HVAC demand swings with the weather. Marketing that runs the same all year overspends when you're fully booked and goes quiet when you most need the work.
I run Google Ads, Local Services Ads, the Google Maps profile and service pages for a UK carpet cleaning company, with calls and forms tracked. An HVAC account would use the same system, planned around your seasons.
How I'd plan the account around the seasons
Budgets that follow the season
Repair demand tends to rise in very hot or very cold weather. Budgets and ad schedules can be adjusted around your capacity, so you aren't paying for calls your team can't take.
Repairs and replacements kept apart
A broken system needs someone quickly, while a replacement buyer may compare quotes for longer and the job is usually worth more. Separate campaigns let each get the right ad, page and bid.
Your own leads instead of shared ones
Bought HVAC leads can be useful for filling gaps, but they may also go to your competitors. Your own ads, Maps listing and pages bring enquiries to you alone.
Local Services Ads and Google Maps
Pay-per-lead ads and a strong Business Profile put you in front of people ready to call. I have hands-on experience with both, including setting up and running Local Services Ads for a UK carpet cleaning company.
Tracking down to the booked job
Connected calls and forms are tracked by source. Booked jobs and their value can go back to Google Ads, so it learns the difference between a quick repair and a full installation.
Why waste matters more in HVAC
| Search | UK searches/month | UK top-of-page bid | US searches/month | US top-of-page bid |
|---|---|---|---|---|
| ac repair | 9 900 | £1.35 to £7.17 | 368 000 | £14.07 to £75.96 |
| hvac repair | 3 600 | £2.32 to £6.49 | 74 000 | £12.72 to £74.84 |
| furnace repair | 2 400 | no estimate | 201 000 | £8.09 to £56.13 |
| boiler repair | 5 400 | £3.66 to £11.88 | 27 100 | £8.40 to £50.43 |
Source: Google Ads Keyword Planner, checked 30 October 2026, average monthly searches for October 2025 to September 2026. Bids are Google's low and high estimates in pounds, because that is the account's currency. They are estimates and not what you would actually pay.
US bids here are some of the highest in the 21 searches I checked for local businesses. Note the different words too: "boiler repair" and "ac repair" are very different markets in the UK and the US, so the keyword list has to follow your country.
The system I would bring
Mr Expert Carpet Cleaning, Slough UK
There is no HVAC account in my case studies yet. The system I would bring is the one I run for a UK carpet cleaning company: the website, service and area pages, Google Ads, Local Services Ads, the Business Profile and server-side tracking, plus a custom plugin that sends booked job values back to Google Ads.
The structure carries over directly: local search, then a call or form, then a booked job. Seasonality and job value are what change most for HVAC, and they shape how the account is planned from the start.
What to check before hiring an HVAC marketing agency
- Do you own the accounts?Your ad account, website and call data should stay yours.
- Is the contract tied to results you can see?Long contracts are hard to judge without tracking you can check yourself.
- Are repairs and installs reported separately?A blended cost per lead hides which work actually pays.
- What happens in the quiet season?Ask for a plan for slow months, not just the peak.
Common questions
Have you worked with HVAC companies before?
Not yet. I run the same Google Ads, Maps, website and tracking system for a UK carpet cleaning company. The call-led customer journey is the same, and I'm telling you upfront so you can judge the fit.
Are HVAC leads better bought or generated?
Bought leads are quick but may be shared with competitors, and you stop getting them when you stop paying. Your own ads and pages take longer to set up, but the leads are yours. Many companies use both while their own channels build up.
How does working with you start?
With a free audit of your ads, Maps listing and website. You get the findings in plain language before you decide anything.
Are you paying for calls you can't take?
Send me your website and service area. I'll check your ads, Maps listing and tracking, and tell you the first things I'd fix.
Get my free HVAC marketing audit →