Google Ads management for a HVAC company
A homeowner with no cooling types "ac repair near me" and buys within the hour. One whose 18-year-old unit finally quit types "ac replacement cost" and buys over three weeks. Bid on both inside one campaign and Google chases the cheap repair clicks, because they convert more often, and your replacement pipeline goes quiet while the cost per lead report still looks healthy.
Repair leads land at $45 to $130 in most metros. Replacement leads run $120 to $350, cheap against a $9,000 to $14,000 install. Local Services Ads usually beat text ads for the first dollar at $35 to $90 a lead, but they will not spend if your review count is thin.
The mistake almost every shop makes is running ads during hours nobody answers the phone. Two weeks in, working looks like repair and replacement on separate budgets, a negative keyword list that already killed the jobs and training searches, call recordings you have listened to, and a cost per booked call you can say out loud. The Google Ads guide has the full structure.