Google Ads put your company at the top of results when a homeowner searches to buy or book a heat pump now. For heat pumps in Canada, the difference between a profitable campaign and an expensive one is usually structure: the same search means a different offer to an oil-heated house in Halifax than to a gas-heated house in Ottawa. We build campaigns around that.
What it is
The short answer: paid search, organised by fuel, program and town, and run against a cost per booked job.
We split campaigns by the homeowner's current heat source where it changes the offer, and by program where a rebate drives the decision. In Ontario, for example, Home Renovation Savings pays up to $7,500 for a cold-climate air source unit in an oil, propane, electric or wood-heated home, but up to $2,000 in an Enbridge gas-heated one. One ad cannot honestly sell both.
Who it's for
Installers who need enquiries soon, are entering a new area, or are working to a program deadline.
Typical clients run ads before the heating season, during cold snaps and in the months before an intake closes. If you want long-term organic growth too, combine this with heat pump SEO.
What's included
Set-up, management and the landing pages ads depend on.
- Account audit or build. Conversion tracking for calls, texts and emails first; nothing else matters without it.
- Campaign structure. By fuel, program, service type (ductless, ducted, ground source, dual-fuel) and town.
- Ad copy with dates. Program mentions are tied to dated landing pages; no unqualified "free heat pump" claims.
- Negative keywords. Filtering DIY, jobs, wholesale and out-of-area searches.
- Calendar management. Budget changes for program openings, deadlines and cold-weather surges.
- Monthly reporting. Spend, enquiries, cost per enquiry and, with your office's help, cost per booked job.
Timeline
Ads produce data quickly, and the first month is mostly learning.
- Week 1: tracking, structure and copy.
- Weeks 2–4: launch and daily checks; early search-term pruning.
- Months 2–3: budget moves toward the campaigns that book jobs.
- Ongoing: monthly optimisation and program-calendar changes.
How results are measured
By what a booked job costs you.
A worked example to check your own numbers: if you spend $3,000 in a month, get 60 enquiries and book 15 estimates, your cost per estimate is $200. If you close a third of estimates on jobs worth $12,000 each, five jobs bring $60,000 in revenue for $3,000 in spend. We report each step so you can see where the funnel leaks. As proof of method from our HVAC work, HVACDeal.ca produced 500+ leads at a 12:1 ROI.
A program-aware ad calendar
The year has predictable pressure points for heat pump advertising.
| Period | What usually changes | What we do |
|---|---|---|
| Late summer | Homeowners start planning before winter | Raise budgets for replacement and conversion searches |
| First cold snap | Breakdowns and urgent comfort searches | Shift spend to emergency and fast-install terms |
| Program launch | New eligibility, new searches | Launch a matching campaign and landing page |
| Weeks before a deadline | Urgency among eligible households | Deadline-dated ads, if the program allows the timing |
| After a closure | Offer gone | Pause affected ads the same week |
The table is a starting point. Your own enquiry data decides the final calendar.
Mistakes to avoid
Heat pump campaigns go wrong in predictable places.
- Advertising closed programs. After New Brunswick's oil-to-heat-pump registration closed, any ad still promising the advance was paying for disappointment. See the NB deadline explainer.
- One landing page for everything. Send each campaign to the page that matches it.
- No call tracking. Most heat pump buyers phone. Without call tracking, you're judging ads on half the data.
- Bidding province-wide. Target the towns you can reach profitably.
See the services overview and pricing, then call, text or email us to begin a 7-day free trial.
Frequently asked questions
How much should I spend on heat pump ads?
It depends on your market and capacity. We set a starting budget from your average job value, close rate and the number of jobs you can handle, then adjust monthly. Ad spend is separate from our plan fee.
Can you mention rebates in ads?
Yes, accurately. Ads can name a program and point to your dated program page, but they should never promise approval or an amount the homeowner may not get.
Do you run Local Services Ads too?
Where available and suitable for your business, yes. We decide channel by channel, based on cost per booked job.
What happens when a program closes?
We pause or rewrite the affected ads and landing pages the same week, so you don't keep paying for clicks on an offer that no longer exists.