When a homeowner’s AC quits, they don’t search for “residential HVAC solutions.” They type what’s wrong, the way they’d say it out loud. Knowing those words helps you show up when it counts, and helps your website and ads speak the customer’s language.
Here are the main kinds of searches, and how to find the exact ones in your area.
What do people search when something breaks?
The most valuable searches are urgent ones. They describe the problem:
- “AC not cooling”
- “AC blowing warm air”
- “furnace not turning on”
- “no heat in house”
- “AC unit making loud noise”
- “water leaking from AC”
These people want two things: confidence that you can fix it, and a fast way to reach you. They’ll often call the first company that looks credible.
What to do: Have pages or sections on your website that use these exact phrases as headings, briefly explain common causes, and put your phone number right there. Make sure your Google Business Profile hours are accurate, especially if you take emergency calls.
What about “near me” searches?
“AC repair near me,” “HVAC company near me,” “furnace repair near me.” Google uses the searcher’s location and mostly answers these with the map results.
What to do: Your Google Business Profile matters most here. Complete categories and services, accurate hours, recent photos, and a steady flow of reviews. My local SEO and reviews guide covers the setup.
What do people search before they call?
Many people research before they pick up the phone:
- Cost questions: “how much does it cost to replace an AC unit,” “AC repair cost,” “furnace replacement cost”
- Repair or replace: “should I repair or replace my AC,” “how long do furnaces last”
- Is it worth it: “is a maintenance plan worth it,” “do I need a duct cleaning”
These are a big opportunity. Someone reading your honest answer to “repair or replace?” is already starting to trust you.
What to do: Answer these on your website in plain language. You don’t have to give exact prices, but explain what affects the cost and give typical ranges if you’re comfortable. Honest answers beat vague ones.
What do maintenance customers search?
- “AC tune-up”
- “furnace inspection”
- “HVAC maintenance plan”
- “change furnace filter”
These searches are less urgent, but they’re the start of long relationships. A tune-up customer is the one who calls you first when something breaks.
How do I find the exact words my customers use?
You don’t have to guess. Three free places show real searches:
- Your Google Business Profile. The performance section shows searches people used to find your profile. Look at it every month or two.
- Google Search Console. Free from Google, it shows the searches that brought people to your website, and how often you showed up.
- Google Ads search terms report. If you run Search Ads, this shows exactly what people typed before clicking your ad. It’s also where you find searches to block, like “HVAC jobs” or “DIY AC repair.”
Also listen to your phone calls. The way customers describe their problem on the phone is the way they search.
How should I use these words?
- Website: use common problem phrases as headings on your service pages. Here’s how to build pages that get calls.
- Google Business Profile: list every service, using plain names customers would recognize.
- Ads: match the ad to the search. Someone searching “AC blowing warm air” should see an ad about that, not about your company’s history.
- FAQs: turn common questions into short questions and answers on your site. AI assistants and voice search lean on exactly this kind of clear answer.
What should I avoid?
- Jargon in headings. “Refrigerant recharge” means little to most homeowners. “AC blowing warm air” means everything.
- Stuffing phrases everywhere. Write for people. Use the words naturally.
- Chasing searches you can’t serve, like services you don’t offer or areas you don’t go.
Where to start
This week, open your Google Business Profile performance and see what searches found you. Then pick the three most common problems your customers call about and make sure your website answers each one, in their words, with your phone number right beside it.