Here’s the truth: HVAC marketing in 2025 is a confusing, expensive mess.
Attracting new HVAC customers is confusing and frustrating if you don’t know which HVAC marketing tools and strategies to use.
Unless you know what you are doing, it’s easy to waste money on Google ads, GLSA, SEO, social media, and print advertising.
With private equity (PE) firms buying out local HVAC companies, it means that independent HVAC business owners are battling with corporations for the same locations and customers.
With the growth of AI chatbots, LLMs, and Google’s Generative Search in 2025, it sometimes feels like you will never understand how to attract prospective customers.
With all these elements stacked against you, how can you succeed with HVAC marketing?
“How Do I Get More HVAC Customers?”
This question is the most common one that HVAC contractors ask themselves.
Being an HVAC contractor is stressful enough without worrying about HVAC marketing, getting new customers, or growing your brand.
Fortunately, despite all the new marketing trends, AI and generative search innovations, and confusing hyperbole, HVAC digital marketing still works when you use a simple, practical approach.
Success in HVAC marketing will depend on knowing which marketing tools work, and focusing all your efforts on better serving your customers’ needs.
HVAC Marketing is Not Complicated
While the words “HVAC marketing” might sound technical, they really just mean letting people know you have something valuable to offer.
It’s not much more technical or complicated than that.
In most cases, your HVAC company is there to solve the problems of customers who need heating, cooling, and better indoor air quality.
If you keep this simple focus at the forefront of your mind when doing HVAC marketing, your approach will be much more effective.
(The faster and better you can solve an HVAC customer’s problem, the less fancy marketing tactics you need.)
The Dual Purpose of HVAC Marketing
What is the primary goal of HVAC marketing?
Most HVAC contractors believe that the whole purpose of HVAC marketing is to simply get the phone ringing.
But that is only half the battle when it comes to effective marketing.
HVAC businesses want more customers calling (and booking online) for HVAC repairs, booking system replacements, and maintenance appointments.
Of course, people need to trust you before they’ll pick up the phone. Your marketing needs to show them why you’re the best choice for their HVAC needs.
If you’re getting calls and online requests, you know your HVAC marketing strategy is building trust. Your website demonstrates that you have the competence and trustability for people to call you for help.
The other half of the HVAC marketing is all about retention and upselling your current customers. Keeping customers loyal to your business is key if you want to reduce your advertising spend over time.
Most HVAC contractors who run a long-term successful business have mastered both parts of HVAC marketing and can attract and retain customers.
Three Proven HVAC Marketing Strategies
Trying to figure out the best HVAC Strategy or HVAC marketing plan for your business can feel overwhelming.
For this reason, we have simplified the best HVAC marketing approaches that you can take into three distinct categories.
- Real-World HVAC Marketing involves getting involved in your local community through local events and relationships with other businesses.
- Online HVAC Marketing: growing your business visibility on Google without paying for ads. It takes time and effort, but it’s super effective.
- HVAC Advertising: pay for ads on Google, social media, and other platforms. It can be a great way to get quick results, but it’s essential to do it right.
Real-World HVAC Marketing
As an HVAC business, you are fixed in one place. Because of your business location, you can only serve customers within a particular local area.
But fortunately, this fact is one of the hidden advantages that most HVAC businesses don’t realize.
Real-world marketing is all about ‘getting your name out there’ and letting your community know you can help them.
If you learn how to use real-world marketing tools and tactics, you will build massive trust in your community and win the business of your potential customers much more quickly than HVAC internet marketing.
Before you begin investing money in HVAC advertising, it is important to focus on building your community connections and ensure your satisfied customers are gaining full value from your HVAC service.
Real-world marketing is all about getting involved in your local community and building relationships.
It takes more time and effort than money, but it pays off.
HVAC Business Signage
Can people in your local area physically see your business in the community? It might sound a little outdated, but many people have more trust when they can see your business name regularly in the real world.
Here are some tactics to make your HVAC business name more visible:
- Wrap your HVAC vans with your company name, phone number, and website info
- Ensure your HVAC technicians wear professional uniforms
- Have clear, visible signage at your HVAC company office
- Sponsor local charity events or school sports teams
- Partner with other businesses such as realtors, general contractors, electricians
plumbers, pest control, and cleaning companies
HVAC Community Advertising
Don’t underestimate the personal relationships and face-to-face interactions when planning your HVAC marketing efforts.
Remember that most people think of you as the HVAC business. They will think of you as the service provider and often refer people to you by your name rather than your HVAC brand or company name.
To get more local exposure and boost your profile as a business owner, here are some ideas for real-world marketing:
- Attend local events: Chamber of Commerce meetings, construction industry events, local business networking groups such as BNI, Associated Builders, etc)
- Support local charities: offer your financial support to show you are connected to the community in your local area.
- Aligned businesses: Connect with other owners in similar or aligned industries (plumbers, builders, electricians, realtors, repair services).
Serving Your Existing HVAC Customers
One of the biggest oversights of many HVAC business owners is forgetting about their existing customers. HVAC maintenance is a crucial part of your business model as a HVAC contractor, and yet it often gets forgotten. One of the best business tips for HVAC businesses is to simply contact your existing customers once or twice a year and offer a tune-up special.
Remember that your satisfied customers have already experienced your HVAC service and trust you.
Most of the time, they are happy to buy from you again, write customer reviews and refer their friends and family.
Here are some real-world marketing tactics to help you:
- Ask for referrals: many people will want you to take care of the HVAC repairs for their friends and family.
- Offer upsells: offer additional HVAC services via email marketing or outbound calling to customers (duct cleaning, IAQ, and maintenance agreements are all great offers).
- Run seasonal promotions: Each time the weather changes, ensure you are offering to help and care for your existing customers first.
Real-world marketing takes time and effort. That’s a big reason why most HVAC contractors tend to avoid it.
However, done correctly, it can be one of the best ways to build trust and grow referrals compared to a typical digital marketing campaign.
Online HVAC Marketing
When people need help with HVAC services, they often turn to Google, Bing, or other search tools like ChatGPT, Perpelxity, Siri, and other AI tools.
To ensure you are discoverable online, it’s crucial that your HVAC business is showing up in those search results.
In 2025, Google is still the most important place to be visible online. With over 90% of web searches through Google, the higher you can rank organically in their search results, the more people will see you.
Before you can earn a place in the Google Search Engine Results Pages (SERPs), you must first understand what and why your potential customer searching for. Every effective marketing strategy begins by understanding the customer’s needs, and nowhere is this more crucial than with HVAC SEO.
Understanding Google Search Intents
A search intent is the underlying reason why people search on Google. Not every search is the same, so being able to set your website up with the right intentions is a huge advantage for your HVAC SEO success.
As far as Google search is concerned, there are four main search intents:
The Four Search Intents
- Navigational: The user wants to find a specific website or page.
Example: “Amazon” - Informational: The user is seeking information about a problem or question they have.
Example: “Signs of a broken AC unit” - Commercial: The user is researching before making a purchase.
Example: “Best AC repair companies near me” - Transactional: The user wants to make a purchase or complete another transaction.
Example: “AC installation estimate”
The best HVAC websites will accommodate all these different types of Google search intents to rank highly on Google.
Improving Your HVAC Website
Your HVAC website is your company’s home base online. It’s one of the first places your potential customers will visit when looking for AC and heating services.
High-quality HVAC SEO will help you to attract more visitors to your website and entice your potential customer to call your office or complete a contact form.
Remember that all the content on your HVAC website should move the customer closer to action, whether it is a phone call, contact form fill, or online booking.
If you don’t meet your potential customers’ needs, they will click away from your website within 3 seconds. For this reason, you must ensure your HVAC website has all the relevant information they need.
When it comes to HVAC web design, make sure your website is fast, mobile-friendly, and easy to navigate.
The fastest way to boost HVAC SEO results for your website is to make it trustworthy and useful.
Here are some web design tips for a great HVAC website:
- Clear information about your services and location
- Calls to action that people can see immediately
- Customer testimonials and reviews
- Special offers and seasonal promotions
- Photos of your team and your work
- Easy-to-find contact information
- Easy mobile navigation (i.e., does it look good on a phone?)
HVAC SEO Basics
To rank your HVAC website on the first page of Google, you must meet some minimum standards (known as Core Web Vitals) that include speed, user experience, readability, and website usefulness.
Key Factors for Effective HVAC SEO
To optimize your HVAC website for Google search rankings, prioritize these key factors:
- Simple Website Navigation: Ensure essential information is easily accessible, with clear and clickable links. Your phone number should be prominently displayed on every page.
- Clear Headlines: Guide readers with concise headlines that highlight your offerings and contact information. Direct them where you want them to focus and click.
- Location-Specific Services: Specify your service areas on all relevant pages. Google prioritizes search results based on services and location.
- Fast Loading: Visitors expect instant page loading. Invest in high-quality hosting to prevent them from clicking away due to delays.
- Mobile-First Layout: Design your website for optimal viewing on smartphones and tablets, as the majority of Google searches are conducted on mobile devices.
- Clear Calls-to-Action: Use prominent buttons, contact forms, and phone numbers to guide visitors towards desired actions on each page.
- Team Pictures and Videos: Build trust by showcasing your team and satisfied customers through professional photos and videos.
HVAC SEO Ranking Tips
Keeping your HVAC website up to date with high-quality content is the most important SEO strategy to improve your search engine ranking. A small amount of monthly effort to regularly refresh your content will deliver significant SEO results.
Website design is an important factor in how well your HVAC website ranks in the SERPs. To boost your HVAC website’s search engine ranking, prioritize these key areas: regularly update your website content, invest in high-quality content marketing, and ensure your website design is optimized for search engines.
Without getting too technical, you must abide by all Google’s Core Web Vitals which focus on speed, interactivity, and stability of your website.
Ideally, you should add new website pages for HVAC services in each new location you serve. Ensure you add new HVAC system product info, update your pricing lists and seasonal offers at least four times per year. Adding a monthly blog to your HVAC website helps keep people up to date with helpful tips and ways to benefit from your knowledge.
To boost the effectiveness of your HVAC website, you can also:
- Invest in professional photos of your HVAC team on every page. Potential customers will feel a greater sense of trust for companies that show HVAC technicians.
- Show before and after examples of HVAC services. Prove that you are an expert at delivering your professional services.
- Create downloadable HVAC service guides. Help people make a more informed decision (these HVAC guides can also be used for email marketing).
- Create a comprehensive HVAC FAQ page. Compile all the air conditioning and heater repair questions that customers ask your technicians. Write the answers to these questions out in detail and add them to your FAQs.
- Use video marketing to create personality-driven explainer videos. These simple videos can build trust and set you apart by answering common HVAC questions.
- Offer an opt-in to your monthly HVAC email newsletter. All past customers should be included on your email marketing campaigns.
HVAC Marketing with AI and Generative Search
In 2025, there are a whole host of AI marketing tools such as ChatGPT, Perplexity, Google Gemini, and Apple Intelligence.
Even though people call them AI, they are in fact ‘Large Language Model tools’ (LLM) that can better understand context and questions that humans have.
Perhaps the most confusing part of LLMs is that they use Generate search, meaning they extract information directly from websites and create ‘answers’.
Google has also added Generative Search Experience (GSE) to the top of the search results, which attempts to give users a clear answer before they click on any specific website.
For businesses such as HVAC contractors, it is important to think more like new customers who has worries, concerns, and questions that they can answer via their website.
Generative Search and LLMs (AI tools) will depend more on informational intent searches, so it is crucial that your HVAC website offers helpful content. This approach must become part of any successful digital marketing strategy in the years ahead.
The HVAC websites that are the most useful will be the clear winners in the new world of Generate Search that is emerging in 2025 and beyond.
Google Business Profile: Your Online Storefront
Your Google Business Profile (previously called Google My Business) is a free Google Maps and business listing tool that can help you stand out in local search results.
Your Google Business Profile is one of the best ways to stand out from the competition while spending zero dollars.
Local SEO results are through listings for businesses that show up alongside the map. These Google Map listings are called a ‘local pack’ and are based primarily on three important factors: relevance, distance, and prominence.
These might sound confusing, but luckily Google offers some explanation for ranking factors that affect the Google Business Profile:
Relevance – Google measures if a local business matches what a customer is searching for. By adding detailed business information to your Google Business listing, the algorithm is able to decide
Distance – Google determines local search rankings by calculating the distance between the searcher and potential search results. This distance is based on the location term used in the search or the searcher’s location if no location is specified. This is particularly important for “near me” searches.
Prominence – Google uses a variety of factors to rank businesses in local search results. These factors include information that Google can find about a business from across the web, such as links, articles, and directory listings. Additionally, the number and score of Google reviews are taken into account, with businesses that have more reviews and positive ratings ranking higher. A website’s position in web results is also a ranking factor, which is why search engine optimization (SEO) is important.
Google uses these ranking factors to assess your HVAC business’s reputation and trustworthiness. This is reflected in search results, with the best Google Business Profile’s garnering the top three spots in the map listings.
Online Business Directories
Online directories like Yelp and Angie’s List can be a great way to get more visibility. Make sure you’re listed on all the major directories, and keep your information up-to-date.
Online directory listings on sites like Yelp, Angi’s, and HomeAdvisor can help HVAC customers find contractors. Some of these sites, like Angi’s, vet and review contractors and rank them based on advertising payments or customer reviews.
Getting your HVAC business listed on business directories can be a cost-effective way to increase visibility and grow your business. Here are the main business directories to focus on for brand awareness:
There are several online business directories that can help you grow your HVAC business.
- Yelp: Yelp is one of the most well-known business directories, with listings and reviews for consumers. Each location-based business can begin with a free Yelp listing and ask customers to add reviews. Yelp also offers a paid option to appear at the top of their local listings or to run special offers to customers.
- Angi: When you list your business on Angi, your rank will be based on your number of positive client reviews. You can also buy ads for about $300 per month to boost your visibility.
- HomeAdvisor: HomeAdvisor connects contractors with customers who need HVAC services such as installations, repairs, or maintenance. Customers fill out a questionnaire, and HomeAdvisor matches them with a contractor who seems like a good fit. HomeAdvisor costs around $300-$350 a year to be a member, and then you pay an extra $15-$100 for each lead they send your way.
- Thumbtack: This site showcases your business to customers in your ZIP code alongside other nearby HVAC businesses. You will pay for leads and bookings – the average Thumbtack costs are between $2 to $10 or more per lead.
- Other free business directories: judysbook.com, spoke.com, yellowpages.com, foursquare.com, and botw.org
HVAC Advertising
Paid HVAC marketing (also known as HVAC advertising) can be a great way to get in front of potential customers quickly.
However, it’s easy to lose money with paid ads if you don’t have all the other components in place first.
Before you start looking at HVAC advertising, it is important to understand the different types of Google ads and how to use them effectively. It’s also crucial to track your advertising lead results so you know what’s working and what’s not.
Google is typically the first place HVAC businesses consider when they want to advertise, and for good reason.
Google dominates the search market, owning over 92% of all online searches, and Google ad listings are an excellent way for most HVAC businesses to get the attention of customers in need.
HVAC advertising can be very costly if not done correctly. In 2025, the average cost per click for HVAC PPC is between $18 and $62, depending on location and competition. The HVAC cost per lead in 2025 is approximately $115 per lead. In many locations, these costs can be much higher if there is a lot of competition.
This is not a small amount to spend to acquire a new customer, so it’s crucial to understand the different types of Google ads, the components of HVAC PPC, and a clear marketing budget as part of your overall HVAC marketing efforts.
What Are Google Local Services Ads (GLSA)?
You might have heard an HVAC marketing agency refer to GLSA, LSA, or Google Guaranteed.
All these forms of paid ads refer to Google Local Services Ads (GLSA).
A Google Local service ad is what you see at the very top of the Search Engine Result Pages (SERP) whenever you search for a local business.
Google Local Services Ads are very effective for HVAC contractors as Google only charges the business when the customer calls, books service, or messages you. This gives an advantage over traditional Google ads, which are pay per click (PPC) ads (also known as Sponsored listings or Paid listings).
It’s essential to understand how Google changes the search engine results pages (SERPs) when somebody is looking for a local service business.
How Google ‘Changes’ Search Results
You might have noticed that when you type the words ‘AC repair’ or furnace repair’ into Google that the search results are slightly different:
Google can change search results into ads and business listings when there is commercial intent.
These search results can vary based on how much a business is willing to pay for advertising and how close the business is to the person searching.
If you’re looking to advertise on Google, it’s vital to understand the different levels of advertising and listings for businesses.
Google Guaranteed Ads
To become a Google Guaranteed business, verified business owners pay $50 per month. This certification gives your business an upgraded profile (with a green check mark) within Google Business Profile listings and insures buyers up to $2,000 (lifetime cap) for refunds if they are unhappy.
During the application process, Google checks your business license, insurance, and online reviews at no cost to you. They also conduct background checks on owners and, depending on the nature of your business, may conduct background checks on employees.
If you are competing with many other businesses in your area for local and ad listings, having your ads highlighted could be beneficial.
Google Ads (PPC ads)
Google PPC ads (also known as Sponsored ads) are text-based and typically don’t offer a lot detail about the services. The whole purpose of PPC ads is to entice the customer to click through to your website.
PPC ads can be a budget-friendly way to get noticed, depending on how competitive organic listings are in your area.
The most crucial aspect of HVAC PPC is managing your daily and monthly budget. It’s easy to overspend on clicks that don’t generate HVAC leads, especially if your website isn’t compelling.
It’s better to start with a small daily budget (e.g., $20 per day), and test the results rather than to overbid and try to be at the top of the ads for $200 per day.
Additionally, Google offers businesses the option to pay for a top listing in the Local Pack Map Listing.
Google Business Profile Listings
When people search for local businesses, a “local pack” of Google Map listings appears in the search results.
These business listings are integrated with both Google Maps (location-based search) and Google Business Profile (GBP) listings, which are free for businesses.
HVAC businesses can also stand out in the Google Map listings by advertising their company at the top of the listings.
These sponsored local pack ads are also integrated with Google Guarantee, which adds an extra element of trust.
Creating an HVAC Marketing Plan
It’s important to know that there is no ‘perfect’ HVAC marketing plan.
The most effective approach to attracting HVAC customers will depend on several factors, including your location, marketing budget, and business goals.
With a huge variety of HVAC marketing options available, it can be overwhelming to determine the best way to advertise and promote your HVAC services.
The key to successful HVAC marketing is understanding your available tools and how to use them effectively.
Many HVAC business owners overlook real-world and online HVAC marketing, focusing solely on PPC ads and social media marketing.
Others outsource everything to an HVAC marketing agency, hoping they have the ‘secret sauce’ for attracting new HVAC customers.
However, the best HVAC companies invest time in understanding their target audience and tailor their HVAC marketing plan accordingly.
To maximize your HVAC marketing strategy, you must customize it based on factors such as:
- Local Visibility
- Target market
- Competition in your area
- Marketing budget
- Business plan and strategy
If you’re unsure about the size of your desired HVAC business, it’s advisable to create a business plan before investing in HVAC marketing.
Let your business goals and plans guide what you choose to do with your HVAC marketing strategy.
The Most Important Aspect of HVAC Marketing
David Ogilvy, a grand master of advertising, once said, “The most important word in the vocabulary of advertising is TEST.”
When it comes to HVAC marketing, testing and experimenting are crucially important. Without constant testing of new approaches, your HVAC business will stagnate and fall behind.
Most HVAC companies that don’t keep growing are often not willing to adapt and evolve as the marketing landscape changes. By being willing to learn, and test new marketing ideas, you will begin to gain a huge advantage over your competitors.
Don’t hesitate to experiment and test new HVAC marketing approaches or try a new marketing channel. Try new media formats, new advertising platforms, and different ways
HVAC marketing is an exciting, challenging pursuit. It takes patience, a willingness to learn, and tenacity to keep trying to succeed.
Stick with it, and enjoy the journey.
If you need support or guidance in standing out in your HVAC business, then you can trust in the experience and knowledge of our HVAC marketing consulting.
Shorthand Marketing is an HVAC marketing consultant service based in Long Beach, California. We help HVAC business owners with marketing plans, SEO, PPC,and social media to grow their business.
Reach out today to book a strategy call with us to see how we can support your HVAC marketing plan.