Google Ads for HVAC in Atlanta: The $80K/Month Playbook

Most Atlanta HVAC contractors running Google Ads are bleeding money. Not because Google Ads doesn't work — because their account is structured like a 2016 textbook.

Here's how we run it in 2026.

The 3-campaign structure (and why mixing them kills you) #

You need separate campaigns for:

1. Emergency repair — "AC not working", "no heat", "AC making noise". Bid aggressive. Call-only ads. Hours: 24/7.

2. Install / replacement — "new AC unit cost", "furnace replacement Atlanta". Long sales cycle. Form-fill ads. Hours: 7am–9pm.

3. Tune-up / maintenance — "AC tune-up", "HVAC inspection". Low intent, low ticket. Run only when slow.

Mixing these into one campaign tanks your Quality Score because Google can't figure out who you actually want.

Local Services Ads (LSA): the most underrated channel #

LSA sits above standard Google Ads. Pay-per-lead, not per-click. In Atlanta:

Average cost per lead: $35–$70 (HVAC)

Typical close rate: 25–40%

Effective cost per booked job: $90–$200

But there's a catch — dispute credits. Google refunds invalid leads (wrong number, out of area, spam) — but you have to file the dispute within 30 days. We file every single one. Most agencies don't, and they leave $1,000–$3,000/mo in credits sitting unclaimed.

Negative keywords that save you thousands #

Block these on day one:

cheap, free, DIY, how to, jobs, salary, training, school, certification, parts, used, craigslist, reddit, youtube, video

Without these, you'll burn 20–30% of your budget on people who will never buy from you.

Landing pages > homepage. Always. #

Sending Google Ads traffic to your homepage is a 2% conversion sentence. Build dedicated landing pages:

One H1 matching the ad ("Atlanta AC Repair — Same-Day Service")

Sticky click-to-call

Trust bar (Google rating, license #, BBB, financing logos)

Single CTA — book or call. No nav, no footer junk.

Our HVAC landing pages convert at 9–14%. The industry average is 2.4%.

What about Performance Max? #

PMax works for install/replacement campaigns where the sales cycle is longer. It does not work for emergency repair (you need to control placement and dayparting).

Run PMax for installs only, with a clean asset group, conversion goal = "Booked Consult", and a value rule that bumps bids on jobs >$5K.

Stop guessing what your Google Ads are actually doing. Get a free 30-minute account audit — we'll show you the exact dollars leaking out. Or call (470) 361-7121.