HVAC
Marketing for HVAC contractors
The weather decides when the phone rings. Your trucks decide how much of it you can take. We run the channels that reach homeowners in both the emergency and the planned replacement, shape spend around the weeks you can service, and track every call back to the job it became.
What we already know about your market
You get this on day one.
A season of calls can arrive in a week
The first hard freeze and the first real heat both do it. Every contractor in your market is bidding into that same week, so the cost of a click climbs at the exact moment the phone is busiest. What you do in the weeks before decides how much of that you have to pay for.
Your capacity is the real ceiling
A week that is already booked solid gains nothing from more leads. Budget is worth most when it is pointed at the work you can still schedule, which changes week to week and is a decision most accounts never make.
Maintenance agreements compound
A signed agreement is revenue that renews, a customer who calls you first when the system finally goes, and the reason a replacement quote gets accepted. It earns its own campaign rather than arriving as a by-product of emergency work.
How we would spend across your year
Demand and capacity move independently, and the budget should answer to both. The last column is what we would do.
| Where you are | What demand does | Where we hold back | Our move |
|---|---|---|---|
| The first hard freeze | No-heat calls arrive all at once, at the highest urgency and the highest click cost of the year. | On broad research terms, which are poor value in the week everyone is bidding. | Concentrate on the emergency terms, make sure the phone is answered, and lean on the audiences and tracking built in the quiet months so the platform is not learning from scratch in your busiest week. |
| Peak summer heat | The same shape as the freeze, with more of the demand landing on replacement rather than repair. | On promoting maintenance plans, which land poorly at someone whose house is already too hot. | Fund repair and replacement separately, and put the replacement budget behind pages that answer cost and financing directly, because that is the question holding up the decision. |
| The shoulder months | Quiet, cheap, and the only time of year a homeowner will consider a system that has not broken yet. | Nowhere. This is the most undervalued window in the trade. | Sell planned replacement and maintenance agreements while attention is available and clicks are cheap, and build the audiences and conversion history the peak weeks will run on. |
| Weeks you are booked solid | Leads keep arriving whether or not there is a truck free to send. | On paying peak prices for work that lands three weeks out and gets canceled. | Ease back on emergency terms and move the budget toward planned replacement and agreements, which can sit in the calendar. Then raise it again as the schedule opens. |
The two things that move the number
Spend that follows the work you can service
Channels in
What we measure to
- Form / Call
- Your CRM
- Booked work
Booked-work data feeds back to optimize spend across channels.
Maintenance agreements, funded on their own terms
Capture
Segment
Send
Measure
What we run
Four things, wired to each other.
Paid search
Emergency, replacement and maintenance funded separately, so each shows its own cost per booked job.
Paid social
Reaching homeowners in the shoulder months, when a system that still works can be planned for rather than replaced in a panic.
Website creation
Pages that answer cost and financing, and make calling easy from a phone at six in the morning. We build one when the site you have is holding results back.
Tracking and reporting
Call tracking and CRM wiring, so a no-heat call and an agreement signup are told apart in the reporting.
How we work with HVAC contractors
One HVAC contractor per service area
Your market is yours. If someone in your service area is already working with us, we will say so on the first call.
You keep everything we build
The account, the campaigns, the conversion history, the call-tracking setup and the CRM integration are yours. If we stop working together we document the handoff and remove our access.
Questions HVAC contractors ask us
Our busy weeks are already full. Why spend then at all?
Often you should spend less. A week with no truck free does not benefit from more emergency leads, and those are the most expensive clicks of the year. We ease back on the emergency terms and move budget toward planned replacement and maintenance agreements, which can sit in the calendar until there is room. Then we raise it again as the schedule opens.
When should we start, given how seasonal this is?
In the quiet months. The peak weeks are won by accounts that already have the audiences, the conversion history and the tracking in place, because a campaign switched on during a cold snap spends its first week learning while clicks are at their most expensive. The shoulder season is also the only time a homeowner will plan a replacement that has not broken yet.
Do you run Local Services Ads for us?
No. We will advise on whether it is worth your time, since HVAC is one of the categories Google runs it in and it charges per lead rather than per click, and we will tell you what the license and insurance verification involves and how the dispute process works. Setting it up and running it stays with you, and you own the account.
Can you help us sell more maintenance agreements?
Yes, and we would treat them as their own line rather than something that arrives alongside repair work. They convert on a different promise, so they get their own campaigns and their own cost per signup, and the pre-season weeks get spend pointed at your existing customer list, which is usually the cheapest place agreements come from.
How do you tell a good lead from a bad one?
By whether you can schedule it: inside the area your trucks cover, for work you want more of, at a job size worth the visit. We track calls and forms back to the campaign that produced them and audit what happened next, then move budget toward the campaigns producing booked work. Lead count on its own would point us the wrong way in this trade more than most.
Do we need a new website?
Only if the one you have is holding results back. Good marketing needs somewhere that converts, so if the site is slow, hard to use on a phone, or cannot answer what a replacement costs and how it can be financed, we will tell you and we can build it. If it is doing its job, we would rather put the money into the campaigns.
Do you specialize in HVAC?
We specialize in marketing for home services, and we have worked with a lot of home services businesses across the country. That gives us a good sense of what works across Google Ads, Meta, website optimization and the rest, plus a view on Local Services Ads where Google offers it, which we advise on rather than manage. What decides the result is still how well all of it gets adjusted to your market, your competition and your economics, and working across trades is what keeps those adjustments sharp. We start with a one month agreement, because we would rather prove the strategy to you through results and straight communication than hold you to a term.
Will you work with my competitor?
We take one HVAC contractor per service area, so your market stays yours. If someone there is already working with us, we will say so on the first call.
How long before we see something?
The phone can start ringing in the first weeks, particularly if you start in season. The fuller picture takes around three months, because the site changes, the tracking and the audience building compound rather than switching on. We would rather tell you that at the start than let you expect the whole result in month one.
Get more HVAC jobs booked.
One call gets you a plan for what to fund before peak, built to keep the jobs coming.