Running an HVAC business means dealing with a challenge most contractors understand: demand fluctuates with the seasons. Summer brings a flood of AC repair calls. Winter means furnace emergencies. But what about spring and fall? Those shoulder seasons can make or break your annual revenue.

The HVAC companies that thrive year-round share one thing in common: they have a marketing strategy that works as hard as they do. Online searches for HVAC services have grown 20% year over year, and 87% of consumers use Google to find local businesses. If your company is not showing up when homeowners search for help, you are losing jobs to competitors who invested in their online presence.

This guide breaks down the HVAC marketing strategies that actually work, with a focus on seasonal timing and tactics that keep your crews busy throughout the year.

Build Your Digital Foundation First

Before spending money on advertising, make sure your digital foundation is solid. Two elements matter most: your website and your Google Business Profile.

Your HVAC Website

Your website is often the first impression homeowners have of your business. A professional, mobile-friendly site builds trust before you even answer the phone. Here is what your HVAC website needs:

• Mobile responsiveness: Over 60% of local searches happen on phones. If your site does not load properly on mobile devices, you are losing potential customers.
• Clear calls to action: Make it obvious how to request service. Phone numbers should be clickable and visible on every page.
• Service area pages: Create dedicated pages for each city or neighborhood you serve. This helps with local SEO and lets homeowners know you work in their area.
• Fast load times: Slow websites frustrate visitors and hurt your search rankings. Aim for load times under 3 seconds.

For contractors looking to build or rebuild their online presence, check out our complete guide to contractor marketing for foundational strategies that apply across the trades.

Google Business Profile

Your Google Business Profile is arguably more important than your website for generating local leads. Complete profiles receive 2.7 times more consideration from customers compared to incomplete listings.

Optimize your profile by:

• Adding all service categories (heating, cooling, ventilation, duct cleaning, etc.)
• Uploading photos of your team, trucks, and completed work
• Posting weekly updates about seasonal services or promotions
• Responding to every review, positive or negative
• Keeping your hours and contact information accurate

Google Business Profile signals account for 32% of Local Pack ranking factors. If you want to appear in the map results when someone searches "HVAC repair near me," this is where to focus.

Local SEO for HVAC Companies

Local SEO helps your business appear in search results when homeowners look for HVAC services in your area. Approximately 46% of all Google searches have local intent, and 80% of local searches convert into customers.

Target Local Keywords

Focus on keywords that include your service area:

• "AC repair [city name]"
• "furnace installation [neighborhood]"
• "HVAC company near me"
• "emergency heating repair [city]"

Build individual pages for each major service area you cover. A page targeting "AC repair in Detroit" will rank better for Detroit searches than a generic service page.

Get Listed in Local Directories

Beyond Google, claim and optimize your listings on:

• Yelp
• Angi (formerly Angie's List)
• HomeAdvisor
• Better Business Bureau
• Local chamber of commerce directories

Consistent NAP (Name, Address, Phone) information across all directories signals legitimacy to search engines and helps your rankings.

Build Local Backlinks

Backlinks from local websites boost your local SEO authority. Opportunities include:

• Sponsoring local sports teams or community events
• Getting featured in local news stories
• Partnering with complementary businesses (plumbers, electricians, real estate agents)
• Joining and getting listed by your local chamber of commerce

Paid Advertising That Delivers ROI

Paid advertising provides immediate visibility while your organic SEO efforts build momentum. HVAC enjoys one of the best conversion rates in home services at 6.5% for paid search campaigns.

Google Local Services Ads

Google Local Services Ads (LSAs) appear at the very top of search results with a "Google Guaranteed" badge. These ads work on a pay-per-lead model, averaging $65 per lead nationally. You only pay when homeowners contact your business directly.

To qualify for LSAs, you need to pass Google's screening process, which includes background checks and license verification. The "Google Guaranteed" badge builds immediate trust with potential customers.

Google Search Ads

Traditional Google Ads let you bid on keywords like "AC repair near me" or "furnace replacement." Best practices for HVAC Google Ads include:

• Geo-targeting: Only show ads in areas you actually serve
• Ad scheduling: Run ads during business hours when you can answer calls
• Negative keywords: Exclude terms like "DIY," "free," or "jobs" to avoid wasting budget
• Landing pages: Send traffic to relevant service pages, not your homepage

Budget Allocation

Industry experts recommend dedicating 10% to 20% of revenue toward marketing if you want to grow. For HVAC specifically, digital marketing typically costs $2,500 to $12,000 per month depending on your market size and competition level.

Split your budget between ongoing SEO efforts and paid campaigns that generate immediate leads. As your SEO improves, you can reduce paid ad spend and maintain the same lead volume.

Seasonal Marketing Calendar

HVAC is inherently seasonal, so your marketing should be too. The contractors who plan ahead consistently outperform those who scramble to catch each season.

Spring (March - May)

Spring is prime time for AC tune-ups before summer heat arrives. Start marketing in early March:

• Email existing customers with maintenance reminders
• Run Google Ads targeting "AC tune-up" and "air conditioner maintenance"
• Post social content about preparing systems for summer
• Offer early-bird discounts for pre-season service

Summer (June - August)

Summer means emergency AC repairs. Focus on:

• Increasing ad spend for "AC repair" and "air conditioner not working" keywords
• Ensuring your Google Business Profile shows 24/7 emergency availability
• Highlighting fast response times in all marketing
• Collecting reviews from satisfied customers while demand is high

Fall (September - November)

Fall is your chance to shift focus to heating:

• Launch furnace tune-up campaigns in early September
• Email customers about preparing heating systems for winter
• Create content about heating efficiency and cost savings
• Target keywords like "furnace maintenance" and "heating inspection"

Winter (December - February)

Winter brings furnace emergencies and new system installations:

• Focus ad spend on "furnace repair" and "heating not working"
• Market replacement systems to homeowners with aging equipment
• Highlight financing options for major purchases
• Maintain visibility for commercial HVAC contracts

Review Management and Reputation

With 82% of customers reading online reviews before hiring a contractor and more than half refusing to consider companies with less than 4 stars, reputation management is essential.

Collecting Reviews

Make review collection part of your standard process:

• Send follow-up emails or texts after every completed job
• Make leaving a review as simple as one click
• Train technicians to mention reviews during service calls
• Consider QR codes on invoices linking directly to your Google review page

Responding to Reviews

Respond to every review within 24-48 hours:

• Thank positive reviewers by name and mention specific services
• Address negative reviews professionally and offer to resolve issues
• Never argue or get defensive publicly
• Use negative feedback as opportunities to show customer service excellence

Email Marketing for Customer Retention

Email marketing keeps your company top of mind with existing customers and generates appointments during slower periods.

Seasonal Maintenance Reminders

Send targeted reminders before each season:

• March: "Schedule your AC tune-up before summer"
• September: "Prepare your furnace for winter"
• Include a direct link to schedule service

Service Agreement Promotions

Maintenance agreements provide recurring revenue and keep customers loyal. Use email to promote:

• Benefits of regular maintenance (efficiency, lifespan, warranty protection)
• Exclusive member discounts
• Priority scheduling during busy seasons

Re-engagement Campaigns

Reach out to customers you have not heard from in 12+ months:

• Remind them of past services
• Offer a "welcome back" discount
• Share updates about new services or technology

Social Media for HVAC Companies

Social media builds brand awareness and showcases your work. Focus on platforms where homeowners spend time: Facebook and Instagram.

Content That Works

• Before and after photos: Show dirty filters, cleaned ducts, and new installations
• Educational tips: Help homeowners maintain their systems between service calls
• Team spotlights: Humanize your company by introducing technicians
• Behind-the-scenes content: Show your team at work (with customer permission)
• Seasonal reminders: Timely posts about preparing for temperature changes

Paid Social Advertising

Facebook and Instagram ads let you target homeowners in specific areas by age, income, and interests. These work well for:

• Promoting seasonal specials
• Building brand awareness in new service areas
• Retargeting website visitors who did not convert

Measuring Your Marketing ROI

Track these metrics to understand what is working:

• Cost per lead: Total marketing spend divided by number of leads
• Conversion rate: Percentage of leads that become paying customers
• Customer acquisition cost: Total cost to acquire one new customer
• Lifetime value: Average revenue generated per customer over time
• Return on ad spend (ROAS): Revenue generated per dollar spent on ads

Most HVAC companies see traction from SEO in 3-6 months, but meaningful rankings and lead volume typically build over 6-12 months. Paid advertising provides faster results, but requires ongoing investment.

Use call tracking software to attribute leads to specific marketing channels. This tells you exactly which campaigns drive phone calls and helps you allocate budget effectively.

Getting Started

The most successful HVAC marketing strategies combine multiple channels working together. Start with the foundation:

1. Optimize your Google Business Profile
2. Ensure your website is mobile-friendly and fast
3. Set up Google Local Services Ads
4. Create a seasonal marketing calendar
5. Implement a review collection system

From there, layer in SEO, paid advertising, and email marketing as your budget allows. The key is consistency. Marketing works best when you maintain visibility year-round, not just when business slows down.

For more contractor marketing strategies, explore our complete contractor marketing guide or learn about digital marketing for construction companies.