HVAC Keywords That Generate Phone Calls

The difference between an HVAC Google Ads campaign that generates 50 calls a month and one that generates 5 often comes down to keyword selection. We've seen HVAC companies spend $3,000 on keywords like "HVAC system" and "air conditioning" — broad terms that attract DIYers, students, and tire-kickers — while ignoring the specific, high-intent keywords that actual homeowners use when they need service right now.

When we manage PPC for HVAC contractors, keyword research is where every campaign starts. The goal isn't to get the most clicks — it's to get the most phone calls from homeowners ready to hire. Here's exactly which keywords ring the phone and which ones drain your budget.

What Makes an HVAC Keyword "Good"

Before listing keywords, you need to understand what separates a keyword that generates calls from one that wastes money.

High intent beats high volume every time. "AC repair near me" gets fewer searches than "air conditioning" — but nearly every person searching "AC repair near me" needs an HVAC technician right now. The person searching "air conditioning" might be shopping for a portable unit, researching how AC works, or comparing brands at Home Depot.

Proximity language signals urgency. "Near me," "in [city]," and "local" are modifiers that transform informational keywords into service-intent keywords.

Problem-specific beats general. "AC not blowing cold air" is someone with a broken system who needs help. "Air conditioning service" could be anything.

"Cost" and "price" keywords convert. Counter-intuitively, people searching "AC repair cost" aren't just price shopping — they're mentally preparing to spend money. They've already decided they need the service; they're just trying to budget for it.

AC Repair and Service Keywords

These are the highest-volume, highest-intent keywords for most HVAC companies.

Top Performers

Keywords That Waste Money

• "air conditioning" (too broad)
• "how to fix AC" (DIYers)
• "AC repair DIY" (not hiring anyone)
• "window AC unit" (retail shoppers)
• "portable air conditioner" (not HVAC service)
• "AC repair training" (career seekers)

Strategy Notes

AC repair keywords spike dramatically during the first heat wave of summer. In many markets, search volume increases 300–500% in a single week. Have your campaigns ready before the heat arrives. Pre-season is the time to test and optimize — not the middle of a 100-degree week.

Use call-only ads and call extensions aggressively. Homeowners with broken AC don't want to fill out a form and wait for a callback — they want to talk to someone now.

Heating and Furnace Keywords

Mirror image of AC keywords, but for winter. These keywords peak October through March in most markets.

Top Performers

Strategy Notes

Heating emergencies are even more urgent than AC — nobody can go without heat in January. Emergency heating keywords often convert at 20–30%, higher than any other HVAC keyword category.

Include "boiler," "heat pump," and "radiator" keywords if you service those systems. Many HVAC companies miss these because they default to "furnace" keywords only.

Want a keyword strategy that fills your call board? We build and manage PPC campaigns for HVAC contractors using proven keyword data from hundreds of HVAC accounts. Get a free keyword audit →

Installation and Replacement Keywords

These are your high-ticket keywords. While repair calls might generate $200–$500 per job, a system replacement runs $8,000–$20,000+.

Top Performers

Strategy Notes

Installation and replacement keywords have a longer sales cycle than repair keywords. Homeowners are comparing quotes and doing research. Your landing page needs to address cost transparently, highlight financing options, and build trust through warranties and reviews.

"Cost" keywords are critical here. When someone searches "new AC unit cost," they're actively planning a purchase. These searchers convert at high rates when you provide clear pricing and financing on your landing page.

Specific System and Brand Keywords

Homeowners sometimes search by brand or system type. These keywords tend to have lower competition and can attract highly qualified leads.

Top Performers

Strategy Notes

Brand-specific keywords work well if you're an authorized dealer or have specific expertise. Lower CPC and competition make them efficient. Create dedicated ad groups for each brand you service.

Ductless mini-split keywords are growing rapidly as the technology gains market share. If you install these systems, target these keywords — competition is still relatively low.

Maintenance and Tune-Up Keywords

Lower CPC, lower intent, but strategically important. Maintenance customers become repair and replacement customers. They're the top of your customer funnel.

Top Performers

Strategy Notes

Maintenance keywords have lower conversion rates than emergency keywords, but the leads are higher quality in terms of lifetime value. Someone who proactively maintains their system is a reliable, long-term customer who will call you first when they need repair or replacement.

These keywords work best in the shoulder seasons (spring and fall) when homeowners are thinking about preparation, not panic.

Indoor Air Quality Keywords

A growing category that many HVAC companies overlook. These keywords attract homeowners willing to spend on comfort upgrades.

Top Performers

Strategy Notes

Air quality keywords surged after COVID and have maintained elevated search volumes. These are add-on service opportunities that increase average ticket value. Use these keywords to attract health-conscious homeowners who typically accept more recommendations.

Building Your HVAC Keyword Strategy

Campaign Structure

Campaign 1: Emergency Repair (Highest Priority)

• AC repair, furnace repair, HVAC emergency keywords
• Budget: 40% of spend
• Run 24/7 if you offer emergency service

Campaign 2: Installation/Replacement

• New system, replacement, installation cost keywords
• Budget: 25% of spend
• Schedule during business hours

Campaign 3: Maintenance/Tune-Up

• Tune-up, maintenance, inspection keywords
• Budget: 15% of spend
• Ramp up in shoulder seasons

Campaign 4: Air Quality/Specialty

• Duct cleaning, air quality, specific system keywords
• Budget: 10% of spend

Campaign 5: Brand

• Your company name and common misspellings
• Budget: 10% of spend

Negative Keywords for HVAC

Apply these across all campaigns on day one:

• DIY/Educational: how to, DIY, tutorial, guide, yourself, YouTube
• Career: jobs, hiring, salary, training, certification, license, apprentice
• Retail: Home Depot, Lowes, Amazon, Walmart, portable, window unit
• Unrelated: car AC, auto, vehicle, RV
• Non-Customer: free, complaints, lawsuit, scam

Match Type Recommendations

• Exact match for your highest-converting, highest-CPC keywords (emergency terms)
• Phrase match for your core service keywords to capture variations
• Broad match only with strict negative keyword lists and daily search term monitoring

Seasonal Keyword Calendar

January–March: Furnace repair, heating emergency, furnace replacement April–May: AC tune-up, spring maintenance, AC installation June–August: AC repair, emergency AC, new AC unit, ductless installation September–October: Furnace tune-up, fall maintenance, heating inspection November–December: Furnace repair, heating emergency, furnace replacement

Adjust budgets monthly to follow seasonal demand. Don't spend the same amount on AC repair in January as you do in July.

Ready to build a keyword strategy that keeps your phones ringing? Our PPC management for HVAC contractors starts with deep keyword research tailored to your market and services. We know which keywords generate calls and which ones burn money. Schedule your free consultation →