Google Ads can put a tankless installer in front of a homeowner within days, but only if the campaigns match how tankless jobs are bought. We split them into an emergency campaign and a planned-upgrade campaign, each with its own keywords, ads, landing pages and budget. That split is usually the first change we make to an existing account.
We are a marketing service, not a contractor. We manage the ads; your team answers the phone and does the work.
Who it's for
The short answer: installers with capacity to fill, and the phone coverage to answer quickly.
Ads suit companies that:
- have gaps in the schedule and want them filled this month;
- are entering a new town where they have no reviews or rankings;
- want planned tankless upgrades rather than only emergency tank swaps;
- can answer calls during the hours the ads run.
If nobody picks up after 4 p.m., ads that run until 9 p.m. waste money. We schedule around your real coverage.
Two campaigns, two jobs
The short answer: emergencies convert fast but are price-sensitive; upgrades take longer but are worth more.
| Emergency campaign | Planned-upgrade campaign | |
|---|---|---|
| Typical searches | no hot water, water heater leaking, water heater replacement today | tankless water heater installation, tank to tankless cost, propane tankless |
| Homeowner mood | urgent, wants someone now | researching, comparing quotes |
| Landing page | phone number first, same-week availability if true | sizing, venting, gas line and rebate questions answered |
| Measure | cost per call, cost per booked job | cost per estimate, close rate, job value |
A worked example you can check against your own numbers: if your average tankless installation is worth $5,000 and you close one in four estimates, each estimate is worth $1,250 in revenue. If planned-upgrade ads cost $150 per estimate booked, you are spending $600 in ads per closed job. Whether that works depends on your margin, which is why we ask for it.
What's included
The short answer: build, landing pages, tracking, weekly tuning and monthly reporting.
- Account audit or set-up in your own Google Ads account.
- Separate campaigns for emergency and planned tankless work, plus propane-area campaigns where relevant.
- Negative keyword lists to block DIY, parts and job-seeker searches.
- Landing pages written for each campaign.
- Call tracking and contact-click tracking.
- Schedules and budgets set around your phone coverage and cold-weather peaks.
- Weekly adjustments and a monthly report in plain language.
Timeline
The short answer: live within the first two weeks, tuned over the first three months.
Most accounts run within one to two weeks of the start. The first month is about data: which searches bring calls, which towns convert, what hours work. By month three, budgets usually move toward the campaigns that produce booked jobs.
How results are measured
The short answer: cost per booked job, not clicks.
We report calls, call length, texts and email clicks, and booked jobs where your software tracks the source. We also report what share of calls were answered. For an example of what tight tracking can show, HVACDeal.ca produced 500+ leads at a 12:1 ROI. That is a result from our HVAC work, not a forecast.
Mistakes to avoid
The short answer: mixed campaigns, unanswered calls and stale offers.
- One campaign for everything. Emergency and upgrade searches compete for the same budget and hide each other's performance.
- Sending ads to the home page. A homeowner looking for propane tankless should land on a propane tankless page.
- Advertising expired rebates. Check terms like SaskEnergy's August 2026 revision before an ad mentions money.
- Repeating manufacturer claims. "Top-selling brand" lines belong to the manufacturer; see our Rinnai story on attributing them.
- Running ads through the night without coverage. Missed calls cost the same as answered ones.
Ad management is included in HVAC.Agency plans; see pricing. Pair ads with local SEO so you are not paying for every call forever. Call, text or email to start.
Frequently asked questions
How much should a tankless installer spend on Google Ads?
It depends on your towns, competition and close rate. We work it out backwards from your average job value and how many jobs you can take, and the ad spend is separate from the management plan.
Should I bid on 'water heater repair'?
Only if you repair tank heaters and want that work. Many of those searchers need a tank replaced today, which is a different job from a planned tankless upgrade.
Can you advertise rebates in ads?
Yes, if the rebate is current and the ad links to a dated page with the terms. We pause rebate ads when the administrator changes the program.
Who owns the Google Ads account?
You do. We work inside your account with access you grant, and you keep the account, history and data if you leave.