Industries
HVAC marketing for two busy seasons and the quiet weeks between.
Kojo Growth is a marketing agency for local service businesses. For HVAC companies, we run your Google Business Profile, search ads for repair and replacement, and the follow-up that turns a July no-cool call into a maintenance plan, then report on all of it every month. The aim is to be the company that picks up when the AC or furnace dies.
- Google Maps work for AC and furnace searches, built to get you into the top three in each town you serve
- Search ads for repair in the peaks and for replacement in the slow months
- A review ask after every service call and install, so reviews keep coming through spring
- Follow-up on replacement estimates and a maintenance-plan reminder before each season
By the Kojo Growth teamPublished Last updated
Free audit: see where your HVAC business stands.
- Your Google Maps ranking across town
- Your reviews against the top three
- Your website on a phone
- Who you're up against
- How many people search for what you do
- The three fixes that matter first
How customers find you
How people find an HVAC company
Demand comes in spikes. The first hot week of June and the first cold snap of November each bring a wave of urgent searches. Between those spikes the searches change: replacement quotes, maintenance plans, second opinions.
Two peaks, two kinds of search
“AC not cooling” in a heat wave and “furnace not turning on” in a cold snap are emergency searches: a phone, the map pack (the three companies Google shows on a map above the other results), the first listing that's open. “Furnace replacement” in October is a planned search: people compare three companies and read reviews before they call.
Paid listings in a heat wave
In the first hot week, paid listings above the map take a share of the repair calls. Search ads on repair terms, with hours and budget set for the season, cover those searches while the Maps work builds.
The map pack, town by town
“HVAC repair Westland” and “AC repair near me” show three companies on a map, picked partly by distance from the searcher. A profile that's strong by your shop can be invisible a few towns over, where much of your service area lives.
Replacements go to reviews and financing
A new system is a big decision. People read reviews about the install, look for financing on the site and often get a second quote. The company with recent reviews that mention the crew, and a clear financing page, has the edge.
What usually goes wrong
The problems we see most for HVAC companies.
If a few of these sound familiar, the audit shows what they cost your HVAC business, with the fixes in order.
Busy in July, quiet in October
The phone and the ads run hot in a heat wave, then go quiet. Nothing is set up to sell maintenance plans or replacements in the slow months between seasons, so the slow weeks stay slow.
Hours that say closed when the AC dies
The profile says closed at 5, the no-cool call comes at 8, and the listing that says open now gets it. Hours, the after-hours line and the profile have to match.
Heat pump and ductwork searches go to someone else
AC repair, furnace repair, heat pumps, ductwork and installs all sit on a single services page. Google has nothing specific to match “heat pump installation [town]” to, so that search goes to a company with a page for it.
Ad budget on job-seekers and DIYers
Search ads run on “hvac jobs”, “hvac school” and do-it-yourself searches because nobody reviews the list of what people actually typed.
Heat-wave calls nobody can pick up
In the first heat wave the phone rings more than the office can answer. Each missed call goes to the next listing, and the caller never hears back.
Reviews dry up in spring
Reviews come in when installs are busy and stop when the season does. By the next peak the top three have pulled ahead again.
What we'd focus on
The services that matter most for HVAC companies.
Not every service, every time. These are the ones that tend to move the numbers for HVAC companies; the audit sets the order.
- Get found
Google Maps & local SEO
“AC repair near me” is decided in the map pack, town by town: the right categories (HVAC contractor, furnace repair, air conditioning repair), service areas, posts and a monthly map scan across your territory.
See the service - Get called
Google Ads
Search ads for repair in the peaks and replacement in the slow months, with a budget that moves with the season and call tracking back to the search that caused each call.
See the service - Get chosen
Reviews & reputation
A review ask after every service call and every install, so reviews keep coming in spring and fall instead of only during the rush.
See the service - Get found
Websites
A page for each service (AC repair, furnace repair, heat pumps, installation, maintenance plans) and each town, with financing explained and a call button that stays on screen on a phone.
See the service - Follow up
Email & text follow-up
A text back as soon as a call is missed in the rush, a follow-up on every replacement estimate and a maintenance-plan reminder before each season. You approve each message before it goes live.
See the service
What people search
The searches behind the calls.
Your audit includes real search numbers for your towns. These are the searches we check.
Searches we check in your audit
Illustrative- “ac repair near me”A heat-wave search from a phone. The map pack and the ads above it take much of the demand.
- “furnace not turning on”A problem search before it's a company search. A short page that answers it, with a call button, catches it.
- “furnace replacement [your town]”A planned search. People compare reviews and financing before they call.
- “hvac maintenance plan”Demand from the slow months. Worth a page and a follow-up sequence of its own.
How it starts
Easy to start. Built to keep growing.
A free audit of your HVAC business first, then a plan in writing, then the work, then a report every month.
- 1
Free audit
We check your Google Maps ranking across town, your reviews against the top three, your website on a phone, who you're up against and how many people search for what you do, then write up the three fixes that matter first.
- 2
Plan in writing
A 30-minute call to walk through the audit. Then a written plan: what we'll do, in what order, the price and the term. Nothing starts until you say yes.
- 3
We build
We take a day-one baseline, then fix what matters first: your profile, your website, your tracking, your follow-up. You approve anything that goes public.
FAQ
Straight answers, up front.
What HVAC companies ask us before they start.
How much should an HVAC company spend on marketing?
There's no number that fits every company. A share of revenue is the usual rule of thumb, but it hides what matters: what a booked job is worth to you and what a lead costs in your market. We start from those two numbers, look at what the top three in your towns are doing, and recommend a budget split between work that builds over time (Maps, reviews, the site) and work that buys calls now (search ads). The plan and terms go in writing before anything starts.
How do I find HVAC clients in the off-season?
Change what you sell, not whether you market. In spring and fall the searches shift to maintenance, tune-ups, replacement quotes and indoor air quality. We time the ads to those, send a maintenance reminder to past customers before each season, and keep reviews and Maps posts going so you enter the next peak in better shape.
What should an HVAC website include?
A page for each service you want calls for (AC repair, furnace repair, heat pump and furnace installation, maintenance plans, ductwork), a page for each town you serve, your license number, financing explained in clear words, recent reviews, and a call button that stays on screen on a phone. It has to load fast: the person reading it is standing in a hot house.
Is it worth hiring an HVAC marketing agency?
It depends on what you'd do instead. If someone in the office can run the profile, answer reviews, keep an eye on the ad search terms and keep the site current, you may not need us. If that work keeps slipping behind the dispatch board, an agency earns its place by showing what it did and what came of it. We'd rather you decide from the free audit than from a sales call: it shows what's working now, what isn't, and the three fixes we'd make first, and it's yours either way.
What is the best way to get HVAC leads?
Owned leads over bought ones. A lead-selling site sends the same homeowner to several companies and keeps the relationship. The map pack, your own search ads and reviews send the call to you alone. Your domain, content, Google Business Profile, analytics and accounts are always yours and stay in your name. If we part ways, any site we built is handed over or bought out on terms set in writing. Buying leads can fill a gap for a week, but it builds nothing you own.
Other trades
Built for the trades people call.
The free audit
See where your HVAC company stands before the next rush.
Send us your business name or website and the main city you serve. The free audit covers your Google Maps ranking across town, your reviews against the top three HVAC companies, your website on a phone, who you're up against, how many people search for what you do, and the three fixes that matter first.
- Your Google Maps ranking across town
- Your reviews against the top three
- Your website on a phone
- Who you're up against
- How many people search for what you do
- The three fixes that matter first