The Best Way to Advertise a HVAC Business (According to Recent Data)

In the age of digitization, can traditional word-of-mouth referrals alone drive growth for local HVAC businesses?

Bad news, data says, not anymore. 

While personal recommendations remain powerful, a more comprehensive strategy should include:

1. Strengthening Your Online Presence – Over 80% of consumers start their buying journey online.
2. Leveraging Targeted Ad Campaigns – Personalized ads outperform generic ones.
3. Marrying Quantitative Data with Qualitative Insights – Multiple advertisers have noted increased efficiency when data insights are married to actual consumer behavior and feedback.

As of 2023, the best way to advertise an HVAC business is to first build a strong online footprint in your locality that allows you to capture already existing demand. 

Then use data from your customer feedback loop to personalize your targeting and messaging, show social proof, and build trust.

Best Strategy: Leverage Local SEO and Google Business Profile Reviews

When the furnace breaks down, or the AC goes out, the majority of homeowners turn to search engines.

Why Local SEO is the first half of the best strategy

• Over 70% of searchers review only the first page of Google results,
• The Top 3 Google search results get 54.4% of all clicks. 
• Over 25% of users click the first Google search result

So when a potential customer types in “AC repair near me,” it is imperative your business be one of the top 3, if not the first.

Why you need reviews in addition to Local SEO

• 90% of consumers read reviews before buying products online
• Beyond initial research, nearly 100% of consumers check reviews in some capacity, before considering a business.
• However, on Google Business Profiles, most users focused entirely on star ratings and review volumes and actually don’t read reviews.

Local SEO, Google Business Profile Optimization, and reputation management are not overnight ventures. 

Full results can take up to twelve months and these tactics should be ongoing efforts so results don’t suffer. 

However, over 45% of marketers surveyed start seeing early returns at the 3-month window.

How to Advertise Using Local SEO and Review Management

Here’s how to begin leveraging this strategy for your business.

1. Optimize Your Website for Local HVAC Keywords

Find local HVAC-related keywords using tools like Semrush or Ahrefs and use them throughout your website. That way, you send signals to Google that allow the algorithm to understand your area of service.

For instance, if you’re based in Austin, you could use terms like “Austin AC repair” or “Air Conditioning & HVAC Repair Contractor in Austin” to optimize for local traffic to your site.

You’ll also only reach customers who are actually in your local service area, leading to more qualified leads and conversions.

2. Create a Detailed Google Business Profile

Google Business Profile (GBP, formerly known as Google My Business) lets businesses manage how they appear on Google Search, Map Pack, Local Services Map, and Google Maps.

An optimized GBP serves as a trust-building tool, allowing potential clients to quickly access crucial information about your business, read your Google reviews, and see photos of your work.

1. Claim or create your Google Business Profile.
2. Fill out every section comprehensively, including products, services, hours of operation, and contact details.
3. Regularly provide posts, offers, and upload high-quality photos showcasing your expertise.

3. Actively Request Customer Reviews Post-Service

Reviews play a critical role in Google Business Profile optimization and a healthly online reputation. Positive reviews can significantly boost trust among potential customers. Handling negative reviews professionally can also show your commitment to customer satisfaction, sometimes even turning unhappy clients into loyal ones.

After you’ve provided an HVAC service, text or email your clients with an invitation to share their experiences — ideally, on your Google Business Profile.

Here’s a script you can use:

Basically:

1. Develop a system to send out review requests after every service completion.
2. Use friendly, straightforward language in your requests.

Tip! As you collect reviews, monitor and respond promptly to all of them, especially to any negative feedback, addressing concerns with professionalism.

4. Focus on Localized Content Creation

Localized content positions your business as a local authority, making your brand more relatable and trustworthy in the eyes of potential local customers.

For a business in Austin, this could be articles on “Preparing your Austin Home for Summer” or “Winter HVAC Tips for Austin Residents”.

1. Identify the unique HVAC needs and questions of your local community – You could join local Facebook groups and Reddit communities for homeowners to understand what people are asking.
2. Create a content marketing calendar focusing on localized topics.
3. Regularly publish and promote these articles through your website and social media channels.

5. Engage in Digital Networking and Backlink-Building

Engaging in backlink-building activities with local directories, forums, and other businesses can greatly enhance your website’s authority and visibility.

Backlinks are links from one website to a page on another website. 

Backlinks are a crucial ranking factor for search engines. High-quality, local backlinks can boost your credibility both with search engines and potential clients in your community.

1. Research local directories and forums relevant to your industry.
2. Reach out to local businesses for potential collaboration and backlink opportunities.
3. Monitor the quality of your backlinks using tools like Moz or Ahrefs to ensure they remain beneficial to your SEO strategy.

6. Citation building and management

Business citations are the entries in directories across the internet. Some of the most popular for HVAC businesses Google, Facebook, Bing, and BBB. Others include, Yahoo! Local, Yelp, YellowPages and many more. 

It’s very important to have your HVAC business listed in as many of these as possible, but even more important that the entries are accurate. 

A common mistake that can cause confusion for Google is using different call-tracking numbers across different entries. 

For example, you might use a call tracking number on your website, but Bing and GBP list your 888 phone number. 

This is not optimal and can cause confusion, causing Google to assume these businesses are different. 

Similarly, if you add or remove services and change your name. For example, a company added Electrical to their services and updated their name from Oliver Heating & Cooling to Oliver Heating, Cooling, Plumbing, & Electrical. 

Every single directory listing should have the same name. If they are different and have variations, Google gets confused.

Other Advertising Strategies That Work Best for HVAC (According to Data)

While the Local SEO + exceptional reviews play will always deliver the best results, there’s no harm in supplementing your effort with other HVAC advertising strategies. Tactics like Pay-per-click (PPC), Local Service Ads (LSA), social media ads, email marketing, retargeting, and supporting local causes also deliver excellent results. Let’s talk about them… 

Obtain Immediate Visibility with PPC Advertising

While organic (non-paid advertising) strategies take time to mature and yield results, there’s one avenue that promises almost instant visibility: Pay-Per-Click (PPC) Advertising, for instance, a Google ad. 

On a bustling highway, you have to pay the toll.

Google is no different. If you want to maximize visibility, you gotta pay the toll.

This is bar none the best targeting mechanism.

A staggering 65% of all high-intent searches result in someone clicking on a PPC ad. 

Furthermore, searchers are 50% more likely to purchase a service compared to organic visitors. So, for example, when a potential customer types in “urgent HVAC repair,” PPC ensures you’re right there, waiting to serve.

Crafting a Winning PPC Strategy

• Zero in on High-Intent Keywords: Keywords like “emergency HVAC repair” or “best AC installation near me” indicate a searcher who’s ready to pick up the phone. It’s best to target terms like these.
• Write Ad Copy that Resonates: Speak to your audience’s needs, their pain points, and offer a solution. A simple change from “We offer HVAC repair” to “Hot summer? Get your AC fixed in hours!” can make a world of difference.
• Refinement is Key: The world of PPC is dynamic. What worked last month might not work this month. Regularly review your ad’s performance. Are certain keywords draining money without actually bringing more revenue? Is one ad outperforming another? Use these insights to refine your PPC strategy.
• Landing Pages that Convert: Once a user clicks on your ad, where do they land? Ensure it’s a page that’s relevant, informative, and has a clear call-to-action (i.e. instructions on what they should do next). 

BEST FOR: HVAC businesses that have a website.

We love PPC when an HVAC business has terrible Local SEO and is investing in long-term in organic reach because it can augment other efforts and ensure the phone continues to ring and technicians stay booked.

Bang For Your Buck with Local Service Ads

Google Local Service Ads are excellent as an entry point into digital advertising.

LSA ads are available for HVAC contractors, however they are not available in all markets and every zip code.

The wonderful advantage here is you can really dial in your budget and start small. 

If you want to go for a lot of leads per month or augment other channels with just a few, it’s completely up to you.

Google even provides a calculator to help you budget.

Depending on the search query, Local Service Ads generally appear as the first result. 

They are pay per lead, meaning, you only pay Google when you get a phone call or a customer invokes the messenger.

BEST FOR: Small budgets.

It’s also for bigger budgets and is great to layer on top of other efforts, including traditional ads and fliers.

Dial into Precision Targeting with Social Media Advertising

According to the Pew Research Center, 79% of the 18-to-29-year-olds and 82% of 30-to-49-year-olds, use at least one social media platform. Forbes recently reported these two age groups as representing the majority of homeowners.

Platforms like Facebook can help you to narrow down your advertising to those exact demographics. For example, did you know that Facebook lets you target ads based on property size, home type, or even recent home-related purchases? 

For example, targeting this ad for “new AC installations” can appear to large home owners who typically require larger BTU units in very specific markets.

Creating Impactful Social Media Ad Campaigns

• Strategically Timed Campaigns: While HVAC needs can arise any time of the year, and your advertising ideas should not be limited to peak season, launching your campaigns during the start of summer and winter can boost your chances of securing a service call.
• Visuals that Captivate: In a sea of content, your ad needs to stand out. Use high-quality images or videos that resonate with the viewer. An example might be a video of a service tech working on an HVAC unit, or a family resting comfortably in their home during a particularly hot summer day. 
• CTAs that Drive Action: Your Call-to-Action is the bridge between a viewer and a potential customer. CTAs like “Beat the Heat! Book a Service Now!” or “Stay Warm This Winter. Call Us!” can be the nudge they need.

BEST FOR: Social strategies are a great tactic for HVAC businesses aiming to continue to brand build and drive brand local awareness. 

It can also be used to drive awareness for specific services in highly targeted neighborhoods and niche demographics.

Obtain High ROI With Email Marketing

Unlike the transient nature of social media or search results, the inbox offers a more intimate and dedicated space for businesses to connect with their audience. 

And in the HVAC industry, where the need for regular maintenance and seasonal updates is frequent, email marketing is indispensable.

Maximizing the Potential of Your Email Campaigns

• Content Diversity: From newsletters detailing the latest in HVAC technology to seasonal maintenance reminders, your emails should offer a mix of information, promotions, and direct calls to action.
• Personalization is Key: With modern email tools, segmenting your email list based on past services, location, or even the age of the HVAC equipment is possible. Tailored recommendations or reminders can dramatically increase engagement rates (i.e. how customers are responding to your emails).
• Seasonal Tips & Offers: Who wouldn’t appreciate a tip on optimizing their AC for summer or an exclusive offer on furnace maintenance as winter approaches? These timely communications can translate to immediate bookings. 

“Emails with bonus offers give the feeling of exclusivity, which is what all consumers want at the end of the day.”

Mark Snell
Owner and Founder
Polestar Plumbing, Heating & Air Conditioning

BEST FOR: HVAC businesses looking to nurture existing customers and build long-term relationships. 

Also great to help ensure consistent engagements, build maintenance plan revenue, and service bookings throughout the year.

Catch Potential Customers on the Rebound With Retargeting

You’ve done the hard work of getting visitors to your website. But what about those who leave without taking immediate action? 

Enter the magic of retargeting campaigns. 

Statistics reveal that a remarkable 70% of visitors who are retargeted with display ads are more likely to convert.

Why?

These campaigns are designed specifically to remind and re-engage visitors, offering a second chance to make a lasting impression and, ultimately, secure a sale.

What is retargeting? Retargeting is a digital advertising strategy whereby ads are displayed to users based on their previous online actions or visits to a website, aiming to re-engage and encourage them to complete a desired action.

Turn Browsers into Bookings with Retargeting

• Precision and Timing: Instead of general ads, aim for ones that speak directly to the visitor’s prior interest. If they browsed air conditioning services, re-target with a special AC maintenance offer.
• Use Multiple Touchpoints: Think of touchpoints as the various ways a potential customer can interact with your HVAC business. 

Leveraging re-targeted email campaigns and social media ads, you can remind and re-engage those who have previously shown interest in your services. 

Reaching out across different platforms, you increase the chances of converting them into paying customers, as they’ll see your brand more frequently and in different contexts.

• Value Proposition: Successful retargeting offers are simple, clear and offer undeniable value. 

Whether it’s a limited-time discount or a unique bundle of services, give your audience a compelling reason to revisit and take action.

BEST FOR: Long time HVAC companies with either high organic traffic or running a medium to large PPC campaign.

Also great for HVAC businesses with various business units to hyper target customers with specific items like new AC units or new Heating units. 

These hyper-targeted campaigns maximize conversions from existing website traffic to drive a higher return on their digital marketing investments.

Win Hearts at Home By Supporting Local Causes

Community matters.

Consumers are drawn to businesses that genuinely care about their communities. 88% of consumers harbor more positive feelings towards companies that actively support local causes, teams, or events.

Strategies to Cement Your Local Legacy

• Sponsor with Purpose: Choose to back local youth sports teams, community fairs, or charity events that resonate with your HVAC company values and customer demographics. 

Looking for inspiration?

NextDoor cites, “Setting up a company-wide blood donation event is a great way to augment corporate contributions and raise morale. Blood is essential for everything from natural disaster response to chronic disease treatment – and the need for blood is constant.”

• Visible Contribution: Ensure your brand is evident at these events. This can range from banners and team jerseys to service booths offering free HVAC advice.
• Engage and Interact: It’s not enough to just have your logo plastered somewhere. Have representatives present, interact with attendees, provide value, and humanize your brand. After all, you’re not just a business; you’re a neighbor.

BEST FOR: HVAC businesses keen on nurturing deep-rooted community ties and aiming for long-term local loyalty.

Final Thoughts: Advertising Best Practices To Help You Get Stellar Results

The difference between effective HVAC ads and floundering ones often isn’t in the budget but in the execution. Without a solid plan, you can burn through your budget fast with minimal returns. 

When a campaign adopts precise and data-driven advertising practices, they are effective and convert with over 60% increase in ROI. 

True success in HVAC advertising lies in a tailored approach based on your unique business. 

• Define what success looks like for your campaign.

Is it increased website traffic? 

More service bookings? 

Higher customer engagement?

Make your goals SMART (Specific, Measurable, Achievable, Relevant, Time-bound) and let them guide every subsequent decision.

• Use customer data, feedback, and market research to pinpoint exactly who needs your services the most.

Consider demographics, homeowner status, and even local climate conditions.

• Leverage platforms where your target audience spends their time online.

For most HVAC businesses, this might mean prioritizing Google Ads or Local Service Ads and directory listings over social media sites like Twitter or TikTok.

• Capture your target customers’ attention by speaking directly to their pain points. 

Highlight seasonal issues, local HVAC challenges, or specific service benefits that cater directly to them.

• Review analytics to identify what’s working and what isn’t.

Test different copy, length, subject lines, visuals, or calls to action. Always be ready to pivot based on the story the data tells.

As you navigate the HVAC marketing strategies, remember every advertising strategy has nuances.

HVAC Advertising FAQs

How can I promote my HVAC business?

Promote your HVAC business by leveraging local SEO, optimizing your Google Business Profile listing, engaging in pay-per-click (PPC) advertising, utilizing social media platforms, conducting email marketing campaigns, participating in local sponsorships, and being actively involved in community events.

How do I get more commercial HVAC customers?

To attract more commercial HVAC customers, target businesses through B2B advertising platforms like LinkedIn, attend trade shows and industry events, network with local businesses, offer maintenance contracts, and provide testimonials or case studies highlighting your expertise in commercial projects.

How do I get more HVAC calls?

Increase HVAC calls by optimizing your online presence (ensuring your contact information is easily accessible), launching targeted PPC ad campaigns, running special promotions, utilizing retargeting campaigns to engage past website visitors, and encouraging satisfied customers to leave positive reviews.

How much do HVAC companies spend on advertising?

The advertising budget for HVAC companies varies widely based on size, region, and business goals.

On average, small to medium-sized HVAC businesses might allocate 5-7% of their revenue to HVAC marketing and advertising. This can vary based on competition and market demand. 

It’s essential to regularly review and adjust this budget based on campaign performance and ROI.

Zachary Wilson

Chief Marketing Officer of Lokal

Zach Wilson is also a co-founder & CMO at Lokal. He works closely to educate home service business owners on customer empathy and the power of digital marketing. The underlying mission is to better understand the business case & business metrics of marketing and campaigns. You can find Zach on TikTok and Twitter.