Seasonal Google Ads for Air Conditioning Companies
Google Ads campaigns timed to the AC demand cycle: cooling enquiries ahead of summer, heating and planned maintenance through autumn and winter. Spend and results reported in plain English, so you always know what an enquiry cost you.
£800–£1,500/mo
AC demand is seasonal, and most Google Ads accounts aren't. Cooling enquiries spike from May through August. Planned maintenance and heating work picks up through autumn and winter. A campaign built once and left alone either overspends chasing cooling keywords in January, or misses the summer surge entirely. We build and run campaigns around that cycle instead of against it. Ad groups, budgets, and even the offers in your ads shift with the season: cooling installs and emergency repairs through summer, PPM contracts and heating maintenance through the colder months. Your spend goes where the actual searches are, not where a generic campaign template assumes they'll be. Every campaign reports in plain English: cost per enquiry, not just cost per click, and which specific ad groups are actually producing booked jobs versus which ones are just burning budget. If a keyword or ad group isn't converting, we say so and cut it, rather than letting it run because it looks fine on a vanity metric. Account structure matters more for a seasonal business than a year-round one. We run cooling and heating as separate campaigns rather than one blended account, so a slow week for heating in July doesn't quietly drain budget that should be funding the cooling surge, and vice versa in winter. Location targeting follows your actual service radius, not a generic city-wide setting that spends money on postcodes you'd never travel to. Pricing runs £800–£1,500 a month depending on ad spend and account complexity, on top of whatever you set as your actual media budget with Google.
Frequently asked
When should an AC company start summer campaigns?
Late February to early March, before the seasonal search volume actually rises. Cooling searches start climbing in April and peak by June to July. Campaigns need two to three weeks of data and optimisation before that surge hits, so starting in January is too early, and starting in May means missing the first wave of enquiries.
How much should an AC company spend on Google Ads?
Most AC companies see workable results starting around £1,000–£2,000 a month in ad spend, on top of management fees, though the right number depends on your service area's population and how many competitors are already bidding on the same terms. Starting smaller and scaling once you can see cost per booked job, rather than just cost per click, is the safer route for a first campaign.
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