HVAC Digital Marketing Checklist: 58-Point Audit for HVAC Contractors

Google Ads / PPC

0 / 10

Separate campaigns for heating and cooling — don’t combine into one ‘HVAC’ catch-all Emergency repair campaigns running 24/7 with call extensions enabled Seasonal bid adjustments set — increase cooling bids May–Sep, heating bids Oct–Mar Ad copy leads with availability and speed: ‘Same-day AC repair’ beats ‘Experienced HVAC’ Negative keywords include: DIY, how to, manual, parts, free, school, class Location targeting set to your actual service radius — not too broad, not too tight Call-only ads running for mobile during business hours Conversion tracking set up for both form fills and phone calls Monthly search terms report reviewed — irrelevant terms added as negatives Maintenance agreement campaigns running year-round at lower budget

SEO & Local Search

0 / 10

Google Business Profile claimed, verified, and fully completed GBP categories include both ‘HVAC Contractor’ and ‘Air Conditioning Contractor’ Service area set to match your actual coverage — not statewide if you’re regional Separate landing pages for AC repair, heating repair, installation, and maintenance Each service page targets a specific city or county in the headline and content Schema markup implemented for LocalBusiness and Service types NAP (name, address, phone) consistent across Google, Yelp, Angi, and HomeAdvisor Blog content covers seasonal topics: ‘When to replace your AC’ (spring), ‘Furnace tune-up checklist’ (fall) Internal links connect service pages to each other and to the contact page Page speed under 3 seconds on mobile — critical for emergency search traffic

Website Conversion

0 / 10

Phone number is click-to-call and visible on every page above the fold Mobile contact form is 5 fields or fewer — name, phone, service needed, zip, message ‘Emergency service available’ or ’24/7′ stated prominently on homepage and service pages Financing options displayed — equipment replacement decisions are price-sensitive Before/after photos or technician photos on site — HVAC is a trust purchase Service area map or city list visible without scrolling on mobile Live chat or chat widget available for after-hours inquiries Clear differentiation between repair, maintenance, and installation CTAs Landing pages for paid traffic have no navigation menu — reduce exit options Thank-you page after form submission confirms next steps and response time

Reviews & Reputation

0 / 9

Post-service review request sent by text within 24 hours of job completion Google review link short URL created and shared with technicians for in-person requests Responding to all Google reviews — positive and negative — within 48 hours Minimum 4.5 star average on Google (50+ reviews strongly preferred) Reviews mention specific services — ‘AC repair,’ ‘furnace installation’ — for keyword value Negative reviews responded to professionally — potential clients read your responses Review count and rating displayed on website homepage Yelp and Angi profiles claimed and monitored even if Google is primary Technician introductions sent before appointment — improves satisfaction and review likelihood

Seasonal Marketing Strategy

0 / 9

Spring campaign (Mar–Apr): AC tune-up and pre-season inspection offers Summer campaign (Jun–Aug): Emergency cooling repair, 24/7 availability, fast response Fall campaign (Sep–Oct): Furnace tune-up, heating system check before cold weather Winter campaign (Dec–Feb): Emergency heating repair, same-day service emphasis Off-peak campaigns (shoulder months) promote maintenance agreements and equipment replacement Email list used for seasonal reminders to past customers — pre-season tune-up offers Budget shifted toward peak season — don’t run flat spend year-round Weather-triggered ad rules set up — increase bids when temperatures hit extremes Year-round budget baseline maintained even in slow months to preserve Quality Score

Lead Tracking & Follow-Up

0 / 10

Every lead source tracked — know whether calls came from Google Ads, organic, or referral Call tracking numbers in place — separate numbers for different campaigns CRM or spreadsheet records every lead with source, date, service type, and outcome Response time under 5 minutes for web form submissions during business hours After-hours leads get automated confirmation plus morning callback Lost leads followed up within 48 hours — HVAC decisions often take a day or two Monthly CPL calculated for each campaign — know your number Conversion rate tracked separately for emergency calls vs. planned service requests Maintenance agreement customers flagged for annual renewal outreach Equipment installation customers in database for replacement cycle marketing (10–15 year horizon)

HVAC Digital Marketing Checklist: 58-Point Audit for HVAC Contractors

HVAC Company Digital Marketing Checklist

Checklist complete.

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