Budget that follows the weather
When a cold week is coming the money goes up, because those are the days the calls are there. In the quiet weeks it comes back down.
Google Ads for heating and cooling companies
Spend in the week
the phone is ringing.
This trade is not steady and the budget should not be either. The money goes up in the cold snap, comes down in the quiet weeks, and never sits on searches that cannot become a job.
The ad account is opened in your name, and your card pays Google directly rather than us.
The week aheadA normal weekCold snap: budget raised
- Mon
- Tue
- Wed
- Thu
- Fri
- Sat
- Sun
Ad budget, day by day
Googleemergency furnace repair near me
CallsEach one traced
- No heat, house is coldFrom the ad
Counted 
Furnace making a noiseFrom your listingCounted- AC not blowing coldFrom the ad
Counted
Your card pays GoogleNever through us, never a cut
What this looks like in a cold week.
The ad in front of somebody with no heat, and the sheet that says what was done about the week.
Googleemergency furnace repair near me
This weekEmber & Frost Heating & AirWhat the week looks likeWhat we did
- Cold snap forecastBudget raised
- emergency furnace repairKept
- furnace filter sizesBlocked
- Overnight, nobody answeringAds paused
A person agrees every move inside the yearly figure
- Budget moved weekly
- Every call traced
- Your card pays Google directly
What you get, piece by piece.
The waste turned off
The real search terms are read and the ones that cannot become a job are blocked.
Running when you can answer
If you take night calls, the ads run at night. If you do not, the budget is not spent overnight.
A flat fee, never a percentage
We are paid the same whether your budget goes up or down, so when the figures say spend less, we can say it.
Every call traced to its ad
Each source gets its own number, so an ad call is never counted as a map call.
Budget on the work you want now
Repair work, install work and maintenance plans are different searches with different value. They get different money.
Inside the work
The budget goes up with the cold and comes back down after.
This trade is not steady, so a flat monthly budget is the wrong shape. Here is the right one.
You say it onceWhat you can spend across a yearThe hours somebody answersRepairs, installs or both
Watching the week aheadA cold snap is a week of calls.Moving the budget to meet itUp for the snap, down for the quiet weeks.Reading yesterday's search termsWhat people really typed, not what we bid on.Setting the hours to match the phoneNo spend at three if nobody answers at three.
Writing this week's adFor somebody in a cold house, tonight.Counting what a job cost to winEach source on its own number.Ember & FrostAds, this week
The week aheadCold snap comingCold
Budget
Search terms
emergency furnace repairfurnace filter sizes
OvernightNobody answering, so the ads are offPaused
No heat? Out tonight.Read by a person, then liveCalls this weekEach counted against its ad or listingCounted
Then it goes round again every morning: the terms read, the forecast checked, the budget moved inside the yearly figure.
A person sets the brief, decides how far the budget moves, and reads every ad before it runs.
One account, one brief
Every one of these, on one account.
What you tell us once drives all of it, and a person signs off on everything a customer sees.
The websiteBuilt, written and kept current.Showing up on GooglePages, listing and position, weekly.The phone and the chatAnswered, and the visit booked.SocialPosted and answered in your voice.ContentWritten from what people ask you.Follow-up and outreachThe quote nobody answered, chased.AdsRead daily, with the budget held.The numbersWhat came in, and where from.
Your briefTold once. Drives all of it.
All of it runs on Claude, and a person signs off on everything a customer sees. See it on three real businesses.
Three ways the ad money leaks in this trade, and what each looks like fixed.
BeforeWhere the money goes
The budget, across a year
JFMAMJJASOND
- Flat every month
- Missed the cold week
- Read monthly
Search terms
- furnace filter sizesStill costing you
- hvac technician salaryStill costing you
- how a heat pump worksStill costing you
- diy ac repairStill costing you
Overnight
Ringing out overnightAds on, nobody answering
AfterSpent on calls
The budget, across a year
JFMAMJJASOND
- Follows the weather
- Spending when it counts
- Read every morning
Search terms
- furnace filter sizesBlocked
- hvac technician salaryBlocked
- how a heat pump worksBlocked
- diy ac repairBlocked
Overnight
On when you answerAds off while nobody is on
The same budget all year
Budget that follows the weather
Up for the cold snap, down for the quiet weeks, inside a yearly figure you agreed.
Paying for homework
The waste turned off
The real search terms are read and the ones that cannot become a job are blocked.
Ads running all night
Running when you can answer
If you take night calls the ads run at night. If you do not, the money is not spent then.
What it costs.
One price, agreed in writing before anything starts.
ThemeKnockExample quote- For
- Your business
- Service
- Google Ads for heating and cooling companies
- Plan
- HVAC Google Ads
- Budget that follows the weatherIncluded
- The waste turned offIncluded
- Running when you can answerIncluded
- A flat fee, never a percentageIncluded
- Every call traced to its adIncluded
- Budget on the work you want nowIncluded
TotalQuoted in writing
A flat monthly fee for running the ads, quoted in writing once we know the work you want and roughly what you can spend across the year. Your ad budget goes straight to Google on your own card. It never passes through us, and we never take a percentage of it.
- Agreed in writing first
- One flat price
- Everything in your name
- Leave with one email
Nothing starts until you say yes.
What do you need?
Why a quote?
This work is sized to the job, so the price is agreed in writing first. It is one flat price, never hourly, and nothing starts until you say yes.
Not sure which fits?Tell us what you have. You get a straight answer in writing.
Questions owners ask.
Not answered here? Ask us. You get a straight answer in writing.
What does it cost?
Two separate numbers. A flat monthly fee to us for running the ads, quoted in writing once we know the work and the area. And your ad budget, which goes straight to Google on your own card. We never take a percentage of the second one.
Our work is seasonal. Can the budget move?
It should. A flat monthly budget in this trade spends the same in May as in January, which is the wrong shape. We agree a yearly figure with you and then move it week by week towards the weather and the calls.
How much should we spend with Google?
We tell you after we look at what your towns cost per click for emergency work, which is some of the most expensive advertising there is. A figure given before looking is a guess with your money.
Should we do ads or search work?
Ads are faster and stop the day you stop paying. Search work is slower and keeps working. Most companies that can run both do, with ads carrying the emergency weeks. If you can only run one, we will tell you which, based on your towns.
Can you do call-only ads?
Yes, and for no-heat and no-cooling work they are often the right shape: a phone number on a phone, with no page in between. They need somebody who answers, so we check that first.
Start here
Find out what your ads are really buying
Start with the free plan: a written check of your website and the pages your ads land on. It is free, and yours to keep.