Most HVAC accounts fail for the same reasons: bloated ad groups, broad match with no negatives, and tracking nobody trusts. Here is the structure I deploy on day one — single-theme ad groups, tight match types, geo-bid modifiers tuned to your highest-margin zips, and conversion-based bidding fed by clean GA4 data.
The result is a compounding system: cleaner data each month means smarter bids, lower CPCs, and more booked jobs from the same budget.