TL;DR
- Start here: Optimize Google Business Profile, ask for reviews, and turn on Local Services Ads for emergency jobs.
- Win long term: Build Local SEO (location pages + content clusters) and partnerships (realtors, PMs, home inspectors).
- Plug the leak: Add after-hours lead capture so nights/weekends don't become missed jobs.
Table of Contents
What "Best Method" Really Means
When owners ask "What's the best way to get HVAC leads?" they usually mean fast, affordable, and predictable. Use this simple scorecard to decide where to focus:
- Cost per lead (CPL): How expensive is each inquiry?
- Speed & intent: How quickly and how ready-to-buy are the leads?
- Defensibility: Can competitors copy it instantly, or does it compound over time?
- Owner effort: Technician time, office time, learning curve.
Rule of thumb: Blend 1–2 fast channels (LSAs, Google Ads) with compounding channels (Local SEO, reviews, partnerships), then seal the after-hours leak so you actually convert the demand you already have.
Quick Wins This Week (GBP, Reviews, LSAs)
1) Google Business Profile (60–90 minutes)
- Claim/verify, set categories (Heating Contractor, Air Conditioning Contractor).
- Add service list, service areas, hours (include emergency hours if applicable).
- Upload 12–20 photos (team, trucks, installs, before/after).
- Turn on Messages if your team can reply quickly.
Pro Tip: Add 5–7 Services with descriptions ("Furnace repair," "Heat pump install") to trigger more map impressions.
2) Ask for Reviews (every job)
- Technician script: "If today's service was 5-star, a quick Google review really helps—here's the link."
- Follow-up SMS: "Thanks for choosing [Brand]! Review link: [short link] ✍️"
- Respond to every review—brief, gracious, professional.
Pitfall: Batch-asking once a quarter. Google favors steady review velocity.
3) Local Services Ads (turn on for emergencies)
- Set categories (AC repair, furnace repair), target service area, budget cap.
- Upload license/insurance to qualify for Google Guaranteed.
- Use the app to respond fast—speed determines ranking and ROI.
Pro Tip: Tag calls as "Booked/Not Booked" to see true cost per booked job.
Local SEO Fundamentals
Why it matters
Most HVAC searches are "near me" or city-specific. Ranking in the Map Pack and organic top 3 turns into daily calls without paying per click.
Foundations
- NAP consistency: Your Name, Address, Phone identical across GBP, website, and directories.
- Location pages: Dedicated pages for each city/neighborhood (e.g., "AC Repair in Plano").
- Service pages: One page per core service (AC repair, furnace repair, maintenance plans, heat pumps).
- Content clusters: A pillar (e.g., "HVAC Maintenance Guide") plus 4–6 related posts that interlink.
Pro Tip: Add a "Why homeowners in [City] choose us" section with local landmarks, neighborhoods, and seasonal issues (pollen, humidity, winterization).
Pitfall: Thin "service area" pages with only a city name swapped. Make them useful: pricing ranges, common issues in that city, local testimonials.
Paid Acquisition: LSAs vs. Google Ads vs. Social
Local Services Ads (LSAs)
- Best for: Emergency, high-intent jobs.
- Model: Pay-per-lead; ranking tied to response speed, reviews, proximity.
- Strength: Trust of Google Guaranteed badge.
Google Ads (Search PPC)
- Best for: Specific services, seasonal pushes, financing offers.
- How to win:
- Exact-match high-intent terms ("emergency AC repair [city]").
- Negative keywords (stop junk: "jobs," "DIY," "manual").
- City-specific landing pages with phone + "Book Now."
Social Ads (Meta/Instagram)
- Best for: Tune-ups, installs, brand awareness in shoulder seasons.
- Creative: Before/after, technician faces, financing CTA.
Pro Tip: Use call tracking numbers per channel so you see CPL → booked job, not vanity clicks.
Pitfall: Sending paid clicks to the homepage. Always use a focused landing page with 1–2 clear CTAs.
Referrals & Community (with scripts)
Make referrals a habit
- At closeout: "If a friend needs reliable HVAC help, we'd love an intro—here's a card with a $25 credit."
- Program: $25–$50 service credit for referrer; $25 off for the new customer.
Neighborhood presence ("cloverleafing")
- Door hangers on the 4–6 homes around today's job: "We serviced your neighbor at [Street]. Call for a same-day check."
Local visibility that compounds
- Sponsor youth sports, HOA newsletters, school events. Keep logos present year-round.
Pro Tip: Add a simple form on your site: "Refer a friend—get $50 credit." Route to your CRM.
After-Hours Lead Capture (the hidden leak)
Many shops miss 20–40% of opportunities because calls come in after 5pm.
Fix it with a simple stack
- Website chat that answers FAQs, collects details, and books time windows.
- SMS reply on missed calls: "Sorry we missed you—reply YES to book tomorrow 8–11am or 12–3pm."
- Voicemail→booking: Clear greeting that texts a link to book or requests a callback window.
Pro Tip: RepairZen can run this automatically so nights/weekends turn into booked jobs without a call center.
Pitfall: Collecting leads but not confirming. Always send a confirmation text with the window and tech ETA once scheduled.
Partnerships that Feed You Year-Round
- Realtors (pre-listing tune-ups, inspection fixes).
- Property managers (multi-unit maintenance).
- Home inspectors (repair referrals).
- Builders/Remodelers (install/retrofit work).
How to pitch (email/SMS script):
"We help [partner type] close faster and keep clients happy with same-week HVAC tune-ups and quick turn repair quotes. Want a simple one-pager and a direct line?"
Pro Tip: Create a partner landing page with a form and guaranteed response time (e.g., 1 business day).
Content & Video That Build Authority
- FAQ Hub: "How often to change filters?" "Heat pump vs. furnace?"
- Case studies: Photos + outcome (comfort, energy bills, timeline).
- Short videos: 30–60s how-tos, tech intros, "day in the life."
Pro Tip: Turn common service calls into short posts ("Thermostat not responding? 3 quick checks before you call."). These win featured snippets locally.
Email/SMS & Remarketing
- Win-back: "It's been 18 months since your last tune-up—book and save $25."
- Seasonal: Pre-summer AC checks; pre-winter furnace checks.
- Financing promos: Pair with install ads to increase approvals.
- Remarketing: Show ads to past visitors for 7–14 days with a tune-up offer.
Pitfall: Blasting everyone. Segment by system type, last service date, and city.
Offers & Pricing Levers
- Low-risk intro: $89–$129 tune-up with checklist.
- Memberships: Priority service + 2 visits/year + discounts.
- Guarantees: "We arrive within your window or your tune-up is free."
- Financing: Promote monthly payments on installs.
Pro Tip: Add offers to your GBP Posts—they appear in Maps and convert.
Measurement & Dashboards
Track weekly:
- Calls, forms, chats → booked jobs (not just leads).
- CPL and cost per booked job by channel.
- Close rate by dispatcher/CSR.
- Review volume & average rating.
- % after-hours contacts that became booked jobs.
Simple toolkit: Call tracking • Form tracking • CRM pipeline • LSA dashboard.
Common Pitfalls (How to Avoid Wasted Spend)
- Homepage landing: Send ads to a specific service page.
- No negative keywords: You pay for "jobs," "manual," "DIY."
- Inconsistent NAP: Confuses Google; hurts Map Pack visibility.
- Review spikes: Ask steadily; don't dump 30 in a day.
- No after-hours plan: Leads rot overnight.
30-Day HVAC Lead Gen Action Plan
Week 1: Foundation
- Verify GBP, add services, photos, hours, and messaging.
- Add tracking numbers for LSAs/Ads/Website.
- Draft 2 review request templates (in-person script + SMS).
Week 2: Quick Wins
- Turn on LSAs (set budget, categories, coverage).
- Launch Review Drive on the last 30 days of happy customers.
- Install website chat + missed-call SMS.
Week 3: Compounding Channels
- Publish 2 service pages (e.g., AC Repair, Heat Pump Install).
- Publish 1 location page (e.g., AC Repair in [City]).
- Shoot 2 short videos (filter change, thermostat reset).
Week 4: Scale & Measure
- Launch a focused Google Ads campaign (exact-match, negative list, city landing page).
- Build 1 partner relationship (realtor or PM).
- Review metrics; raise budgets on winners, cut losers.
CTA: Want this running with less lift? RepairZen automates after-hours booking, review requests, and website chat so you convert more of the traffic you already have.
FAQs
What's the fastest way to get HVAC leads?
Turn on Local Services Ads and respond fast. Pair it with review requests to boost ranking.
Is SEO or paid ads better for HVAC?
Both. Ads = speed. SEO = compounding, lower CPL over time. Use ads while SEO grows.
How do I get more 5-star reviews?
Ask right after the job, send a short link via SMS, and respond to every review.
Do chatbots really work for HVAC?
Yes—especially after hours. They answer FAQs, capture info, and can book time windows.
What should my HVAC marketing budget be?
Common range: 3–10% of revenue, higher if you're in growth mode or a competitive metro.
Ready to turn more visits into booked jobs—day and night?
Start a 14-day RepairZen trial and let AI handle reviews, follow-ups, and after-hours booking.