ad.

Set your Max. CPC bid limit. You should set your bid limit depending on the area where your HVAC company is located. In this example, we’ve set it to $30 USD.

You can adjust this later if you see that you’re not getting that much traffic and leads based on what you’ve set at the beginning of your HVAC company’s ad campaign.

Set maximum CPC bid limit for HVAC ad

Under campaign settings, uncheck both the “Display Network” as well as the “Search Network.” The reason is that unchecking these networks allows you to specifically select the locations where you want your HVAC ads to show up.

Uncheck HVAC ad campaign settings

Now, you’ll be choosing the areas where you want your HVAC ad to show up. Under locations, select “enter another location” and type in your target location.

HVAC company target audience

To have a more effective targeting strategy, under “Target”, select “Presence: People in or regularly in your target locations.”

Under “Exclude”, select “Presence: People in your excluded locations (Recommended)”

HVAC Google Ad campaign target location options

Then, select the language that your target audience will be mainly using. In this case, let’s choose “English.”

HVAC Ad campaign language

Under “Ad rotation” select “Do not optimize: Rotate ad indefinitely.” This gives all of your ads an equal chance to be shown to your potential customers.

Google Ads for HVAC companies rotation

This is optional, but if you want to get keyword suggestions, you can just simply enter your HVAC company’s URL along with the services that you’re offering. Google Ads will scan your website and in a few seconds, you’ll get a list of keyword suggestions that are relevant to your business.

Get keyword suggestions for HVAC company ad

Enter your target keywords using the different keyword match types.

The exact match keyword allows your ad to show up whenever an individual uses the exact same keyword or a close variant of your target keyword. To use it, add your exact match keyword inside the brackets.  For example, if your exact match keyword is [HVAC services] then your ad will show up on search queries that used the exact order and close variant of your chosen keyword.

Compared to exact match keywords, Phrase match allows your HVAC ads to show up on search terms that are closely related to an individual’s search query or includes the meaning of your phrase match keyword. To use it, enclose your phrase match keyword between the quotation marks.

For example, if your phrase match keyword is “HVAC services” your ad might show up for search queries like “HVAC repair” or “HVAC maintenance.”

Broad match keyword contains search queries that are relevant and includes any of the words from your chosen broad match keywords. It doesn’t usually have all of the words in it. For example, if your broad match keyword is [hvac services] then your ad might show up on search queries like “Heating and cooling services” “Air conditioning maintenance” or even “air conditioner”. This is why you usually want to stick with mostly exact-match keywords.

If you want to read an in-depth explanation of how keyword match types works, check out our blog about Keyword Match Types to learn more.

Enter HVAC company ad target keywords

Next, you’ll be writing a headline for your ad. If you want to get suggestions, enter the URL of your HVAC company.

Enter HVAC company URL


Then under the “Display path”, create a URL slug for your HVAC ad. This part is shown after your website’s domain which gives your potential customers an idea of where the page will bring them once they click on your ad.

Enter URL slug for HVAC company ad

For the headlines, you can create at least three variations of it and a maximum of 15 headlines for your HVAC ad.

Headline variation for HVAC ad


Once done, you can start writing your Google text ad descriptions which you can write up to 4 variations.

HVAC company ad description

While writing your ad, you’ll see a mobile preview of your HVAC ad on the right side of your screen.

HVAC company ad mobile view

You’ll also see what it looks like for desktop or laptop users.

Desktop preview of HVAC ad

If you want to add more details about your HVAC ad, you can also add sitelink extensions which allow you to bring your potential customers to a specific page on your HVAC website.

For example, if you want to make it easier for your customers to learn more about the locations your company covers, you can create a site link for that.

HVAC company sitelink extension

Here’s an example of what an ad with sitelink extensions looks like:

HVAC ad with sitelink extension

Another ad extension you can create is a Callout extension. This ad extension helps you highlight promos offered by your HVAC company. You can make up to 10 of these for each ad.

HVAC company ad callout extension

This is what a callout extension looks like:

Callout extension from a HVAC ad

To make your HVAC Company’s ad more interactive, you can add other details such as promotional offers, prices of your HVAC services, your contact number, a structured snippet, and lead forms.

Another way of grabbing the attention of your potential customers is by providing offers on special occasions like Mother’s day, Christmas, New Year, etc. If you’re offering discounts, you can showcase them by adding promotional offers under your ad (e.g. promo codes).

HVAC company promotional offer

If you’re getting tons of calls from potential customers asking how much HVAC services are in your company,  you can also include it under your ad. This way, they’ll have an idea if your rates suit their budget and you get more qualified leads.

HVAC services pricing

When done, click “next.”

Then, set your average daily budget. Then, click “next.”

Set HVAC ad budget

Your HVAC ad is almost ready to publish! There will be suggestions on what you can do to boost the performance of your ad campaigns. You can also fix issues before you run your campaign.

Once you’re done, click “publish campaign.”

HVAC ad ready to publish

New to Google Ads? Check out our blog on Google Ads Glossary. There you’ll find terminologies that will surely help you as you start creating your HVAC company’s ad campaigns.

Tips on How to Make the Best Google Ads for HVAC Companies

Now that you have an idea of how to set up Google Ads for your HVAC company, here are some tips that will help your ad get tons of clicks and leads from your potential customers!

1. Improve your Ad’s quality score

Your HVAC ad’s quality score is based on these factors: relevance, landing page experience, and the expected click-through rate of your keywords to your text ads. It’s important to have a high ad quality score because the higher your ad’s score is the higher your rank will be on Google’s SERP.

To improve your ad’s click-through rate, check to see if the keywords you use in your ad provide a clear copy of what services your HVAC business is offering. It should be something that a person searching for HVAC services would be willing to click at.

To provide a seamless landing page experience to your page visitors, displaying all of the relevant information that your potential customers are actually looking for is a good start.

2. Maximize the use of Google Ads extensions

One of the main benefits of using ad extensions is that it adds value to your HVAC company’s ad. With the use of ad extensions, you can add relevant information about your heating, ventilation, and air conditioning repair services.

Aside from that, it also makes your HVAC ad more visible as it takes more space than regular text ads which leads to more clicks. So, make sure to maximize the use of the ad extensions that are suitable for your ad.

3. Build your negative keyword list

A negative keyword list is composed of words or phrases that are irrelevant to your HVAC ads but trigger them from showing up on Search Results. It’s important to have a list of negative keywords because it helps you focus on keywords that actually matter to your potential customers. However, you should be very careful when adding these kinds of keywords to your ad campaigns because too many of these will cause your ad to be shown to way too fewer customers.

When creating your negative keyword list, here are two things that you should keep in mind. First, create a spreadsheet where you can compile all of the negative keywords for your ad. It’s best that you have your own copy where you get to see all of the negative keywords you’ve used for your ad campaigns because it will be easier for you to keep track of the words you’ve already included on your list.

Second, include both variations of the negative keyword. Unlike positive keywords, you have to type in the singular and plural versions of your negative keyword. For example, since you’re only offering HVAC repair services but you see that your ad sometimes shows up when some search for HVAC training courses, you have to add “HVAC training course” and HVAC training courses” on your negative keyword list to prevent it from triggering your ad to be shown.

4. Optimize your landing pages

Once a potential customer clicks on your HVAC ad, you have to make sure that it will lead them to a page that will provide relevant information about the ad that they previously clicked on.

You also have to avoid using too many pop-ups and remove other elements that are irrelevant to the overall content of your HVAC landing page. Other than that, here are other elements that you should check when optimizing your landing pages:

  • fast page loading speed
  • functional links and buttons
  • a clear call to action
  • use of relevant images
  • short paragraphs

5. Experiment with draft campaigns

If you want to work on a new ad campaign for your HVAC business but don’t want it to be published right away, you can create draft campaigns on your Google Ads account! Here, you can make changes to your ad campaign without worrying that it might affect your performance.

Managing your HVAC company’s Google Ads account can be time-consuming. Our team is here to help.

Book An Appointment!

5 Tips on How to Write Effective Headlines

Man calling an HVAC company he saw from an ad

People are most likely to notice your ad’s headline because it’s the first thing that they usually see when something shows up on Google’s Search Results Page. To help you have a successful, here are 7 tips that will surely help skyrocket your HVAC ads’ click-through rate!

1. Add relevant keywords

You should implement relevant keywords in your headlines. By relevant, this includes the services you offer (e.g. furnace repair and AC repairs), specific locations you cover, along with the essential details of your HVAC company. This is important because it helps your potential customer find your business.

2. State how your HVAC business can help solve your potential customer’s problems

Another useful tip when creating your HVAC company’s headlines is to tell your customers what’s in it for them. Your headline should state how you can give a solution to your potential customer’s problem. For example, you’re offering same-day high-quality services 7 days a week.

Search results for HVAC near me

3. Think about user intent

Before creating a Google Text Ad, you have to make sure that you understand what user intent is. This is because aligning your ads based on your potential customers can help your HVAC ads to get more clicks, and make them more persuasive.

You can find the keywords that your target audience uses through Google’s Keyword Planner, auto-complete suggestions, and browser extensions like Keyword Surfer.

4. Avoid using jargon

There are terms that HVAC technicians are familiar with, but regular persons don’t know about. So, if you’re going to use HVAC jargon in your ads, don’t do it. Chances are, they might ignore your ad since they have no idea about what you are talking about.

Make it easy for your potential customers to understand the services you’re offering. Use terms that are easy to understand preferably the ones with a readability level of Grade 8 or lower. To check your ad’s readability level, try using the Hemingway app.

5. Maximize the use of 30 characters

For headlines, you’ll only be given a maximum of  30 characters. So, make sure that you keep your headlines short but full of impact. Phrase it in a way that someone who’s looking for HVAC services can’t help but click on your ad.

Using emotional trigger words can help persuade your potential customers especially if it’s written with a sense of urgency and evokes curiosity.

Need help crafting headlines for your HVAC company?

Schedule A Free Strategy Session!

Key takeaway

Google Ads is one of the best online advertising platforms that can help HVAC companies like yours to show up on your potential customer’s SERP. When done right, it can bring tons of traffic along with more new customers to your business! Just follow the tips we’ve mentioned earlier and you will see improvements in your ad campaigns.

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