HVAC marketing and growth
HVAC Marketing That Ends at a Signed Contract, Not Just a Lead
Most HVAC marketing reports stop at clicks and calls. Yours should stop at installed systems. If the phones ring in July and the leads die in a missed call, a slow callback or a proposal nobody follows up on, more ad spend only makes the leak bigger. We fix the whole path, starting with the part that is costing you the most.
Thirty minutes, no pitch deck. If marketing isn’t your problem, we’ll tell you.
HVAC marketing is everything that gets a homeowner to call your company and everything that happens after they do: local SEO, Google Ads and Local Services Ads, reviews, a website that books, fast lead response and an advisor who can close. Legacy Sales Engineering runs that whole path for HVAC contractors in Florida and nationwide, so the leads you pay for turn into installed systems.
Why do HVAC companies spend more on marketing and grow less?
Leads have never been more expensive. Benchmarks put the average Google Ads cost per lead for HVAC around $128, well above the home services average. Then the lead has to survive your own building. Invoca’s call data shows about 27 percent of calls to home services companies go unanswered, and fewer than 3 percent of callers sent to voicemail leave a message. They call the next company on the list.
So the owner looks at the marketing report, sees plenty of leads and can’t find the revenue. The agency says the leads are fine. The office says the leads are junk. The advisors say the price is too high. Everyone is partly right, and nobody owns the whole thing. That is the gap we were built to close: one team responsible from the first search to the signed contract.
Sources: LocaliQ 2025 home services search advertising benchmarks; Invoca home services call data (2024); SparkToro and Similarweb zero-click study (January to April 2026).
What does HVAC marketing from Legacy Sales Engineering include?
We build and run the pieces of your growth system in the order that makes money fastest, and we connect every one of them to your CRM so you can see which dollars turned into installs.
Growth for most HVAC companies comes from three places at once: more of the right calls, more of those calls answered and booked, and more of those appointments closed. Improving all three a little beats doubling any one of them. See how The Full Stack puts them together.
01Local SEO and your Google Business Profile
Service area pages for the towns you actually want to work in, a profile that stays active with real jobs and reviews, and plain answers to the questions homeowners ask AI search tools. More on local SEO.
02Google Ads and Local Services Ads
Replacement and repair campaigns built separately, budgets that follow the weather, and call tracking so you judge ads by booked jobs, not clicks. More on ad management.
03A website that books the appointment
Fast and mobile first, with financing, maintenance plans and online booking where a homeowner can find them at 11pm in a warm house. More on website development.
04Reviews that keep coming
Automated review requests after every completed call, so your rating reflects the work you did this month, not three years ago. More on reputation management.
05Speed to lead on every channel
Web forms, missed calls and LSA messages get a response in seconds, day or night, through text and AI voice. More on lead engagement.
06A CRM your office will actually use
WeekendCRM tracks every lead, estimate and maintenance renewal and runs the follow-up automatically. More on our custom CRM.
07Advisors who can close what marketing brings in
The same training on our HVAC comfort advisor sales training page, so replacement leads turn into installs instead of open proposals.
What changed for HVAC marketing in 2026?
Homeowners get answers before they click
According to SparkToro and Similarweb data, about 68 percent of Google searches in early 2026 ended without a click to any website. Homeowners read an AI summary, the map pack and your reviews, then call. That makes your Google Business Profile, your review count and the plain answers on your site worth more than another blog post. We build for the answer box and the map pack, not just the blue links.
The tax credit is gone from the pitch
The federal 25C credit ended for systems installed after December 31, 2025. Any ad, landing page or email still promising a heat pump tax credit is now a credibility problem. We rewrite offers around comfort, financing, maintenance plans and the state and utility rebates that still exist, and we make sure your ads and your advisors say the same thing.
How do you market an HVAC company through the slow seasons?
Plan for the shoulder months
Demand spikes when the weather turns and drops in spring and fall. We shift budget toward replacement campaigns and maintenance plan offers before the rush, and we use the slow weeks to reactivate old estimates and past customers already in your CRM. The cheapest lead you will get all year is the homeowner who already trusts you.
Build the maintenance base
Maintenance agreements smooth out the calendar and feed replacement work for years. We build the signup offer, the renewal reminders and the technician handoff, so members get counted, renewed and asked about replacement at the right time. Growth that shows up every month beats growth that only shows up in July.
How is this different from a typical HVAC marketing agency?
Plenty of good agencies run HVAC ads well, and some companies only need that. Here is the honest difference, so you can pick the right fit.
| Legacy Sales Engineering | Typical HVAC marketing agency | |
|---|---|---|
| What gets measured | Signed work, close rate and revenue by source | Clicks, impressions and lead counts |
| Who answers the lead | Speed-to-lead system and AI voice, day and night | Your office, whenever someone is free |
| Sales training | Included: we train the comfort advisors who run the appointments | Outside what they do |
| CRM and follow-up | WeekendCRM built and run for you | Leads sent to an inbox |
| Seasonal planning | Budgets and offers planned around the weather | The same campaigns all year |
| Straight answers | We tell you when the problem is not marketing | More spend is the usual answer |
How does an HVAC marketing engagement start?
We audit the whole path
A free thirty-minute evaluation, then a look at your ads, profile, website, call answer rate, CRM and close rate. You see where the money is leaking before we touch a campaign.
We fix the biggest leak first
Usually that is missed calls or slow follow-up, because fixing it costs nothing in new ad spend. Then we tune the campaigns, the profile and the site so new leads land in a system that can handle them.
We grow what's working
Monthly reporting on booked jobs and revenue by source, not just clicks. Budget moves toward the channels that produce installs, and we tell you plainly when to spend more and when to hold.
What does it cost to keep marketing the way you are?
Take an example company getting 200 leads a month at $128 each, about $25,600 in spend. If 27 percent of calls go unanswered, that is roughly 54 homeowners a month who wanted to talk and never reached anyone. Fixing the answer rate alone puts them in front of your team without spending another dollar on ads. Leave it alone and every price increase from Google comes straight out of your margin.
What it looks like done right
Every lead gets a response in seconds, day or night.
You know which channel produced each installed system.
Maintenance members renew on schedule and replacements come from your own base.
Marketing spend goes up only when the numbers say it should.
Who will be running your HVAC marketing?
Shawn Derrick founded Legacy Sales Engineering after 25 years in sales, much of it in customers’ homes. He has trained and overseen sales teams that generated more than $500 million in revenue across solar, roofing, windows, home security and remodeling. He built the marketing side of the company after watching too many good leads die before anyone sold them. Your marketing, CRM and sales process are run by one team that answers to one number: installed jobs.
Is our HVAC marketing the right fit for your company?
It is probably a good fit if
- You run repair and replacement work and want more of the replacement side
- You spend on ads or LSA and can’t tie it to revenue
- Calls go unanswered after hours or during the rush
- You’re ready to track leads in a CRM, not a notebook
It is not the right first move if
- You can’t answer the calls you already get. Start with speed to lead and phones before buying more leads.
- You want the cheapest possible leads without changing anything else. We are probably not the right agency, and we will say so on the call.
HVAC marketing questions owners ask before they hire
What does an HVAC marketing agency do?
It brings homeowners who need heating and cooling work to your company, usually through local SEO, Google Ads, Local Services Ads, social media and a website built to convert. Ours also handles what happens after the lead arrives: response speed, CRM follow-up and the sales training that turns appointments into installs.
What is a good cost per lead for HVAC?
Recent benchmarks put the average HVAC cost per lead on Google Ads around $128, and Local Services Ads often come in lower. The better number to watch is cost per installed job, because a cheap lead that never books is the most expensive one you buy.
Are Google Local Services Ads worth it for HVAC companies?
For most HVAC companies, yes, as long as you answer the phone and respond to messages fast. Google weighs responsiveness and reviews when it ranks Local Services Ads, so the same habits that close more jobs also help you win more of those leads.
How long does HVAC SEO take to work?
Profile and review improvements often show up in the map pack within a few months. Ranking service area pages in competitive metros usually takes six months or more. Paid search and Local Services Ads fill the gap while SEO builds.
How much does HVAC marketing cost?
We quote individual services on the first call based on your market and goals. Our Full Stack program covers marketing, CRM, phones and sales training together for $4,995 a month. The evaluation is free either way.
Do you work with HVAC companies outside Florida?
Yes. We work with HVAC contractors anywhere in the US. Marketing, CRM and coaching run remotely, and in-person sales training is available for larger teams.
Can you work alongside our current agency or CRM?
Yes. Some owners keep their ad agency and bring us in for speed to lead, the CRM and sales training. We will tell you on the first call which pieces are worth changing and which are working fine.
Let's find where your HVAC leads are leaking
Thirty minutes, no pitch deck. We’ll look at your ads, calls, follow-up and close rate and tell you plainly what we would fix first, even if the answer is that your marketing is fine and the problem is somewhere else.
ask for Shawn. You can also email service@liftinglegacies.com. Stop Selling. Start Solving.
Not ready to talk? See how The Full Stack works.