15 HVAC Marketing Ideas to Win New Customers

1. Set up your Google Business Profile

Your Google Business Profile (GBP) is the free business listing that appears in Google Search and Maps when customers look for HVAC services in their area. This profile is often the first impression of your business.

It’s a free and easy way to increase your online visibility, and it’s one of the most popular HVAC digital marketing strategies, as 72% of consumers go to Google Search first to look up local business information.

When you sign up for a Business Profile, details like your HVAC business name, services, contact information, and client reviews will appear in local search results.

2. Run Local Services Ads

Google Local Services Ads (LSAs) are specialized ads that appear at the very top of Google search results when local customers search for your services. These ads display your business name, reviews, and hours. People can contact you directly from these ads.

LSAs connect your HVAC business with high-intent searchers ready to book. When people in your service area search for terms like “HVAC [city]” or “HVAC service near me”, these ads appear at the top of their search results:

3. Build an HVAC website that highlights your work

A solid HVAC marketing plan starts with your website, which lets customers find your services online and contact you. Your HVAC website should tell a potential customer why they should choose your company, provide details about your services, and let them request work. 

Most people want someone local, available, and trustworthy. So, make sure your site includes:

• Your HVAC business name, logo, and tagline. Make it obvious who you are and what you do best.
• Contact information. Your phone number and email address should be quick to find and easy to click on mobile devices.
• Your service area. List the towns, neighborhoods, or zip codes you cover. People want to know that you’re local before they reach out.
• The HVAC services you offer. Keep it simple but clear, listing things like inspections, installations, preventative maintenance, and emergency calls.
• Reviews or testimonials. A handful of Google reviews or testimonials from satisfied customers can be very convincing.
• Before-and-after photos of your work. Show off completed HVAC projects. A clean, newly installed system can be more effective than simply writing about it.
• Professional photos of your team. Customers appreciate seeing real (not stock) photos of who will be walking into their home.
• Calls to action. Invite site visitors to call or email you, request a quote, etc. Make it easy for them to take the next step.
• An online booking form. Allow customers to request services through your website. Don’t make them play phone tag.
• Any special offers. A discount on a seasonal tune-up, for example, can encourage HVAC customers to contact you more quickly.
• A basic FAQ page. Answer common HVAC maintenance and repair questions, like how often to replace filters.
• A newsletter signup (optional). Allow customers to subscribe to your email marketing list.

4. Optimize your website with HVAC SEO

Search engine optimization (SEO) is a process that helps more people find and visit your HVAC website. It involves improving your content marketing and user experience to rank higher than other HVAC companies vying for the same clicks.

Whether you optimize your website yourself or hire an HVAC marketing agency to do it for you, here’s what you need to cover your HVAC SEO basics:

• Add relevant, commonly searched keywords like “furnace and air conditioning repair” or “emergency HVAC services” to your page title and meta description.
• Share your company name, address, and phone number on every page of your website. This will help build local SEO since Google can see where you’re located.
• Make sure your HVAC website design is mobile-friendly for visitors who are looking at your site on their phones.
• Regularly publish quality HVAC blog content to keep your site relevant and educate your readers.

Jobber websites come with built-in SEO that boosts your spot in search results.

If marketing for HVAC feels like its own job on top of your day-to-day work, you’re not wrong. But investing in SEO keeps you visible on Google and in AI Search.

As you continue to create and optimize, here are a few things to avoid:

• Stuffing your site with too many keywords. Google can tell when the content isn’t natural and you’re just trying to forcibly rank.
• Using baseless, generic phrases like “best HVAC service” without going into detail about what you do or why customers choose you over the competition.
• Forgetting to update old content. If your homepage still says, “Your go-to HVAC techs for winter 2020,” people may think you’re not active or paying attention to booking inquiries via the site.
• Not fixing broken links or slow-loading photos. The little things add up and can collectively hurt your rankings.

5. Ask for Google reviews

Reviews from happy customers are proof that you’ve done great work. Even having just a few reviews can increase the likelihood of someone making a purchase by up to 270%.

A few days after the job is complete, call, text, or email your customer to ask if they’re happy with the work and invite them to leave a Google review. Respond to their review, too, and provide customer service to address any issues.

This will inspire confidence in your work and help your HVAC company appear higher in the search results when potential customers search for your services.

Pro Tip: You can also ask customers for a review to help your business appear in searches for local services in your area. Use these ready-to-use scripts to get started right away.

6. Get found on lead generation websites

You know how frustrating it can be to hunt for new leads. That’s why using contractor lead generation sites, like Angi and HomeAdvisor, can be one of the smartest marketing ideas for growing your HVAC business.

These platforms connect you directly with homeowners by collecting customer requests and matching them with local service providers who meet their needs. You can get more HVAC leads without cold calling or much marketing upfront.

Try one of these top lead generation sites:

*Exclusive leads are leads sent only to you, while shared leads are available to multiple businesses at once.

READ MORE: Angi vs HomeAdvisor: which lead generation service should you use?

How to use lead gen sites:

• Create a profile that highlights your specialties, licenses, and service area
• Upload photos of your team, trucks, and recent jobs 
• Gather positive customer reviews to rank higher
• Set your budget or bidding preferences
• Respond quickly to incoming leads

Metrics to track:

• Number of leads received
• Cost per lead
• Lead response time
• Conversion rate to booked jobs
• Profile views
• Ranking on the platform
• Quality and quantity of customer reviews

Common mistakes to avoid:

• Leaving your profile incomplete or outdated
• Ignoring leads or responding slowly, which hurts your ranking and reputation
• Over-spending without tracking ROI or adjusting your budget

7. Send helpful HVAC email campaigns that bring customers back

Email might not sound as exciting as ads or social posts, but it’s a reliable HVAC marketing strategy to stay in front of customers without spending a lot.

To get more revenue from existing customers, try using email marketing to promote special offers, referral programs, and new services. Email marketing keeps your HVAC company top of mind for your customers and can help you build stronger relationships.

Follow these steps to start email marketing to existing clients:

• Plan your content. Not every email you send to your email list needs to be a sales message. Your emails could include recent projects, blog articles, maintenance tips, and positive reviews from happy customers. This will help keep subscribers engaged and help them feel confident in your expertise.
• Offer value. Your emails should always contain something that a client finds valuable. It could be a blog post with air conditioning usage tips, or maybe a discount on your next visit. Try subject lines like “5 signs it’s time for a new filter” or “$25 off your next tune-up.” Whatever it is, your client will only read it if they’re getting something in exchange.
• Segment your audience. This lets you customize the content you send to each group. For example, you can create a group of customers who received air conditioner installation services and contact them the following year about AC maintenance.
• Write a strong subject line. The subject line is what makes someone open your email, so make it interesting. For example, instead of just saying “Seasonal sale,” say “Save 20% on a humidifier install when you book today!”
• Expect that customers won’t buy right away. Keep subscribers interested with relevant content so they stay subscribed. That way, you’re still showing up in their inbox when they’re ready to book HVAC services.

In a competitive field where customers often choose the cheapest quote, staying connected makes all the difference. Email marketing lets you highlight what makes your service better, and a personal touch is something that bigger companies can’t match.

And unlike social media, where posts disappear in a feed, emails land directly in your customer’s inbox.

8. Start a customer referral program

A customer referral program encourages your HVAC customers to recommend your services to friends, family, and neighbors by offering rewards.

Referrals come with built-in trust, making them some of the highest-quality leads you can get. A strong program turns your happy customers into an unofficial sales team.

Here are examples of incentives you can offer to your current and referred HVAC customers:

• $50 off their next A/C maintenance visit, with a similar offer in the summer for furnaces
• $100 in cash or credit per closed sale for client referrals
• Entry into a draw for a grand prize, like a $200 Visa gift card

READ MORE: 15 brilliant customer referral program ideas (with examples)

With Jobber, you can promote your referral program to customers with a professional email marketing campaign that’s ready to send in seconds flat. Then apply and track your referral program success all from the same place.

9. Create a Facebook business page

Creating a Facebook business page is one of the simplest, most affordable ways to boost your online presence.

It also helps you reach your ideal customers in the same place they spend their downtime. Chances are, you’ve probably scrolled Facebook yourself while watching TV or waiting for a pizza to show up at the door.

Just like your website, a business page on Facebook is a place where potential HVAC clients can learn what you can do for them, find your contact information, and request work.

Here’s what to include when you create a Facebook business page:

• Contact information
• Company description
• Profile picture with your company logo
• Cover photo (e.g., your team or HVAC van)
• Business hours
• Photos of past work
• A button that lets customers contact you or request services
• At least one customer testimonial praising your work

10. Post on social media

Make a point of regularly posting relevant, original content on your HVAC social media profiles to keep followers interested. This shows your ideal customers that you’re active and engaged.

Start by creating a simple social media marketing calendar that outlines what you’ll post every week and when you’ll post it.

Then try some of these post ideas and see what your audience interacts with the most:

• Before-and-after HVAC repair videos
• Videos that show jobs in progress
• Air conditioning tips and tricks
• Videos addressing common maintenance issues
• Interesting news about HVAC industry trends and new technology
• Positive client reviews and testimonials
• Company volunteer work
• Special deals or promotions you’re offering
• Fun HVAC memes or video content
• Product and service giveaways
• Company news and events
• Posts promoting new blog articles on your HVAC website
• Employee features, anniversaries, and achievements with photos

Include a clear call to action at the end of each social media post. This tells your followers what to do next, whether that’s liking and subscribing or heading over to your website.

Once you have a consistent posting schedule, reuse and repurpose your social media content across the platforms you’ve chosen to be present on, whether it’s Facebook, Instagram, LinkedIn, etc.

11. Network with other business owners

Connecting with entrepreneurs and local businesses can help your company reach new customers. For example, a plumbing company can refer you to their clients, and you can do the same.

Try these ideas for meeting new people and making connections:

• Join The Home Service Community to meet other small business owners who get what you’re building.
• Participate in local home shows and HVAC trade shows to meet potential partners and customers. Don’t forget to bring your business cards!
• Attend networking events like Business Network International (BNI) and local Chamber of Commerce meet-ups.

But just like a bad install, networking in the wrong way won’t be a good use of your time. Here’s what to avoid when trying to establish a good reputation and connect with other local pros:

• Just networking to sell. Nobody wants to be pitched at every turn. Network to build relationships rather than transactions. Ask about their business, listen for ways to help, and the referrals will come later.
• Only networking inside your own trade. Branch out and connect with real estate agents, property managers, and builders. They often hear about heating and cooling problems.
• Not showing what makes you different. To avoid blending in when you meet other business owners, tell quick stories that show you’re reliable.
• Forgetting to follow up. Handshakes are great, but a simple follow-up by email or social media goes a long way. It keeps your name fresh and makes it easy for people to refer you later.

12. Use vehicle wraps to attract customers on the go

Vehicle wrap marketing is a great one-time investment to help you attract prospective customers in your area. Decals or wraps help promote your HVAC company while you’re driving from job to job. 

Your vehicle wraps and decals should include:

• Your business name and logo
• A tagline or slogan with your strongest selling point (e.g., “24/7 emergency services”)
• Your phone number and HVAC website URL
• A simple and eye-catching design with your company colors

13. Get noticed with direct mail

Since you’ll be visiting customers’ homes, it makes sense to send HVAC marketing materials directly to their doorstep or mailbox.

Traditional advertising like direct mail makes it easy to spread the word about your business. You can reach different group sizes, share different messages, and use unique promo codes to see which mail earned new customers.

Mailers could include flyers, brochures, postcards, door hangers, and other print items. Whatever you decide to send, it should include:

• Your HVAC company name and logo
• Contact information (e.g., phone number, email address, online booking details)
• A brief list of the HVAC services you offer
• Before-and-after photos showing off the quality of your services
• A compelling call to action (e.g., “book online,” “get a free quote”)
• Clear information about discounts, special rates, or promotions (with an expiration date)

Jobber’s PostcardMania integration gives you an automated way to send targeted direct mail without adding more work to your plate. It syncs with your Jobber account to help you easily follow up after completed jobs, engage with new leads, or market your HVAC services to nearby homes.

14. Create HVAC business cards

Business cards are an inexpensive way to promote your services to people you meet, whether it’s at the hardware store, the grocery store, or a networking event.

You can create an HVAC business card using free DIY tools like Canva or Business Card Maker. Or, find a freelance designer on sites like Upwork or Fiverr.

Your business card should include:

• Your HVAC company name and logo
• A one-line summary of what you do (e.g., air conditioning repair services)
• Your name and job title
• Business address
• Your email address and phone number
• Your website’s URL or a QR code for easy access

15. Give back to your community

Participating in local events and initiatives can improve your visibility and show customers you care about your community. Then, when they’re considering which HVAC company to hire, you’re always top of mind.

Consider community engagement ideas like:

• Sponsoring a local food bank drive or holiday toy drive
• Supporting groups that are important to you (e.g., veterans, low-income families)
• Volunteering at community events and holiday celebrations
• Donating to silent auctions and other fundraisers
• Buying jerseys and equipment for local sports teams

But even with the best intentions, it’s easy to make a few missteps. Here are some common ones to avoid:

• Making it all about marketing. If you’re handing out business cards and hanging up a giant banner, it comes off as self-serving. Focus on getting involved first and the recognition will follow.
• Committing too many resources. Devoting too many volunteer hours can stretch your team thin. It doesn’t hurt to start small and grow from there.
• Not sharing your efforts the right way. Rather than essentially saying “Look what we did!” when posting about your community work, focus your message on why it matters. Put the community first. Talk about how you helped raise funds to keep local families warm this winter.