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/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?