Heating-season paid search means Google Ads campaigns whose budgets and messages follow the real rhythm of heating demand in your province. Demand jumps with the first hard frost and again in January; it rises when a big rate or oil price story runs; it drops in a mild week. Campaigns that run at the same budget all year waste money in quiet weeks and run out in busy ones.
What it is
The short answer: search ads planned around weather, the rate calendar and your capacity.
We build three layers:
- Always-on emergency and repair ads for "no heat", "furnace repair" and similar searches, sized to your service hours.
- Replacement and quote ads for owners planning a new system, scaled up around cold forecasts and price news.
- Event ads tied to rate decisions or program dates in your province, such as Ontario's quarterly gas adjustments or Alberta's monthly default gas rate.
Who it is for
The short answer: contractors who can take more calls now and want to see the cost of each one.
- Companies with technicians or installers who have open time.
- Businesses entering a new town, before organic visibility builds.
- Contractors whose busy season is short and sharp, such as in the Prairies.
If you cannot handle more calls this season, put the effort into local search instead.
What's included
The short answer: setup, budgets, messaging and tracking.
- Account audit or a new account owned by you.
- Keyword and location targeting matched to your service area.
- Ad copy that states facts: services, areas, hours, and dated program or rate references where relevant.
- A weather and calendar plan for your province, agreed with you.
- Call tracking and a simple way to mark which calls became booked jobs.
- Negative keywords to block searches you do not want, such as do-it-yourself parts.
A budget example
Illustration only. Suppose a booked furnace replacement averages $8,500, and your records show one in six qualified ad calls becomes a booked replacement. If a qualified call costs $90 in your market, each booked replacement costs about $540 in ad spend, or about 6% of the job value. If your margin can carry that, the campaign is worth scaling in cold weeks. If not, we tighten targeting or shift to other services. Your real numbers decide this.
How the calendar differs by province
- Prairies: a short, intense peak from November to February; budgets should rise fast with cold forecasts.
- BC coast: a gentler season; steadier budgets with modest increases in cold spells.
- Ontario: watch the quarterly gas price dates as well as the weather.
- Atlantic Canada: oil price news and the first deliveries of the season are strong moments for comparison ads.
Timeline
The short answer: live within two weeks, tuned over the first season.
- Week 1: audit, targeting, tracking setup.
- Week 2: launch the always-on layer.
- Weeks 3–8: add replacement and event layers; adjust bids and budgets weekly.
- After the first season: a review of what worked by month, town and message.
How results are measured
The short answer: cost per booked job, not cost per click.
Clicks and impressions are reported, but the numbers that matter are qualified calls, booked jobs and cost per booked job, by campaign and by week. We show those weekly on Growth and Elite plans and monthly on Starter.
We review these measures with you at each reporting cycle and change course when the numbers say so.
Mistakes to avoid
The short answer: flat budgets, broad targeting and unsupported claims.
- Same budget all year. It overspends in mild weeks and underspends in cold ones.
- Targeting the whole province. Ads should stop where your trucks stop.
- Advertising savings you cannot support. Keep price and rebate claims factual and dated.
- No call tracking. Without it, you cannot tell good campaigns from bad.
See the services overview and pricing, or read the provincial context in our areas section. Call, text or email to plan this winter's budget.
Frequently asked questions
How much should a heating company spend on Google Ads?
It depends on your market, job values and capacity. We start from the number of extra jobs you can handle and work backward to a test budget, then adjust based on cost per booked job.
Is ad spend included in your plans?
Plans cover management. Ad spend is paid to Google separately, and the exact arrangement is confirmed in writing in your proposal.
Do you run ads in the summer?
Usually at a lower level for heating, with a focus on maintenance and early replacement planning. Most budget shifts toward the first cold weeks and January.
Can you change ads when a rate decision comes out?
Yes. We prepare ad variations in advance for scheduled decisions and switch them on when the decision is published, if it fits your services.