When A Furnace Dies, Your Ads Have Seconds To Win The Call
We run Facebook and Google Ads built specifically for heating repair and installation companies — not a generic “home services” template with your logo dropped in.
NEAR ME”
Heating Needs A Different Playbook
Most agencies run one HVAC template for repair, install, AC, and heating alike. That’s why so many heating companies overpay for leads that never book.
Emergency Repair
“No heat,” “furnace won’t turn on.” High urgency, low price sensitivity, wants a callback in minutes.
- Search-first, phone number front and center
- Wins are measured in minutes, not days
- Price barely factors into the decision
Planned Installation
“Furnace replacement cost,” “heat pump vs furnace.” Longer research cycle, price-comparing, financing questions.
- Needs financing info and trust signals
- Sales cycle: days to weeks, not minutes
- Retargeting matters more than first click
Demand Is Sharp, Not Steady
Searches for “furnace repair” spike within 24–48 hours of a cold snap, then flatten. An account not actively watched either burns budget on stale bids or gets outbid exactly when it matters most.
A $10K Install Needs More Trust
Licensing, EPA certification, manufacturer partnerships, and warranty terms move the needle for installs in a way they simply don’t for a $150 tune-up call.
What We’ve Actually Done In This Space
We don’t learn heating on your budget. Numbers below are pulled directly from active ad account dashboards.
What we actually do inside a heating account:
Split Repair & Install
Separate campaigns, bids, and budgets — so a $150 call and a $12,000 install aren’t judged by the same target.
Dayparting
Budget and bids follow when no-heat calls actually cluster — early morning and evenings, especially in cold snaps.
Negative Keywords
Filters out DIY searchers and job seekers — traffic that clicks but never calls.
Call Tracking
For repair especially, the phone — not a form — is where the real leads live.
Retargeting
Install shoppers who didn’t convert first visit are often the cheapest, highest-intent traffic available.
Geo-Fencing
Budget stays inside your actual service radius — not spent on homeowners two counties out.
The Seasonal Ad Budget Gauge
A big reason heating accounts underperform is running the same message in July as January. Here’s roughly how yearly budget gets weighted.
Peak spend. Emergency repair budget protected, bids reviewed daily.
Tune-up & “beat the rush” offers, maintenance plan sign-ups.
Shift to replacement messaging, retarget winter’s near-misses.
Financing pushes and list-building ahead of next winter.
Two Platforms, Two Jobs
Google Ads
Search + Performance Max, for the homeowner actively typing “furnace repair near me” right now. Emergency repair budget concentrates here.
Facebook & Instagram
Strongest for install offers, financing promotions, and retargeting people who’ve already shown interest but haven’t called yet.
Plans For Heating Companies
Ad spend not included. We recommend $1,000–$2,500/month minimum to properly separate repair and install campaigns.
- Facebook & Instagram campaigns
- Management & optimisation
- Creative support
- Monthly performance report
- Facebook, Instagram & Google Ads
- Landing page + on-page SEO
- Creative support across platforms
- Monthly reporting + strategy call
- Search, Display & PMax campaigns
- Keyword research & ad copy
- Landing page optimisation
- Monthly performance report
Heating-Specific FAQ
I mainly need more no-heat emergency calls in winter — is that different from wanting install leads?
Yes, and they should never sit in the same campaign. Emergency repair needs Search-first, high-urgency messaging with a phone number front and center. Install leads need a slower funnel with financing info and social proof, because it’s a much bigger purchase decision.
My install leads take weeks to close. Won’t that make cost-per-lead look bad?
Cost-per-lead alone is the wrong metric for installs. We track cost-per-lead and what happens after — show rate, quote-to-close rate where you’re willing to share it — so we’re optimizing toward booked jobs, not just cheap clicks.
What happens to my budget in the off-season?
It doesn’t sit idle. Spring and summer budget shifts toward financing-led install campaigns and building a retargeting audience, so you’re not starting from zero when the first cold snap hits.
Do you know how to handle licensing/certification claims in ad copy?
Yes — we pull your actual license numbers, certifications (e.g., NATE, EPA 608 where relevant), and manufacturer partnerships into ad copy where they help conversion. We don’t fabricate credentials, and we keep copy compliant with platform rules around service-business claims.
Do you guarantee a number of leads?
No — and we’d be skeptical of anyone who does. What we commit to: your budget reaches real, in-market homeowners in your service area, repair and install are never lumped together, and you’ll always know what’s being adjusted and why.
How much ad budget do I need to get started?
Most heating repair/install businesses need at least $1,000–$2,500/month in ad spend to properly separate repair and install campaigns and gather enough data to optimize both effectively.
About Marketing With Wakaz
We’re Facebook & Google Ads specialists working with home service businesses since 2021 — HVAC, heating, roofing, solar, and remodeling included. You work directly with our team, not a rotating account manager.
“Wakaz has been an integral part of our digital marketing strategy — a tremendous strategist constantly identifying new ways to reduce cost per lead.” — Cody B., Marketing Manager
- 5+ years running paid ads for local service businesses
- 200+ businesses supported across home improvement niches
- No lock-in contracts — you stay because results hold up
Stop Losing No-Heat Calls To Competitors
Free audit. No pressure. If we don’t think we can improve your results, we’ll tell you before you spend anything.