Key takeaways
- Good HVAC ads management paces spend to how full the board is, not to a flat monthly number.
- Repair, replacement and maintenance run as separate campaigns with separate pages and separate results.
- The account, billing, tracking and history belong to your company. The agency gets access, not ownership.
- Reports should show booked calls, sold systems and memberships by campaign, matched to your field service software.
Google Ads management for an HVAC company means running campaigns that follow the weather and the dispatch board: more spend when techs have open slots, less when they are booked out, and repair kept apart from replacement. It also means the account sits in your company's name, so the data and history stay with you whoever runs it.
What management includes
Management covers everything between a homeowner's search and a booked call, plus the tracking that proves which ads produced which jobs. For an HVAC shop, that work list looks like this:
- Campaigns split by job. No-cool and no-heat repair, system replacement, maintenance and tune-ups, and indoor air quality, each with its own budget, so a heat wave does not spend the replacement money.
- Ad schedules that match who answers. Emergency ads run at night only if an on-call tech or answering service picks up.
- Budget pacing to capacity. Spend comes down when the board is full days ahead and goes back up when slots open.
- Seasonal shifts. AC repair weight in summer, furnace and heat pump weight in winter, replacement and membership offers in the shoulder seasons.
- Search terms and negatives. Weekly cleanups that keep car AC, appliance and job-seeker searches out, using the HVAC keyword and negative list.
- Landing pages by job type. Repair clicks land on a page built around the call button; replacement clicks land on options, financing terms and an in-home estimate form.
- Call and booking tracking. Calls from ads and from the site counted, and booked and sold outcomes sent back to Google from ServiceTitan, Housecall Pro or Jobber.
- Local Services Ads alongside search. Google is moving LSA into Google Ads as pay-per-lead Performance Max, with HVAC in the first phase, so the two end up being managed in one account (Google's transition notice).
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
Your company should own the account, the billing and every piece of tracking connected to it. An agency that builds your campaigns inside its own account can take years of HVAC search data, seasonal history and conversion learning with it when you part ways.
| Asset | In whose name | Why it matters |
|---|---|---|
| Google Ads account | Yours, with the agency added as a user | Campaign history and bidding learning stay with you |
| Billing | Your card or invoice | You see exactly what Google charged |
| Conversion tracking and Google Tag | Your account | Booked-call data keeps working after a change of partner |
| Call tracking numbers | Your account | The numbers on your ads and pages do not disappear |
| Landing pages | Your domain | Pages and their results keep working |
Ask any agency one question before you sign: if we part ways, what do we keep? The only good answer is everything.
How we report
We report in booked work, by campaign, every month, and in plain language. Each report answers the questions an HVAC owner runs the business on:
Booked service calls : How many calls from ads became jobs on the board, and what each one cost.
Replacement estimates and sold systems : How many in-home estimates came from replacement campaigns, how many sold, and the cost per sold system.
Memberships : How many maintenance plans were sold on ad-sourced calls.
Missed and unbooked calls : How many ad calls went unanswered or did not book, and why, from the recordings.
What changed and what is next : The work done this month and the priority for the coming weeks.
Clicks and impressions sit at the bottom, for reference. The HVAC cost per lead guide shows how cost per booked call is worked out.
How it works
- Assess. First, ownership: whose name is on the account, the billing and the tag. Then last season's ad leads, matched against the jobs they became in your field service software (conversion measurement), and a sample of call recordings.
- Prioritize. If tracking is broken, that is fixed before anything else, because every later decision depends on it. Campaign splits, negatives and landing pages follow, each with a date.
- Execute. Changes go into your account, not ours, with budgets and ad schedules set to the number of techs and CSRs you have on shift before the next peak.
- Measure. Each month you see booked calls and sold systems by campaign, and the plan for the coming season, so spring tune-ups and fall replacements are planned, not improvised.
How VETS Growth Marketing helps
If your current account sits with an agency, the first job is moving it, the billing and the tracking into your company's name. After that, you can end the arrangement whenever you choose and keep all of it. Management is scoped as projects with outcomes and dates rather than an open-ended retainer, and each monthly report leads with booked calls and sold systems. Bring your account access to a growth consultation and we will show you what it is costing you to book a call today.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help
- Local Services Ads transition to Performance Max campaigns with pay-per-lead goals, Google Ads Help