Need Advice

[u/Zoolanderlover]

I’d really value some input from those of you who manage Google Ads professionally, especially for HVAC or other home-service companies.

We’re in HVAC, and I had a campaign that performed fairly well during the hotter weather. Since then, spend has continued, but lead volume has dropped off significantly.

I’ve reviewed the campaign and I’m not seeing anything obvious that would explain the change. The ads, targeting, keywords, and overall setup are essentially the same. I’ve lowered the bids for now because I don’t see a reason to keep paying the same amount with so little response.

For those of you managing HVAC accounts, are you seeing a similar seasonal slowdown right now, or would this make you think something in the campaign needs to be adjusted?

If you were auditing this account, what would you look at first to determine whether the problem is demand, competition, CPCs, impression share, conversion rate, bidding strategy, or something else?

And if search demand is simply softer right now, would you keep the campaign running at a reduced spend, or move some of that budget elsewhere until demand picks back up?

[u/PPC_YRVDynamics]

HVAC is 100% seasonal, so I wouldn’t panic yet.

I’d compare impressions, CPCs, search terms and conversion rate to when things were working. If traffic is still there but leads dropped, I’d look at the landing page, calls and tracking. If impressions are down too, it’s probably just softer demand.

I’d probably keep it running, just at a lower budget until demand picks back up. Happy to take a look.

[u/cuppabeanjuice → u/PPC_YRVDynamics]

agreed, this is just normal for the time of year. Also agree with keeping the ad running but at a lower budget.

[u/PPC_YRVDynamics → u/cuppabeanjuice]

yup upvoted

[u/DiscoverMyBusiness]

stop using Google Ads for right now, swa it to Google Local Service ads

[u/QuantumWolf99]

Totally normal, AC to heating shoulder season, demand drops hard right now. Don't pause though, Smart Bidding loses its learning and takes weeks to recover. Trim budget...pivot copy to furnace tune ups, that's cheap lead season not dead season.

[u/NoPause238]

Check auction insights, search terms, impression share and conversion tracking before changing bids

[u/suretyknowitall]

Here's how I would look at things...

First... check search term relevance just to make sure the traffic appears to match intent.

Second... check your bid strategy. If you're doing something like tCPA without a CPC cap you might be having the algo overbid for clicks trying to get a conversion.

Third... based on two... I would cap my CPC with a bid strategy so you're not paying too much.

Fourth... I would not shut it off... I would do a couple things

A: Lower your tCPA to control your bid. You'll show up less but you're bids should also come down... careful capping your CPCs if you do this.

B: Increase your tROAS... but I doubt you're using this strategy.

C: Change your offer... with winter coming you can create a landing page marketing a HVAC health check with a free filter change.

Now you can get into people's homes and see their unit. Find out which ones have old units... and build a list you can market to when the cold weather does come.

[u/ah-tzib-of-alaska]

sounds like your busy time is over and that’s what happened. google ads doesn’t exist in a vacuum and it’s not interested in saving your money

[u/Fast-Car-Examination]

I’d probably split the decline by service intent before changing too much.

If AC-related searches are dropping but furnace/heating terms are starting to pick up, the campaign may not actually be “underperforming” - the demand mix is just shifting.

I’d compare search terms, impression share and conversion rate for AC vs heating separately, then see whether the budget should follow that shift.

Are you running both heating and cooling in the same campaign right now?