Roofing Contractor
Case Study
After nearly 50 years of honest work, we finally have a website that matches our reputation. Figgle didn’t dress us up like some big corporation — they told our real story and put us in front of the homeowners, businesses, and government buyers who actually need us. Phones are booked out.
Roofing Contractor
Case Study
Figgle understood Raleigh from day one. They built a site that ranks for the exact keywords homeowners search, and the quote form stays full. A hundred new customers since launch — we haven’t looked back.
Gutter Contractor
Case Study
I run a small local crew — the last thing I needed was an agency that didn’t understand the trades. Figgle got it right away. Clean site, clear message, easy quotes. Six years of honest work, finally being seen by the right people.
The Problem
Why most HVAC Google Ads waste budget
Most HVAC Google Ads run one big campaign for “HVAC” and lump emergency, replacement, IAQ, and maintenance traffic together. Each behaves differently — emergency intent is urgent and mobile, replacement is considered and financing-aware, maintenance plan signups are subscription buyers. Lumping them costs 25–45% of budget.
Google Ads for HVAC requires segmentation by intent + neighborhood + heat-wave responsiveness. NC cooling-failure search spikes 4–6x during heat waves and contractors who pace ad budget passively miss the window. The contractors who win actively manage during demand peaks.
- Single campaign mixing emergency, replacement, IAQ, and maintenance intent
- No heat-wave day-parting — budget spent at 2am instead of peak hours
- Landing page is the homepage for everyone — 2–3x worse conversion than intent-specific pages
- No maintenance plan campaign — missing the highest-LTV product entirely
What You Get
What Figgle delivers with Google Ads
Four pieces, built together for HVAC paid search — segmented campaigns, heat-wave pacing, conversion tracking, and weekly optimization.
Intent-Segmented Campaign Architecture
Separate campaigns for emergency cooling, considered replacement, IAQ upgrades, maintenance plan signups, and commercial. Each with its own landing page, ad copy, and bid strategy.
Heat-Wave Day-Parting + Budget Pacing
Day-parting tuned to NC cooling-failure peak hours. Pre-built heat-wave response budget surge that activates when temperatures hit 95F+. Captures search spikes that flat-budget campaigns miss.
Landing Page + Conversion Optimization
Intent-specific landing pages built around HVAC buyer questions — emergency response time, replacement financing, manufacturer certifications, IAQ value props. Click-to-call hero on mobile.
Call Tracking + Booked-Service Attribution
Call tracking back to booked service calls and signed install agreements, not form fills. We measure money metrics — calls and installs — not impressions.
Why Figgle Google Ads moves the needle
Figgle is built around contractors and HVAC paid search has more demand variability than almost any vertical. Heat waves drive 4-6x search spikes, replacement-cycle traffic runs steady-but-high in spring/fall, maintenance signups peak in March and August. Active management captures all three; passive accounts capture none.
NC HVAC markets vary by CPC and competition. Charlotte runs 30–55% above Raleigh on the same keywords with heavier franchise competition (One Hour, Service Experts, ARS). We tune bid strategy and budget pacing for each market separately.
The Process
How we launch your growth system
Discovery call
A real conversation about your business, your crew, and your service area — not a pitch.
Free growth plan
A written plan with exact numbers, sized to your market, delivered in 48 hours.
Build phase
New site, local SEO foundation, and ad accounts wired into your live dashboard.
Launch & learn
Go live, watch the first calls land, and iterate weekly on what is converting.
Scale what works
Double down on the channels driving booked jobs. Cut what is not. Repeat monthly.
Major NC Markets
HVAC marketing in major NC cities
Pick the major NC market closest to your service area — each has its own hvac marketing page tuned to local competition.
Triangle Service Areas
HVAC marketing in Triangle satellites
Smaller Triangle cities where the HVAC playbook applies. Same approach, sub-market-specific tuning.
Google Ads Questions
Questions about Google Ads for contractors
How many leads can I expect per month in North Carolina?
Realistic range: a HVAC contractor running a $1,500–$3,000/month program typically sees 9–20 qualified leads per month after the 90-day ramp. Volume varies with trade ticket size, market depth, and ad budget. We don’t promise specific numbers up front. We promise weekly reporting tied to booked jobs.
How long until Google Ads produces booked HVAC service calls?
Most NC HVAC Google Ads campaigns produce booked service calls within 1–2 weeks of launch. First 30–60 days are learning; after that, cost-per-call drops 25–40%. Heat-wave windows accelerate everything — campaigns launched right before peak summer ramp 2–3x faster.
What's the best Google Ads strategy for an HVAC company in NC?
Segment campaigns by intent (emergency, replacement, IAQ, maintenance, commercial), build intent-specific landing pages, day-part for heat-wave peak hours, prune negative keywords weekly, and pre-build heat-wave response capability. Add a dedicated maintenance-plan signup campaign — it’s the most under-used HVAC ad strategy.
How much should an HVAC company spend on Google Ads in NC?
Most healthy NC HVAC Google Ads programs run $3K–$10K/mo. Minimum for meaningful conversion data is ~$2K–$2.5K/mo. Charlotte CPCs justify higher floor budgets than smaller NC markets. See our pricing.
Should HVAC companies run Google Ads + LSAs together?
Yes — and segment them. LSAs work best on emergency intent ($35–$90 per lead). Google Ads gives precise intent + geographic targeting at higher CPC ($90–$170 cost-per-converted-lead). Most NC HVAC contractors should run both, weighted toward LSAs for emergency and Ads for replacement, maintenance, and IAQ work.
Are maintenance-plan Google Ads worth running?
Yes — absolutely under-used. A small dedicated maintenance-plan signup campaign (~$300–$800/mo) with a dedicated landing page can add 100–200 recurring plans per year for most NC HVAC contractors. The LTV math is dramatic compared to one-off service calls.
Ready to stop burning ad budget?
If your Google Ads are running but the calls are not coming — or you are nervous to even try Ads because you have heard the horror stories — Figgle can audit your account for free and show what a stronger NC Google Ads plan should look like.
Book Your Strategy CallGoogle Ads for every trade we serve
Paid search tuned for crews — not boutiques. Every trade we serve gets ads built around their service area, ticket size, and call volume.
Available across North Carolina
Triangle-first, statewide-ready. Pick your city to see how this looks for contractors there.