Google Ads across Canada · HVAC and heat pumps
Google Ads for HVAC and heat pump companies.
A heat pump that breaks down in the middle of winter and a heat pump to install before summer aren’t sold the same way. We build a campaign for each, the page that gets people to request a quote and the tracking that ties every call to its cost. The goal: leads from your territory that your technicians can serve.
Let’s talk about your next installationsSee the mistakes to avoid- Your Google Ads account in your name
- Every lead tied to its campaign
- Your results online, anytime
What your customers search for
A breakdown and a project: two searches, two campaigns.
Searches like “heat pump not heating” or “heat pump repair” come from someone who is cold and picks up the phone. Searches like “central heat pump installation” or “heat pump quote” come from a homeowner comparing models and companies. We keep them apart, each with its own message, hours and budget.
The words “heat pump” also draw plenty of searches that are useless to you: pool heat pumps if you don’t install them, portable air conditioners, error codes, manuals, in-store purchases, refrigeration technician jobs. The search terms report, read regularly, weeds them out week after week.
Seasons weigh heavily in this trade. Rather than a fixed budget, we set it according to your busy periods and your technicians’ availability. For a short event that clearly changes the share of visitors who become leads, like a promotion lasting a few days, Google offers seasonality adjustments, designed for periods of one to seven days. A cold snap, on the other hand, mostly drives up the number of searches: that’s when we adjust the budget.
Searches that name a city also deserve their own treatment. We group them by territory, with ads that name the city, so the homeowner sees right away that you come to them.
Example: searches that trigger your ads
- heat pump not heating blainvillepaid
- wall mounted heat pump installationpaid
- above ground pool heat pumpexcluded
- heat pump error codeexcluded
- refrigeration technician jobsexcluded
The most expensive mistakes
Five mistakes that cost a lot in HVAC.
Each one takes a few minutes to check in your Google Ads account. None of them is fixed by raising the budget.
- 01
Breakdowns and installations in the same campaign.
A homeowner who is cold wants a technician today. One who is planning an installation wants to understand the options. Mixed together, these searches get the same message, and the budget goes to whichever costs the least, not whichever pays off the most.
Check: do your ads speak differently to “repair” and to “installation”?
- 02
A number shown when nobody answers.
A missed service call goes to a competitor. Google lets you show the phone number in your ads only during the hours when you can answer, or show it longer if you offer an emergency service.
Check: do the hours of your call assets match the hours when your phone is answered?
- 03
Qualifications nobody sees.
In Quebec, only people who hold the environmental qualification for halocarbons may install or repair an air conditioning unit designed to run on a halocarbon, like most heat pumps. If your technicians hold it, say so: it builds trust.
Check: does your landing page mention your team’s qualifications?
Quebec Ministry of the Environment, halocarbon regulation (in French)
- 04
An ad or a page without an RBQ licence number.
In Quebec, the Régie du bâtiment requires this number in every form of advertising. The homeowner can check your licence online before calling.
Check: is the number in your ads and on your landing page?
- 05
A form that sorts nothing.
Ask whether it’s a new installation, a replacement or a repair, the type of system wanted (wall-mounted, central, dual-energy), the current heating, the type of house and the city. Your team knows whom to call back first, and which technician to send.
Check: before calling back, do you know whether the request is for an installation or a repair?
These fixes don’t require a bigger budget. They require a well-built account, then a monthly follow-up based on the installations you sign.
What the engagement includes
Campaigns built around your seasons.
One team handles the campaigns, the page and the tracking, then adjusts them every month based on the installations you sign.
Two campaigns: repairs and installations.
The repair campaign puts your number up front, during the hours when you answer. The installation campaign leads to a page and a form. Each one has its own keywords, exclusions and budget.
Keywords · Exclusions · HoursA page that gets people to request a quote.
The systems you install, brands, qualifications, warranties, RBQ licence, service area and a qualifying form: the homeowner finds the answers and requests a quote. Your website stays in place.
Copywriting · Design · FormEvery call and every form, tied to its source.
A trackable phone number, conversion tracking in Google Tag Manager and your tracking portal: you know which campaign produced which lead, and at what cost. Our guide to call and form tracking explains the method.
Trackable number · Google Tag Manager · Tracking portalA budget set to your seasons.
We raise the budget when demand climbs and your technicians are available, and we lower it when your schedule is full. Rebates and grants available when the campaign runs are checked before they are advertised.
Seasons · Capacity · RebatesEverything an engagement with our Google Ads agency includes
Is this the right time?
For companies ready to keep up with demand.
We manage campaigns for heat pump and HVAC companies. Google Ads delivers when your team can call back quickly, visit the home and install within a reasonable time. If your technicians are booked for months, wait: a campaign is useless if nobody can respond. The same split between emergencies and planned work exists in foundation repair.
- Your installations come mostly through word of mouth, at a pace you don’t control.
- You already pay for advertising without knowing how many installations it produced.
- You want leads that are yours alone, from homeowners who chose you.
Frequently asked questions
Costs, timelines, rebates: your questions about Google Ads.
How much does Google Ads cost for an HVAC contractor?
Two amounts, always kept separate. Our management fees generally range from $700 to $3,000 per month, depending on the number of campaigns and pages to build. Your ad budget comes on top and is paid directly to Google: plan on at least $1,000 per month, often more depending on the competition in your territory. The proposal states both amounts before you commit. To plan the budget for your seasons, see our guide to Google Ads costs.
How soon do the first leads come in?
Your landing page is ready in 7 to 10 days, and a standard campaign is live in about two weeks. The first leads come in over the following weeks. To know whether Google Ads is profitable, meaning how many quotes turn into installations, plan on three to six months. The engagement also requires a minimum commitment of six months, with fees billed monthly.
Should the ads mention rebates and grants?
Yes, when a program applies to the systems you install: it can help a homeowner take action. Programs change often. We check what is available when the campaign runs, and we remove the mention as soon as a program changes or ends.
Google Ads or a quote platform: what’s the difference?
A quote platform usually sends the same request to two or three contractors, who end up competing on price. With Google Ads, the homeowner lands on your page and contacts you. The lead is yours alone, and you stay in control of the message.
Who owns the Google Ads account?
You do. The account is in your name from the start. If the engagement ends, you keep your campaigns, your history, your access and your data.
Let’s start with your territory
Let’s talk about the installations you want to do.
Tell François about your services, your territory and your technicians’ capacity. You will find out whether Google Ads can fill your schedule, and whether Kasvu is the right partner to get you there. If not, he will tell you. The first conversation comes with no commitment.
