One campaign for both jobs
Repair and replacement sharing a budget, so the cheap job eats the money that would have found the expensive one.
HVAC
Marketing for HVAC companies. One flat monthly fee.
One replacement is worth more than a season of service calls, and most paid accounts in this trade are quietly optimized toward the service calls.
The problem that belongs to HVAC
The replacement versus repair mix is the whole game. A channel that books small service calls looks busy on a dashboard and does almost nothing for the year. It fills the schedule, the techs are out, the lead count is up, and the revenue line does not move.
Then the seasonality swings. In peak, everyone in your county is bidding on the same words and the click price doubles. Paying peak season rates to buy repair intent is the expensive version of that mistake. The work that matters is separating the two before the money goes out, not reporting on it afterward.
Before any of that
The calls you are already missing
HVAC demand arrives in spikes you cannot staff for. The first genuinely hot day of the year and the first hard freeze both generate more calls in an afternoon than the office handles in a normal week, and every one of them is calling somebody else thirty seconds later.
The front desk answers the overflow at the same speed as the first call of the day, books what can be booked, and puts anything that sounds like no heat in January straight through to a person.
$500 to set it up, $500 a month. No contract and no advertising, so it costs nothing to find out whether that is your actual problem.
Incoming call
Tuesday, 7:12pm
My AC has packed up and the house is 88 degrees. Is anyone still there?
You've reached Callahan Heating and Air. I'm an AI assistant and this call is recorded. Sorry, that's a rough evening. Is anyone in the house at risk in the heat? Elderly, an infant, anyone unwell?
No, it's just us, we're fine. Just uncomfortable.
Good. Then I can get you the first slot tomorrow. What's the address, and is it a house or an apartment?
House, 1140 Kietzke. Is this going to be expensive?
I won't guess at that. The tech quotes it once he's seen the unit, and he'll tell you before he does anything. There's no charge for him coming out and looking.
You're booked for tomorrow, 8 to 10am. I'll text you the confirmation and the tech's name.
Booked, tomorrow 8 to 10amAdded to the calendarFirst slot of the day
An example of how a call goes, not a recording of a real customer.
The arithmetic
We are not going to put an average replacement value on this page. The figures that circulate come from consumer cost guides rather than industry data, and an average across the country tells you nothing about your county.
The number the audit runs on is your own revenue per paid job over the last twelve months, taken from your invoices rather than a cost guide. Source: your books. If that number does not exist yet, producing it is the first useful thing we would do, before a single bid changes.
The other number we would want before quoting you anything is your own replacement to repair ratio out of paid, which almost nobody tracks. It is the difference between this channel being worth doing and being a way to keep two techs busy at break even.
What we would run, and why
Google Search, with repair intent negatived out aggressively at setup rather than cleaned up in month three. That single decision is most of the difference in this trade.
HVAC is named in the first phase of Google's migration of Local Services Ads into Performance Max with pay per lead goals. Source: Google Ads Help article 17213585, which lists HVAC among the select home and storefront service categories beginning August 2026 in the United States, and states that previous campaign level performance metrics will not migrate. It lands on your account whether or not anyone tells you it is coming.
How we would read an HVAC account
The replacement versus repair split is a pricing and tracking problem before it is an advertising one.
That is the part of this work we would start with. We would want to see which paid leads turned into replacements over the last twelve months before quoting you a package, and if that data does not exist, building it is the first month's real work. Until it does, the ad platform is optimizing toward whichever job is cheapest to win, which is the wrong one.
Peak season is the other half. The same bids in July as in April, on a click that costs twice as much, is a decision nobody made and everybody pays for.
What we would want you to explain to us on the call: how your dispatch decides which tech goes to a paid lead, and whether a replacement quote is done on the same visit or booked back. We would rather ask than guess, because it changes what we build.
What is usually broken
Observations, not accusations. Most of these are true in most of the businesses we have looked at.
Peak season on autopilot
The same bids in July as in April, on a click that costs twice as much.
No revenue attached to the lead
The ad platform knows a form was filled. It has no idea whether that form became a service call or a replacement, so it keeps buying more of the wrong one.
The maintenance list
Years of service customers with ageing systems, nobody emailing them, and a paid budget chasing strangers instead.
The model, short
One flat monthly fee of $3,500 a month, plus $2,500 of ad spend on your own card, direct to the ad platforms. You fund ad spend on your own card, direct to the ad platforms. We never touch your money. 6 month minimum, billed monthly, and everything is in your name from day one.
The full mechanicOr start lower
The front desk is $500 to set it up, $500 a month. It buys no advertising, has no term, and answers the calls you are already getting. Most businesses should start there and only add the campaigns once the phone is covered.
The audit is free, 5 business days from your application, and it is for the marketing package rather than the front desk.
How the front desk worksTell us what your last 90 days looked like and we will tell you whether we would take it on.