Independent HVAC marketing and SEO consultant:
get recommended in ChatGPT and Google AI Overviews, and booked before the busy season starts.
Ihor Odariuk runs SEO, call tracking and paid lead channels for home service businesses, and applies the same system to heating and cooling companies: a measured view of which channel books installs and repairs, then work on the channels that do. He does the work himself, with no agency and no account managers in between.
HVAC marketing is the work of getting a heating and cooling company found and called when a system breaks or a replacement is due: the Google Business Profile and map results, Local Services Ads, Google Ads, the website, and increasingly the answers ChatGPT and Google AI give. What makes HVAC different is timing. Demand jumps with heat waves and cold snaps, so the channels have to be ready before the spike and measured on booked jobs, not on clicks.
Where HVAC marketing money leaks
Many HVAC companies end up buying most of their leads in the hottest and coldest weeks of the year, when every competitor is bidding at once and the phones are already full. Calls that cannot be answered in those weeks are paid for and lost, and nobody counts them, because the CRM only records the jobs that were booked.
The other leak is the difference between a repair call and a replacement. A replacement is worth many repair visits, but most tracking treats every call the same, so the budget follows the cheapest calls rather than the ones that turn into installs.
What I set up, in order
The system behind this page was built and measured on a residential appliance repair company: 11,724 past jobs traced back to their source, about 75 real website leads a month, and 358 of 2,740 charged Local Services Ads leads found invalid by the platform’s own definition.
What marketing cannot fix
Marketing cannot fix a phone that nobody answers in July. If calls are already being lost because the office is full, the first money should go to answering and callbacks, not to more leads.
This page describes the same system applied to HVAC. The measured case behind it is an appliance repair company, not an HVAC contractor, and the numbers quoted are from that company.
Other trades: plumbing marketing, roofing seo, electrician seo, appliance repair marketing.
Common questions about hvac marketing.
The channel that costs least per booked job for your company, which is only knowable once every job records where it came from. For many HVAC companies the Google Business Profile and Local Services Ads are the biggest call sources, Google Ads fills gaps, and the website and AI answers grow slowly but carry no per-lead fee.
Off-season demand is maintenance, tune-ups and planned replacements rather than breakdowns. Pages and offers for maintenance plans and replacements, reviews collected during the busy months, and follow-ups to past customers do more in spring and fall than buying emergency leads.
Usually yes, because organic and map results keep bringing calls when ad budgets pause and there is no fee per lead. It is slower than ads, so it works best alongside paid channels, with tracking that shows what each one books.
It is worth testing because the intent is high and you pay per lead. Judge it on cost per booked job after invalid leads and lost calls are counted, not on the number of leads it sends.
Find out which of your channels books jobs.
Send me your site and I will tell you, in writing, the 3 to 5 problems costing you the most calls, free and without a call.