Conversion tracking for HVAC, with service calls and installs counted separately
An HVAC business has two conversions with wildly different economics — a service call worth a couple of hundred dollars and a system installation worth thousands — and almost every account counts them as one. Bidding then optimizes toward whichever is cheaper to acquire, which is always the service call. Add extreme seasonality and a phone-dominated enquiry mix, and the fix is to separate the two job types, source them from dispatch software, and bid on real revenue.
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Getting and tracking leads for HVAC companies
Where an HVAC company's calls come from in a heat wave, and which ones are new customers
An HVAC company's paid leads come from Local Services Ads, Search ads, the Business Profile, manufacturer dealer locators, home warranty dispatch and marketplaces, and they spike with the weather. Count a call when a homeowner who is not already a member describes a no-cool, no-heat or replacement need at an address you serve, and keep the source on the job so the installed system traces back.
'Google Ads had its best month ever in July, and ServiceTitan says most of those calls were maintenance members and warranty jobs.' On the first hot week everyone calls: new homeowners with no cooling, agreement members who saved the number from your ad, home warranty dispatches, and referrals from the Carrier dealer locator. Each of them dials a number some channel claims, and ServiceTitan's own Google Ads integration can send a booked-job conversion while the site's call tag counts the same call, so one caller becomes two conversions before anyone asks whether it was new business.
The cost shows up in the shoulder months. Bidding learned in the heat wave that members and warranty callers convert cheaply, so it keeps buying brand searches and repeat callers while replacement leads, the ones that pay for the season, get no more budget than a filter change. Check it: in ServiceTitan, run last month's booked jobs by campaign and remove members, warranty dispatches and existing customers. Then open Goals in Google Ads and count how many primary actions describe a call or a booking. If the first number is far below Google's and there is more than one primary action per event, the account is learning from the wrong customers.
Fixed means one primary conversion per event, members and warranty jobs excluded before anything is sent to Google or Meta, and new-customer service calls, maintenance sign-ups and replacements reported as separate lines with their own cost per booked job. Replacements that close weeks later go back first as an estimate stage, then as the sold system. The free audit shows how much of last summer's reported conversions were members, warranty work and duplicates.
Where the leads come from
| Channel | Role | Note |
|---|---|---|
| Local Services Ads | No-cool and no-heat calls on the first hot or cold day, paid per lead | Switch off job types you hand to a subcontractor; no click ID, so match leads to jobs by phone and time. |
| Google Search ads | Replacement, heat pump and financing searches where the ticket is largest | Click ID on the call or form, so sold systems go back with their value instead of the service call's. |
| Business Profile | Map-pack calls and the reviews homeowners read during a breakdown | Tracking number as primary with the main line as additional keeps profile calls apart from members dialing in. |
| Dealer locators and warranty networks | Carrier dealer-locator referrals and home warranty dispatches | No ad behind them; give each its own source so they never enter an ad upload. |
| Meta | Tune-up and replacement offers in the shoulder months, and past-customer retargeting | Judge on booked replacements and new agreements, not on lead form volume. |
| Angi, Thumbtack and similar | Requests shared with other HVAC contractors | Compare cost per booked job from ServiceTitan or Housecall Pro with Search and LSA. |
Which calls count
- Count it when
- Count the call when a caller who is not a member or a warranty dispatch describes a heating or cooling problem, or asks about a replacement, at an address you serve.
- Minimum duration
- Around a minute is a fair start, since a real service call covers the address, the equipment and the symptom; members booking a tune-up run just as long, so the member filter matters more than the timer.
- After hours
- No-heat calls on a winter night are worth answering if a technician can go. Otherwise schedule ads off and let an answering service book the morning, because a call that rings out in a heat wave is a job for the next company.
Where each lead should land
- Search ad call or form
- ServiceTitan job with the click ID or tracked call ID, so the sold system can be imported with its value.
- Scheduling Pro or other online booking
- Booked job in ServiceTitan, with the click ID captured on your page before the scheduler opens, since the booking happens inside the scheduler.
- Local Services Ads call or message
- Job with lead source Google LSA and the caller's number, matched monthly to the LSA lead list.
- Warranty dispatch or dealer-locator referral
- Job with the warranty company or manufacturer as source, excluded from all ad conversions.
HVAC · what breaks
What HVAC companies usually run into
- 01
Service calls and installs counted the same
So bidding buys the cheap one.
- 02
Seasonality read as performance
A July spike isn't a better campaign.
- 03
Emergency calls untracked
The highest-intent traffic, invisible.
HVAC · the fix
What changes — HVAC
Job types separated
Service, maintenance, install — three different values.
Revenue-based bidding
On the actual invoice, not a placeholder.
Emergency calls attributed
Where the margin usually is.
HVAC · architecture
The conversion map for HVAC companies
Four stages, split by job type. Without the split, the numbers are an average of two unrelated businesses.
- 1
Enquiry (call or form)
Call tracking plus browser-side. Mobile click-to-call needs its own event.
- 2
Job booked
Server-side from dispatch software.
- 3
Job completed
The conversion that should carry value.
- 4
Invoice value
Real revenue per job, not a flat figure.
- 5
Job type
Service, maintenance contract or install. Three very different economics.
HVAC · diagnose
Where HVAC companies tracking usually breaks
- 01
Click-to-call untracked on mobile
Emergency HVAC traffic is overwhelmingly mobile and overwhelmingly phone. A tel: link with no event is a large blind spot.
- 02
One flat conversion value
A $180 service call and a $9,000 install counted identically.
- 03
Seasonal swings mistaken for campaign quality
A heatwave is not a better ad.
- 04
Maintenance contracts uncounted
Recurring revenue invisible to the platforms.
HVAC · prove
How the work is proven — HVAC
Source of truth
your dispatch or field service software's completed job records
- Click-to-call events firing on mobile, verified on a real device.
- Number insertion confirmed on every template.
- Job type and invoice value present on uploaded conversions.
- Completed jobs reconciled against dispatch records for a closed month.
HVAC · free audit
What we check in the free audit
- Click-to-call untracked on mobile
- One flat conversion value
- Seasonal swings mistaken for campaign quality
- Maintenance contracts uncounted
Checked against
your dispatch or field service software's completed job records
Free30 minutesNo obligation
HVAC · when not to buy
What lands in your monthly report — HVAC
- Enquiries, booked jobs and completed jobs for the month, by channel and job type.
- Cost per completed install versus cost per service call.
- Revenue by channel, from invoices rather than estimates.
- Seasonal effect noted so month-on-month comparisons stay meaningful.
HVAC · what we deliver
The flow we build — HVAC
Call tracking with number insertion
Including click-to-call on mobile, which dominates emergency traffic.
Click ID written to the job record
At the enquiry.
Dispatch software as the source of truth
Completed jobs and invoiced value.
Job type and value uploaded per conversion
So the platforms can tell the difference.
Written guarantee
95%+ tracking accuracy
Measured against your dispatch or field service software's completed job records. Miss it and we keep working at no cost.
From $400 · See packages
FAQ
HVAC questions, answered
Yes. Their economics differ by an order of magnitude, and a single blended action guarantees bidding chases the cheaper one.
A dedicated event on the tel: link, plus a tracked number so the call itself carries a source. Most HVAC accounts are missing both.
It doesn't break it, but it does mean month-on-month comparison misleads. Compare against the same period last year and flag weather events.
Yes, as a recurring conversion with its own value. They're often the most profitable thing the business sells and almost never measured.
More on HVAC
- Google Ads · HVACGoogle Ads conversion tracking for HVAC companies
- Meta · HVACMeta Ads conversion tracking for HVAC companies
- TikTok · HVACTikTok Ads conversion tracking for HVAC companies
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