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$80/day for HVAC? Good luck dude. That is a tough category on any budget, so don’t be too hard on yourself. Most of us would also be struggling in your position.
Like others have said, search is a better fit but the CPCs in this category are insane. You’ll be stuck running manual CPC and getting the tire-kickers while the big guys with automated bidding scrape off the high-intent traffic. It’s not impossible to make manual CPC work, but you could blow through your budget and lose your client before you get enough data to make any meaningful optimizations.
I rarely say this but maybe give Microsoft and Yahoo ads a try. Their automated bidding sucks so you still have a fighting chance with manual CPC. Focus on pain and urgency. Tell them how quickly you respond and how soon you can be there. Bonus if they are able to book the visit online.
