Full board in July. Full board in October.
HVAC demand swings with the weather and every competitor bids on the same hot week. We run Local Services Ads, map-pack SEO, search campaigns and reviews as one system — and move the budget with your capacity by trade and territory, so peak-season dollars fund the shoulder months.
- Capacity-aligned budgets by trade and territory
- LSA disputes and review velocity every week
- Cost per booked job, not per click
Why HVAC marketing wastes the most money in the busiest weeks
When it is 98 degrees every HVAC company in the metro is booked three days out — and still paying peak prices for cooling leads it cannot serve until Friday. Then the weather breaks, the phones go quiet and the budget is gone. Fixed monthly budgets are the wrong shape for a seasonal trade. The companies that win run Local Services Ads and search with capacity rules, build map-pack and review dominance that does not cost per click, and keep maintenance-plan customers on email and text so the slow months have a base.
What an HVAC marketing program needs
- Google Local Services Ads with Google Guaranteed, weekly lead disputes and response-time coaching
- Map-pack rankings tracked on a grid across every zip code you serve, not one number
- Search campaigns consolidated by trade — cooling, heating, IAQ, maintenance — never split by city
- Capacity rules: budgets and bids move daily with the call board; a peak-season reserve for the shoulder months
- Service and repair pages with real pricing context, financing and same-day language
- Review velocity after every job, answered within a day
- Maintenance-plan email and SMS flows to keep the base warm in the off-season
- Call tracking and ServiceTitan, Housecall Pro or Jobber attribution so cost per booked job is real
How we run HVAC marketing
Tracking and the board
Calls, forms and LSA leads are tracked to source and matched to booked jobs in your field-service software. Your three-day board becomes the daily capacity signal.
Own the pack, then buy the rest
Business Profile, reviews, citations and location pages earn the map pack; LSAs and consolidated search campaigns buy the demand the pack does not cover.
Spend to the schedule
Budgets shift between cooling, heating and territories as the board fills; peak savings fund off-season campaigns and maintenance-plan pushes.
Quoted to scope. Reported in cost per lead.
Every engagement is a written proposal: which modules, what they cost as a flat monthly fee, what they should produce and by when. Ad spend is billed by the platforms directly. Month to month.
Tracking is set up first on every engagement so each lead has a source before a dollar of media runs.
What hvac typically pair.
Capacity-Aligned Marketing
Budgets, bids and offers that follow your call board by trade and territory — flat fee, no incentive to overspend.
- Cost per booked job by trade and territory
- Unserved lead rate (leads you could not schedule)
- Shoulder-season lead flow funded by peak savings
Google Local Services Ads (LSA) Management
Verification, lead disputes, review velocity and response-time management for the pay-per-lead unit above the map.
- Cost per booked job
- Lead volume and dispute credit rate
- Ranking position in the LSA unit
Local SEO
Map-pack rankings across your whole service area: Business Profile, citations, reviews, location pages, grid tracking.
- Map-pack rank across the grid, by keyword
- Business Profile calls, direction requests and website clicks
- Review count and rating trend
Google Ads Management
Consolidated search campaigns, honest conversion tracking and reporting in cost per lead — not clicks.
- Cost per qualified lead
- Return on ad spend / lead volume against budget
- Wasted spend removed (search terms, placements, hours)
Common questions
Should an HVAC company run Local Services Ads or Google Ads?
Both, in most markets. LSAs capture ready-to-book homeowners at a fixed cost per lead and sit above everything else; search campaigns cover the services and queries LSAs do not, with control over messaging and landing pages. They are reported side by side in cost per booked job.
How do you stop us paying for leads when we are booked out?
Capacity-aligned rules: your dispatcher updates a three-day board (or it syncs from ServiceTitan), and budgets, bids and offers move accordingly — down when a trade is full, up when it opens, with the peak savings held for slow weeks.
What matters most for HVAC map-pack rankings?
Review count and velocity, a complete Business Profile with the right categories and services, consistent citations and location pages with real content. We track the pack on a grid so you see where you win and where a competitor takes it.
Do you integrate with ServiceTitan?
Yes — for attribution (which lead became which job at what value) and for the capacity signal. Housecall Pro and Jobber work the same way.
More verticals we cover.
Plumbing & drain
Emergency-intent marketing: Local Services Ads, map-pack dominance across the metro, job-type search campaigns and call tracking to the booked job.
- LSAs plus the pack for emergency calls
- Job-type pages with price ranges
- Every call recorded, scored and attributed
Electrical contractors
Two playbooks in one program: Local Services Ads and the map pack for service calls; answer-first project pages and retargeting for EV chargers, panels and generators.
- Emergency and project intent tracked separately
- Project pages that AI engines cite
- Financing and proof on high-ticket pages
Roofing
A base of map-pack rankings, reviews and proof, a retail engine on search and financing pages, and geofenced neighborhood campaigns the hour a storm hits.
- Storm-triggered geofencing by neighborhood
- Retail search and LSAs tracked to the signed job
- Proof that separates you from the chasers
Get a proposal tailored to hvac.
Tell us about your business. We reply with a written, priced plan in one business day.
