Google Ads for air conditioning installers: ducted jobs in season, service jobs out of it

Air conditioning clicks are cheap in July and expensive in December, and the people clicking in December have already decided to buy. A campaign that runs the same budget all year gets that backwards.

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  • No lock-in contracts
  • Month to month
  • Perth based, Australia wide
Air Conditioning · Google Ads

The two mistakes air conditioning campaigns make

The first is a flat budget. Demand for installs in Australian cities roughly doubles from October and peaks in the first heatwave; a campaign that spends evenly across the year starves itself in the weeks that matter and overspends on servicing searches in winter. We set the budget to the demand curve for your city, by month, and we build the plan in September so the account has history before the rush.

The second is one campaign for everything. Ducted installs, split installs and servicing are different customers with different job values and different questions. Mixed together, the servicing clicks eat the budget and the ducted leads get priced like a $150 filter clean. We run three campaigns, three budgets, three landing pages, and a fourth for commercial if you do it, because commercial clicks in Perth run around $20 and need their own economics.

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Air Conditioning · Google Ads

How we build an HVAC campaign

01

Job list and season

What you install, which brands, residential or commercial, your capacity in peak.

02

Research with monthly volumes

Search demand for ducted, split, service and brand terms in your city, by month, with click costs. You see the curve before the budget is set.

03

Campaigns by system type

Ducted, split, servicing and repairs, commercial. Brand terms (Daikin, Mitsubishi, Fujitsu, Panasonic, Actron) folded into the install campaigns as their own ad groups rather than spread across the account.

04

Negatives

Portable, car, caravan, window unit, Bunnings, Kmart, filter, remote, manual, how to, DIY, and the installer brands you do not carry. Maintained weekly.

05

Ad copy that filters

ARCtick licence, the brands you install, a from-price for a split install, lead time in season. The person pricing a portable unit filters out before the click.

06

A landing page per campaign

with the from-price or the ducted calculator. Sending install clicks to a homepage is the fastest way to turn a $12 click into nothing.

07

Tracking

Calls and quote forms to the keyword and the system type. Danny builds it. Runs through our Google Ads management service.

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Numbers
stack up?
ROI calculator

Does Google Ads actually work for your business?

Plug in your numbers. Budget, your average sale, a realistic close rate. We'll model three scenarios (conservative, moderate, optimistic) and show you what the return really looks like on paper.

  • Projected leads, sales & revenue
  • Cost per enquiry across 3 scenarios
  • Real ROI and ROAS, no fluff
  • Full PDF report, emailed to you
Check if we're a fit Takes 60 seconds · See if the numbers stack up
Air Conditioning · Google Ads

What air conditioning leads cost

At the end of the day, we work towards getting your campaigns profitable with high-quality leads. A ducted install lead justifies several times the cost of a service lead. The report shows cost per lead by campaign so the mix is visible, and the seasonal budget shifts are made against those numbers, not the calendar.

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Air Conditioning · Google Ads

Alongside the ads

Ads carry the season; SEO for air conditioning builds the map pack and the suburb coverage that holds through winter; the site is on air conditioning websites. The channel overview for your trade is on air conditioning marketing. Month to month, no lock-in, one invoice.

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Air Conditioning · results

Results

Trades and service businesses, mostly. The discipline is the same for industrial: find the searches that convert, own them, and stop paying for the rest.

01 / 13
Case study 01

BG Plumbing

Bathroom renovations
Clicks
3,280
Conversions
871
Conv. rate
26.55%
Cost / conv.
A$36.33
Case study 02

Suburban Splits

Air conditioning
Clicks
14,621
Conversions
3,180
Conv. rate
21.74%
Cost / conv.
A$28.64
Case study 03

Phil Haddock Painting

Painting
Spend
A$29,499
Conversions
772
Conv. rate
18.67%
Cost / conv.
A$38.21
Case study 04

2 Brothers Roller Shutters

Roller shutters
Clicks
17,767
Conversions
2,047
Conv. rate
6.60%
Cost / conv.
A$30.52
Case study 05

Papas Plumbing

Plumbing
Clicks
5,660
Conversions
511
Conv. rate
8.42%
Cost / conv.
A$52.14
Case study 06

Everlast Painting

Painting campaign
Clicks
12,985
Conversions
1,277
Conv. rate
9.69%
Cost / conv.
A$63.43
Case study 07

Applied Physiotherapy

Physiotherapy
Clicks
5,182
Conversions
619
Conv. rate
11.87%
Cost / conv.
A$44.23
Case study 08

Hypaforma Podiatry

Podiatry
Clicks
4,820
Conversions
489
Conv. rate
9.61%
Cost / conv.
A$50.49
Case study 09

Certified Pest Management

Pest control
Spend
A$9,446
Conversions
226
Conv. rate
12.71%
Cost / conv.
A$41.80
Case study 10

Perth Power Wash

Pressure cleaning
Clicks
1,474
Conversions
163
Conv. rate
10.98%
Cost / conv.
A$35.92
Case study 11

Complete Roof Plumbing

Roofing and gutters
Clicks
5,494
Conversions
704
Conv. rate
12.80%
Cost / conv.
A$54.40
Case study 12

Elite Gutter Guards

Gutter guards
Spend
A$7,379
Conversions
111
Conv. rate
10.35%
Cost / conv.
A$66.48
Case study 13

Pressure Cleaning Perth

Pressure cleaning
Clicks
1,022
Conversions
115
Conv. rate
10.76%
Cost / conv.
A$68.40
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Also see

Same service, other trades: paid search for plumbers, paid search for electricians and paid search for pest control.

Plumbers · Google Ads

Paid search for plumbers
Electricians · Google Ads

Paid search for electricians
Pest Control · Google Ads

Paid search for pest control
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FAQ

FAQs

Do Google Ads work for air conditioning companies?

Yes, in season, when the campaigns are split by system type and the budget follows the demand curve. The accounts that struggle run one flat campaign all year and send clicks to the homepage.

How much should an air conditioning installer spend on Google Ads?

More from October to February, less from May to August. The amount varies, and the ROI calculator shows what a budget needs to bring in to pay for itself. We set the monthly budget against the demand curve for your city and adjust it with you.

Should I bid on brand names like Daikin or Mitsubishi?

Yes, for the brands you install, as ad groups inside the ducted and split campaigns. The searcher wants an installer for that brand, and the click is usually cheaper than the generic install term.

Should air conditioning ads run in winter?

At a reduced budget, for servicing, repairs and reverse cycle heating. Pausing entirely means the account relearns in spring, and the reviews and map pack momentum stall.

Can you run commercial air conditioning campaigns?

Yes, as a separate campaign. Commercial, strata and VRF terms cost around $20 a click in Perth and the sales cycle is longer, so it gets its own budget, page and lead qualification.

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Final word

Want the demand curve and click costs for your city by month?

Twenty minutes.

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