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Google Ads for HVAC Companies: Full Guide

What Google Ads cost an HVAC company in Canada: about $19 a click and $179 a lead. The campaigns to run, searches to block and how to track booked jobs.

Evan Striemer Founder, Debut Marketing
  • 8 min read
Heat pump outside a wood-sided home

Key findings

  1. HVAC clicks cost more than any other trade's. About $19.35, against $11.24 for contractors overall1.
  2. A heat pump job can carry a $179 lead. A furnace repair can't. On a $10,500 heat pump, an HVAC company can pay about $196 a lead. On a $325 repair, about $623.
  3. Local Services Ads leads cost about 60% less. About $73 against $179145.
  4. The first company to answer usually wins. 84% of Canadian homeowners in our survey said in an emergency they'd hire the first contractor who picked up6.

How much does Google Ads cost an HVAC company?

About $19.35 a click and $179 a lead in Canada. That's our median across published HVAC benchmarks, put in Canadian dollars1. Clicks cost so much because a furnace or heat pump job is worth thousands. Lots of companies bid on the same few searches.

What you pay forTypical cost (CAD)Range across sources
One click on a search ad$19.35
One lead (call or form) from search ads$179$90 to $320 (five sources)
One lead from Local Services Ads$73$71 to $104 (three sources)
One booked job from search ads, if 42 in 100 leads book$430
An HVAC lead costs about $179 from search ads and $73 from Local Services AdsCost per lead (CAD), by channel.
Google search ads $179
Google Local Services Ads $73
Chart: Debut Marketing. Debut Marketing, 2026. Typical figures (medians) across published HVAC benchmarks, in Canadian dollars145.

Your number will be higher or lower. A busy city costs more than a small town. A cold snap costs more than a mild week. Judge your account by what a booked job costs you, not by one click.

What's the most an HVAC company can pay for a lead?

It depends on the job. Start with what the job is worth. Then take what you keep after parts and labour. HVAC contractors in Canada keep about 44.5 cents of each dollar before overhead3. If you spend 10% of that to win the job, here's your ceiling:

JobTypical priceKept after parts and labourMost to spend winning it (10%)Most per lead if 42 in 100 bookIf 25 in 100 book
Heat pump install$10,500$4,673$467$196$117
Gas furnace replacement$5,000$2,225$223$93$56
Furnace repair$325$145$14$6$4

Debut Marketing calculation. Job prices are the middle of HomeStars' Vancouver ranges2. The margin is from Statistics Canada data for plumbing, heating and air-conditioning contractors3. Swap in your own numbers.

This is the most useful table in this guide. A $179 search lead makes sense for heat pumps. It's tight for furnace swaps. It never makes sense for a one-time repair.

But repair customers come back. They buy tune-ups, then a new system years later. So don't judge a repair lead by the repair alone. Send repair searches to cheaper channels, like Local Services Ads and your Google profile.

Which campaigns should an HVAC company run?

Run three: one for emergencies, one for replacements and installs, and one for tune-ups. Each kind of customer searches, decides and pays in a different way. One campaign can't bid right for all three.

CampaignWhat people searchWhen to run itWhat the ad and page say
Emergency"no heat", "furnace not working", "emergency hvac [town]"Only the hours someone answers the phoneSame-day service, your phone number, how fast you arrive
Replacement and install"heat pump installation [town]", "furnace replacement cost"Business hours and eveningsPrice range, financing, rebate help, brands you install, warranty
Tune-up and maintenance"furnace tune up", "heat pump maintenance"Early fall and springA clear price, what's included, book online

The split matters. In one 816-contractor study, HVAC campaigns that lumped every service together paid about $198 a lead. Heating repair campaigns paid about $144 (both US dollars)7.

  1. 1Emergency. Short hours, a call button, same-day service in the ad.
  2. 2Install and replace. The biggest jobs, so the biggest share of the budget.
  3. 3Tune-ups. A clear price and online booking, run in early fall and spring.
Illustration of an HVAC account split three ways. The keywords are an example.

What keywords work for HVAC Google Ads?

Searches that say a service and a place, and searches that say something is broken. "Heat pump installation Surrey" or "furnace not working" come from people ready to call. Plain words like "HVAC" or "heating" bring in students, job seekers and people fixing it themselves.

Good starting keywords

  • Emergency: no heat [town], furnace not working, furnace repair near me, emergency furnace repair
  • Install: heat pump installation [town], furnace replacement [town], ductless heat pump installer, central air installation
  • Price and rebates: heat pump cost [town], furnace replacement cost, heat pump rebate installer
  • Tune-up: furnace tune up [town], heat pump maintenance

Block these from day one (negative keywords)

diy, how to, youtube, video, manual, parts, filter, jobs, careers, salary, wage, apprentice, school, course, ticket, red seal, training, used, free, reddit, and every town you don't serve.

Check the search terms report every week. Block new junk as it shows up.

  1. 1Broad. Students and DIYers get in. That's what the negative list is for.
  2. 2Phrase. The search has to be about furnace repair.
  3. 3Exact. Same meaning only. A replacement search goes to the install campaign.
Illustration of which searches each match type can show for. Google decides the close calls, so check the search terms report.

In BC, people searching "heat pump rebate" are often close to buying. Send them to a page that explains the rebate and says you handle the paperwork. As of November 1, 2026, BC's Home Renovation Rebate lists up to $4,000 for a heat pump in a home heated with electricity8. If you're a registered rebate contractor, say so in the ad.

When should HVAC ads run?

Run them hardest when systems break and people are home to call. In Canada, that's the first cold weeks of fall, cold snaps in winter and the first hot weeks of summer. Raise bids on cold mornings and evenings. Lower them overnight unless someone really answers.

  • September to November: tune-ups and "no heat" calls climb. Start replacement ads before the first frost.
  • December to February: cold snaps bring emergency calls. Watch your budget, it can run out by noon.
  • March to May: quieter weeks. Good time for heat pump and AC replacement ads.
  • June to August: heat waves bring AC and heat pump cooling calls, even on the coast.

Don't run emergency ads at night if nobody picks up. A missed emergency call is money spent with nothing back.

  1. 1Schedule. Match it to the phone. Google runs ads around the clock unless you change it.
  2. 2Busiest hours. When furnaces fail and people are home to call.
  3. 3Budget. A cold snap can spend the whole day's budget before lunch.
Illustration of an emergency campaign's schedule settings, simplified.

Are Local Services Ads worth it for HVAC in Canada?

Yes, for most HVAC companies. HVAC is one of the trades Google offers Local Services Ads for in Canada. These are the listings at the very top with the Google badge. You pay per lead, not per click. An HVAC lead there costs about $73, against $179 from search ads145.

Local Services AdsSearch ads
You pay forA call or messageA click
Typical HVAC lead (CAD)About $73About $179
Best forRepairs, no-heat calls, tune-upsHeat pumps, replacements, bigger jobs
What ranks youReviews, answering fast, your hours, being closeKeywords, bids, your landing page

Two rules to know. First, since October 1, 2026, Google can charge you for a missed call during your business hours if the caller stays on the line more than 20 seconds9. So set hours you actually answer. Second, you can dispute bad leads, like spam or wrong areas. Check them every week.

  1. 1Name. From your Local Services profile.
  2. 2Rating and reviews. In HVAC, a big count matters. They come from your Google profile.
  3. 3Google Verified. After the business, licence, insurance and technician checks.
  4. 4Hours. "Open now" only during hours you set. Missed calls in those hours can be charged.
  5. 5Call. You pay for the lead, not the tap.
Illustration of HVAC Local Services Ads on a phone. The businesses are made up.

Our Local Services Ads guide for Canada covers setup and who qualifies.

What should an HVAC landing page have?

One page per service, with the phone number on the first screen. Someone who searched "heat pump installation Langley" should land on a heat pump page that says Langley. Not your homepage.

Every HVAC ad page needs:

  • A heading that matches the search
  • A tap-to-call button and a short form (name, phone, what's wrong)
  • Your Google rating and a few real reviews
  • A price range, or a starting price for tune-ups
  • Brands you install, warranty, financing and rebate help
  • Photos of your real trucks and techs

Prices matter more than most HVAC companies think. 70% of HVAC customers in one survey said they're more likely to call a company that's open about price10.

  1. 1Phone. At the top, tap to call.
  2. 2Heading. The service and the town from the search.
  3. 3Rating. Your real Google rating and count.
  4. 4One button. One next step.
  5. 5Rebates and financing. The two questions heat pump buyers ask first.
  6. 6Short form. Name, phone and what's wrong.
Illustration of an HVAC landing page on a phone. The business and its rating are made up.

How do you track which HVAC ads book jobs?

Track every call and form back to the ad that brought it. Then tell Google which ones turned into jobs. Without this, Google thinks a $99 tune-up and a $10,500 heat pump are worth the same.

  1. Track calls, not just forms. Most HVAC leads phone in.
  2. Give each lead type a value. For example, $150 for a tune-up and $10,500 for a heat pump.
  3. Send booked jobs back to Google. Google's offline conversion import lets it learn which clicks became paying customers.
  4. Judge by cost per booked job. Cost per lead divided by how many leads book.

What brings HVAC ad costs down?

Answering fast, blocking junk searches, and sending each service to its own page. These cost little and usually do more than a bigger budget.

  1. Answer every call within 5 minutes. Leads called back within 5 minutes converted 8 times as often in a study of 5.7 million leads11. A missed-call text-back catches the rest.
  2. Split repair and replacement. Different searches, different pages, different bids.
  3. Show a price range. It filters out price shoppers before they click.
  4. Get more reviews. They raise your Local Services Ads rank and your click rate on search ads.
  5. Run Local Services Ads first, then search ads on top for the bigger jobs.

HVAC Google Ads at a glance

#What to doFirst step
1Split emergency, install and tune-up campaignsBuild three campaigns with their own budgets and hours
2Put a call button on emergency adsCount only calls over 60 seconds as leads
3Block junk searchesAdd the negative list above on day one
4Bid around cold snapsRaise bids on cold mornings, lower them overnight
5Run Local Services AdsSet hours you really answer
6One page per servicePhone number and price range on the first screen
7Track booked jobsImport booked jobs back into Google Ads
8Call back fastUnder 5 minutes, with a missed-call text-back

How much should an HVAC company spend on Google Ads?

Work back from the jobs you want. Say you want 6 more installs a month and you book 30 in 100 install leads. You need 20 leads. At about $179 a lead, that's around $3,600 a month in ads.

Most Canadian agencies suggest starting between $1,500 and $4,500 a month1. Our Starter plan is built for ad budgets of $1,000 to $4,000 a month. You can see what a lead should cost in your trade on our cost per lead by trade page, or what an HVAC lead costs on every channel in How Much Do HVAC Leads Cost?

Questions contractors ask

How much does Google Ads cost for HVAC?

About $19.35 a click and $179 a lead in Canadian dollars, from our medians of published HVAC benchmarks1. Busy cities and cold snaps cost more.

Are Google Ads worth it for HVAC companies?

Yes, for heat pumps and replacements. On a $10,500 heat pump, you can pay about $196 a lead and still be fine. For repairs, Local Services Ads are usually cheaper.

What's a good cost per lead for HVAC Google Ads?

Under about $179 CAD from search ads and $73 from Local Services Ads. What counts as good depends on the job. Use the table above to find your own ceiling.

Should I run Google Ads 24/7?

Only if a real person answers 24/7. Otherwise, run emergency ads during the hours you pick up, and lower bids overnight.

Can I run Local Services Ads for HVAC in Canada?

Yes. HVAC is one of the trades Google offers Local Services Ads for in Canada. You'll need to pass Google's checks, and reviews help you rank.

How long until HVAC Google Ads work?

Calls often start in the first week. Give Google 60 to 90 days of data before you judge cost per booked job.

How we put this together

An HVAC lead on Google
About $179 CAD
An HVAC click
About $19.35 CAD, the highest of any trade
Local Services Ads
About $73 CAD a lead
Updated
November 1, 2026

The numbers on this page are Debut Marketing's 2026 findings. We combined our own campaign data with the studies, ad platforms and agencies listed below, took the typical figure (the median) for each number and put it in Canadian dollars. The search ad figures come from our cost per lead by trade benchmarks, which use five HVAC sources1. The Local Services Ads figure is the median of three published HVAC figures: SearchLight Digital (US$51, February 2026), LocaliQ (US$52, as listed in SearchLight's comparison table) and 99 Calls (US$74.57, November 2026), converted at the Bank of Canada's 2025 average, $1 USD = $1.3978 CAD4512. Job prices are the middle of HomeStars' Vancouver ranges2. The margin is from Statistics Canada data for plumbing, heating and air-conditioning contractors (cost of sales 55.5% of revenue, 2024)3. Homeowner figures are from our survey of 1,113 Canadian homeowners6. The rebate amount was checked on the CleanBC Better Homes site on November 1, 2026.

Cite this page

Striemer, E. (2026, November 1). Google Ads for HVAC Companies: Full Guide. Debut Marketing. https://debutmarketing.ca/hvac-google-ads-guide

The numbers on this page are Debut Marketing's 2026 findings. We combined our own campaign data with the studies, ad platforms and agencies listed under Sources, took the typical figure for each number and put it in Canadian dollars. You're welcome to use them: please credit Debut Marketing and link to this page.

Sources

  1. 1 Debut Marketing (2026). Google Ads Cost per Lead for Contractors in Canada. October 2026. General contracting and remodeling $224 CAD a lead.
  2. 2 HomeStars (2026). How Much Does HVAC Cost in Vancouver?. 2026. Gas furnace $3,500 to $6,500; heat pump $6,000 to $15,000; general furnace repairs $150 to $500.
  3. 3 ISED Canada (2024). Financial performance: Plumbing, heating and air-conditioning contractors (NAICS 23822). 2024. Cost of sales 55.5% of revenue.
  4. 4 SearchLight Digital (2026). Google Local Service Ads Benchmarks, February 2026. 888 US contractors, $6.72 million in Local Services Ads spend and 126,650 leads. The Google search comparison is January 2026: 816 contractors, $14.9 million in spend. US dollars.
  5. 5 99 Calls (2026). Google LSA Cost Per Lead: HVAC Contractor. November 2026. Average $74.57 per charged lead.
  6. 6 Debut Marketing (2026). Debut Marketing Contractor Search Study 2026. 1,113 Canadian homeowners who had searched online for a local contractor in the last three months.
  7. 7 SearchLight Digital (2026). What Is a Good Cost Per Lead for HVAC Google Ads?. 816 US HVAC and plumbing contractors, January 2026, $14.88 million in spend and 143,008 leads. US dollars.
  8. 8 CleanBC Better Homes. Home Renovation Rebate Program. Heat pump rebates for homes heated with electricity, up to $4,000.
  9. 9 Search Engine Roundtable (2026). Google To Charge For Missed & Subsequent Calls On LSAs. August 25, 2026. Google's notice for changes from October 1, 2026.
  10. 10 The ACHR News and myCLEARopinion (2024). Homeowners Want Prices Listed Online. Survey of HVAC customers on online pricing.
  11. 11 InsideSales.com (2021). Lead Response Management 2021 (XANT). 5.7 million inbound leads and 55 million sales activities at 400+ companies, 2018 to 2020.
  12. 12 Bank of Canada (2026). Annual exchange rates. The 2025 average, $1 USD = $1.3978 CAD, converts every US figure on this site.

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