If you run an HVAC business and you are not using Google Guaranteed ads yet, you are leaving serious money on the table. These ads, also known as Local Service Ads (LSAs), appear at the very top of Google search results, even above Google Ads and the Google Map Pack. That premium placement means one thing: people see you first when they search for HVAC help. And unlike pay-per-click ads, with Google Guaranteed you only pay per lead, not per click. You get charged only when someone calls or messages you for service. No clicks. No spammy website traffic. Real leads.
In this guide, I will break down exactly how HVAC companies can get approved, go live, and start generating service calls with Google Guaranteed. This is not theory. This is the exact process HVAC10X uses for real HVAC contractors to bring in consistent leads month after month. If you want predictable job bookings, this is how you do it.
What Are Google Guaranteed Ads and Why They Work for HVAC
Google Guaranteed ads are made for local home service businesses like HVAC, plumbing, and electrical. When a homeowner searches for something like “AC repair near me” or “furnace replacement,” Google shows Google Guaranteed ads at the top of results labeled with a green check badge that says Google Guaranteed.
That badge matters. It instantly builds trust. Homeowners know Google has screened the business, verified the license, and approved them. That makes these leads higher quality than normal PPC leads. These are people ready to hire now.
Best part? You control your budget and turn leads on or off anytime. In peak seasons, turn it up. In slow seasons, scale down. There is no better direct response lead source right now in HVAC than Local Service Ads.
Step 1: Check Eligibility and Create Your LSA Profile
Before anything else, you must confirm that Local Service Ads are available in your area. Go to the official Google Local Services Ads page and click Get Started. Enter your ZIP code, select HVAC as your job category, and click Check Eligibility. If LSAs are available in your area, you can proceed.
Google will ask for basic business details, similar to a Google Business Profile:
- Business name
- Business phone number
- Address
- Website
- Service areas
- HVAC services offered
- Years in business
Fill this out completely. Do not leave anything blank. Google prefers businesses with complete profiles because it signals professionalism and legitimacy. If you have been sloppy with details on other platforms, clean that up before applying.
Step 2: Pass Google Screening and Background Checks
This step is where most HVAC companies get rejected or delayed. Google wants to make sure they are recommending legitimate businesses. You must submit:
- Valid HVAC state license
- Proof of business registration
- General liability insurance
- Owner background check (required)
- Employee background checks (if running jobs under your company)
Google uses a third-party company called Pinkerton or Evident for background checks. Do not skip this step or try to avoid it. You will not get approved.
Also, your business name must match your documentation exactly. If you are using a DBA, make sure it is registered correctly. If your Google Business Profile says “Platinum Air & Heat” but your legal entity is “Platinum Mechanical Services LLC,” then update your DBA and keep everything consistent.
Step 3: Get Your Reviews in Order
Here is the hardest truth about Google Guaranteed: if your reviews are weak, you will not rank and you will not get leads. Google pulls your reviews directly from your Google Business Profile. If you have fewer reviews than your competitors or your star rating is below 4.5, you will struggle with Local Service Ads.
That means before you even think about scaling LSAs, you must build your review pipeline. Consistently get 20 to 30 new reviews per month. Use QR review cards, review pages, and SMS follow-up systems to get them fast. Google rewards trustworthy businesses. Reviews are the biggest trust signal, period.
If your competitors have 700+ reviews and you have 65, Google will not rank you above them. Fix your review game before expecting LSA success.
Step 4: Set Up Your Service Types and Service Areas
Once your business is verified, Google will ask which HVAC services you want to receive leads for. Only select services you actually want. Do not check everything just to get more leads. Junk leads cost money.
For most HVAC service-based businesses, the best converting services include:
- AC repair
- Furnace repair
- HVAC maintenance
- System installation
- HVAC tune-ups
- Emergency HVAC service
Next, set your service area by city or ZIP code. Be realistic. If your team cannot handle long-distance calls, do not target 50 towns just to show up everywhere. Start with your strongest service radius, then expand later.
Step 5: Set Your Budget and Bidding
This is where HVAC owners mess up. Google will recommend a weekly budget like $1,000 per week. Ignore that. Google always pushes inflated budgets. Start with $300 to $600 per week until you see your cost per lead and conversion rate.
The average HVAC Google Guaranteed lead costs $35 to $95 depending on your market. You can expect around 10 to 20 leads per week if your profile is optimized.
Turn on Maximize Leads bidding rather than manually setting bids. Let Google’s algorithm find you the best positions at the best price.
Step 6: Optimize for Ranking and Lead Volume
Just because you are approved does not mean Google will show your ad. You must optimize daily to stay at the top. Ranking for LSA depends on:
- Number of reviews
- Star rating
- Response rate
- Proximity to customer
- Budget
- Business hours
- Professional photos
- Faster dispute resolution
- Lead quality
Keep your response time under 60 seconds. If you ignore leads or answer late, Google drops your ranking. That means fewer leads. Always mark job statuses in your LSA dashboard so Google knows your business is active and reliable.
Step 7: Use Google Guaranteed Smart
Here is how top HVAC companies crush Local Service Ads:
- Add photos of real technicians and service vans to your profile.
- Turn on call recording so you can monitor team performance.
- Track ROI by tagging leads in your CRM by source.
- Dispute junk leads aggressively so you do not pay for spam.
- Run LSAs during peak hours only if your budget is tight.
- Stack strategies by running LSAs + Google Business Profile + SEO.
Google Guaranteed is not a magic button. It is a lead system, and like any system, you get out what you put in. The better your business operations and follow-up system, the more profitable LSAs become.
Final Thoughts
If you want fast HVAC leads without overthinking complex ad strategies, Local Service Ads are your best move. They sit above PPC, have higher intent buyers, and are pay-per-lead, not per click. But it only works if your business is set up correctly. Get your Google Business Profile optimized, build review momentum, and put a call response system in place so you never miss leads.
If you want help setting up your Google Guaranteed ads the right way, HVAC10X can do it for you. We set up, optimize, and manage lead campaigns for HVAC businesses across the country.
Ready to Get Google Guaranteed Leads on Autopilot?
Book a free strategy call with my team and we will build your Local Service Ads system from scratch.
https://hvac10x.com – Click “Book a Call” and let’s grow your HVAC business.
