Industry · HVAC
Marketing for HVAC and heating companies
HVAC has the most punishing seasonality in home services and the most valuable recurring revenue. Get the calendar right and you smooth both. Get it wrong and you spend the shoulder months paying for clicks nobody was ever going to convert.
- No lock-in contracts
- Month to month after the first 90 days
- You own every account and asset
- Reported in booked jobs, not impressions
In short
How should an HVAC company market itself?
HVAC marketing is a calendar problem before it is a channel problem. Heating budget should rise about six weeks before a region's first reliable cold weather and cooling budget six weeks before the first warm spell. The shoulder months are where maintenance plans are sold, and a plan customer is worth several times a one-off repair over their lifetime.
Two businesses, one van
Heating and cooling firms run a breakdown business and an installation business that peak at different times of year.
Breakdown and repair
Spikes with the first cold snap and the first heatwave, and is over in a day. Won in the map pack and on Local Services Ads, by whoever is closest and answers fastest.
Installation and replacement
Boilers, air conditioning, heat pumps. Four to five figure decisions researched over weeks, increasingly involving government grant schemes and efficiency comparisons. Won with honest cost content, finance options and proof of accreditation.
What is usually going wrong
What we see in HVAC accounts that were set up once and left alone.
- Your budget is flat across the year, so you overspend in April and run out in the first week of the cold snap.
- You are competing for “air conditioning” against retailers selling portable units, and paying retail-level click prices for it.
- Heat pump and grant-scheme searches are growing fast in the UK and Europe and your site says nothing about either.
- Your maintenance plan — the single most valuable thing you sell — is mentioned once, in the footer.
- You have no idea whether your leads came from the ad, the map pack or the van signage, because nothing is tracked.
Seasonality and the calendar
We build the calendar around your climate, not a generic one. Heating budget rises from six weeks before the first reliable cold weather; cooling from six weeks before the first warm spell. Shoulder months move to maintenance plans, installation content and retargeting, which is where the recurring revenue is won.
The economics we build around
A maintenance plan customer is worth several times a one-off repair over their lifetime and dramatically cheaper to sell to again. We treat plan sign-ups as a primary conversion, not an afterthought, and build the campaigns that produce them.
The channel plan for this trade
Start with the seasonal budget calendar. Getting the timing right is worth more in HVAC than any single campaign change.
SEO
Heat pump and grant-scheme content while your competitors have written nothing about either, plus the maintenance-plan page that most HVAC firms never build.
Learn more →Google Ads
Budget that rises six weeks before the cold and six weeks before the heat, not after. Repair and installation split into separate campaigns with separate conversion values.
Learn more →Meta Ads
Off-season installation and maintenance-plan campaigns, so the shoulder months produce the recurring revenue that carries you through the quiet weeks.
Learn more →Lead Generation
Maintenance plan sign-ups treated as a primary conversion, with an automatic offer to every repair customer within a week of the visit.
Learn more →HVAC marketing questions
When should I start my heating campaign?
About six weeks before your region's first reliable cold weather. The businesses that wait for the first frost are bidding against everyone else at the worst prices of the year, on a campaign with no learning history.
Are heat pump leads worth chasing?
In the UK and much of Europe, yes and increasingly so, particularly where grant schemes apply. The searches are growing, the job values are high and most installers have published nothing about it, which leaves the content wide open.
How do I sell more maintenance plans?
Make them a conversion, not a cross-sell. A dedicated page, a named price, a clear list of what is included, and an automated offer to every repair customer within a week of the job. Most HVAC firms have never asked systematically.
Two minutes to find out if we are worth talking to
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