HVAC marketing

Your Google Business Profile decides the map, and your website decides the regular results.

For the profile, choose the primary category that fits best, such as HVAC contractor, list both cooling and heating services, keep your hours current and post photos of real installs. For the website, give each service its own page: AC repair, AC installation, furnace repair, heat pumps, ductless mini-splits and maintenance plans. Homeowners often search for the system they have, so a heat pump page can catch searches a general page misses.

Google Ads give you more control, so they suit the jobs you want more of.

With Google Ads you pick the exact searches, the hours and the page people land on, which works for planned jobs like a new system or a heat pump install. Local Services Ads rank partly on your rating, your number of reviews and how quickly you respond (Local Services Ads help), so they reward a company that answers every call. Many HVAC companies run both: Local Services Ads for the broken-AC calls, Google Ads for installs. Either way, the accounts are in your name and you pay Google directly.

A customer on a plan books a spring AC tune-up and a fall furnace check, which fills the weeks between heat waves and cold snaps.

Start with the customers you already have: everyone you've served gets a reminder before each season, by email and text, with a link to book. Give them a reason tied to the season, like a check before the first hot week or a filter and thermostat visit before the cold. Customers on a plan also tend to call you first when something breaks, because you already know their system.

Add what makes people comfortable letting a technician in: photos of your team, your license number, the brands you install and service, and recent reviews. Explain your maintenance plan in plain words: what's included and how often you visit. If you install high-efficiency equipment, a page on rebates can help, but link to the programs themselves, such as your utility or the ENERGY STAR rebate finder, because rebates and tax credits change.

Keep the number and the booking button on every screen on a phone, and keep the pages fast; someone sweating through a heat wave won't wait on a slow site. Add a service area page with the cities you cover, an about page and a contact page. In California, heating and air conditioning work needs a CSLB license, and the Contractors State License Board requires the license number in your advertising, website included. Tie the site to your Google Business Profile: the same name, address and phone number on both, the profile linked to your site, and the same real photos of your vans and installs on each.

Have the technician mention it on the way out, then send the text within the hour. Reply to every review. Google doesn't allow paying for reviews, offering discounts in exchange, or asking only the customers you expect to be happy (Google's policy on reviews), so ask everyone. Reviews also feed your Local Services Ads, since Google uses your review score and count when it ranks them (Local Services Ads help).