Diagnose a symptom
Conversion tracking not working →
The 5-step diagnostic to find which layer is dropping the signal (tag, linker, event, destination, network). Most accounts have the fix at step 2 or 3.
Resources
HVAC Google Ads resources: diagnostics, benchmarks, and the math
Every page here answers one specific operator question with operator language and real numbers. No gated PDFs, no 'book a strategy call' wall. Run the diagnostics against your own account. If something is broken and you want it found fast, the free audit catches the exact issues these pages describe.
Something's broken
Diagnose a symptom
You're spending and the phone isn't ringing the way it should. Start here. Each page is a diagnostic you can run in 20 minutes against your own account.
Diagnose a symptom
Clicks but no calls →
Mobile call-tracking reality: 70 percent of HVAC searches are mobile, voicemail counts as a miss, and most accounts cannot see the call that did not get answered.
Diagnose a symptom
Performance Max not converting →
Why PMax defaults to junk inventory (parked domains, MFA sites, mobile-game SDKs) and the 6-step placement-quality fix that gets it converting.
What good looks like
Know the benchmarks
Numbers with the math behind them. What a click should cost, what ROAS clears break-even at your margin, and which channel earns the spend.
Know the benchmarks
What HVAC Google Ads should cost →
The budget formula tied to your margin and average ticket, not a generic range. What a lead should cost before it stops being profitable.
Know the benchmarks
Good ROAS for HVAC Google Ads →
Break-even is 1 divided by gross margin (about 4.0x at a typical EBITDA). Branded 8-12x, non-branded 3-5x. Track them separately or the average lies.
Know the benchmarks
LSA vs Google Ads →
Different products. The decision matrix by shop size: solo runs LSA-only, mid-sized runs both, large runs both plus Performance Max.
Is this being run right?
Vet your agency (or your own account)
You fired the last agency or you suspect this one. These pages are the diagnostic checklist a competent operator would run, written so you can run it yourself.
Vet your agency (or your own account)
How to audit your HVAC PPC account →
The 8-point audit walkthrough: structure, tracking, copy, landing pages, negatives, geo, schedule, quality. Plus the Tier 1/2/3 triage order.
Vet your agency (or your own account)
Is your Google Ads agency doing a good job? →
The 13-point checklist that separates an agency producing jobs from one producing reports. What to ask, what to look for, what the answers should be.
Vet your agency (or your own account)
How to fire your marketing agency →
The 7-step pre-firing checklist. The account-ownership trap that loses operators their history, their conversion data, and their Google Ads account itself.
Tactics that move the number
Run it better
If you run the account yourself or have a tech who does, these are the specific changes that move cost per booked job the most.
Run it better
HVAC negative keywords list →
The 60-term starting list every HVAC account should have, grouped by why each one wastes spend (DIY, careers, parts, info-only, wrong-trade).
Run it better
HVAC landing pages that convert →
The 8-item landing-page checklist plus the tracking truth: a beautiful page with broken call tracking is invisible to the bidder.
Run it better
Emergency HVAC Google Ads →
The campaign architecture for emergency intent plus a 6-point leak diagnostic for after-hours spend that is not producing after-hours calls.
The thing changing fastest
AI and search visibility
Google's AI Overview and ChatGPT-style answers are compressing the organic clicks that used to be free. What that means for a local operator, in the data.
AI and search visibility
AI Overview cites your competitors, not you →
What we see across hundreds of captured home-services searches: AI Overview shows on more than half, and it cites directories and competitors, not the typical operator.
AI and search visibility
AEO: the capability, and why paid is the faster fix →
Answer Engine Optimization explained for operators, plus the honest argument: AEO is slow and probabilistic; paid search is fast and deterministic ROI.
Want these run against your actual account?
Free, roughly 48-hour turnaround, no sales call. The audit runs every diagnostic on this page against your real account and live local search results, and hands back the specific gaps with the fix path.
Get the audit