The Complete HVAC Marketing Guide You Need To Get More Customers

Every month, over 27,000 people in the US search for ‘HVAC companies near me’ to find local businesses for their heating and cooling needs.

HVAC Companies Near Me

And that’s just the number of people who actively search — not counting the millions who doomscroll on social media.

Now, picture your company in the top three results for terms like this on search engines like Google. You’ll get at least 22% of all clicks in your local area.

Combine those high rankings with an optimized Google Business Profile (GBP) showing positive customer reviews and all the information prospects need to act, and see a significant increase in incoming inquiries. 

The key to successful HVAC marketing is to be visible and reputable to people in your local service area. 

In this guide, we break down all you need to know about HVAC marketing, including 

What is HVAC marketing?

HVAC marketing refers to the strategies and channels companies use to attract and convert people who need heating and cooling solutions.

Unlike general digital marketing strategies for software or eCommerce brands, which target a global audience (depending on its industry and use case), HVAC marketing focuses on promoting HVAC services and products at a local level or in a hyper targeted service area (zip code or town).

HVAC Marceting vs SASS Marketing

You need a deep understanding of what your local audience needs and wants. 

The subject matter expertise and knowledge empowers you to create resources and promotional offers that resonate with your audience’s needs, online and offline.

That’s what we cover in the subsequent sections.

Why you need an HVAC marketing strategy

The ultimate goal of an HVAC marketing strategy is to position your company as the top choice for potential clients in your local area when they need the services you offer. 

Let’s say you want to attract homeowners in New York who need AC maintenance services as the summer season approaches.

Your marketing strategy should help you identify:

  • Advertising ideas that will resonate with New York homeowners 
  • Local search terms to include in your content to rank higher on search engines like Google
  • Common questions or concerns customers have — which you can turn into content
  • Channels your ideal customers use to find services like yours in New York
  • Relevant customer reviews to use in building trust on different channels
  • The right partnerships within your local area that will lead to more customers
  • Collaborations that enable deeper local connections and building citations within the community

All of these contribute to driving more leads for your HVAC business. 

Tip! Don’t just create a strategy, document it. You stand a better chance of booking more clients when you document your strategy, as 64% of marketers who do so experience positive outcomes. This way, everyone on your team is aligned and working toward a common goal. 

How to create your HVAC digital marketing strategy 

1. Research who your ideal clients are and why they buy

Knowing who your ideal clients are, why they buy, and how they make decisions helps you target the right people with content and offers that address their pain points, on channels where they actively search for solutions. 

When you do this, more than half of your ideal clients are more likely to trust and choose your company because you’re giving them what they want. 

How to research your audience

Start with creating a persona to identify your audience’s 

  • Demographics: who your ideal customers are, 
  • Psychographics: why they buy, 
  • Pain points: what stops or prompts them to search for an HVAC service provider. 

For example, say you’re based in Seattle, Washington, and your primary target audience is homeowners who have heating or cooling challenges. 

To find the demographic data:

Use your CRM tool (ServiceTitan, Jobber, Housecall Pro) to analyze the data you have already collected.

Filter your customer data to find key information such as their age, income level, home type, occupation, and other relevant demographic data. 

If you’re a new HVAC business and don’t have existing customer data in your CRM, create audiences in GA4. A few examples are: 

  • Group of users in a specific service area, like a town or a zip code
  • Mobile users
  • Facebook users who visit your website
  • Users who have made a phone call or scheduled an appointment

Navigate to the “Admin” section on the left sidebar of your dashboard, and under “Audiences,” you’ll find a button for “New Audience”. From there you can create a custom audience, use a template or use a predictive audience.

GA4 Build New Audience

Once one of these audiences is created, with GA4 you can create a “new exploration” to provide additional audience reports, such as funnel exploration, path exploration, segment overlap, user behavior, and much more.

To find the psychographic data:

To learn about your social media followers and identify common characteristics, such as the kind of words they use as well as the kind of content they engage with, use SparkToro

Create an account for free or log into an existing account. 

In your account, click “Audience Research” and type “HVAC Services” in the search tab. You’ll see an overview of people who search for these terms and 

Sparktoro HVAC Search

to dig deeper into the nuances of your customers’ search vocabulary, you can use Google Trends.

For example, did you know that in West Palm Beach, FL, 100% of users use the search term, “air conditioning installation” over “air conditioner installation“.

Google Trends HVAC West Palm FL

While in Ft. Myers, FL, only 49% of users use the search term, “air conditioning installation“, while 51% of users use the phrase “air conditioner installation“.

Google Trends HVAC Naples FL

 You can also use a social listening tool like Brandwatch

The software lets you monitor social media, news sites, blogs, and forums to understand what people are saying about your brand, industry, and related topics.

Brandwatch Market Analysis

Alternatively, combine your web analytics tools (such as GA4) with a behavior analytics tool like Hotjar on your site’s most visited pages to learn about your customer’s goals and motivations in their own words. 

For example, Hotjar on-site surveys help you collect feedback from your visitors and discover what they think about your services, brand, and their experience on your site.

On Site Survey

Insights from these tools help you identify what interests your audience or motivates them to buy, so you can segment them based on their responses. 

To find their pain points:

Record and review phone calls with your CSRs, analyze customer reviews on social media, customer support tickets, and review sites like GBP or Yelp to identify common complaints and issues they have. Then choose the top pain points and add them to your persona. 

For example, say you added a link to your clients’ invoice, asking them to leave a review of the work done, and you received 20 responses. 

After reading the reviews, you find that 15 out of 20 customers were unhappy because they received a bill that was higher than what they were told at the start.

You can add this pain point to your persona, including other common themes you find.

Bringing it all together

Putting together all three persona elements: demographics, psychographics, and pain points, here’s an example of what your ideal customer persona could look like:

Persona Template

Download free Persona Template here.

These details let you segment your clients appropriately, so you can create targeted campaigns that’ll resonate with each group.

For example, Sarah is concerned about indoor air quality for her family’s health but doesn’t earn a lot of money. She’s also unhappy when bills from service providers turn out to be higher than what is in the quote.

Offering consumer financing options or cost-effective pricing options will likely make your company an attractive option for this customer profile. 

Tip: A typical HVAC customer falls into one of these four categories:

  • Homeowners who want to heat or cool their personal space
  • Business owners who need HVAC solutions for commercial spaces
  • Property managers who need bulk services or regular maintenance contracts
  • Builders and contractors who want to partner with reliable HVAC businesses 

Each category has different needs and pain points. Learn about them and build a persona for each one, so you can create the right offers that attract and convert them.

2. Find out where your audience spends time online 

Knowing where to find your potential customers online helps you use your marketing budget wisely. You don’t want to spend money on places where your customers aren’t.

There are different channels where your HVAC customers typically spend time or go to find solutions:

HVAC Customers Channels
  • Review sites like Yelp, Angie’s List, and Google My Business Profile
  • Search engines such as Google, Bing, etc
  • Reddit and other HVAC-related forums and online communities
  • Social media platforms like Facebook and LinkedIn 
  • Your website and blog
  • Online directories like Superpages, BBB, Hotfrog, Merchant Circle, EZLocal, eLocal, Manta, Foursquare, and Yellow Pages

How to find out where your audience spends time online

Reach out to your existing customers or target audience through surveys. 

Create a survey using Google Forms or other survey tools. 

Ask about their online habits, including the websites they visit to find answers to their questions, social media platforms, forums, and online communities they frequent. 

Some examples of online behavior questions to ask are: 

Google Survey

Once you’ve created your survey, put your survey link in your marketing emails, use a popup modal on your website, or share via social media.

Three Ways to Get Customers Complete Survey

Offering participants an incentive that matters to them, such as a free Nest Thermostat, $25 discount off next service, or gift cards are all great ways to incent users to leave feedback.

As responses start coming in, look for patterns and trends, particularly the websites and online platforms mentioned. This will help you identify which channel(s) have the most potential to increase visibility and sales for your business.

3. Check out your competitors to see what is or isn’t working for them

Observing what competitors do well and where they fall short will help you find ways to differentiate yourself, stand out in the market, and win more customers. 

How to do competitor research

There are two main types of competitors to look out for: direct and indirect competitors.

How to find your direct competitors

Direct competitors are businesses that offer HVAC services to (residential and commercial customers) in the same geographic area.

To identify who your direct competitors are, start with Google Maps and your service area using relevant keywords like “HVAC services in [your city]” or “heating repair near me” and “ac repair company [your service area].”

For example, say your company is based in Cincinnati, Ohio.

Using the query, “HVAC services in Cincinnati, Ohio,” you’ll find some of your direct competitors in the results:

Google Maps HVAC Services in Cincinnati Ohio

Alternatively, use Angi to find your direct competitors. Simply type “source:angi hvac services in [your location]” into Google search. 

Say we use the same query to find direct competitors in Cincinnati Ohio, you’ll get these results:

Google Angi Search

When you click the link, Angi will display a list of HVAC companies and service providers, including their names, ratings, and brief descriptions.

If you’re aiming to be SEO focused, use the Semrush Market Explorer tool to identify websites that rank for keywords related to your services. 

From your account, select “Find Competitors.” Then enter your domain and change location to your target country. 

Semrush Marketing Tool

This automatically generates a list of the major players in your industry and within your target country.

How to find your indirect competitors 

Indirect competitors are businesses that offer related services your clients need. 

Keep your eyes peeled in your service areas for billboards, fliers, sponsors at schools, and other non-digital promotional activities. 

Not every HVAC business uses digital marketing as their path to a successful business.

To find out any additional services or products your clients use (or want) to complement their existing HVAC systems, don’t be afraid to ask directly after a successful job completion.

Create a survey and include the link while sending the invoice. Here are three questions you could ask:

Question Purpose
Have you ever used alternative solutions for heating or cooling? If yes, what are they?Reveals HVAC alternatives your customers have used in the past.
What other home maintenance services do you use regularly?Identifies services like plumbing or electrical work that indirectly compete for their budget.
Do you read any home improvement or energy efficiency blogs?Shows you online resources that indirectly influence their choices.

To encourage customers to take your survey, incent them with gift cards or discounts off service.

Once you’ve identified both, visit each competitor’s site to

  • Review their Google Business Profiles and examine their updates, offers, and Q&A’s.
  • Analyze their website, specifically their homepage and service pages to see how they organize and present their services
  • Explore their services, offers / promotions and pricing structures to understand what they emphasize
  • Read the copy and try and identify keywords and keyword gaps that might exists
  • Read about their history, mission, and values to understand their brand identity
  • Review their content to see what topics they cover and how they communicate
  • See how they encourage visitors to get in touch or make inquiries.

Also, visit their Facebook, Instagram, or LinkedIn social media profiles. Check their bios and descriptions to see how they position themselves.

For example, Schneller Knochelmann Plumbing, Heating & Air Conditioning uses its brand colors as a profile picture as well as a picture of the team and transport vehicles.

Schneller Air Facebook

The consistency of branding across socials, its website, and even offline makes it easier for customers to associate these colors with them, which is good for establishing an identity. 

Also, analyze the type of content they share and the level of engagement on individual posts (likes, comments, shares) to see what your ideal audience enjoys. And look for reviews and comments from their clients to understand their reputation.

Schneller Knochelmann Plumbing, Heating & Air Conditioning has over 800 reviews on Facebook.

Schneller Air Facebook Reviews

Any HVAC service within the area who takes time to go over these reviews could learn a lot about what their ideal clients value as well as what they could improve on.

As you visit each competitor’s site and social media profiles, take detailed notes on their positioning, branding, messaging, content strategy, and any unique selling points or services they emphasize.

Then compare the information you’ve gathered to identify common themes — their strengths and blind spots you could improve on.

4. Define your marketing KPIs

Key performance indicators (KPIs) answer the question: “What results do we want to see from our HVAC digital marketing investment within a specific timeframe?” 

They provide a clear and quantifiable way to measure the success of your marketing efforts, so you can allocate resources where they will have the greatest impact. 

How to set marketing KPIs

First, define precisely what you want to achieve through your marketing efforts. 

For example, say your overall goal is to “increase HVAC service inquiries“.

Break it down into specific, measurable goals so everyone on the team understands what they should work towards. 

To do this, use these questions as a checklist:

  • What exactly do you want to achieve?
  • How will you measure success?
  • Do you have the necessary skills, tools, and time to achieve it?
  • Does this goal align with our long-term objectives? 
  • What’s the deadline?

A few examples of what you should look for from your agency reporting:

  • Increase leads – calls and online bookings – each month by xx%
  • Increase SERP position on Google local pack by xx%
  • Increase SERP position on Google maps by xx%
  • Increase share of voice (SoV) in service areas by xx%
  • Increase “near me” searches in service areas by xx%

In this case, the specific goal (based on answers to the questions) is “achieve a 30% increase in calls and online bookings within the next six months.” 

The goal specifies exactly what you want to achieve, by how much, and within a realistic timeframe. 

Next, choose KPIs that directly align with your goals. 

Since your goal is to increase the number of calls and online bookings, two critical KPIs to consider are the number of people who are actively engaging with your forms (scheduling, request estimate, or inquiry) and the conversion rate — percentage that end up submitting an inquiry.

Use GA4 to measure conversions like calls, form submissions, and your Fleet Management CRM to track leads and achieve your KPIs.

5. Choose the right metrics to measure and monitor your KPIs

Metrics are specific, measurable data points used to track progress toward achieving your marketing goals. They provide tangible evidence of how well (or not) your marketing efforts are performing.

This way, you can invest more in strategies and tactics that work and ensure the best possible return on your digital marketing investment. 

Some examples of HVAC marketing metrics are: 

  • Local search impressions
  • Clicks from local searches (Click-through rate or CTR)
  • Number of leads generated
  • Conversion rate
  • Cost per Lead (CPL or CPA)
  • Engagement rate
  • Cost per Click (CPC)
  • Return on Ad Spend (ROAS)

These metrics help your company assess the performance of your marketing strategies and tailor your efforts to generate leads, increase brand visibility, and ultimately grow your customer base.

How to choose the right HVAC marketing metrics 

Based on your goals, determine the key performance indicators (KPIs) that directly relate to your business objectives.

Key Performance Indicators Relationship

For example, if lead generation is a priority, focus on metrics like:

  • Form submissions
  • Phone calls
  • Service requests
  • Estimate requests

Next, map out your typical customer journey from awareness to conversion, and select metrics that correspond to each stage of the journey.

Also, since it is likely your HVAC business primarily serves a tight local market, emphasize local metrics such as:

  • Local search impressions
  • Number of leads generated
  • Conversion rate
  • Cost per lead

Pro tip: Focus on metrics that reflect the quality of leads and engagements rather than just quantity. For example, a high conversion rate is more valuable than a high volume of website traffic if it leads to more HVAC service requests.

6. Allocate your digital marketing budget

A budget helps you to prioritize and allocate more resources to high ROI marketing campaigns.

How to allocate your digital marketing budget effectively

Identify and prioritize your high-impact channels — those your audience typically use to research solutions. They have a high potential to yield more ROI for your business. 

For an HVAC Contractor, a high-impact channel is their Google Business Profile.

Almost 90% of consumers use Google (organic, local pack, or maps) to find and evaluate local businesses, and the search engine tops the charts as the most trusted review platform across all industries.

As a result, appearing in the local search results when people search for HVAC services in your local service area increases your visibility and increases the likelihood of booking appointments and gaining a new customer.

Apart from Google, other high-impact channels to consider are:

  • Google local service ads (LSA)
  • Google Maps sponsored Ads (i.e. Location Asset)
  • Facebook
  • Email
  • Your blog
  • Your website

Hot Tip: Regularly assess the performance of each channel with your marketing team or HVAC Marketing Agency. We recommend keeping your budget balanced and focused on multiple channels.

For example, for argument’s sake, let’s say your annual revenues are $1M and you allocate an annual marketing budget of 5% or $50,000, here’s a mock budget allocation for five digital marketing channels to inspire yours:

Marketing Budget Pie Chart

These percentages are just a starting point and should be adjusted based on your business’s needs and available resources. 

In general, we recommend HVAC contractors allocate 5% – 10% of their revenues for their marketing budget.

If you observe one particular marketing channel is falling short of expectations, you should reduce your ad spend while reviewing what’s affecting its performance. 

Re-allocate any remaining budget to channels performing well, say SEO.

7. Develop a content plan for your marketing channels

A content plan ensures every piece of content is right for your audience and fits the channel it’s distributed on. 

Different marketing channels have unique characteristics and audience expectations. For example, what works on Facebook may not work on LinkedIn, so you should adapt your content accordingly.

How to develop a content plan 

Review your current content to determine what content has performed well and what needs improvement using data from Google Analytics, social media insights, email marketing reports, and content management system (CMS) data. 

Then use Google Sheets to create an inventory of your existing content, categorizing it by type, topic, and publication date. 

From the spreadsheet, identify which pieces of content achieved the best results and why. Look for patterns in topics, formats, or marketing channels. Also, examine content that didn’t perform well. What could be improved or changed in these pieces?

After the audit, use Semrush or Keywords Everywhere to perform keyword research to identify relevant keywords and topics to target in your local area. 

Next, brainstorm a list of content ideas and decide on the content types to create for each of your marketing channels. Then create a content schedule outlining when and where each piece of content will be published. 

10 channels and tactics for marketing your HVAC business

1.  Set up and optimize your Google Business Profile

87% of consumers use Google to evaluate local businesses. 

That means if you aren’t visible when prospects search for businesses like yours, you risk losing them to competitors. 

A well-optimized Google business profile ensures your HVAC company appears in these local search results. 

For example, if we search for ‘HVAC services near me,’ these results show up:

Search Results for HVAC Near Me

Notice how all the results are Google Business profiles of HVAC companies in the location we used. Now do a search for yours and see what shows up on your end :).

How to optimize your Google Business profile to show up in the search results

If you haven’t already, create your profile first (follow the steps here). 

Next, claim your business or verify your ownership, and ensure your business name, address, phone number, and website URL are accurate and consistent with your other online listings. 

If your business details are inconsistent across different online listings, it can confuse search engines and users, making it difficult for them to find and connect with you. 

Interested in how to take your HVAC to $20M+ in revenue?

Read our tear down on how Apollo Home took their HVAC business
to the next level with Digital Marketing and SEO.

Other things you can do to optimize your Google Business profile are:

  • Select the most precise category for your HVAC business (“HVAC Contractor” or “Heating and Air Conditioning Service”) to indicate your specialty
  • Write a comprehensive business description using relevant keywords naturally. Highlight your HVAC services, years of experience, and what sets you apart
  • Fill out all the requested information on your GMB profile, including your business hours, special hours (if applicable), and a detailed business description
  • Upload high-resolution photos and videos that showcase your products, services, team, and premises
  • Turn on messaging so potential customers to contact you through your profile
  • Post updates about your HVAC services, promotions, seasonal offers, and company news

Top three most impactful aspects to a GBP: 

  1. Primary GBP Category
  2. Keywords in GBP Business Title
  3. Proximity of Address to the Point of Search

2. Ensure your HVAC website design is mobile-responsive

In this day and age, this is an absolute no brainer. If your website sucks and isn’t mobile responsive, invest in a new website for your HVAC business right now. 

Customers today do not have patience for slow, janky websites.

Don’t pass go. Don’t buy anything else. Go invest in a new website.

More than half of all website traffic (including yours) comes from mobile devices. 

This means more of your audience use mobile devices to browse solutions. If they have a positive experience while on your site, they are more likely to contact your business.

So how do you make your website mobile responsive?

Some things you can do to ensure your website layout works well on smaller screens,

  • Use a mobile-first approach when designing your website. Start by thinking about how it will look and function on mobile screens before moving on to Desktop. This will help you to ensure that your website is easy to use and navigate, even on small devices.
  • Use Touch-friendly Buttons: Design buttons and links to be large enough to be easily tapped with a finger. Avoid hover events, which are not supported on mobile devices and can lead to a frustrating user experience.
  • Test on real devices: Test your website on multiple touch and mobile devices and browsers to ensure compatibility and a seamless user experience.

Tip! Custom sites often offer more flexibility to make changes to improve the user experience compared to templates. 

Need help improving your site’s
design and UX?

3. Optimize your website for search engine traffic

Search engine optimization (SEO) lets you target specific keywords and phrases relevant to your HVAC business, such as 

  • HVAC repair
  • Emergency HVAC repair
  • Top HVAC company near me 

That way, you attract users who are actively looking for HVAC services and increase the likelihood of conversions.

How to optimize your HVAC site

Conduct keyword research to identify relevant search terms related to HVAC services in your area using tools like Moz Keyword Explorer

Target both broad HVAC keywords (such as “emergency HVAC repair”)  and long-tail keywords (such as “How often should I replace my HVAC air filter?”). 

Broad keywords have higher search volumes, which means they are searched for more frequently. Targeting these keywords can help you cast a wider net and increase your website’s visibility.

You can use them in your most visited landing page copies (based on Google Analytics data). 

Generally speaking, achieving visibility with broad keywords is much tougher than long-tail keywords.

Long-tail keywords, on the other hand, have lower search volume and therefore less competition, making it easier to rank for them. People searching for them often have a clear need.

As a result, they are more likely to convert into leads or customers when they find content that directly addresses those concerns.

Hot Tip: Use keywords naturally. Write for your customer, not for search engines. 

Optimize your on-page elements to make the reading experience as easy and enjoyable as possible. This includes creating a piece that is easily skimmed.

Focus on semantic elements like, title tags, meta descriptions, header tags (H1, H2, H3), and image alt text, to improve formatting and incorporate your target keywords.

Also, link related pages to each other, as it boosts your site’s relevance in the eyes of search engines. 

Making sub-pages and blog posts relate to pillar pages is extraordinarily important. 

Creating a natural flow for readers with internal, related links is a content writer’s superpower. 

Semrush on Page SEO Checklist
Source: Semrush

4. Create educational content that addresses common HVAC questions and concerns

Many people have questions about HVAC systems, maintenance, and troubleshooting. Addressing these FAQs can help visitors find solutions to their problems and keep them engaged on your website.

Apollo Home used FAQs to drive over 4,000 monthly visits to its site. 

The company retains spots in the top three search results for most of the 200+  FAQ keywords. This attracts people who are actively looking to solve the problem themselves or hire a professional to do it for them. 

Apollo Stats Traffic Graphic

FAQs help you build trust early with potential customers who start their buying journey with questions about their HVAC challenges. 

FAQs are natural phrases and questions customers ask. When customers go to google, these are how they search and that helps them rank well.

How to do this effectively

Research common HVAC questions and concerns your target audience has using Google’s “People Also Ask” section. 

For example, many HVAC clients want to improve their indoor air quality. You can type the seed phrase “indoor air quality” into Google to get a list of questions:

Air Quality People Also Google Section

Or use Ahrefs’ keyword tool, Also Asked, or Answer the Public to generate these using the same steps.

Once you have these questions, choose one topic and choose the format that best suits the topic and your audience’s preferences. 

For example, say you choose to write about, “What can we do to improve air quality?”

You can choose to create a detailed blog post that lets you provide in-depth explanations, possible causes, and solutions to the problem.

To make your content helpful and engaging:

  • Use simple language to ensure your audience understands your answers
  • Provide actionable tips and step-by-step instructions that readers can follow to address common HVAC issues or perform basic maintenance tasks
  • Encourage readers to take specific actions, such as contacting your HVAC company for assistance or signing up for your newsletter
  • Share positive customer reviews, testimonials, or before-and-after photos in your content to build trust and credibility
  • Add promotions and offers to help push readers into an inquiry for an estimate or service appointment

Search engines like Google consider backlinks as a signal of trust and authority. 

When other reputable websites link to your HVAC site, it tells Google your content is valuable and trustworthy, which can positively impact your search engine rankings.

It’s no wonder Google’s top result has an average of 3.8x more backlinks than those in second to tenth place.

Plus, backlinks from local websites and directories help you appear in local map packs and search results for relevant local queries.

Develop local-focused content on your site — content that speaks directly to your target audience in your service area. 

An example of local-focused content is “How to Prepare Your HVAC System for the Hot Summers in [Your City].”

This helps you stand out from competitors who may have generic, non-localized content and positions you as a credible authority in the industry. 

One way to find these ideas is to search on Google for [location] + [service keyword]

For example, ‘Cincinnati heat’. Then click on the ‘news’ tab to see what’s trending on the topic.

Trending News

From these results, “How to Prepare for the Cincinnati Heat Wave” becomes a potential topic for local content.

Also, reach out to these groups to propose collaborations, guest posts, or partnerships

  • Local businesses
  • Community organizations
  • Local news outlets 

Ensure you ask for a mention or link back to your website in exchange for valuable HVAC-related content or expertise. 

Pro tip: The quality of backlinks is more important than the quantity. So focus on earning backlinks from reputable and relevant sources, and avoid spammy or low-quality links, as they can hurt your SEO efforts. 

6. Use platforms like Google Local Ads to create targeted campaigns

Local Ads ensures people in your service area see your ads. 

They ensure you reach potential customers who are most likely to use your HVAC services, which prevents wasted ad spend on audiences outside your service area.

How to do this well

Define a very tight and specific geographic area where you want your HVAC ads to appear.

Google Local Ads lets you target by city, ZIP code, a radius around your business location, or custom-drawn areas on a map. So be precise in your targeting to ensure your ads reach potential customers in your service area.

Google Local Ads Map

Be sure to enable the location asset in your ad campaigns. 

They display your business address, phone number, and a map marker alongside your ad. This information helps potential customers find your physical location easily.

Select keywords highly relevant to your HVAC services and your local area. 

For example, use keywords like “AC repair near me”, “HVAC repair [Your City],” “AC installation [Your City],” or “Furnace service [Your City].” This ensures your ads are displayed to users actively searching for HVAC services in your location.

Also stay active and monitor your campaign to ensure negative keywords filter out irrelevant traffic. 

For example, if you only serve residential customers, add negative keywords like “commercial” or “industrial” to exclude searches that don’t match your target audience.

7. Encourage satisfied customers to leave feedback on review sites

Online reviews contribute significantly to your online reputation. 

64% of consumers read reviews on Google before making a purchasing decision. Positive Google reviews and ratings above 4-star make them more likely to trust and click to learn more about your offerings

How to get customers to leave feedback

Train your staff, especially those who interact directly with customers, to politely ask satisfied customers for reviews after successfully completing a job.

You can create a template with specific step-by-step instructions on how to leave a review for your business and direct links to the review sites, as this simplifies the process for customers, increasing the likelihood that they’ll leave a review.

Pro tip: to get more positive reviews, focus on providing exceptional service, and the positive reviews will naturally follow. Avoid pressuring customers or incentivizing them in a way that compromises the authenticity of their reviews. 

Need help building trust with potential customers online?

It’s what we do! Let’s review and improve your online reputation 

8. Build an active presence on social media platforms where your audience hangs out

Social media platforms provide an opportunity to engage with your audience in real-time. You can respond to questions and repurpose blog posts into native content for each platform that resonates with your followers.

How to build an active social media presence

To effectively reach and engage with your customers, 

  • Build a strong presence across 1-2 channels where your audience spends the most time. 
  • Tailor your content to what customers prefer on each platform to get the most results. For example, if your target audience is homeowners, platforms like Facebook and Instagram are more effective for visual content and engagement.
  • Create a content calendar to plan your posts in advance and keep your posting cadence consistent. 
  • Share HVAC maintenance tips, industry news, before-and-after photos, and customer success stories.
  • Use social media management tools, like Buffer or Hootsuite, to schedule posts and track performance.

9. Create HVAC business cards to promote your services in person

Handing out a well-designed business card conveys professionalism and legitimacy. 

It leaves a positive impression on potential customers and shows that you are a credible and established HVAC service provider.

How to do this effectively

Hire a professional to create one for you and ensure the design should align with your brand colors and style for consistency. 

You can find some on freelance platforms like Upwork and Fiverr, or do it yourself using Canva templates. 

Your business card should include:

  • Essential contact information, such as your business name, job title, own name, phone number, email address, and physical address (if applicable).
  • Your company logo 
  • Core HVAC services offered
  • Call to action (CTA) such as “Call us for a free HVAC inspection” 
  • QR Code

Also, invest in professional printing (Moo makes really high quality business cards) to ensure the card looks crisp and clean. 

Carry them with you at all times, share them with satisfied customers to pass along to friends and family, and leave them at local businesses or community bulletin boards.

10. Use vehicle wraps to promote your business while on the move

Vehicle wraps turn your service vehicles into mobile billboards. 

They ensure your business name and branding are visible to a broader audience as you move through your service area, which leads to brand recognition among potential customers.

How to do this effectively

Hire a professional to create a visually appealing and memorable design that prominently features your:

  • Business name
  • Logo
  • Phone number
  • Website
  • Social media

Ensure your business name and contact details are easily legible, even from a distance. 

Choose vibrant colors (related to your brand identity) and high-contrast elements that make your vehicle stand out on the road. 

For example, Any Day HVAC’s van wrap uses its founders and colors on the van.  

Any Day Truck Wrap

Insert quote from Adrian 

Any Day HVAC did an amazing job with their wraps. It makes it easy for anyone around town to know exactly who they are and what the business is about, the kind of services they offer, and contact them, without having to lift a finger. 

Adrian Stephenson does next level branding, he goes so far as to having branded shoes too.

Any Day Branded Shoes

Also, consider including a compelling tagline or a concise statement that communicates your core value proposition, such as “AnyDay”, “Your Trusted HVAC Experts” or “Keeping You Comfortable Year-Round.” 

Or use the space to provide a quick list of the services you offer instead like Perfect Climate HVAC did. 

Find the right HVAC marketing channel mix to win more customers

Different marketing channels attract various audiences with distinct preferences and behaviors. What works for one audience may not work for another. 

Experimenting to find the right channel mix for your brand helps you understand where your target audience spends their time and how they prefer to engage. This way, you can identify which channels deliver the best return on investment (ROI).

But there are three main areas you should prioritize for successful website marketing: a user-friendly and mobile-responsive website, a solid local SEO game, and a stellar online and offline reputation in the industry. 

These channels play a major role in acquiring more leads for your business and turning them into clients so you can get more returns from your HVAC marketing investment. 

Want to achieve all three? We’re a data-oriented partner available to help you improve local rankings, the site’s UI/UX, and reputation. Book a free consultation

FAQs about HVAC Marketing

How can I promote my HVAC business?

To promote your HVAC business,
– Set up and optimize your Google My Business profile
– Develop a user-friendly, mobile-responsive website 
– Optimize your website for search engines using relevant local keywords
– Use Google Ads to target specific keywords and geographic areas
– Maintain an active social media presence where your audience spends time
– Build an email list and send out helpful HVAC tips and offers regularly
– Encourage satisfied customers to leave reviews on review platforms like Google
– Create professional business cards to give to potential clients and partners
– Use vehicle wraps to turn your service vehicles into mobile billboards 

What is the content marketing strategy for HVAC?

The content marketing strategy for HVAC is a structured plan that establishes your business as an authority in the industry and builds trust with customers. You
– Research questions and topics your audience are interested in
– Find out what competitors are doing that resonates with (or not) your audience 
– Discover the channels they use to research solutions online
– Uncover the content formats they prefer and why
– Develop a content plan and calendar
– Outline a plan for how you will repurpose and distribute once it’s created.

Its goal is to drive organic traffic to relevant online platforms, generate leads, and ultimately increase customer conversions and brand loyalty.

Why is marketing important to an HVAC business?

Marketing is important for HVAC business because it:1
– Diversifies your lead sources
– Increases brand visibility and recognition
– Differentiates your brand from competitors
– Improves and manages your online reputation
– Educates your target audience about HVAC challenges
– Fosters ongoing relationships with your existing customer base

Free 30-second Digital Marketing

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