TABLE OF CONTENTS
- Why This Playbook Matters?
- What You'll Learn
- Step 1: Get Found with Google Ads & Local Services Ads
- Step 2: Run Facebook & Instagram Ads to Target Local Customers
- Step 3: Capture & Convert Every Lead with AI & Automation
- Step 4: Track & Optimize Every Ad for Maximum ROI
- Final Thoughts: Lights On, Leads In
Why This Playbook Matters?
Most HVAC businesses rely too much on word-of-mouth and seasonal demand, leaving their schedule empty during slow months. But in today’s digital-first world, homeowners and businesses are searching online before calling an HVAC company.
90% of homeowners search for HVAC services online before booking.
75% of customers never scroll past the first page of Google.
60% of homeowners are influenced by online ads when choosing a contractor.
If your competitors are running ads and you’re not, you’re losing jobs before customers even call.
This playbook will help you take control of your marketing—with Google, Facebook, and Instagram ad strategies tailored for HVAC businesses. You’ll learn how to attract high-intent customers, minimize wasted ad spend, and keep your technicians booked all year long.
What You'll Learn
How to dominate Google Local Services Ads (LSA) and show up first when customers search.
How to target homeowners & property managers with Facebook & Instagram ads.
How to set the right budget and avoid overspending.
How to track every call & message to measure ROI.
How to automate lead follow-ups so you never lose a potential job.
How to use retargeting ads to convert leads who didn’t book the first time.
Get an HVAC ad strategy that works.
Power up your marketing today—start with HighLevel!
Step 1: Get Found with Google Ads & Local Services Ads
Why It Matters?
When homeowners need HVAC repairs, they Google it first.
70% of HVAC customers hire a provider who appears in the first five search results.
Google Local Services Ads (LSA) deliver leads, not clicks, making them the most cost-effective way to advertise.
The average cost per lead (CPL) for HVAC businesses on Google Ads is $30 - $100, but can be lower with proper targeting.
1.1 Set Up Google Local Services Ads (LSA)
✅ Appear at the top of search results for “HVAC repair near me” or “AC installation services.”
✅ Pay only for valid leads—not just clicks.
✅ Get Google Guaranteed certification (increases lead conversion rates by 30%).
✅ Target high-intent service categories:
AC Repair (Spring & Summer)
Heating Repair & Furnace Services (Fall & Winter)
HVAC Tune-Ups & Maintenance Plans (Year-round)
Example:
An HVAC company running LSAs for “Emergency AC Repair 24/7” sees higher-intent leads and 40%+ close rates.
How to Set Up Google Local Services Ads
1.2 Run High-Intent Google Search Ads (PPC Ads)
Bid on job-ready keywords:
“AC installation near me”
“Furnace repair available now”
“Best HVAC contractor in [City]”
Use call tracking to measure ad success.
Optimize landing pages with clear CTAs like "Schedule a Free Estimate Today!"
Budget Tip:
Start with $50/day, focusing on seasonal emergency services for the highest ROI.
How to Set Up PPC Campaigns for HVAC
1.3 Enable Call Tracking on Google Business Profile
✅ Use a call tracking number to monitor which ads generate calls.
✅ Track every missed call and message from ads.
✅ Automate SMS follow-ups for missed calls to recover up to 30% of lost leads.
Example:
If 50% of calls go unanswered, setting up a missed-call text automation can recover 20%+ of lost jobs.
Step 2: Run Facebook & Instagram Ads to Target Local Customers
Why It Matters?
Many homeowners don’t search for HVAC services until they need one. But when they do, you want to be the first company they think of.
Facebook & Instagram ads build brand awareness, keeping your business top-of-mind.
HVAC ads on Facebook can generate leads for as low as $5 - $15 per lead.
Cost-per-click (CPC) on Facebook is lower than Google Ads, making it a great low-cost strategy to attract homeowners.
Overview about the Ad Manager
Connect Facebook with Ad Manager
2.1 Create High-Converting Facebook Ads
✅ Use before-and-after system installations to showcase expertise.
✅ Feature customer testimonials & 5-star reviews to build trust.
✅ Target homeowners, real estate investors, & property managers.
Ad Targeting:
Location: Zip codes within your service radius.
Interests: Home improvement, smart home tech, energy efficiency.
Demographics: Homeowners aged 30-65+.
Example Ad:
Offer: "$100 Off Your Next HVAC Installation!"
Ad Copy: "Thinking about replacing your HVAC system? We offer energy-efficient solutions—book a free estimate today!"
How to Create Facebook Ads for HVAC
2.2 Use Retargeting Ads to Bring Back Interested Leads
✅ Show ads to people who visited your website but didn’t book.
✅ Retarget past customers for seasonal HVAC tune-ups.
✅ Offer discounts or limited-time deals to create urgency.
Example Ad:
"You checked out our services but haven’t booked—get 10% off if you schedule today!"
How to Set Up Retargeting Ads using Custom Audience Segment
2.3 Automate Lead Follow-Ups from Facebook Ads
✅ Every lead syncs into HighLevel CRM.
✅ Automate SMS, emails, and AI chatbot responses.
✅ Follow up instantly before a competitor takes the job.
With the Help of Workflows Automate Your Facebook Lead Follow-Ups
Step 3: Capture & Convert Every Lead with AI & Automation
Why It Matters?
75% of leads who don’t get a response within 5 minutes go to a competitor.
Automating lead responses increases conversions by 40%.
3.1 Use a Chat Widget to Capture Website Visitors
✅ Install Live Chat & SMS Chat on your website.
✅ AI chatbot answers common questions & captures leads.
✅ Send instant follow-ups via text or email.
How to Set Up Chat Widgets for HVAC
3.2 Set Up Text-to-Lead Campaigns
✅ Use SMS lead capture ads:
"Text ‘HVAC’ to 55555 for a free estimate!"
✅ Place QR codes on trucks, flyers, and business cards to capture leads instantly.
✅ Automate instant responses & reminders for better conversions.
How to Use Text-to-Lead Campaigns for HVAC
Step 4: Track & Optimize Every Ad for Maximum ROI
Why It Matters?
30% of HVAC businesses don’t track ROI on ads, leading to wasted budgets.
A proper tracking system doubles lead-to-customer conversion rates.
4.1 Use Call Tracking to Measure Ad Performance
✅ Assign unique tracking numbers to different ads.
✅ Identify which campaigns bring in the best HVAC leads.
✅ Optimize ad spend by pausing low-performing ads.
How to Set Up Call Tracking for HVAC Ads
4.2 Monitor Lead Costs & Conversion Rates
✅ Track cost per lead (CPL) and cost per booked job.
✅ Allocate budget to best-performing campaigns.
Final Thoughts: Lights On, Leads In
With a proven HVAC ad strategy, you can:
✅ Dominate Google search results and generate predictable leads.
✅ Target homeowners before they even need service.
✅ Convert more leads with automation & AI-powered follow-ups.
✅ Optimize ad spend so every dollar brings real revenue.
With HighLevel, you don’t just run ads—you build a lead generation machine that works on autopilot.
Turn your HVAC ads into a 24/7 lead engine—Sign up with HighLevel today!
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