HVAC playbook
How to Get More HVAC Customers: A Playbook for Independent Owners
Ten actions, from Google Business Profile and Local Services Ads to phone handling and lead-cost tracking, with the published numbers and where they disagree.
- Plays in this guide
- 10
- Plays with named tools
- 9
- Research sources
- 20
Most advice on getting more HVAC customers comes from software vendors, and each page tends to favor its own product category. Few give HVAC-specific costs, and none of the main ranking pages we reviewed gives a marketing budget as a share of revenue, a cost per booked job or a payback period. This playbook starts from Google's own published rules and adds third-party benchmarks, with their sources and dates, so you can judge them yourself.
The plays below cover the free basics (your Google Business Profile, reviews, answering the phone), the paid channels (Local Services Ads, search ads, shared lead marketplaces, direct mail) and how to compare them. Where figures conflict, the page gives a range and says the sources differ. Many widely repeated statistics, such as "84% call an HVAC business after a search," could not be traced to an original source, so they are left out.
Cost figures are vendor-reported, based on small or self-selected samples, and cover wide ranges. Treat them as rough reference points and check them against your own booked-job numbers.