HVAC PPC Strategy: The Best Campaign Structure for 2025

With over 14 years of experience in the HVAC industry, I’ve seen firsthand how a well-structured PPC campaign can make or break a business. The HVAC market is highly competitive, and without a properly optimized campaign structure, your ad spend can quickly go to waste. A strategic approach ensures better budget allocation, improved ad performance, and higher conversion rates. Below is the campaign structure I recommend based on years of testing and optimizing HVAC PPC campaigns.

Recommended HVAC PPC Campaign Structure

📢 HVAC PPC Campaign Structure Overview 🔹 Campaign Level – Organized by service type & intent
➝ 🆘 Emergency Repairs | 🏡 Installations | 🔁 Maintenance | 🔄 Remarketing

🔹 Ad Groups – Focused on keyword themes & location
➝ 📍 ZIP Code Targeting | 🔑 Broad + Phrase + Exact Match

🔹 Ad Copy & Extensions – Optimized for conversions
➝ 📞 Call Now | ⭐ Customer Reviews | 🚀 Fast Service

🔹 Bidding Strategy – Maximize conversions
➝ 💰 Max Clicks | 🎯 Target CPA | 📊 Target ROAS

🔹 Landing Pages – High-converting, localized
➝ 🖥️ Service-Specific | 🏙️ City-Based | ✅ Trust Signals

🔹 Negative Keywords – Prevent wasted spend
➝ ⛔ DIY | 🛠️ Jobs | 🎟️ Free Services

1. Campaign Level: Segmentation by Service Type & Intent

Organize campaigns based on service categories and user intent. Examples:

• Emergency HVAC Services – Targeting urgent repair searches from high-intent customers.
• HVAC Installation & Replacement – Focused on high-ticket, planned purchases.
• HVAC Maintenance Plans – Designed to attract long-term, recurring customers.
• Brand Awareness & Remarketing – Targeting previous visitors to keep your brand top of mind.

2. Ad Group Level: Targeting Based on Keyword Themes & ZIP Codes

Each campaign should have structured ad groups that reflect user intent and localized searches.

Example Ad Groups for ‘Emergency HVAC Services‘ Campaign:

• Broad Match Keywords: “HVAC emergency repair near me”
• Phrase Match Keywords: “24/7 AC repair [City]”
• Exact Match Keywords: “furnace repair in [City]”

From my experience, broad match works exceptionally well for HVAC businesses when combined with ZIP code targeting, ensuring that ads are only served in high-converting areas.

3. Keyword Strategy: Broad + Phrase + Exact Match

• Broad Match – Cast a wide net to find new customers (paired with a strong negative keyword list).
• Phrase Match – Target more specific intent searches.
• Exact Match – Capture high-intent users looking for immediate service.

4. Ad Copy & Extensions: High Relevance & Local Optimization

Over the years, I’ve found that localized and urgency-driven ad copy performs best. Here’s an example:

• Headline Example: “Fast HVAC Repair in [City]”
• Description Example: “Emergency AC repair in [City]. 24/7 service. Call now for a free estimate!”

Utilize ad extensions:

• Call Extensions – Convert high-intent users instantly.
• Location Extensions – Improve local visibility and credibility.
• Sitelink Extensions – Highlight services like “AC Repair”, “Heating Installation”, etc.
• Structured Snippets – Showcase specific services provided.

5. Bidding Strategy: Maximize Conversions with Smart Bidding

• Maximize Clicks – Best for testing broad match keywords.
• Target CPA (Cost Per Acquisition) – Ideal for optimizing conversions at a set budget.
• Target ROAS (Return on Ad Spend) – Best when revenue tracking is in place for premium services.

6. Landing Pages: High-Converting & Service-Specific

A weak landing page will tank your conversion rates, no matter how strong your ads are. Ensure that your pages are optimized with:

• Strong CTA: (Call Now, Book an Appointment, Get a Free Estimate)
• Localized Content: Mention city/ZIP codes to improve trust.
• Trust Signals: (testimonials, licenses, guarantees, BBB rating)

For a full breakdown of landing page optimization, check out our HVAC Landing Page Guide.

7. Negative Keywords: Preventing Wasted Ad Spend

In my experience, a well-maintained negative keyword list can save thousands in wasted ad spend. Some must-have negatives for HVAC campaigns include:

• DIY-related searches: “how to fix AC myself”
• Job seekers: “HVAC technician jobs”
• Unqualified leads: “free HVAC service”

8. Performance Monitoring & Optimization

Success in HVAC PPC isn’t just about setup—it’s about ongoing optimization. Regularly review:

• Conversion Rates, CTR, and CPC through Google Ads Reports.
• ZIP Code Performance to adjust bids on high-performing areas.
• A/B Test Ads for better engagement.
• Landing Page Heatmaps to refine user experience.

Conclusion

After 14 years of running HVAC PPC campaigns, I can confidently say that a structured, localized approach always wins. By segmenting campaigns, leveraging broad match strategically, and optimizing landing pages, HVAC businesses can achieve sustainable, profitable growth.

If you’re serious about scaling your HVAC business, following this structured approach will help you dominate local search, reduce wasted ad spend, and improve overall campaign performance.

For more in-depth strategies, check out our Complete Guide to HVAC PPC.