HVAC Ads: Examples and Advertising Tips
Effective HVAC ads are attention-grabbing, clear, and tell customers why you’re right for the job.
But the success of your ads will depend on where you post them, how you design them, and who you’re trying to reach.
We’ll show you great examples of HVAC ads from Google, social media, and print ad campaigns to inspire you and help you decide how and where to advertise your business.
There’s a variety of ads that help you attract potential customers searching for HVAC services on Google. Here’s how to create successful ads for the most common Google ad formats:
Local Services Ads
Google’s Local Services Ads connect your HVAC business with local customers searching for your services.
When people in your service area search terms like “hvac company near me,” or “hvac [city name]”, these ads appear at the top of their search results:
Potential customers can contact you directly from these ads, so it’s important that you provide enough details to entice customers to get in touch.
To set up a Local Services Ad that attracts new customers:
- Include as many details about your business as possible (e.g., number of years in business, whether you offer free estimates, your service hours)
- List all the services you offer
- Allow leads to message you from the ad
- Pass the Google’s screening and verification process so you can get the Google Guarantee badge (which shows you’re trusted by Google)
- Set your bid mode to “Maximize Leads”, which lets Google set your bid to get the most leads for your budget
To keep your ad running and improve its chances of ranking at the top, stay updated on how Google ranks Local Services Ads.
Search ads on Google let you bid on your target keywords* and compete with other companies for top advertising space at the top of the search results. You only pay when a lead clicks on your ad to learn more or book your services.
*Your target keywords are HVAC-specific customer searches that you should brainstorm when putting together your HVAC SEO strategy.
If you target “heat pump replacement,” your ads have a better chance at appearing when someone searches that keyword.
Your Google Search ads need to include:
- Several headlines that include the keyword a customer is using to search for your services
- Descriptions that shares the unique value of your HVAC services
- A call to action that encourages users to click on your ad
- A URL for a page on your HVAC website where they can learn more or book your services
If you have these elements ready in advance, it’ll be easy to build your Search ads once you’re in Google’s Ads Manager. Google will create multiple versions of your ad that combine your headlines and descriptions.
Responsive display ads
Responsive display ads are visual ads assisted by Google AI. Upload your images or videos, headlines, service descriptions, and logo—then Google will generate several ad combinations that’ll show up on websites, apps, YouTube, and Gmail.
Your Display ad should include your company name, logo, message, relevant imagery, and a concise call to action like “learn more” or “schedule an appointment.”
Pro Tip: Get help from Google Ads for suggestions on the best ad formats based on your goals and budget.
Advertising on Instagram can help you reach a younger audience of new homeowners that need HVAC system replacements or new installs. More than half of Millennials and Gen-Z use Instagram every day.
Right now, these are the best types of Instagram ads to attract HVAC customers:
- Instagram Stories ads are great for sharing HVAC systems you want to sell. These ads appear between other users’ Stories (vertical videos that disappear after 24 hours).
This Instagram Story by Lennox Air makes a great HVAC ad—it promotes an air purifier with a simple, enticing description, along with a link directly to the product’s page on their company website:
- Image and carousel ads: Ads with single images work well for promoting a discount on a specific service. Meanwhile, a carousel ad is great for showcasing the before and after of HVAC installs.
Climate Experts Inc. uses a single image to show before-and-after images of a heat pump replacement—so you can get creative with ad formats.
Or, get creative with your carousel ads by imitating recent social media trends. HVAC company NexGen Air made their own version of the annual Spotify Wrapped slideshow:
Facebook helps you choose the best kind of campaign to run based on a specific objective (like filling an online booking form on your website). From Meta’s Ads Manager, you set a budget and target audiences based on interests, location, and more.
Here are HVAC Facebook ad examples in the three most effective formats for service businesses:
- Single-image ad: Use a single image to promote your services, a discount, or seasonal offer. Facebook Image Ads appear on a user’s news feed, which is the homepage of the app.
Image Ads have a built-in button and call to action at the bottom that you can customize based on where you want potential customers to go—like your website or online booking system.
- Boosted post: If you’ve already made Facebook posts that promote your services, you can pay to have Facebook show them to audiences outside of your follower list.
Pick a post that promotes an ongoing discount you offer, then start with a small budget (like $5–$10 per day) and see how effective the ad is at attracting HVAC leads.
This post from Metropolitan Heating and A/C Ltd makes a great Facebook ad because it calls out a common customer problem (“AC not working?”) and offers their services as a quick solution. They include their phone number underneath a clear call to action (“Contact us”).
- Video ads: These ads are best used for sharing educational content with homeowners. Answer their common questions and problems, like improving indoor air quality and handling home temperatures when seasons change.
This creative and funny video ad from HVAC company QRC shows their team destroying a customer’s old AC unit, with a caption that suggests they’ll “take care of it.”
Pro Tip: As long as you have an idea planned that’s not too complicated, you can easily make short videos like this using your phone or tablet.
Delivering HVAC flyers, postcards, or door hangers door-to-door is an effective way to build awareness and get new HVAC customers in a specific neighborhood.
Traditional HVAC flyers are an affordable and effective way to attract customers from a specific neighborhood. You can send them by mail or deliver flyers yourself directly to potential customers.
This flyer from AirMaster Heating & Cooling Specialists puts their discount front-and-center, lets customers know when the offer ends, and makes it easy to find their phone number:
Custom Services has flyers with coupon tabs that customers can cut off and use based on the service they want:
No matter what approach you choose, your HVAC flyer should include:
- Your HVAC business name
- 1-2 lines that call out a customer problem (like poor heating or a broken mini split)
- Details on your service discount or limited-time offer
- How customers can get in touch (phone number or website URL)
Your local printing company or postal service can design and deliver ads in the form of postcard marketing—directly to potential clients’ mailboxes. Use postcards to send promotions or seasonal service reminders.
Here’s an example of what an HVAC postcard can look like, front and back:
If you’re sending postcards to a smaller number of people, like your 15 closest neighbors, consider personalizing every postcard with the neighbor’s name, pricing, and clear booking instructions.
Pro Tip: Like the idea of postcards but looking for something less expensive? Digital postcards save on print and distribution costs while still getting your message across to clients.
How to start advertising your HVAC business
Now that you know what kinds of HVAC ads you can use, it’s time to plan out your HVAC advertising strategy.
Follow these steps to get your HVAC ads up and running.
1. Define your advertising goals
Knowing the specific goals you want your advertising to accomplish will help you choose the right platforms and design effective ads.
Your goal may be to:
- Promote a new service
- Grow your business with new leads
- Expand your business into a new service area
Make sure your goal is measurable (like 20 new leads this quarter) and has a target date (like 6 months from now) so you can measure your advertising success.
2. Decide where you want to advertise
Consider which platforms—like Google, Instagram, or door-to-door—will be most effective for achieving your specific goal.
For example, you might try Google display ads or Instagram Reels ads to make more people aware of your lesser-known business. If you want leads and their contact information quickly, Local Services Ads on Google are a better fit.
3. Set your ad budget
Your ad budget should depend on two things:
- How much you’re able to spend to get a new lead (customer acquisition cost)
- The number of customers you need each month to be profitable
Use this formula to determine your monthly budget:
Customer acquisition cost x desired number of new customers
If you’re not sure how much you’re willing to spend for a new customer, start by investing a small amount in a couple of different advertising campaigns. Then, increase your budget once you see which channels are bringing in the most leads.
4. Design your ads
The best HVAC advertisements follow these easy design guidelines:
- Focus on one message (like a service or testimonial) to make it clear what you offer
- Keep your design simple to help get the message across
- Use consistent branding that includes colors, fonts, and imagery
- Add a call to action that encourages homeowners to request a service or get in touch
Pro Tip: To design a professional HVAC ad, use one of Canva’s free templates and customize it with your own branding and message.
5. Track your performance
To make sure your HVAC ads are achieving your defined goals, you’ll need to track their performance. This will show you which advertising platforms are working best so you can adjust your budget and make the most of your campaign.
Pro Tip: Set up Google Analytics to see where your website visitors are coming from and how much each new customer is costing your business.
Paid advertising is just one of many marketing channels that can help you attract new customers and grow your business.
If you want to do more marketing beyond HVAC ads but don’t know where to start, check out our guide to HVAC marketing strategies.