HVAC is one of the most expensive verticals in Google Ads, full stop. If you're used to seeing $2-3 clicks in other industries, the first HVAC campaign you run will feel like a mistake. It isn't — it's just a competitive category where a single install job is worth thousands of dollars, so everyone bids accordingly.
Why the Clicks Cost So Much
Cost-per-click for HVAC search terms typically lands somewhere between $15 and $50, depending on your market and the term. "AC repair near me" and "furnace replacement cost" tend to sit toward the higher end because the intent is strong and the job value is high. Broader terms like "HVAC company" or "air conditioning service" can be cheaper, but they also pull in more tire-kickers. Emergency and 24-hour terms cost more too — anyone typing that at 11pm is close to booking, and every competitor in your area knows it.
What a Realistic Monthly Budget Looks Like
Split the number into two pieces, because they're paid to two different places: what you spend with Google for the clicks, and what you pay whoever runs the campaign.
- Ad spend (paid to Google): A single-truck operation testing the water can start around $800-1,500/month and get a real read on performance. Multi-truck companies chasing installs and replacements in a competitive metro often run $2,000-5,000+/month to stay visible.
- Management fee (paid to whoever runs it): This is separate from ad spend. Flat monthly fees in this space usually run $500-1,500/month; agencies that bill a percentage of spend typically charge 10-20%. Either way, know which model you're being quoted before you compare numbers.
Cost Per Click Isn't the Number That Matters
Cost per lead is. A campaign with a $30 average CPC that converts 1 in 10 clicks into a phone call is putting leads in front of you for roughly $300 each. A campaign with the same $30 CPC but a faster-loading page, a clear service area, and a phone number that's impossible to miss might convert 1 in 15 — dropping cost per lead closer to $450 in spend for 15 clicks, or lower depending on your actual numbers. The click price is mostly outside anyone's control; what happens after the click is where a good campaign earns its management fee.
Seasonality Changes Your Numbers
HVAC demand spikes hard around heat waves and cold snaps, and so does everyone's bidding — CPCs during a July heat wave or a January freeze can run noticeably higher than a mild April week. Budget for that swing rather than being surprised by it. A flat monthly ad spend that felt generous in the spring can get outbid fast the first hot week of summer.
What I Charge, and Why
I build HVAC company websites for a flat $499 — no monthly fee for the site itself. If you want me running Google Ads on top of that, it's $750/month management, and you fund your own ad spend directly with Google — I don't mark it up or take a cut. Most HVAC clients land in the $800-2,000/month ad spend range depending on how many calls they want and how competitive their market is. We set that number together before anything goes live, and you can cancel the management side after month one with no contract holding you in.