Air conditioning is one of the most seasonal trades in the UK. For most of the year demand is quiet, then a hot week arrives and searches jump. In July 2022 the UK recorded 40.3°C for the first time (Met Office), and every hot spell since has brought a rush of people wondering whether they should finally get AC fitted. The installers who do well on Google Ads are the ones who are ready before the heat, not the ones who start bidding when it arrives.
What AC clicks cost
| Measure | 2026 UK estimate |
|---|---|
| Typical CPC (spring and summer) | £3 to £8 |
| Typical monthly budget | £200 to £400 |
| Typical job value | £1,200 to £3,000 |
Source: Trade2Base 2026 UK trade benchmarks. Indicative; commercial work and heatwave days can cost more.
Compared with boiler or roofing work, AC clicks are relatively affordable, and a single domestic split system covers a lot of spend. The challenge is volume and timing rather than price.
Separate domestic and commercial
| Domestic | Commercial | |
|---|---|---|
| Typical searches | air conditioning installation [town], bedroom air con fitted, split system installer | office air conditioning installation, commercial AC contractor, server room cooling |
| Buyer | Homeowner, often during a hot spell | Office manager, facilities team, business owner |
| Decision | Days; price and install date matter | Weeks; specification, maintenance and downtime matter |
| Season | Strongly summer-driven | More even through the year |
Run them as separate campaigns with separate landing pages. Commercial work often keeps the account alive through winter.
Keywords that bring installs, and the ones to block
Worth paying for: air conditioning installation, air con installers near me, split system installation, ductless air conditioning fitted, air to air heat pump installer, office air conditioning installation, AC servicing and maintenance contracts.
Negative keywords to add early: portable, fan, Argos, Currys, B&Q, Dunelm, Amazon, window unit (if you do not fit them), car air con, regas, DIY, how to, jobs, course, F-gas training.
The portable unit list matters most. During a heatwave, huge numbers of people search for cheap portable units, and broad keywords will happily spend your budget on them.
Plan the season
| Period | What to do |
|---|---|
| February to April | Build campaigns and pages; run low budgets on "install before summer" messaging |
| May to June | Increase budgets; first warm spells bring researchers |
| Heatwave weeks | Raise daily budgets quickly; make sure the phone is answered; state realistic install lead times |
| August to September | Book remaining installs; push servicing |
| October to January | Commercial and air-to-air heat pump messaging; servicing contracts |
Use the heating angle in winter
Many modern split systems are air-to-air heat pumps that can heat as well as cool. Promoting efficient heating for a home office, conservatory or garden room gives you a winter message. Be accurate: air-to-air systems are not eligible for the Boiler Upgrade Scheme grant, which covers air-to-water and ground source heat pumps, so do not imply a grant.
Landing pages that convert AC enquiries
- Headline with service and area: "Air conditioning installation in Leicester".
- Prices or "from" prices for a single-room system, with what is included.
- Current install lead time ("installing within 2 weeks"), updated during busy periods.
- The brands you fit and warranty length.
- F-gas certification shown clearly; installing systems containing fluorinated gases requires certified engineers and companies.
- A short form: postcode, number of rooms, property type, photos optional.
An example month
Illustrative example, not a benchmark.
At an average install value of around £2,000, that is a strong return. The same budget in November would buy far fewer domestic enquiries, which is why spend should follow the season while commercial and servicing campaigns carry the quieter months.
Track installs, not clicks
Track calls from ads and the website, count only calls long enough to be real enquiries, and log which quotes become installs. Uploading won installs to Google Ads as offline conversions, possible for up to 90 days after the click, helps bidding favour searches that turn into jobs.
For year-round planning across heating and cooling, read Google Ads for HVAC and heating companies, or see our HVAC and air conditioning marketing service.
Frequently asked questions
How much do Google Ads cost for air conditioning installers in the UK?
Published 2026 UK estimates put AC installer clicks at about £3 to £8 in spring and summer, with typical monthly budgets of £200 to £400 and job values of £1,200 to £3,000.
When should AC installers advertise?
Build campaigns in spring, increase budgets from May, and raise daily budgets quickly during heatwaves. Keep commercial and servicing campaigns running through the rest of the year.
What negative keywords should an AC installer use?
Block portable units and retailers (portable, fan, Argos, Currys, B&Q, Amazon), car air con and regas, DIY and how to, and jobs and training searches.
Can air conditioning installers advertise heat pump grants?
Only accurately. Air-to-air systems are not covered by the Boiler Upgrade Scheme, which applies to air-to-water and ground source heat pumps, so avoid implying a grant for split systems.
Related guides
- Google Ads for HVAC and Heating Companies
- Air Conditioning Marketing Ideas
- Why Boiler Repair Google Ads Cost More in 2026
Sources
- Trade2Base, "Google Ads budget for tradespeople" (8 June 2026)
- Met Office, July 2022 heat review (40.3°C UK record)
- GOV.UK, Boiler Upgrade Scheme: what you can get
- Google Ads Help: Offline conversion imports FAQs
Want to be ready before the next heatwave?
Ask for a free Google Ads review. We will check your keywords, negatives and seasonal budgets and set up domestic and commercial campaigns properly.