Google Ads, CRO and SEO for HVAC and plumbing companies

Where it leaks. One campaign bids on everything from “ac not blowing cold air” to “hvac technician jobs” and “how to relight a water heater,” so job seekers and DIY readers spend the budget, and a clogged drain and a whole-system replacement share one bid.

What we change. Separate campaigns for emergency repair, system replacement and maintenance, each with its own budget and landing page, and negative keywords for jobs, training, parts and how-to searches. Local Services Ads run alongside, set to the job types you actually take.

Where it leaks. Repair clicks land on a homepage that lists every service, with the phone number in small type and nothing about when a tech can come.

What we change. A repair page with a tap-to-call button and arrival windows on the first screen, and a separate replacement page that explains what sets the price and which financing terms apply, worded to meet federal disclosure rules for credit ads.

Where it leaks. Calls ring a dispatcher already on another line or a tech under a house, and after-hours calls go to voicemail, so a customer with no heat calls the next company. In Local Services Ads, Google says missed calls can lower your responsiveness, which feeds how you rank.

What we change. Call assets scheduled for the hours someone answers, an overflow line or answering service for the rest, and Local Services message and booking leads turned on for nights and weekends. Online booking asks for name, phone, address, the problem and a time window, and leaves the model number for the dispatcher.

Where it leaks. A tech quotes a new system at the kitchen table, the homeowner wants to think it over, and nobody calls back, so a lead the ads paid for goes cold.

What we change. A follow-up schedule for every open estimate: a call and a text within days, an email that answers the usual questions on price, financing and install timing, and an offer of a second option if the first quote was the sticking point.

Where it leaks. Google Ads counts a call as a conversion when its AI judges the call qualified, or when it passes a length threshold if it can’t be recorded. Neither says whether the call became a job, so bidding chases callers who ask a price and never book.

What we change. Booked jobs and sold replacements imported from your job software into Google Ads, matched to the click within Google’s 90-day limit, with repair and replacement valued separately so bidding learns which searches pay.

Where it leaks. The Business Profile claims a service area the company doesn’t really cover, the newest review is a year old, and techs hand out gift cards for five-star reviews.

What we change. Service areas set by city or ZIP code, up to Google’s limit of 20, a review request sent to every customer after the job with no reward attached, and job photos posted from the areas you want more work in.