Hey Blue Collar Boss,
Summer’s over. The AC emergency calls are slowing down. The first real heating rush might still be weeks away.
And suddenly, you’ve got technicians with openings on the schedule.
Sound familiar?
Here’s the mistake we see HVAC businesses make during the shoulder season:
They either keep running the same Google Ads they ran all summer, or they panic and cut their advertising budget.
Neither is much of a strategy.
The smarter move? Change WHAT you’re advertising before you change HOW MUCH you’re spending.
4 things to check in your Google Ads this week
1. Stop advertising like it’s still July.
If your market is cooling down, your ad budget shouldn’t still be heavily focused on emergency AC repairs.
Shift attention toward heating tune-ups, furnace inspections, heat pump installations, and planned system replacements.
Of course, if you’re in a warm-weather market where AC calls are still profitable, don’t turn those off just because the calendar says October.
Follow your local demand, not the calendar.
2. Sell the jobs your technicians have room for.
Got installation crews with openings next week?
Your ads should be targeting homeowners searching for new heating systems or replacements, not just inexpensive maintenance calls.
Have service technicians sitting idle?
Heating maintenance and tune-up campaigns might help fill those gaps.
Your marketing budget should follow your dispatch board.
3. Check where Google is wasting your money.
Ask whoever manages your Google Ads to show you the actual search terms triggering your ads.
Are you paying for people searching for HVAC jobs, furnace parts, repair manuals, or DIY instructions?
Those aren’t the calls you want.
Make sure your negative keyword list is doing its job.
4. Make sure those clicks actually become booked jobs.
A homeowner searching for “furnace tune-up near me” shouldn’t land on a page promoting summer AC repair.
Your ad, landing page, and offer need to match.
And once the phone rings, track what happens next.
A cheap lead that never books is more expensive than a higher-cost lead that becomes a profitable installation.
One more thing: Don’t get caught sleeping when the first cold snap hits.
Your emergency heating campaigns should be ready before temperatures drop.
When homeowners suddenly have no heat, you don’t want to be scrambling to figure out your keywords, budgets, and landing pages.
The goal isn’t to spend more during the slow season. It’s to spend smarter so your trucks don’t sit idle.
If your HVAC marketing is still running on autopilot, this is a good time to take a closer look.
Let’s look at whether your marketing is bringing in the work your business actually needs.
Keep those trucks rolling.
Avi | Founder True Blue Collar Marketing
Talk to you next week,