- Home
- Industries
- Home Repair HVAC
Digital Marketing for HVAC Companies: Your Guide to Getting More Sales in 2025
Get advice from HVAC marketing pros on how to generate more leads and sales from online marketing with this guide on digital marketing for HVAC companies!
-
insights from 185,000+ hours of HVAC marketing experience
How to use this HVAC marketing guide
This HVAC marketing guide provides an all-in-one resource for learning:
- How Internet marketing can generate leads and sales
- How to use online marketing to create real business growth
- How to get professional marketing help (if needed)
The basics of digital marketing for HVAC companies
Learn the basics of digital marketing for HVAC companies now:
What is digital marketing for HVAC companies?
Digital marketing for HVAC companies is the use of online channels, like search, social, and email, to reach potential leads. Common online marketing strategies for the HVAC marketplace include Google Local Services Ads (LSAs), local search engine optimization (SEO), and content marketing.
What is the goal of HVAC marketing?
HVAC marketing has a few goals, including the following:
- Create brand awareness
- Build user trust
- Demonstrate service and business value
- Generate qualified leads and sales
- Support sales and customer support teams
In most cases, heating and cooling companies use digital marketing to generate sales.
How can Internet marketing benefit HVAC companies?
Internet marketing brings several benefits to HVAC companies, including:
- Growing online reach: Digital marketing opens multiple avenues for getting discovered, whether it’s through Google Search, Facebook, or Apple Maps. With a bigger reach targeted to your ideal audience, you can connect with the people who matter most.
- Improving lead quality: Your time is valuable and doesn’t need wasted on low-quality leads. With web marketing, businesses can create targeted ad campaigns, social media posts, and content that reaches the users most likely to become sales.
- Increasing deal sizes: HVAC companies can also use digital marketing to attract bigger deals, like for commercial spaces. That’s because most online marketing strategies include the targeting options needed to reach these users.
- Strengthening online reputation: Trust is critical to earning a deal. With HVAC web marketing, businesses can build their online reputation via online reviews, case studies, and portfolio images, giving users the confidence to hire you.
- Reducing competitor visibility: Having a presence in search results, social media feeds, email inboxes, and more helps heating and cooling companies reduce their competitor’s visibility and chances of attracting qualified leads.
Is digital marketing better than traditional marketing for HVAC companies?
Yes — and no.
There is a place for traditional and digital marketing in an HVAC company’s marketing plan. Together, these two mediums work together to attract and convert leads, as well as improve customer satisfaction.
For example, heating and cooling companies can use Google Local Services Ads (a digital marketing strategy) to attract qualified leads. Once those leads close, the company arrives at the job with wrapped vehicles (a traditional marketing strategy) to build further trust with the sale.
Based on our experience as an HVAC marketing agency — which includes thousands of hours of experience — we’ve seen our clients benefit from investing in traditional strategies (like uniforms and vehicle wrapping) and digital strategies (like Google LSAs).
However, if debating where to invest marketing spend, we recommend prioritizing digital. Compared to traditional marketing, digital marketing is more effective when it comes to performance and cost.
How long does Internet marketing for HVAC companies take to work?
The time it takes for Internet marketing for HVAC companies to work depends on factors like:
- Which strategies, like SEO vs. paid ads, are used
- How much time is spent on marketing initiatives
- Who completes the marketing tasks, like a freelancer, in-house team member, or agency
- What the company’s existing marketing looks like
In most cases, heating and cooling companies should see results within a few months. If outsourcing your marketing work, ask the service provider when they would expect to see results. Reputable providers should have a general idea but will not provide guarantees.
Getting started with HVAC marketing
Learn how to get started with HVAC marketing now:
How much does digital marketing for HVAC companies cost?
On average, digital marketing for HVAC companies costs $2,500 to $12,000 per month. This price range depends on several factors, like whether the business is outsourcing its marketing, its number of marketing strategies, and the aggressiveness of those strategies.
What are the most effective digital marketing strategies for HVAC companies?
The most effective digital marketing strategies for HVAC companies include:
- Local SEO, which reaches leads in your service area via search.
- Geofencing, which attracts qualified leads via location-based ads.
- Conversion rate optimization (CRO), which increases lead gen via on-site improvements.
Learn more about using these strategies (and others) in heating and cooling marketing now!
Local SEO
Overview: Local SEO is fantastic for service-based businesses like HVAC companies. Through targeted optimizations, local SEO improves a business’s visibility in localized search results, like ‘emergency hvac company near me’.
Use cases: Brand awareness, lead generation, lead nurturing
Use these tips to get started with local SEO for HVAC companies:
- Claim (or create) your local listings, like Google Business Profile and Bing Places
- Add your name, address, phone number, and website
- Provide additional information, like your services, photos of past work, and FAQs
- Create posts (like on Google Business Profile) to share promotions, updates, and more
Google Local Services Ads (LSAs)
Overview: Google Local Services Ads for HVAC companies provide an upgraded advertising option for service providers. Compared to pay-per-click (PPC) ads, Google LSAs include additional information, like your business photos, years of experience, ratings, and unique selling points.
Use cases: Lead generation
Create Google Local Services Ads with these three steps:
- Share your name, service type (Home Services > HVAC), and location
- Set a monthly budget (Google provides a free calculator for estimating costs)
- Submit screening documents, like licenses and insurance
Like any ad campaign, set aside time regularly to review your performance and make adjustments.
Learn How to Use Local Service Ads for HVAC Companies
Geofencing
Overview: With geofencing, HVAC companies can target super-specific areas, like a subdivision, commercial space, or other area, to generate leads. Businesses can even use it to nurture bigger deals in the pipeline by keeping your brand top-of-mind.
Use cases: Lead generation, lead nurturing
Compared to other HVAC advertising strategies like Google Ads, Meta Advertising, and Microsoft Advertising, geofencing isn’t as accessible. Instead, accessing the tech via a geofencing agency is easiest (and most cost-effective).
The best geofencing companies will provide everything needed to develop, launch, and manage a geofencing campaign. Like other digital advertising services, geofencing agencies will often charge a fee based on the amount of ad spend managed, like 15% of ad spend.
Search engine optimization
Overview: Like local SEO, search engine optimization focuses on improving your visibility in organic search results. However, its optimizations concentrate on your website — versus your local listings. Common strategies include content creation, keyword research, and link building.
Use cases: Brand awareness, lead generation, lead nurturing
Get started with HVAC SEO with these steps:
- Complete an SEO audit (free tools like SEO.com can do this for you!)
- Set up website analytics platforms to measure performance, like Google Analytics 4
- Research search terms (or keywords) you want to appear for in search results
- Tip: Consider targeting relevant search terms for your service area, like ‘emergency hvac services reno, nv’ to appear in localized search results more than once, like with a Google LSA ad, local listing, and website content.
- Create dedicated pages for targeting these terms, like “hvac maintenance costs”
- Develop relevant tools, like an HVAC Load Calculator, to attract backlinks
- Invest in SEO services from an agency to help implement, manage, and optimize your strategy if needed
Get Started With Our Free SEO Checklist
Content marketing
Overview: When it comes to digital marketing for HVAC companies, content marketing is a must. That’s because it’s the backbone for other marketing strategies, like SEO, paid advertising, and CRO. Common content types include SEO content, ad copy, infographics, and more.
Use cases: Brand awareness, lead generation, lead nurturing
Get started with content marketing using these best practices:
- Find topic ideas using keyword research, plus by talking to customer-facing team members
- Optimize content for search engine optimization to increase its reach
- Level-up content with tips, tricks, and stories from team members
- Demonstrate trust (for E-E-A-T) by highlighting certifications, licenses, and ratings
- Use a free tool like Grammarly or LanguageTool.io to proof content
Get Started With Our Free Content Marketing Checklist
Conversion rate optimization
Overview: With conversion rate optimization, you can accelerate your HVAC marketing performance. That’s because CRO optimizes the user experience to increase conversion rates through messaging, layout, and experience adjustments.
Use cases: Lead generation
Get started with conversion rate optimization with these tips:
- Install an A/B testing tool, like Optimizely, and/or heatmap tool, like Microsoft Clarity
- Research how people use and interact with your site to develop a hypothesis
- Improve page speed, like by compressing images, minifying code, and more
- Optimize the contact experience, like by removing unnecessary form fields
- Test different calls-to-action (CTAs), like “Contact Us” vs. “Get a Quote”
Get Started With Our Free CRO Checklist
Marketing automation
Overview: Marketing automation is a valuable tool for lead-based businesses like HVAC companies. Besides automating lead nurturing workflows, marketing automation software can combine marketing and sales data to create more cost-effective lead generation efforts.
Use cases: Lead nurturing, lead generation
Get started with marketing automation with these best practices:
- Choose a platform that integrates with your existing tech, like your HVAC CRM
- Use these integrations to measure marketing’s return on investment (like leads vs. qualified leads)
- Repurpose marketing and sales data for remarketing campaigns, like using qualified lead lists to build lookalike audiences for ad campaigns
Explore the Best Marketing Automation Tools
How do I get started with HVAC marketing?
You’ve discovered some of the most effective strategies for heating and cooling companies. Now, learn how to bring them all together and build an effective HVAC marketing plan with these tips (based on decades of experience serving — and growing — HVAC businesses):
- Learn what stakeholders want or expect from digital marketing
- Research how much budget is available — and if it’s realistic based on average HVAC marketing costs
- Determine which metrics will measure your success, like leads vs. qualified leads
- Outline responsibilities, whether marketing in-house or with an agency
- Create specific, measurable, achievable, and timely goals (or M.A.R.T. goals)
- Set up the necessary tech for measuring performance, like website analytics tools and marketing automation software
- Measure performance regularly, like monthly or quarterly
Learn How to Create a Digital Marketing Plan
Outsourcing digital marketing for HVAC companies
Learn how to outsource digital marketing for HVAC companies now:
When should I outsource my HVAC company’s marketing?
Some common signs that it’s time to outsource your HVAC company’s marketing include:
- When you don’t have enough time to manage your efforts
- When you don’t have enough resources to create and improve campaigns
- When you don’t have enough knowledge to build cost-effective campaigns
- When you don’t have enough returns to meet stakeholder expectations
Internal changes can also create a reason to get professional help.
For example, if receiving funding from a third-party, like a private equity firm, partnering with an agency can help accelerate performance. In comparison, if merging or acquiring another HVAC company, an agency can help navigate common questions about website management.
How much do digital marketing services for HVAC companies cost?
On average, digital marketing services for HVAC companies cost $2500 to $12,000 per month. How much your heating and cooling company pays will depend on the agency and its location, experience, and capabilities, plus your business’s goals, project scope, and existing ad spend.
How do I choose an HVAC marketing agency?
When choosing an HVAC marketing agency, consider asking the following questions:
- Do they have case studies?
- How long have they worked with HVAC companies?
- Do they work with any of your competitors?
- How do they measure client success?
- Do they connect marketing data with sales data?
- How much time will they need from you (or your team) on an ongoing basis?
- Are they willing to work with your other agencies?
- Are they willing to share pricing and deliverables?
Learn How to Hire a Marketing Firm
Grow your sales with HVAC marketing pros
Congrats! You’ve learned the basics of digital marketing for HVAC companies. Now, you’re ready to use the web to grow your business’s leads and sales. If you’re looking for professional help, though, WebFX can help.
With hundreds of HVAC marketing pros (and thousands of hours of experience), we’re a trusted partner for heating and cooling companies across the globe. Learn how our HVAC marketing agency can help by contacting us online today for a custom proposal!
We Drive Results for HVAC Companies
- 24 million leads generated for clients
- Renowned for our communication and transparency


We Drive Results for HVAC Companies
- 24 million leads generated for clients
- Renowned for our communication and transparency


Explore our home repair case studies
Learn how we’ve helped our clients attract leads, generate revenue, and grow their businesses.
Solving key challenges for HVAC companies
Our website isn’t ranking in the search results for HVAC services
When people need HVAC services in their area, they take to search engines like Google. Ensure your website appears at the top of the results when your target audience needs your services.
We’re struggling to grow our technician team
Expanding your team and growing your business go hand-in-hand. If you need help growing your team with talented and friendly technicians, our recruitment marketing services have you covered.

We’re not generating enough leads
Are people visiting your website but not getting in touch with you? Our expert marketing specialists and web designers can optimize all areas of your website so you can attract and convert more of your target audience to use your HVAC services.

We’re not attracting new customers
Having trouble increasing your online visibility, so you can attract new customers? Our award-winning marketing services get your brand in front of the right people in your local area.