Want to win more jobs with less effort?
Grow your business and send quick quotes with our home service software.
With so many HVAC companies out there, it can feel tough to stand out. But with the right advertising, you can attract more customers and turn them into loyal clients. In this guide, we’ll explore cost-effective and advanced advertising strategies, share real-world examples, and explain how tools like Housecall Pro can help turn ads into booked jobs.
You’ll also get tips from these experts:
- Ken Goodrich, chairman of Goettl Air Conditioning & Plumbing.
- Danny Wilcox, marketing manager at Carini Home Services.
- Jensen Savage, CEO and founder of Savage Growth Partners, a full-service marketing firm for service businesses.
Types of HVAC advertising
Whereas HVAC marketing includes both paid and unpaid efforts, advertising focuses on paid promotions targeted toward specific audiences. These ads can take many forms, from traditional print and radio to digital campaigns and even community-based promotions. Using a mix of these strategies lets you reach homeowners and commercial clients across different channels, increasing your chances of connecting with the right customers at the right time.
Traditional HVAC advertising
Traditional ads still carry weight in local markets. Flyers, direct mail, and community print ads can help keep your business top of mind. Radio spots and billboards offer an even broader reach, and never underestimate the power of a vehicle wrap. Your work truck can be one of your most effective HVAC ads, turning every service call into a mobile advertisement.
“People should know who you are before they need you. If you show up only when someone searches, ‘HVAC repair,’ you’re too late,” Goodrich says. Traditional advertising helps you build that recognition early.
Digital HVAC advertising
Online advertising puts you in front of customers while they’re actively searching. Here are a few common channels:
- Google Ads: Helps you appear in urgent searches like “AC repair near me.”
- Paid social media: Campaigns on platforms like Facebook, Instagram, and YouTube can reach your targeted audiences.
- Local SEO and paid directories: Listings on Angi, Thumbtack, or HomeAdvisor boost your visibility.
Community-based HVAC advertising
Community involvement and local advertising help you connect on a personal level. Sponsoring youth sports teams or local events puts your brand in front of families in a positive setting. “When it comes to getting those first customers, nothing beats local trust,” Wilcox says.
You should also consider creating a referral program to reward happy customers for spreading the word, whether through discounts, perks, or small incentives. This helps to spread the word and grow your reputation with little cost.
Cost-effective HVAC advertising ideas
You don’t have to break the bank to advertise your HVAC services. Even smaller or newer businesses can see big impact with these low-cost strategies:
- Optimize your Google Business Profile: Make sure your profile is complete and updated with contact info, business hours, services, photos, and review replies. Savage says this is one of the highest-leverage channels for local trust and conversions.
- Stay consistent on social media: Post regularly on social platforms like Facebook and Instagram to showcase your work and share client stories.
- Run referral promotions: Offer referral incentives that reward loyal customers. For example, “Get a free HVAC tune-up when you refer a family member or friend and they book a service.”
- Encourage online reviews: Happy clients are your best word of mouth, so ask for reviews and show them off in your ads and on your site.
- Design DIY flyers and door hangers: Tools like Canva can help you quickly design marketing materials to leave after neighborhood service calls.
Pro tip: Even on a tight budget, always track return on investment (ROI). Tools like Housecall Pro make it easy to see which channels are actually bringing in leads and revenue, helping you spend smarter and grow faster.
Get In Touch: 858-842-5746
Let us earn your trust
On average, Pros increase monthly revenue generated through Housecall Pro by 50% after their first year.
See plan options and feature breakdown on our pricing page.
Advanced HVAC advertising strategies
Once your business has a steady flow of customers and a consistent advertising budget, it’s time to level up. Advanced strategies allow you to reach the right people more effectively, increase conversions, and maximize the return on every advertising dollar.
- Retargeting ads: Tools like Google Display and the Meta Pixel remind prospects who’ve already visited your site or engaged with your brand to come back when they’re ready to book.
- Seasonal campaigns: Align ads with your customers’ needs throughout the year to stay relevant at the exact moment service is required. Think fall furnace tune-ups, winter heating checks, or spring AC inspections.
- Video ads: Short videos on YouTube, Facebook, or Instagram can build trust and keep your brand memorable. “One of the highest-ROI tactics we use is story-driven video testimonials that call out specific objections—price, speed, reliability—and show how we solved them,” Savage says. You can also create quick how-to clips, behind-the-scenes looks at your team on the job, or fun “day in the life” videos that showcase your technicians’ expertise and personality.
- Bundled offers: Ads promoting discounted maintenance packages or paired services (like duct cleaning plus a tune-up) drive clicks and increase revenue by encouraging upsells and cross-sells.
How to advertise your HVAC business step-by-step
Advertising your HVAC company isn’t always easy, especially if you’re focused on your customers in the field and aren’t familiar with all of the advertising platforms available to you. Here are some steps to get you started.
1. Set clear advertising goals
Before you spend a dollar, define what you want your ads to accomplish. You might aim for more emergency service calls, steady new maintenance contracts, or increased brand awareness in a new neighborhood. Setting specific, measurable goals guides how much you spend, which platforms you use, and how you message.
2. Identify your ideal customers
The most successful HVAC ads speak directly to the right people. Create a simple customer profile including geography, home type, income level, and challenges (like allergies or high energy bills). Then, match messaging to their needs, like “save on power bills” for those with older homes.
3. Choose advertising platforms and channels
Next, choose where your ads will run. Local radio or vehicle wraps may reach homeowners nearby, while Google Ads or Facebook campaigns target online searches. Prioritize two to three channels to start so you can test effectiveness without spreading your budget too thin. Build gradually as you see what works best for your business.
4. Set budget and campaign duration
A smart budget factors in your average job size, lead value, and close rate. If a $250 tune-up nets $150 in profit, decide how much you can invest per lead. Then, set a clear budget for each campaign and define its duration. Always check on performance mid-campaign and adjust if needed.
Pro tip: Seasonal promotions (like pre-summer AC checks) often benefit from shorter campaigns.
5. Create ad messaging and creative
Your ad copy should connect with homeowners quickly. Use clear offers (“$89 tune-up special”), urgency (“limited winter slots available”), and trust signals (like certifications or five-star reviews).
Pair your messaging with visuals like before-and-after photos or shots of your team at work. Consistency across platforms is key: your logo, colors, and tone should all reinforce your brand identity wherever your HVAC ads appear.
6. Track and capture leads
Don’t just run ads, track their performance. Use unique landing pages, campaign-specific phone numbers, or dedicated URLs to see where leads originate. Proper tracking helps you understand which HVAC ads actually deliver and where to adjust for stronger returns.
Once leads come in, fast response time is critical to turn interest into booked jobs. “Follow up quickly, preferably within five minutes,” Savage says. This not only increases your chances of closing the lead, but also signals professionalism and reliability, helping you stand out from competitors.
Pro tip: Housecall Pro can help with automated review requests, follow-up messaging, and CRM tools to manage leads efficiently.
7. Launch, monitor, and optimize
Once campaigns go live, monitor key performance metrics:
- Cost per lead (CPL): Total spend ÷ leads generated
- Conversion rate: Leads that become customers ÷ total leads
- Customer acquisition cost (CAC): Total spend ÷ customers gained
- Return on ad spend (ROAS): Revenue ÷ ad spend
Regularly review these numbers to see what’s working and what isn’t. A/B test headlines, offers, images, and calls-to-action to identify the most effective combinations.
8. Analyze results and plan next campaigns
After your campaign wraps, review what worked. Did Google Ads bring more emergency calls, or did community sponsorships generate better long-term leads? Which promotions got the highest response? Scale up what performs, cut what doesn’t, and keep refining your strategy. Advertising isn’t one-and-done. It’s an ongoing cycle of testing and improvement to ensure your HVAC business stays competitive and continues winning more customers.
Common mistakes to avoid
Mistakes are part of growth, but they don’t have to hold your business back. Here are some of the most common HVAC advertising pitfalls and how you can avoid them:
- Over-relying on one channel: If your entire budget goes toward one ad type, you run the risk of missing customers elsewhere. Test more than one channel to diversify and find the mix that performs best.
- Not targeting by location: Always set geographic filters to avoid wasting spend on leads outside your service area.
- Forgetting mobile optimization: Many homeowners search for HVAC services on their phones. Make sure landing pages, forms, and click-to-call buttons are mobile-friendly.
- Not tracking ad spend or ROI: Without tracking, you won’t know exactly what’s working. Use tools like unique URLs or Housecall Pro’s reporting dashboard to measure leads and costs.
- Copying competitors instead of standing out: Borrowing too closely from competitors makes you blend in, so lean into what makes your team stand out. Highlight your unique strengths, like same-day service or family ownership, to build trust and differentiation.
How Housecall Pro makes HVAC advertising easier and more effective
Advertising only works if you can convert your leads into booked jobs. Housecall Pro’s built-in tools help you create a clear follow-up process and seamless customer experience with the following features:
- Lead management: Organize every incoming lead so nothing falls through the cracks.
- Automated follow-ups: Send texts or emails automatically to keep prospects warm and improve booking rates.
- Online booking: Let customers schedule directly from your website or ads, reducing missed calls and delays.
- Review generation: Request feedback after each job to strengthen your reputation and boost future campaign performance.
Whether you’re just starting an HVAC business or scaling up, Housecall Pro helps turn attention into revenue. Start your free trial today and convert more leads into loyal customers.
HVAC Advertising FAQ
-
How can you get new HVAC customers?
-
To get new HVAC customers, focus on building visibility and trust. Optimize your Google Business Profile, run targeted HVAC digital ads, and encourage satisfied customers to leave online reviews. Budget-friendly options like social media ads and directory listings can also help you reach homeowners in your service area. Pair these with fast follow-up and strong service to convert leads.
-
What’s a catchy slogan for an HVAC company?
-
A catchy slogan should be short, memorable, and tied to your audience’s needs. For example, phrases like “Keeping Your Home Comfortable Year-Round” or “Fast, Friendly, Reliable HVAC Service” make strong HVAC ads. Just as important, make sure the slogan aligns with your HVAC company name so the two reinforce each other.
-
What is the best way to sell HVAC?
-
The best way to sell HVAC services is to combine excellent customer service with targeted marketing. Focus on building trust through reviews, referrals, and clear communication, and use advertising—like Google Ads, social media, and community promotions—to reach homeowners when they need heating or cooling services. Quick follow-up and easy online booking also help turn leads into paying customers.
