Price research is half the market
When the cost query is as large as the service query, the landing page has to talk money. Show price ranges by system type (ducted, ductless single-zone, multi-zone) and home size, and explain what moves the number: ductwork condition, electrical panel capacity, removal of the old system. Visitors who see a realistic range self-qualify before they call.
Keep cost searches in their own ad group with lower bids, and send them to that pricing page rather than to a generic contact form.
The federal credit ended with 2025
The IRS states that the Energy Efficient Home Improvement Credit, which allowed up to $2,000 a year for heat pumps, applies to improvements made through December 31, 2025. Any ad or landing page that still presents it as available for new installs is outdated. Replace it with offers you can stand behind: financing, operating cost comparisons with the homeowner's current system, and state or utility rebates you have verified for your area.
Ducted, ductless and cold-climate systems
Ducted heat pumps replace a furnace and AC in homes with good ductwork; ductless mini splits suit older homes, additions and room-by-room upgrades; cold-climate models answer the main objection in northern states. Each has its own vocabulary and buyer, so give each an ad group and a landing page with the brands and models you install.
Low competition labels, high prices
Every variant with data is labeled Low competition, yet "heat pump installation near me" reaches $60.17 and "heat pump installation company" $68.22. Few advertisers bid, but those who do value the leads highly. "best heat pump installation" and "local heat pump installation" show no bids or no volume, so focus on service, cost and near-me terms.
Heat pumps fall under the HVAC (heating or air conditioning) Local Services Ads category in the US, which can add pay-per-lead calls alongside Search.
Track the whole sale
Make the in-home assessment your main conversion, capture the GCLID in your CRM and upload signed installs with their value. Heat pump jobs often bundle an electrical upgrade or duct work, so sold values vary widely; value-based bidding learns which searches bring the larger projects.
