Your HVAC Leads Cost Too Much Because You Can't Track Which Ones Convert
HVAC, plumbing, electrical, and roofing companies spend thousands on Google Ads every month. Most have no idea which clicks actually turn into booked jobs.
Get Your AuditGoogle Ads for Home Services — Key Facts
- Industry: HVAC, plumbing, electrical, roofing, and general contracting
- Typical spend: $3,000–$15,000/month on Google Ads
- Biggest issue: 70%+ of leads come by phone, but most accounts don't track call conversions
- Common waste: Geographic targeting bleed, no seasonal bid adjustments, emergency vs planned service not distinguished
- Cost per lead benchmark: $30–$75 for plumbing, $40–$100 for HVAC (varies by market)
- AuditMyAds solution: Verify call tracking, map geographic waste, quantify seasonal gaps — starting at $149
Sound Familiar?
These are the most common Google Ads problems we find in home service accounts.
How We Help Home Service Companies
Verify Call Tracking
We check if your phone call conversions are actually being recorded and attributed to the right campaigns and keywords.
Identify Geographic Waste
We map your ad spend against your actual service area to find budget bleeding into areas you can't serve profitably.
Quantify Seasonal Gaps
We compare your bidding strategy against seasonal demand patterns to show where you're over- or under-investing.
The Unique Challenges of Home Service Google Ads
Seasonal Demand Swings
HVAC companies see massive spikes in summer and winter. Roofing surges after storms. Running the same budget year-round means you're either overspending during slow months or leaving money on the table during peak demand.
Phone-First Leads
60–70% of home service leads come through phone calls. If your Google Ads aren't set up with call tracking, you're blind to the majority of your results.
Local Targeting Precision
We regularly find accounts with geographic targeting so broad that 20–30% of clicks come from outside the actual service radius. That's thousands per month in wasted clicks.
Emergency vs. Planned Intent
"AC not working" and "HVAC installation cost" are completely different searches. Your campaigns need to separate emergency service from planned projects—different bids, different ads, different landing pages.
Industry Benchmarks for Home Service Google Ads
Current ranges based on competitive metro markets. Your specific numbers will vary by location and service type.
HVAC
$45–$85
per lead
Plumbing
$35–$65
per lead
Roofing
$50–$120
per lead
Electrical
$40–$75
per lead
Conversion rates: 5–15%, depending on landing page quality and whether you're targeting emergency or planned services.
If your numbers are significantly above these ranges, something is wrong. If they're well below, verify your tracking before celebrating—artificially low cost-per-lead numbers almost always mean you're counting conversions that aren't real leads.
What We Typically Find in Home Service Accounts
The HVAC Company Paying for Job Seekers
An HVAC company spending $8,000/mo discovered that 40% of their budget went to search terms like "HVAC jobs" and "HVAC technician training." Nobody had checked the search term report in over a year.
Monthly waste: ~$3,200
The Plumber Paying for Plumbing Supplies
Broad match keywords were generating clicks for "plumbing supplies" and "PVC pipe near me." They only do service calls. Switching to phrase match solved it in a day.
Monthly waste: $2,100
The Roofer Advertising in Three States
A roofing contractor serving four counties had geographic targeting set to the entire United States. A five-minute targeting adjustment fixed a problem running for eight months.
Monthly waste: $1,800
Which Audit Is Right for You?
Frequently Asked Questions
Stop Paying for Leads You Can't Track
Most home service companies are wasting 20-40% of their Google Ads budget. Find out if you're one of them.
Get Your Audit