Three Services. Three Campaigns. One Account.
HVAC and plumbing are completely different services — different emergency patterns, different seasonality, different search vocabulary, different customer urgency.
This company runs three separate campaigns: the core HVAC and company name campaign, an HVAC expansion campaign for broader service coverage, and a dedicated plumbing campaign. Each has its own keywords, its own bid strategy, its own seasonal adjustments.
Combined: $87,420 in annual spend. 3,500 total conversions. $24.73 blended CPA across all three.
The Middletown Advantage
Not all markets are equal. The conversion data by city tells the real story.
Middletown is the home market — deep conversion history, mature Smart Bidding model, high Quality Scores from years of local relevance. $14.09 per conversion in Middletown versus $63.28 in Newark. Same account. Very different economics.
Phone Calls Are 90% of the Conversions
HVAC and plumbing are call-first verticals. When someone’s heat goes out or a pipe bursts, they call. They don’t submit a contact form and wait 24 hours.
Of 3,500 total conversions, approximately 3,100 are call-type events — call tracking leads, calls from ads, and phone call conversions across all three campaigns. Form submissions represent 74 of the total.
Both call types are tracked simultaneously: calls directly from ad extensions, and calls from the website after clicking through. Both feed into Smart Bidding. how to set up call tracking in Google Ads explains the dual setup.
581 Keywords — 100% Top-of-Page on HVAC and Plumbing Priority Searches
100% top-of-page impression share on: AC Unit Pricing, Home Heating Maintenance, Heating Maintenance Services, Air Conditioning Tune Up, Residential Furnace, Heating Maintenance, and 4 Ton AC Unit Price — among 581 total keywords.
These are searches that span every stage of the HVAC buying cycle: emergency repair, scheduled maintenance, equipment pricing, and system installation. Full-funnel coverage for every homeowner need.
New York City drove 68 conversions at $16.53 — low CPA for an NYC market. That’s commuter-belt overlap working in the account’s favor. NJ homeowners who work in NYC search from NYC devices. The campaign captures that demand efficiently.
