Heat-pump search ads work when they buy intent and reject curiosity. "Heat pump installer near me" and "replace furnace with heat pump [your city]" are worth paying for. "How does a heat pump work" and "heat pump parts" usually aren't. We build and run campaigns that know the difference, and we track every call back to the keyword that produced it.
We are a marketing service, not an HVAC contractor. We don't install or service equipment; we fill your calendar with people who want your licensed team to.
What it is
It is a managed Google Ads search account, and Local Services Ads where they're available for your category and area, built only around heat-pump and related heating and cooling work.
The core of the account:
- Intent-grouped campaigns: replacement, new install, ductless, dual fuel and rebate-led searches each get their own ads and landing pages.
- A long negative-keyword list: DIY, parts, jobs, definitions, wholesale, and brands you don't carry.
- Landing pages that match the ad: someone who searched "ductless heat pump" lands on a ductless page, not your home page.
- Call tracking with recorded outcomes, so we optimise for booked assessments rather than clicks.
Who it's for
This is the right first step if your calendar has gaps you need filled in the next 30 to 60 days, if you already close a solid share of quotes, or if you're entering a new area and need to be visible before your content ranks. If your close rate is weak, fix quote follow-up first, or the ads will mostly pay for lost quotes.
The worked numbers
Ads should be judged on cost per booked assessment and cost per signed job, never on clicks. A worked example, with assumptions you can replace:
- Cost per click on heat-pump replacement searches in your market: $9
- Landing page call or message rate: 10%
- Share of those enquiries that book an assessment: 50%
- Cost per booked assessment: $9 ÷ 0.10 ÷ 0.50 = $180
- Close rate on assessments: 35%
- Ad cost per signed job: $180 ÷ 0.35 ≈ $514
Against a gross profit of several thousand dollars per install, that can be a sound investment. If the landing page rate drops to 5%, the cost per signed job doubles to about $1,029. This is why the landing page usually matters more than the bid.
Seasonality
Heat-pump searches don't follow one curve. In many markets there's a cooling spike in early summer, a heating spike in fall, and a rebate spike whenever a program opens or changes. We plan budgets around all three and around your crew's capacity, so you aren't buying leads you can't install for eight weeks. The region pages note the climate pattern in each province.
What's included and the timeline
- Week 1: account audit or build, conversion tracking and call tracking.
- Week 2: campaign launch with conservative budgets, plus matching landing pages.
- Weeks 3–8: daily search-term reviews, negatives, bid and budget changes; weekly reporting on Growth plans.
- Ongoing: seasonal plans, rebate-driven ad copy and Local Services Ads review management where active.
How results are measured
- cost per call and per message
- cost per booked assessment (from call outcomes and your CRM)
- cost per signed job, where your job data is shared with us
- search-term waste: the share of spend on queries we later excluded
Mistakes to avoid
- Broad match without negatives. It will spend your budget on "heat pump dryer" and "heat pump water heater" if you don't sell them.
- Sending all traffic to the home page. It lowers conversion and wastes the click.
- Judging after one week. Allow enough calls to reach a sensible conclusion.
- Ignoring capacity. Paying for leads in a fully booked month just ages them.
Our HVAC campaign work behind this approach includes HVACDeal.ca, which produced 500+ leads at a 12:1 ROI, and BCWide.ca, which tripled leads in 90 days. Details on the results page, and plan costs on the pricing page.
Frequently asked questions
How much ad budget do we need?
It depends on your market and your numbers. We work backwards from what a booked assessment is worth to you and what a click costs locally, then recommend a test budget. Ad spend is paid to Google directly and is separate from our fees.
Are Local Services Ads worth it for heat pumps?
Often, where they're available for your category and area, because you pay per lead rather than per click. They work best alongside a search campaign, and they depend heavily on your review profile.
Can we run ads about rebates?
Yes, with care. Mention incentives as something the customer may qualify for, link to a page that explains eligibility and the administrator, and never imply a rebate is automatic.
Who owns the ad account?
You do. We set campaigns up in an account in your company's name, with your billing, so the history and data stay with you if you ever leave.