Negative keywords for HVAC companies: stop paying for junk clicks

Updated October 2026 · 5 minute read

Google matches your HVAC ads to any search that looks related — so an HVAC company bidding on “AC repair” also pays for job hunters, DIYers, parts shoppers and students. Negative keywords tell Google “never show my ad when the search contains this word”. Here's a starter list, then how to find the leaks specific to your account.

Shortcut: export your search terms report and drop it into the free LeakyAds check. It shows how much each category below cost you and builds a negative list from your own data. Runs in your browser — nothing is uploaded.

1. Job seekers

Searches like “hvac technician jobs”, “hvac apprenticeship”, “hvac salary”. Usually the biggest single leak.

jobs job career careers salary hiring apprentice apprenticeship journeyman helper wage resume indeed "hourly rate" employment

2. DIY and how-to

Searches like “how to recharge car ac”, “furnace reset button”, “diy duct cleaning”.

"how to" "how do i" diy yourself myself youtube video tutorial "step by step" instructions reddit kit

3. Parts and store shoppers

Searches like “furnace filters 16x25x1”, “home depot mini split”, “ac capacitor”.

"home depot" lowes menards amazon walmart parts supply supplies wholesale "for sale" store tools used ebay craigslist

4. Schools, training and licences

Searches like “epa 608 practice test”, “hvac school near me”, “nate certification”.

school course class classes training certification license exam "practice test" degree

5. Manuals, codes and research

Searches like “carrier error code 33”, “trane thermostat manual”, “seer2 meaning”.

manual pdf diagram specs "what is" "why does" meaning "error code" images pictures vs

6. Manufacturer support and freebies

Searches like “lennox customer service”, “goodman warranty registration”.

"customer service" "phone number" warranty recall login free grant

7. HVAC-specific extras

thermostat capacitor freon refrigerant "mini split diy" "window unit" "portable ac" "car ac" "auto ac"

If you sell and install thermostats or mini-splits, don't add those words — add the shopping modifier instead (e.g. "home depot", amazon). Same with filters if you run a maintenance plan that includes them.

How to add them

  1. In Google Ads go to Campaigns → Audiences, keywords and content → Search keywords → Negative search keywords.
  2. Click + and add them to a negative keyword list applied to all your Search campaigns.
  3. Paste one per line. Quoted words are phrase match; single words block any search containing that word.

What a generic list can't catch

Every account also pays for searches that only make sense to rule out for your business: “car ac repair”, “auto ac recharge”, “window unit repair”, “refrigerator repair”, “commercial refrigeration” (if you only do residential), and competitors' names. The only way to find those is to read your search terms report regularly and look for anything that spent money without producing a call or form.

LeakyAds flags the usual junk automatically and lists every other search that spent money with no leads, so it takes a couple of minutes instead of an afternoon. Run the free check →

Want an independent audit?

We're doing free line-by-line audits for HVAC companies this month: send your search terms report, get back a plain-English list of what to cut. No account access, no sales call.

Also see: plumbers · HVAC · roofing · electricians