HVAC google ads ROAS calculator
Is your HVAC company winning emergency searches or losing to competitors? Calculate your cost per job and see if Google Ads is profitable.
- 1.Enter Ad Spend
- 2.Add Revenue
- 3.Set Margin
- 4.Read ROAS
- 5.Track Speed
Key Takeaways
- →Response time under 15 minutes wins the job — slow response loses 50%+ of leads
- →Installation keywords ($20-40 CPC) pay for themselves with one $8,000+ sale
- →Peak season (heat waves, cold snaps) increases budget 2-3x — and it's worth it
- →Below 4.5 stars on Google? Fix reviews before spending more on ads
What is HVAC advertising ROAS?
ROAS (Return on Ad Spend) for HVAC companies measures how much revenue you generate from every dollar spent on Google or Facebook advertising.
Formula: ROAS = Job Revenue ÷ Ad Spend
Example: If you spend $3,000/month on Google Ads and generate $45,000 in new customer revenue → your ROAS is 15x.
HVAC advertising is highly seasonal. Summer (AC) and winter (heating) are high-demand periods with very different economics.
HVAC advertising benchmarks (2025)
Google ads for HVAC
| Metric | Average | Emergency/Peak | Off-Season |
|---|---|---|---|
| Cost Per Click (CPC) | $8-20 | $25-50 | $5-12 |
| Cost Per Lead | $75-200 | $150-300 | $40-100 |
| Lead-to-Job Rate | 25-40% | 50%+ | 15-25% |
| ROAS | 5-10x | 8-15x | 3-6x |
Facebook ads for HVAC
| Metric | Average | Best Use Case |
|---|---|---|
| CPM | $12-20 | Brand awareness |
| Cost Per Lead | $40-100 | Maintenance plans |
| Lead Quality | Lower intent | Nurture required |
Key Insight: Google Search dominates HVAC because of high-intent queries ("AC repair near me now"). Facebook works for seasonal specials and maintenance agreement promotion.
High-value HVAC keywords
| Keyword Type | Avg. CPC | Conversion Intent | Job Value |
|---|---|---|---|
| "AC repair [city]" | $15-30 | Emergency High | $150-500 |
| "Furnace repair near me" | $12-25 | Emergency High | $200-600 |
| "HVAC installation [city]" | $20-40 | High Value | $5,000-15,000 |
| "AC tune-up" | $5-12 | Seasonal | $100-200 |
| "Heat pump replacement" | $25-50 | Very High Value | $8,000-15,000 |
Strategy: Bid aggressively on installation keywords — one new HVAC system sale (avg. $8,000) can pay for 6 months of advertising.
HVAC seasonality impact on ROAS
| Season | Lead Volume | CPC Range | Conversion Rate | ROAS |
|---|---|---|---|---|
| Summer (AC season) | Very High | $20-50 | 40-60% | 8-15x |
| Winter (Heating) | High | $15-35 | 35-50% | 6-12x |
| Spring/Fall | Low | $5-15 | 20-30% | 3-6x |
Strategy: Increase budget 2-3x during extreme weather events. Emergency searches spike during heat waves and cold snaps.
Why your HVAC ads ROAS is low (top 5 reasons)
1. slow response time
HVAC customers choose whoever answers first. Response time over 15 minutes loses 50%+ of leads to competitors.
2. no emergency keyword targeting
"AC not working" and "no heat" searches have highest conversion rates. Many HVAC companies miss these variations.
3. poor reviews
Below 4.5 stars on Google? Customers skip your ads regardless of position. Invest in review generation before scaling ads.
4. landing page without trust signals
No licensing, insurance, or BBB badges = lost conversions. HVAC customers need trust before giving access to their home.
5. not tracking offline conversions
60%+ of HVAC conversions are phone calls. Without call tracking and job-level revenue data, you can't optimize properly.
Frequently Asked Questions
FAQ
What is a "good" ROAS for HVAC advertising?
5-10x is typical for service calls. Installation campaigns should target 8-15x due to higher job values.
Is google ads or facebook better for HVAC companies?
Google Ads dominates because HVAC is an emergency-driven business. Facebook works for maintenance agreement promotion and seasonal tune-up specials.
How much should an HVAC company spend on advertising?
Budget 8-12% of target revenue on marketing. For a company targeting $2M, allocate $160,000-240,000 annually across all marketing channels.
What's the average cost per HVAC lead from google ads?
$75-200 for repair calls, $150-400 for installation leads. Peak season (extreme weather) can push costs to $300+.
How do i compete against homeadvisor and angi?
Focus on local SEO (Google Business Profile) and branded search. Direct traffic has 3-5x higher conversion than lead aggregator traffic.
Should i run ads in the off-season?
Yes, but with reduced budget. Off-season CPCs are 50-70% lower. Promote maintenance agreements and tune-ups.
How do i track HVAC advertising ROI?
Use call tracking (CallRail), integrate with your CRM/field service software, and track revenue per lead source, not just lead count.
What landing page converts best for HVAC?
Include: 24/7 availability, response time guarantee, license/insurance badges, 5-star reviews, and one clear CTA (call button or form).