HVAC Guide and a Winning Pay Per Call + Google Ads Campaign

Introduction to the HVAC Industry and Its Seasonality

The HVAC (Heating, Ventilation, and Air Conditioning) industry is an essential part of the home services sector, offering vital services such as installation, maintenance, and repair of heating and cooling systems. The demand for HVAC services is closely tied to seasonal weather patterns, with heightened demand in the summer and winter months. During summer, air conditioning services are in high demand, while the winter months see an uptick in heating system repairs and installations. Due to this seasonality, HVAC businesses often experience a surge in service requests during peak temperature seasons, making this industry highly responsive to strategic lead generation efforts.

HVAC Offer with Marketcall

Marketcall offers a competitive Pay Per Call model for the HVAC industry, allowing affiliates to generate revenue by driving phone calls from potential customers seeking HVAC services.

Payout Range: Marketcall’s HVAC Pay Per Call campaign offers payouts ranging from $20 to $100 per call, depending on the location and the duration of the call. Calls must last between 90 to 120 seconds to qualify for a payout.
Geographical Variance: Payouts vary based on geographical locations, ensuring that affiliates are rewarded for targeting high-value regions. A detailed map of payouts by region is available here.

This flexibility allows affiliates to focus their campaigns on regions with the highest potential for conversion, maximizing their earnings while ensuring that the campaign remains aligned with the needs of HVAC businesses.

Landing Pages & Campaign Structure

To ensure optimal conversion, we created highly targeted landing pages that cater to specific HVAC services, including repair, maintenance, installation, and replacement. Each landing page is designed to match user intent, providing relevant information based on search queries.

Example Landing Page:

Service-Specific Landing Page:

And here are some examples of the ads that we’ve seen being used to promote HVAC offers.

These pages, alongside additional landing pages targeting specific service types, allow us to optimize traffic from a wide range of user search terms, ensuring that each visitor is directed to the most relevant service offering. We used dynamic location insertion {LOCATION(City):Your Area} so users saw personalized ads targeting their city.

Affiliate Performance Data

One of our top HVAC affiliates shared valuable performance metrics that provide insight into the effectiveness of Google Ads campaigns for this vertical.

Average CPC: $2 - $4
Conversion Rate: 8% - 20%
Cost Per Conversion: $30 - $40

Device Usage:
90% of the traffic comes from mobile devices, with the remaining 10% from desktop. The heavy reliance on mobile traffic is indicative of user behavior, as potential customers are increasingly using their mobile devices to search for local services and connect directly via phone calls.

Audience Targeting

The affiliate used audience targeting to optimize their campaigns and increase conversions.
The choice of keywords is crucial when it comes to targeting the right audience. We singled out 6 major groups of keywords:

Repair & Emergency Services: Users searching in this group usually have an immediate problem. These are keywords like ac repair, hvac repair near me, furnace repair, emergency hvac repair, same day ac repair, heating and cooling repair.
Installation & Replacement: Focused on users planning or budgeting for new systems. This group includes such keywords as ac installation, air conditioner replacement, central air installation, mini split installation, furnace replacement cost, hvac installation.
Maintenance & Tune-Ups: Preventive or recurring service seekers. The keywords that fall into this group are hvac maintenance, furnace maintenance near me, hvac tune up, air conditioner service, monthly hvac service, hvac inspection.
General HVAC Services / Company Searches: General service requests or people vetting providers. This category covers the following keywords: hvac services, best hvac company, local hvac contractors, residential hvac services, licensed hvac technician.
Air Quality & Related Services: Often upsell opportunities or secondary HVAC-related needs. Examples of keywords in this group include duct cleaning, air duct service, air quality testing, vent cleaning near me.
Cost, Pricing, and Research-Oriented (but high intent): People exploring but often close to converting. You’ll find keywords like these in this segment: furnace replacement cost, typical cost to replace ac, price for hvac system, average hvac installation cost.

Here are the full lists of positive and negative keywords that we recommend using while running HVAC offers.

The targeting was focused on people who are most likely to need HVAC services:

Targeting Segments:

Home and Garden - Home Appliances, Home Improvement, Climate Control
Homeowners
Marital Status - Married

Demographics:
Age Range: 35-64 years old

Preferred Timing:
For best results, campaigns should focus on driving calls during business hours, ideally between 9 AM and 6 PM EST, when HVAC companies are most responsive and available to take calls.

Recommended Google Ads Extensions:
To further improve ad visibility and click-through rates, it’s recommended to use all relevant Google Ads extensions, including:

Sitelinks (e.g., for individual services)
Callouts (e.g., “Licensed & Insured” or “Emergency Service Available”)
Structured Snippets (e.g., "Services: Installation, Maintenance, Repair")

These enhancements contribute to stronger conversion rates by increasing ad space and reinforcing value propositions.

Overall, this strategy ensured that the affiliate’s ads reached the most relevant audience, improving the likelihood of generating high-quality calls.

Most Profitable States

Based on the data shared by the affiliate, the following states have proven to be the most profitable for HVAC Pay Per Call campaigns: California, Arizona, Texas, Florida, Illinois, Nevada, Washington.
These states have a high demand for HVAC services, especially in the peak seasons, which directly correlates with the high value of calls generated in these regions.

Conclusion

This HVAC Pay Per Call campaign demonstrates the power of targeted digital advertising, particularly when combined with audience targeting and geographically optimized campaigns. By creating tailored landing pages and focusing on high-value regions, affiliates can maximize their earnings while providing HVAC businesses with high-quality inbound calls. With the added advantage of seasonality and precise targeting, Marketcall’s Pay Per Call model offers an effective and lucrative solution for HVAC service providers looking to scale their business.

Are you ready to start generating high-quality calls for HVAC services? Visit Marketcall's HVAC Offer today to explore the full potential of this campaign!

Got questions or want to learn more? Join our Telegram community, reach out to your Marketcall personal manager, or drop us a line at alex@marketcall.com or konarev@marketcall.com. We're always here to support your success.