Air conditioning is a search-led purchase. People type "air conditioning installation" with their town, compare a few installers and ask for quotes. Google Ads puts you in that shortlist, and a well-built account keeps you out of the searches that never become installs.
Split domestic and commercial
These are two different buyers.
- Domestic: a homeowner wants one or two rooms cooled, often a bedroom, loft room or home office. They search in warm weather and want a price.
- Commercial: an office, shop, server room or restaurant. The job is larger, the decision takes longer, and maintenance contracts follow.
Give each its own campaign, keywords, ads and landing page. A homeowner who lands on a page about server rooms leaves.
Keywords that bring install enquiries
- "air conditioning installation [town]"
- "home air conditioning installers"
- "air con installers near me"
- "commercial air conditioning [town]"
- "office air conditioning installation"
- "air conditioning servicing" and "air con repair" as separate ad groups
Use the words UK customers use. "Air conditioning" and "air con" are searched far more here than "HVAC".
Negative keywords
Block these from day one: portable, mobile unit, hire, rental, car, vehicle, regas, DIY, how to, jobs, course, training, second hand, parts, remote control. Car air con regas searches in particular will eat a budget.
What the ad should say
Service and town in the headline. Then the points an enquirer checks: F-Gas certified engineers, the brands you fit, free survey if you offer one, and finance if you offer it. Add call and location extensions.
The landing page
- A quote form asking for postcode, property type and number of rooms
- Photos of real installs, indoor and outdoor units
- Your F-Gas certification and manufacturer accreditations
- Reviews
- A short answer to "how much does it cost?", even as a range
Plan the year around the weather
Demand for domestic air con rises sharply in hot spells. Build and test campaigns in spring so they are ready. Raise budgets when a heatwave is forecast and have a plan for call volume. In cooler months, move budget to servicing, commercial work and heating if your units heat as well as cool.
Track enquiries to installs
Track calls and forms, then record which enquiries became surveys and installs. Air con searches include plenty of people only checking prices, so cost per lead alone can mislead you.
Common questions
Can air conditioning installers use Local Services Ads? Heating and cooling trades are on Google's UK list. Check eligibility for your postcode.
Should I advertise all year? Yes, at a lower level. Commercial and servicing searches continue through winter.
Related guides
- Boiler Install Leads: Google Ads vs Local Services Ads
- HVAC Marketing: A Budget Plan for Winter and Summer
- A Negative Keyword List for Heating Engineers
- Google Local Services Ads UK: What They Are, Who They Suit and What They Cost
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on Google Ads for heating and air conditioning companies for how we work.