Does PPC Work for HVAC Lead Generation?

From our experience at JL Creative, the answer is a clear yes.

Over the past five years, we've seen PPC work wonders for various clients in the HVAC sector.

Whether it’s training centres, manufacturers, or more recently direct-to-consumer (D2C) businesses, well-targeted Google Ad campaigns have consistently driven leads and increased visibility when it matters most.

Key Takeaways:

• Search ads tend to drive more conversions by targeting people actively looking for HVAC services like repairs or installations.

• Display ads are better for building brand awareness and keeping your business visible, even when potential customers aren’t actively searching.

• Performance Max (PMax) campaigns significantly reduce costs by using AI to optimise ad placements across Google’s entire network.

• PMax campaigns offer excellent local targeting, making sure your ads are shown to potential customers within your HVAC service area.

• To get the best out of PMax, it’s important to have solid data tracking in place, such as accurate conversion tracking and well-optimised landing pages.

What We Know About PPC Campaigns for Different HVAC Audiences

For training centres that provide HVAC certification courses, PPC campaigns have been brilliant at attracting people searching for professional development and qualifications.

Manufacturers, too, have found PPC invaluable for getting in front of businesses looking for industrial HVAC solutions. The more recent rise of D2C businesses—those that sell HVAC products directly to homeowners—has shown how PPC can be adapted to meet shifting consumer needs.

Homeowners searching for maintenance services or product replacements have been effectively targeted through paid search, often seeing results right at the peak of seasonal demand.

We’ve also noticed some trends in how PPC works across different audiences. While B2B campaigns for manufacturers and training centres typically perform best when focused on search ads (targeting those actively searching for services), D2C campaigns aimed at homeowners do well with more visually engaging formats like display and YouTube ads. These formats grab attention when people aren’t necessarily looking for HVAC services but may have a need later on.

Which Type of PPC Campaigns Work Best for the HVAC Industry?

Not all PPC campaigns are created equal and what works best for HVAC depends on the goals of the business.

Display ads are ideal for building awareness and getting your name out there, especially if you’re a local HVAC company looking to grow your presence in the community. These ads are shown across Google’s vast Display Network and are great for reminding potential customers of your services, even if they aren’t actively searching at that moment.

Search ads, however, are where we see the real impact for lead generation in the renewable energy and HVAC sectors. When a business is looking to upgrade to energy-efficient systems or a homeowner urgently needs a new HVAC installation, they’re not casually browsing—they’re actively searching for solutions. This is where PPC search ads shine, ensuring your company appears at the top of results exactly when potential customers are ready to make a decision. We’ve consistently found that search ads drive high-quality leads and deliver the best results for conversions in these industries.

More recently, Performance Max (PMax) campaigns have been making waves.

These campaigns use Google’s AI to optimise ad placements across all of Google’s platforms, from Search to Display, YouTube, Gmail and Maps. Instead of manually adjusting ads, the machine learning behind PMax continuously learns from performance data, automatically finding the best way to get in front of potential customers at the right time. For HVAC companies, this means fewer headaches and better results.

Our Data: PMax vs Traditional Search Ads

Looking at the data from our own clients, the shift from traditional search ads to Performance Max has been eye-opening. Across the 46 traditional search campaigns we’ve run over the last five years, we saw an average cost per conversion (CPA) of £60.56. While these campaigns were effective, the cost was higher, especially in competitive periods like winter when demand for heating services and training spikes.

However, since adopting PMax campaigns in the last year, the average CPA dropped to £9.55 across the four campaigns that we have set up. That’s a massive difference and one that shows just how powerful AI-driven optimisation can be when it’s used properly.

Why PMax Campaigns Are Outperforming Search Ads

So, why are PMax campaigns outperforming traditional search ads?

It all comes down to the use of AI and machine learning. PMax campaigns automatically decide where and when to place your ads across Google’s entire ecosystem.

This means that rather than just relying on someone actively typing in "chiller repair near me" on Google, your ad can pop up on YouTube or in someone’s Gmail when they’re likely to be thinking about it.

The beauty of PMax is that it doesn’t just sit and wait for users to come to you—it proactively finds your audience and optimises placements based on real-time performance. This is particularly useful for HVAC companies, where demand can be urgent and customers need fast solutions.

PMax Campaigns and Local Targeting for HVAC

Local targeting is a big deal for many HVAC businesses, which typically serve specific geographical areas. PMax campaigns are excellent at refining this targeting down to a local level. The AI behind PMax can automatically adjust where and when ads are shown based on location, ensuring you’re reaching customers in your service area and not wasting budget on irrelevant clicks.

For instance, if you’re running a heating repair campaign in London, PMax will ensure that your ads are focused on users within the appropriate radius, targeting only those who are likely to need your services nearby.

How to Get the Best Out of PMax

While PMax campaigns can be a huge boost for your business, they’re not a magic solution that works without some groundwork. One key thing to understand is that PMax relies heavily on data—specifically, the data Google pulls from your website. If your data signals aren’t properly set up, you could miss out on the full potential of these campaigns.

For starters, conversion tracking needs to be spot on. If your website isn’t properly tracking leads or sales, Google’s AI won’t have enough information to optimise your campaign, meaning your ads might not reach the right people. Similarly, the quality of your landing pages can make or break your success. If they’re slow, clunky or not mobile-friendly, visitors might drop off before they even consider converting.

PMax also uses audience signals, so keeping your CRM data up to date and making sure your audience lists are clean is essential. Without accurate data, Google’s AI won’t know who to target, and you could end up wasting ad spend on irrelevant audiences. So, while PMax does a lot of the work for you, some prep work ensures you get the most out of it.

Getting everything set up right from the start is key to unlocking the full potential of PMax.

The Future of HVAC Marketing with Google Ads

Looking ahead, the role of AI in marketing will only continue to grow and PMax campaigns are just the beginning. As machine learning becomes more sophisticated, HVAC companies that adopt these tools early will have a clear advantage over their competitors. The ability to run ads across multiple platforms without constantly tweaking settings is a game-changer for small and medium-sized businesses that don’t have the resources for hands-on campaign management.

The key takeaway here is that Google Ads are evolving and PMax campaigns are leading the charge in helping businesses, particularly in the HVAC industry, lower costs while increasing the effectiveness of their campaigns.

Conclusion: Should HVAC Businesses Invest in PMax?

Based on what we’ve seen, investing in PMax campaigns is a no-brainer for HVAC companies looking to reduce their ad spend while boosting lead generation. The numbers speak for themselves: a cost per conversion of £9.55 compared to £60.56 for traditional search ads. That’s a significant difference and it highlights just how much more efficient these campaigns can be.

For any HVAC business ready to take its digital marketing to the next level, PMax campaigns provide an easy, effective way to reach customers across multiple platforms. If you’re ready to see these results for yourself, get in touch with us and we’ll help you make the most of your Google Ads strategy.