Industry · HVAC Contractors

HVAC marketing built for contractors who know what's broken.

HVAC marketing has its own rules: seasonal demand swings, high CPC competition, emergency intent searches, and homeowners who need financing. We're an HVAC marketing agency built around those realities, not generic agency templates.

Most HVAC engagements: $1,500–$3,500/month + ad spend

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  • Month-to-month services
  • Transparent pricing
  • No long-term contracts
  • Built for home service businesses
  • Experience

    Marketing experience dating back to 2009

  • Coverage

    Active HVAC campaigns across multiple US metros

  • Specialty

    Built around seasonal demand patterns

  • Terms

    Month-to-month, no long-term contracts

What matters most

What usually matters most for HVAC marketing.

These are the four dynamics that shape every HVAC marketing decision we make. Generic agencies miss most of them.

  • Seasonal demand swings

    HVAC has two demand peaks (summer cooling, winter heating) and two slow seasons (spring, fall). Most agencies run flat-budget campaigns year-round and burn money during slow periods. We modulate budget, bidding strategy, and ad copy to match seasonal intent, often spending 40% more in peak weeks and 30% less in shoulder seasons.

  • Emergency intent searches

    When a furnace dies in January or an AC fails in July, homeowners search with urgency: "emergency HVAC repair," "24 hour AC service," "furnace not working." These queries have 3–5x higher conversion rates than non-emergency searches, but also higher CPCs. We structure campaigns so emergency intent gets priority bidding and dedicated ad creative.

  • High CPC competition

    HVAC keywords are among the most expensive in Google Ads. "Furnace repair [city]" averages $25–$70 per click in competitive metros. Without tight match-type control, negative keyword discipline, and Quality Score optimization, monthly budgets disappear into low-quality clicks. We focus heavily on the unit economics: cost per qualified lead, not impressions.

  • Financing-related leads

    A new HVAC system costs $5,000–$15,000, putting most replacements into financed-purchase territory. Homeowners researching financing convert differently than emergency-repair searchers. Smart campaigns segment these intents and route financing-curious leads to dedicated landing pages mentioning monthly payments, manufacturer rebates, and 0% promotional offers.

Channels we use

Channels we use for HVAC contractors.

Not every channel works equally for HVAC. Here’s our typical recommendation order for a $300K–$5M residential HVAC business.

  • Primary channel

    Google Ads

    Search Ads for emergency repair queries, Local Services Ads for service-area pages, plus Performance Max for replacement/install campaigns. Most HVAC contractors get the best ROI from Search + LSA combined, with LSA typically delivering the lowest cost per qualified lead.

    Learn more about Google Ads

  • Long-term foundation

    Local SEO

    Google Business Profile optimization, location pages for each service area, review velocity strategy. HVAC is one of the highest-value industries for local SEO because emergency searchers click the map pack 3 results far more often than they scroll to organic. Takes 3–6 months to see meaningful ranking changes.

    Learn more about Local SEO

  • Off-season + replacement

    Facebook & Instagram

    Best for HVAC during shoulder seasons when search demand is lower. Strong for replacement/install lead generation with homeowner targeting by zip code, home age, and homeownership signals. Less effective for emergency repair (where Search dominates).

    Learn more about Facebook & Instagram

  • Supplementary

    Classified Ads

    Daily posting on Craigslist and Facebook Marketplace for service-area visibility. Works better in some markets than others, we’ll tell you upfront whether your specific metro is worth the effort.

    Learn more about Classified Ads

What we hear

Common HVAC marketing problems we hear about.

These are the patterns we see most often when HVAC contractors come to us frustrated with their current marketing.

  • “My CPL doubled this year and I don’t know why.” Usually a combination of match-type drift, negative keyword neglect, and competitor bid inflation. Fixable in 30–60 days with campaign restructure.
  • “The leads I get aren’t serious buyers.” Often a landing-page or call-tracking attribution problem. Sometimes the campaign IS attracting tire-kickers because of broad-match keyword leakage. We audit which keywords are actually producing booked jobs vs just form fills.
  • “I can’t scale past $X/month in ad spend.” Most agencies hit a wall because they keep adding budget to the same keywords. We expand by adding adjacent campaign types (LSA, Performance Max, Display retargeting) instead of pushing more money into already-saturated Search.
  • “My competitors are crushing me in the map pack.” Usually means they’ve invested in review velocity, GBP optimization, and citation building over years. We can replicate the framework, but the timeline is 6–12 months of consistent execution, not 30 days.
  • “Off-season kills my revenue.” We restructure budget and creative for shoulder seasons: lean into maintenance contracts, tune-up promotions, indoor air quality services, and equipment financing offers that drive demand even when nothing’s broken.

Example HVAC engagement

A typical 90-day HVAC engagement.

12-truck HVAC contractor · Mid-size US metro

From inconsistent leads to a predictable summer pipeline.

A 12-truck HVAC business came to us in March, spending $8,400/month on Google Ads with no clear sense of return. Their account had drifted: 60% of spend was going to broad-match keywords with no negative-keyword discipline, and call tracking wasn’t configured properly so they couldn’t tell which campaigns were actually producing booked jobs.

We rebuilt the campaign structure around their highest-margin services (replacement installs and maintenance contracts), tightened geographic targeting to their 40-mile service area, set up call tracking on every lead source, and added Local Services Ads to capture emergency intent. By peak cooling season in July: cost per qualified lead dropped from $94 to $38, monthly inquiries doubled, and the owner had visibility into which dollar produced which job.

Illustrative example based on typical 90-day engagement patterns we see with HVAC contractors. Individual results vary by service area, competition, and budget.

Cost per Qualified Lead

$94 $38

60% lower

Monthly Lead Volume

~70 142

2x volume

Ad Spend Efficiency

2.4x

Better return on same budget

Industry FAQ

Questions we hear from HVAC contractors.

Do you work with HVAC contractors of all sizes?

Our HVAC clients are typically $300K–$10M in annual revenue with 3–30 trucks. Below $300K, the ad spend math usually doesn’t work for paid channels. Above $10M, contractors often need an in-house marketing manager more than an agency.

What’s a realistic cost per lead for HVAC?

A realistic cost per qualified HVAC lead ranges from $25 to $120, depending on market size and competition. In smaller US markets (under 200K population), we typically see $25–$50 per qualified lead. In major metros (Phoenix, Dallas, Atlanta), $60–$120 is common. We’ll give you a realistic range for YOUR specific market on the discovery call.

When should HVAC contractors start marketing for cooling season?

HVAC contractors should start marketing six to eight weeks before peak demand begins. For most US metros, that means starting late April for summer cooling season and early September for winter heating season. Campaigns need 30–45 days to optimize before peak demand hits. Agencies that wait until peak season to launch burn cash on un-optimized campaigns.

Can you help with both repair and replacement campaigns?

Yes, but we segment them carefully because they require different strategies. Repair searches and replacement searches have completely different keywords, ad copy, landing pages, and average ticket sizes. Running them as one campaign usually means underperforming on both. We build dedicated campaign structures for each.

How do you handle the HVAC off-season?

We modulate budget down by approximately 30% during off-season but shift focus to maintenance contracts, tune-up promotions, indoor air quality services, and equipment financing offers. Off-season is also when we do most of the heavy SEO work, content building, and account housekeeping that pays off during peak season.

Ready to start?

Let’s talk about your HVAC business.

A 30-minute call to look at your specific market, your current marketing, and where the leverage is. We’ll tell you honestly whether we can help, and what we’d recommend either way.

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No pitch. No pressure. Just a real conversation about your business.