Opus Group Insights
Google Ads vs Local Services Ads for HVAC Companies: Which Costs Less?
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Summary: For hvac companies, Local Services Ads usually cost less per lead than non-branded Search ads: SearchLight's 2026 data puts $51 a lead (Feb 2026, 409 accounts) for LSA against $198 a lead for general HVAC non-branded search (Jan 2026) for Search. LSA bills per valid lead and Search per click, so compare cost per booked job, and most hvac companies do best running both. Across the accounts Opus Group runs, leads average $63, $44–$90 in clients' best months, with a 27x return on ad spend and $1M+ of work won for clients every month.
Side by side
| Local Services Ads | Google Search ads | |
|---|---|---|
| You pay for | A valid lead | A click |
| Where ads show | Google Search and Maps | Google Search |
| HVAC Companies cost per lead, 2026 (SearchLight) | $51 a lead (Feb 2026, 409 accounts) | $198 a lead for general HVAC non-branded search (Jan 2026) |
| Keywords | None: you pick job types | You choose keywords |
| 2026 change | Moving into Google Ads as Performance Max for pay-per-lead | No change |
| Book rate (SearchLight) | 44.0% | 36.0% (HVAC general) |
| Opus Group accounts (all trades) | $63 average cost per lead | $63 average cost per lead |
How to compare them fairly
- Count leads the same way on both.
- Remove leads you wouldn't pay for.
- Track which leads book.
- Compare ad spend per booked job over the same 30 days.
Sources
- SearchLight: LSA cost per lead by trade
- SearchLight: HVAC and plumbing Google Ads cost per lead
- Google Ads Help: LSA transition to Performance Max
All sources checked 15 October 2026. Prices and terms change, so confirm them with each company.
FAQ
Are Local Services Ads or Google Ads cheaper for hvac companies?
Per lead, Local Services Ads usually are: SearchLight puts hvac companies LSA at $51 a lead (Feb 2026, 409 accounts) against $198 a lead for general HVAC non-branded search (Jan 2026) for non-branded Search in 2026.
Should hvac companies run both?
Usually. LSA takes the top of the page per lead; Search ads let you pick high-value jobs and send them to a page built for that job.
Are Local Services Ads changing?
Yes. From August 2026 Google is moving them into Google Ads as Performance Max campaigns with pay-per-lead goals. They still show only on Search and Maps, and you still pay per lead.
Opus Group runs Google Ads, Local Services Ads and high-converting landing pages for local service businesses. See how it works.
Opus Group is a HVAC marketing agency working with contractors across the US.
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