Commercial HVAC · Google Ads (B2B Lead Quality)

The Challenge

The ads worked in the sense that the phone rang, but the wrong people were on the line. Reps kept fielding homeowners who wanted a furnace looked at, while the building owners, property managers, and facility teams the company actually serves were rare. Plenty of volume, very little of it worth quoting.

We audited the account and it was clear why the wrong leads kept coming in:

• Campaigns mixed residential and commercial intent in the same place
• The ad copy did not screen for B2B, so anyone with an HVAC problem clicked
• Landing pages spoke to homeowners, not facility decision-makers
• There was no signal of scale, credentials, or service contracts on the page
• Lead quality was never tracked, so bidding could not learn what a good lead looked like

Copy that screens the lead before the click

The cheapest way to stop paying for the wrong leads is to write ads that make homeowners keep scrolling and make facility managers lean in. We rewrote the ads to speak the language of commercial buyers and set expectations up front.

• Speak to the buyer: the copy names property managers, facility teams, and building owners, so a homeowner reads it and knows it is not for them.
• Commercial intent keywords: we targeted the searches decision-makers actually use, like commercial HVAC service and rooftop unit maintenance, not generic furnace repair.
• Qualify with the offer: leading with service contracts and preventive maintenance frames the ad around ongoing B2B relationships, not one-off home visits.
• Negatives do the filtering: a deep negative keyword list blocks residential terms, so budget stops leaking on clicks that will never become commercial accounts.

Landing pages that talk to facility managers

A commercial buyer clicking a residential-looking page bounces fast. We built dedicated pages aimed at property and facility managers, with the proof and the path that decision-makers expect before they reach out for a quote.

• Built for the decision-maker: the page speaks to facility and property managers, addressing uptime, compliance, and cost of ownership rather than a homeowner’s comfort.
• Credentials up front: certifications, licensing, and commercial project proof answer the first question a B2B buyer has: can you actually handle a building like mine.
• Service contracts, not one-offs: the offer centers on maintenance agreements and ongoing service, which is what makes commercial accounts valuable.
• A clear B2B path: a request-a-quote flow built for facilities work replaces the generic contact form, so serious inquiries convert.
• Message match with the ad: the page delivers exactly what the ad promised, which lifts Quality Score and keeps the right leads from bouncing.