How to Generate More HVAC Leads: 11 Strategies to Grow in 2025

There are so many ways to find new customers — from referrals to lead generation sites. The question isn’t really how to find new leads, it’s what actions have the best return on your investment (ROI). Two main considerations are your time and your budget.

And you probably don’t just want just any lead, right? You want to avoid the price gaugers and attract those with bigger jobs and customers more likely to return for second or third jobs or invest in a recurring service agreement.

Generate more HVAC leads using these 11 strategies

We’ll look at the most common lead generation strategies for HVAC contractors and show you how to use them more effectively to find quality leads and earn their business.

Best ways to get HVAC leads to grow your business

There are plenty of strategies you can use to increase the number of HVAC leads you receive. Check out our top ten tactics and get ready to start answering a lot of phone calls.

1. Lead gen platforms

Perhaps the most common online lead generation sources for HVAC companies are lead gen platforms like Home Advisor and Yelp. Many HVAC businesses find them a necessary evil, but they can suck your marketing budget dry quickly if you’re not careful.

Try out Thumbtack

In our 2020 Home Service State of Lead Generation Report, we conducted in-depth surveys with over 140 home service pros about their experiences with lead gen sites, including what they spend on average per month advertising on these sites and what kind of return they see.

Some of our findings were surprising. For instance, plumbing, HVAC and electrical companies found the best ROI from Thumbtack. It didn’t lead to a huge amount of revenue per month, but it was one of the least expensive sites to advertise on, leading to a better cost-per-lead and return on investment.

Keep track of your ROI

For business owners who’ve been in the game for a while, you could easily tell someone where your leads come from. Customers mention where they first heard of your business. But do you know what percentage of your income comes from where?

Or what site or campaign is responsible for your biggest jobs?  You might find that 10% of your monthly revenue comes from an unexpected place or that your leads drop off in certain seasons, but you’ve been spending the same each month.

By keeping track of these metrics, you might find your marketing spend doesn’t quite match what you’re bringing in. Making small adjustments can save you money and earn you more.

What you should know before buying leads on lead generation sites

Lead generation platforms like Angi (formerly Angie’s List) and HomeAdvisor can be problematic if unchecked for several reasons:

1. High costs: Both platforms charge for each lead, with costs ranging from $15 to $100 per lead. HomeAdvisor requires an annual membership fee. These costs can add up quickly, especially if the leads do not convert into paying customers.
2. Poor lead quality: Many leads are often low quality. Some leads may come from homeowners who are price-shopping or not ready to start a project.
3. High competition: Leads are typically shared with multiple contractors, increasing competition and reducing the likelihood of winning the job.
4. Difficulty in Cancelling Services: Some contractors have reported difficulties in canceling their accounts and stopping charges from these platforms. This can lead to ongoing costs even after deciding to discontinue the service

2. Become a thought leader through content marketing

It’s no secret that the digital age has made us pretty dependent on the internet for finding information lightning fast. Keep this in mind, when it comes to accessing a larger market of HVAC customer leads.

Building a stronger and more intentional online presence will benefit both you and your potential customers. Put yourself into their shoes: if you were on the hunt for specific information because you need to schedule service as soon as possible, you would probably do a quick Google search to see who’s available in the area.

Become an online resource

Being an online resource for immediate answers and service solutions will attract HVAC leads and enrich customer experience from the get-go. To make your business stand out, incorporate a blog section on your website and grab HVAC content marketing by the horns.

Writing informative blog posts about common home HVAC issues and fixes will solve the needs of your readers, draw potential leads to your website, and boost the probability that they will contact your business for a consultation or repair.

You’ll establish yourself as an expert in your industry and your clients will be far more trusting of your HVAC brand. Next time they need to get a job done, you’ll be the first one they call.

3. Establish a social media presence

Social media can bring you new leads, but the platform is really better suited to help you win the job once a lead has already found you.

If you haven’t already, you need to create a presence on social media. Someone with a broken AC unit might not care so much if they can find you on Facebook, but when you’re in their home trying to sell them on a quarterly maintenance plan, it helps to have ways to reassure them of who they’re doing business with. 

Younger generations in particular (such as first-time homebuyers) use social media platforms to get a feel for companies—whether they know it or not. Here are a couple of tips on using social media platforms to your advantage:

Include links to your profiles in appointment emails

When people set up new service calls or estimates, encourage them to check out your profile. Instead of just including a link to your profile, consider linking to specific content, such as a video where you explain how to know it’s time to change your air filters or a post featuring your employee of the month. This leads us to our next tip …

Post things that help humanize your company

When you post things about your team, your family, your company values and mission, all of this goes a long way to help build trust. It’s no longer a stranger coming over to talk about air conditioning units, it’s someone they’ve seen playing with their kids or the person that took over their father’s business.

There’s no denying that online marketing has changed the HVAC industry. Prospective customers expect businesses to have an easy-to-use HVAC website with customer testimonials, be found on social media, be accessible via email and not just over the phone.

These basic technology requirements will impact the types of leads that find you and choose you over other businesses. But on the flip side, it has also opened up many new lead sources.

There’s growth to be found by trying new HVAC marketing strategies, but also tweaking what’s already working.

Create profiles for free in just minutes

Creating social media profiles are usually free of charge, plus you can get access to data that allows you to track who’s visiting your profile and the impact their traffic is having. If you shake your head at social media, think again.

Research shows that 50% of business owners reported that they were able to grow sales through social media marketing. If you’re wondering how to get HVAC leads and aren’t already on social media, you’re not doing it right.

Generate free HVAC leads by posting content on Facebook

One of the best ways to generate free HVAC leads for your business is by growing your social presence. Facebook is home to over 2 billion users, so it’s almost guaranteed that locals in your town and neighboring cities leverage this tool to find people, locate services, and read reviews. We recommend maintaining an active status on Facebook to interact with customers and answer questions.

Setting up a free business page on Facebook can be done within minutes and the payoff can be pretty big. With this tool in your toolkit, you’ll be able to use Facebook’s analytical insights, reach your targeted audiences, and capture the desired HVAC lead sources you’re searching for.

4. Invest in Local Search Engine Optimization

One of the most common ways potential leads search for HVAC companies is through searches on Google and Google Maps. As the world’s largest search engine, being found at the top of Google’s search results positions your company as more trustworthy.

According to Saga Pixel, 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours. Add this on top of the fact that SEO leads have a close rate of 14.6%, compared to just 1.7% for outbound leads makes investing in SEO a no-brainer.

Housecall Pro now has a Reserve with Google integration that allows you to get HVAC leads directly from your Google Business Profile. Your HVAC business can now appear directly in front of people actively searching for your services.

Why claim and optimize a Google Business Profile?

A Google Business Profile is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Maps. For HVAC companies, claiming and optimizing this profile is crucial for attracting new customers and enhancing visibility.

Why is it important for HVAC companies

• Increased online visibility: Claiming your Google Business Profile ensures that your HVAC company appears in local search results when potential customers are looking for HVAC services in your area. This increased visibility can drive more traffic to your website and generate more leads.
• Enhanced credibility and trust: A well-optimized Google Business Profile shows potential customers that you are a legitimate and professional company. Positive reviews and accurate information about your services further build trust.
• Improved local SEO: This means your HVAC company is more likely to appear in the coveted “Local Pack” or “3-Pack” on Google search results, giving you a competitive edge over other HVAC companies in your area.
• Increase customer engagement: Your Google Business Profile allows customers to easily find your contact information, read reviews, and get directions to your business. This direct line of communication can lead to getting more inquiries for your HVAC services.

Do you already have a search engine optimization (SEO) plan for your HVAC business in place? If not, we suggest you start investing in SEO as soon as possible. Maintaining a robust SEO presence can be a costly endeavor, but it has terrific long-term effects.

Learn more: Housecall Pro’s Online Booking Tool

Create a page for each major service you offer on your HVAC website

To show up higher in search results, make the pages on your site as specific as possible. Focus your SEO work on the services you make money from and create individual pages for these services.

See when new customers are looking for service, folks don’t always search simply for “HVAC companies.” Many will search for the specific service they’re looking for, such as furnace repair or installation. And it’s easier to rank for furnace repair or installation.

For each of these services (and related searches), you want your site and company name to be one of the first results they see on Google. Bring in new high quality leads by getting the business of all of the folks searching for specific services.

Partner with other local businesses to link to each other’s websites. 

Ranking requires links to your site, otherwise known as backlinks. If you want to show up in local searches, a great way to do it is to have links to your website from other local businesses. If you frequently recommend other businesses to customers, such as plumbing or electric companies, link to those companies on your website and ask those businesses to do the same for you. Everyone wins.

For more insights into SEO, check out our blog post about HVAC content marketing strategy.

5. Run paid Google advertisements

Google has become the foundation of most small business’s digital marketing strategy. In our 2020 Home Service State of Lead Generation Report, we found that HVAC, plumbing, and electrical businesses saw the highest average monthly revenue from Google (over $80K), which includes both organic searches (see SEO strategies above) and pay-per-click searches (AdWords).

Best Google Ad formats to generate leads for HVAC contractors

Google Search Ads

Google Search Ads appear at the top of search results when users look for relevant keywords. These ads capture high-intent leads by targeting users actively searching for your products or services, increasing the likelihood of conversions and sales.

Call-Only Ads

Call-only ads are designed to encourage users to call your business directly from their mobile devices. By directly calling your HVAC business, these ads generate immediate leads and are perfect for businesses relying on phone inquiries and bookings.

Local Service Ads

Local Service Ads appear at the top of search results for local service queries, displaying your business details and reviews. These ads connect you with local customers actively seeking your services, generating high-quality leads, and boosting your local presence.

Map Ads

Map Ads are displayed on Google Maps, highlighting your business location to users searching for nearby services. By increasing your visibility on Google Maps, these ads attract local customers and drive foot traffic to your business, resulting in more leads and sales.

Free resource download: Learn key marketing strategies to focus on to grow your HVAC business. Download your free copy of our Ultimate Guide to Running a Profitable HVAC Company.

6. Build your online review portfolio

There’s no doubt that many small businesses have love/hate relationships with online reviews. However, building a portfolio of glowing, happy testimonials can create a ton of HVAC leads. Ultimately, customers want a professional they know they can trust in their home who can get the job done quickly and without errors. Feedback from happy customers is your ticket to convincing them you’re the one who’s right for the job.

Make sure you ask for reviews

After servicing a client, ask them if they wouldn’t mind leaving a review on Facebook, Google, or Yelp (these three sites are some of the most frequented for business reviews). The more positive reviews, the better. But hey, you can’t please everyone. If you don’t get a 5-Star rating, it’s not the end of the world. You just have to learn how to respond to negative reviews to retain those leads.

7. Create a YouTube channel posting helpful HVAC video content

A YouTube channel can be a game-changer for generating HVAC leads. It’s not just about showcasing your services; it’s about building trust, demonstrating expertise, and engaging with potential customers in a highly visual and accessible way. Here’s how YouTube can help you get leads:

1. Build trust and authority: By creating helpful and informative videos, you position your HVAC business as an industry expert. When viewers see that you know your stuff, they’re more likely to trust you with their HVAC needs.
2. Engage and educate: Videos are a fantastic way to explain complex HVAC concepts in an easy-to-understand manner. Use videos to answer common questions, provide maintenance tips, or demonstrate how certain services are performed. This educational content can help potential customers feel more informed and comfortable reaching out to you.
3. Showcase your work: Use your YouTube channel to highlight successful projects and satisfied customers. Video testimonials and case studies can be powerful tools to showcase your capabilities and the quality of your work.

YouTube video ideas for HVAC lead generation

1. Maintenance tips and tricks: Create videos that offer simple HVAC maintenance tips homeowners can do themselves. For example, “How to Change Your HVAC Filter” or “Top 5 Signs Your HVAC System Needs Repair.”
2. Seasonal advice: Offer advice tailored to different times of the year, like “Preparing Your HVAC System for Winter” or “How to Keep Your Home Cool in Summer.”
3. Customer Testimonials: Record satisfied customers talking about their positive experiences with your services. Real-life testimonials build credibility and trust.
4. Behind-the-scenes: Show the day-to-day operations of your business. This could be a tour of your office, introductions to your team, or a behind-the-scenes look at how you handle emergencies.
5. Product reviews and comparisons: Review and compare different HVAC products and systems. Help potential customers understand the benefits and drawbacks of various options, positioning yourself as a knowledgeable advisor.

By leveraging YouTube, you can create a library of content that not only attracts viewers but also converts them into leads by addressing their needs and concerns in an engaging and visual way.

8. Outsource the heavy lifting by finding a freelancer

Strategizing how to get HVAC leads and pinning down reliable HVAC lead sources takes a lot of planning, organizing, writing, and financing. If you and your small business would rather leave it in the hands of experts to boost your visibility and smooth out those painstaking kinks, outsourcing to a freelancer is an easy fix. It seems that everybody now has a side hustle, one of these being freelance marketers for hire.

Search for freelancers on sites like Upwork or Fiverr that specialize in your industry and look for successful case studies of HVAC businesses they’ve helped grow. You might have to pay anywhere between a few hundred and a few thousand dollars, but you’ll work with an expert who can make your marketing vision a reality.

Meanwhile, you’ll be able to kick back and let the marketers do their thing while you take care of the rest of your business. Smart marketing companies might suggest utilizing HVAC software to better organize your business. From online booking to follow-up email marketing, this specialized software presents several simplified advantages.

Housecall Pro is the all-in-one software to run your HVAC business. From online booking, custom text, schedule & dispatch, invoicing, payment processing to follow up marketing, this service can help you grow revenue by 30% in your 1st year. Start your free 14 day trial with Housecall Pro today.

9. Create and plan for realistic goals

Running an HVAC business requires plenty of hard work, planning, and problem-solving. Running a successful HVAC business takes all of the same attention, but with a keener sense of target goals and a thorough understanding of your company’s position within the market

Before tackling how to get HVAC leads, you should have a firm grasp on what your business is capable of and what your financial goals are. Consider the following:

• How many service calls will be needed to fulfill revenue goals?
• How many technicians will you employ?
• How many installers will you employ?
• How many salespeople will you employ?
• What adjustments must be made for the holiday season?
• Which months are your busiest? Which are your slowest?
• If at all, how will you modify your service price list?

Planning with these questions in mind will give you a sharpened understanding of your labor requirements and expectations—making future planning less abstract and more rooted in bottom line costs. Once you have a sure grip on labor as well as your company blueprint expectations and expenses, you can launch your plan of action.

The HVAC market is full of hungry entrepreneurs like yourself, but in order to nab new HVAC leads, research will go a long way when figuring out how to grow your HVAC business. Customers who have exceptional experiences with you, your technicians, or your company are far more likely to dial you up again the next time they’re in need. Giving them a reason to believe in your company and have faith in your services is a marketing strategy within itself. A company that looks, feels, and performs as well as it promises is already on a clear pathway to success.

10. Networking

Networking is especially important for those offering commercial HVAC services. Strategies might include industry meetups or cold contacting new businesses. Even now with fewer networking events happening in person, there are still virtual opportunities to connect to other business owners. 

Sponsor an Industry Event

If you already have ins to a specific industry, consider sponsoring an event that gets you in front of similar businesses. Sponsor a luncheon or virtual seminar. Reach out to your area’s Better Business Bureau or industry associations to ask about sponsorship opportunities. Good things can happen when you offer a gesture of goodwill and simply leave your email and phone number for anyone interested in following up.

Include a Case Study in an Introductory Email

If you’ve done something truly impressive for one commercial client, ask if you can share your success with others. Include this win in an email to businesses in the same or similar industries. Introduce your business and what you have to offer and see if they are happy with whoever they’re currently working with. 

Save the phone calls for follow-ups once a business has shown interest. Emails are less abrasive ways to introduce yourself to new businesses.

11. Hire a marketing agency

A marketing agency can help you generate leads by crafting targeted ad campaigns, optimizing your website for search engines, and managing social media to engage potential customers.

They create compelling content like blog posts, videos, and email newsletters that attract and nurture leads. Agencies also use data analytics to track and refine marketing strategies, ensuring the highest return on investment. With professional expertise, they’ll save you time and effort, allowing you to focus on delivering high-quality HVAC services while the leads roll in.

Best marketing agencies for HVAC contractors

1. Plumbing & HVAC SEO

Specialization: Digital marketing for plumbing, HVAC, and electrical contractors.
Key Services:

• Search Engine Optimization (SEO)
• Website design and development
• Paid search advertising (PPC)
• Social media marketing
• Call tracking and reporting

2. Blue Corona

Specialization: Digital marketing for HVAC, plumbing, and home services companies.
Key Services:

• SEO
• PPC
• Web design
• Content marketing
• Local SEO

3. Scorpion

Specialization: Full-service digital marketing for home services businesses.
Key Services:

• Website design
• SEO
• PPC
• Social media marketing
• Reputation management

Turn more HVAC leads into loyal customers with HVAC business software

Generating HVAC leads is crucial for growing your business, but turning those leads into loyal customers is the real challenge. With features like online booking, you can make it easy for potential clients to schedule services anytime. Our review software helps you collect and showcase positive feedback, building trust with new customers. Plus, our website and marketing campaigns are designed to attract and convert leads efficiently.

Ready to learn more? Start your free Housecall Pro trial to not only generate leads but also turn them into long-term business growth.

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