HVAC is one of the most expensive categories in paid search, which means wasted clicks cost more here than almost anywhere. I manage HVAC accounts to protect margin on repair calls while feeding the replacement pipeline that actually pays the year.
Clicks are expensive, but a single replacement job often covers a month of spend. The work is in cutting the waste, not avoiding the channel.
Yes. Microsoft Ads often produces older homeowner traffic at lower cost, which suits replacement offers well.
Budgets shift with the weather and search demand, with heat and cold snaps treated as their own opportunity windows.
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