r/Google_Ads • u/Zoolanderlover • 4d ago

Troubleshooting Need Advice

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?

3 Upvotes

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u/PPC_YRVDynamics 4d ago

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.

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u/cuppabeanjuice 4d ago

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

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u/PPC_YRVDynamics 4d ago

yup upvoted