Free playbook · HVAC
The HVAC marketing playbook
How residential HVAC companies stay booked through the heat waves and the shoulder months. The economics, the calendar, and step-by-step guides to local SEO, ads and a website that books the job.
The guides
Three guides, one HVAC plan
HVAC local SEO
Get into Google’s map results for repair, replacement and tune-up searches, with a page for every service and tune-up pages live before each season.
Read the guide 02 Paid advertisingHVAC Google and Meta ads
Run repair, replacement and tune-up campaigns separately, with budgets that follow the weather and results judged on booked jobs and revenue.
Read the guide 03 WebsitesHVAC website
Build a site that books the emergency in one tap and gives the replacement buyer financing answers, install photos and a reason to choose you.
Read the guideFree PDF
Get the full HVAC playbook as a PDF
All three guides, every checklist and the marketing calendar in one file you can print or hand to your office manager.
- Local SEO, ads and website, step by step
- Printable checklists
- A month-by-month marketing calendar
The economics
HVAC revenue rises and falls with the weather
Demand spikes with the first heat wave and the first freeze, then drops in spring and fall. ENERGY STAR tells homeowners to book cooling check-ups in spring and heating in fall, because contractors get busy once peak season arrives. Those shoulder months are where the year is won.
The ticket range is wide. A repair is decided fast, on trust and who can come today. A system replacement is a much bigger purchase, and that buyer gets quotes and asks about financing. Track repairs, replacements and agreements separately, or you can’t tell which marketing paid.
- $5,000 to $12,500what most homeowners pay to install or replace an HVAC systemHomeAdvisor, HVAC installation and replacement cost guide
- $128median cost per Google lead for AC install and repairLocaliQ, Home Services Search Advertising Benchmarks (updated July 2026; the figures it calls averages are medians)
The calendar
The HVAC marketing calendar
- Mar to May
Sell spring tune-ups
Cooling tune-up and maintenance agreement offers run before the heat, when homeowners are told to book them. Past customers hear from your CRM first, so ad budget goes to new ones.
- Jun to Aug
Win the heat wave
AC repair searches climb with the temperature. Map results and repair ads carry the load, with budgets set to how many calls your techs can run.
- Sep to Nov
Fill the fall shoulder
Furnace and heat pump tune-ups, agreement renewals and replacement offers for the systems your techs flagged all summer.
- Dec to Feb
Cover the cold snaps
No-heat calls on the coldest nights, and replacement campaigns for homeowners who decided the old system has had its last winter.
Rather not do it yourself?
Every HVAC company we work with gets its own plan
This playbook covers what works for most companies in your trade. We start from your market, crews and numbers, then test and adjust month to month, reported in booked jobs and revenue.