HVAC PPC audit checklist

An HVAC PPC audit should check conversion actions, call tracking, search terms, negatives, match types, location targeting, schedule settings, landing pages, budget allocation, and lead quality.

The most common early problems are bad conversion signals, broad-match waste, mixed intent, weak service-area controls, and pages that do not match the searcher urgency.

The goal is not to produce a giant report. The goal is to find the highest-leverage fixes and decide whether the account is worth managing.

The first fixes usually come from the places where bad data creates bad decisions. If Google Ads is optimizing toward duplicate calls, soft events, or unqualified forms, every other improvement is standing on loose ground.

After tracking, the audit moves into waste and conversion path: search terms that should never have been bought, geography that is too loose, hours that do not match response capacity, and landing pages that make a high-cost click work too hard.

The audit also separates problems by reversibility. A bad negative-keyword gap can often be fixed quickly. A broken conversion model needs more care because the account may have been training on bad data for weeks or months. A weak landing page may need copy, layout, tracking, and offer changes before the account can fairly judge the traffic.

That triage keeps the work from becoming a giant undifferentiated report. The question is always: what change would make the account smarter, cleaner, or more profitable fastest?