It’s fantastic to see jobs hit your calendar. But how do you get those HVAC leads consistently?
Look, the competition is brutal. Over 145,000 HVAC businesses are active across the country, with plenty of them fighting for customers in your area.
The good news: After 18+ years in the industry, we know what it takes to keep your schedule full year-round.
Let’s break down 14 tactics to attract quality HVAC leads using search engine optimization (SEO), PPC ads, automated follow-ups, and more.
Bonus: You’ll also see the TOP mistakes quietly killing your lead flow.
Key Takeaways
- Use multiple channels to steady your HVAC lead flow.
- A strong website, SEO, and Google Business Profile drive the highest-intent leads.
- Paid ads and retargeting can quickly fill your schedule during slow seasons.
- Automation and fast follow-ups dramatically increase booked jobs.
- Avoid common traps like buying low-quality shared leads or neglecting reviews.
1. Optimize Your Website to Capture More Leads
75% of potential customers judge your HVAC business based on… you got it… your website!
Did you last update your site 12+ months ago? Does it take longer than 3 seconds to load? Do you need to scroll or zoom (on mobile) to find the “Contact” button?
For every “yes”, you’re losing dozens of high-quality leads!
Use this HVAC website checklist to improve your site:
- Loads in under 3 seconds: Slow sites can lose up to 40% of visitors.
- Mobile-friendly: No tiny buttons. No zooming. Your “Call Now” button should appear instantly.
- Clear CTAs above the fold: Your phone number and “Request a Quote” must be visible without scrolling.
- Service areas easy to find: List your cities and ZIP codes so customers know immediately you serve their location.
- Trusted proof: Show existing client reviews, and before-and-after photos.
Before we move on, check your site speed using Google PageSpeed Insights. If your LCP (Largest Contentful Paint) is over 3 seconds or your Mobile Score is under 70, fix that first.
Need a little web design inspiration? Check out the top HVAC websites in 2026.
2. Build Trust with Reviews and Credentials
98% of prospects will read your online reviews.
More importantly, recency matters! 70% of customers only trust feedback from the last month.
Show your best proof up front: customer testimonials, certifications, badges, and before-and-after photos. Then make it a habit:
- Story reviews: Ask happy customers to mention what actually happened (“fixed it in 12 minutes during a heat wave”).
- Photo reviews: A snapshot of the project makes your reviews convert 103% better than those without.
- Reviews by service type: Ask for reviews that mention the exact job (“AC install,” “furnace repair”) — Google ranks you for the words customers use!
- Seed sentence: People write better reviews when you start them with: “Would you mind writing one sentence about your experience today?”
Simple test: If your competitor has 30 fresh reviews and you have 3 from last year… you’ve got some catching up to do!
3. Create Local Service Pages
Google doesn’t rank you everywhere. It ranks you in specific cities, ZIP codes, and neighborhoods.
That’s great news. It makes your SEO (search engine optimization) more focused!
To dominate the “map pack” (the top 3 Google Map results) and pull in more local clients, you need individual service pages for each city, suburb, or neighborhood you serve.
Don’t just duplicate the same page with different names slapped on. Go deeper:
- Mention local landmarks or weather patterns (“24/7 AC repair in Aurora’s summer heat”).
- Add city-specific positive reviews.
- Include photos from jobs in that area to build relevance.
- Use location keywords (“AC installation in Thornton,” “furnace repair in Lakewood,” etc.).
Do this, and your HVAC company will surface for hyper-local searches that your competitors never optimize for.
Want the full playbook? Check out our guide: HVAC SEO.
Client Case Study
One of our HVAC clients saw massive growth after optimizing for their location:
- 339% increase in revenue
- 103% increase in Shopify orders
- 1,900% increase in organic traffic
We unlocked a wave of high-intent HVAC sales leads from areas they’d never ranked in before! That’s SEO in action.
Need content inspiration for your pages? Check out our HVAC Content guide.
Get Leads Faster
Wondering how to get free HVAC leads? With returns going up to 800%, our marketing pays for itself... and then some!
4. Get Found in Local Search
Did you know nearly 2 out of 4 people on Google look for a local service?
That’s you! If you want to capture local “emergency AC repair near me” and “furnace repair” customers, local SEO is vital.
But Google is suspicious by default. It won’t rank you locally unless you can prove you’re actually part of the community.
- Add real location signals on every page: Reference neighborhoods, ZIP codes, landmarks, and even local climate issues (“fast furnace repair during Chicago cold snaps”).
- Embed a service-area map and driving directions: These small touches tell Google you’re an established local provider.
- Keep your NAP information 100% identical: Your name, address, and phone number must match exactly across Google, Yelp, Angi, Facebook, and directories.
- Use city-specific FAQs.
People search hyper-locally (“AC installation in Frisco”). Answering these questions builds instant relevance.
Those high-quality HVAC service leads are practically yours. Follow these steps, and your Contact page should blow up more.
5. Optimize Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is amazing real estate.
It’s the little box that shows your business on Google Maps.
Nearly 70% of your local HVAC leads will come from Google Maps — but Google only ranks profiles that look active and trustworthy.
- Keep your info updated: Accurate hours, service areas, and holiday availability are ranking signals.
- Add real job photos weekly: Photos of actual installs, repairs, and units get far more clicks than stock images.
- Post updates every 7 days: This acts as a “freshness” signal. Job notes like “Heat pump tune-up in Littleton today” help you appear for more local HVAC terms.
- Fill out the Services section: Listing every service (“duct cleaning,” “AC install,” “furnace repair,” etc.) expands the number of customer search queries your profile triggers for.
This week, claim your Google Business Profile (if you haven’t already), and post one quick job update.
6. Use Paid Ads to Capture High-Intent Leads
To pop up at the top of Google for queries like “furnace repair ASAP” — paid ads are the fastest path.
About 5–10% of your marketing budget can go into PPC, but many HVAC business owners waste money because they target broad, expensive keywords.
Here’s how to make your Google Ads beat others in the HVAC industry:
- Launch targeted PPC campaigns: Go after intent-heavy searches like “AC repair near me,” “furnace replacement cost,” and “same-day HVAC repair.”Tool tip: Use Google Keyword Planner to find these high-intent terms.
- Bid on installation and emergency keywords: These clicks cost more, but they convert much higher, making the ROI worth it.
- Use tight location targeting: Run ads only in the cities you actually want jobs from, not the entire metro area.Tool tip: Use Google Ads Location Reports to see which ZIP codes bring the best ROI.
- Add call extensions + after-hours options: Most HVAC emergencies happen outside 9–5. Make it easy for paying customers to call instantly.
Want more HVAC contractor leads? Check out our guide: HVAC PPC.
No More Stress... Just Booked Jobs!
We deliver up to 1,000% more leads for HVAC contractors. Ready to fill your pipeline using SEO and PPC? Book a Free Consultation
7. Run Google Local Services Ads
Local Services Ads (LSAs) get up to 13× more clicks than standard Google Ads.
They appear above everything — even the map pack. Now, that’s powerful!
LSAs are pay-per-lead (not pay-per-click), and they’re one of the cheapest ways to capture high-intent HVAC customers.
- Set up: You can only run LSAs when your Google Business Profile is active, your HVAC license is verified, and your background checks are clear. Start here: Google Local Services Ads Signup Portal →
- Upload real job photos: This will help you qualify for the Google Guaranteed badge, which significantly boosts call-through rates.
- Keep response times fast: After your ads go live, respond quickly to every call and message — Google will give you better placement (and cheaper leads).
- Dispute bad leads immediately: LSAs let you request refunds for spam, wrong numbers, and non-HVAC customer calls — don’t leave money on the table.
Local Services Ads are the fastest way HVAC companies can generate more HVAC leads. Track your results, adjust your bids — then rinse and repeat.
8. Retarget Visitors with Social Media Ads
97% of visitors won’t call or book on their first visit.
But psychologically, repetition is powerful — the more people see your brand, the more they trust it!
Retargeting ads let you bring back potential customers who visited your site but didn’t convert.
These are “warm” prospects — people who checked your pricing, browsed your services, or read your reviews. They just need a nudge.
- Show quick, trust-building ads: Messages like “Still deciding?” or “We saw you were comparing AC repair options” feel relevant and pull people back without being invasive.
- Retarget by service interest: If someone viewed “AC installation,” show them install ads — not furnace ads.
- Cap your frequency: 3–5 touches per week is enough to convert without annoying people.
This is one of the most effective lead generation strategies.
Want more? See our guide on HVAC Social Media Marketing.
9. Create a Simple Referral Bonus Program
Did you know traditional leads from referrals convert 4× higher than any other HVAC lead type?
People trust their friends, neighbors, and coworkers far more than ads. If someone they know says, “These guys fixed my AC fast,” the sale is already 70% done.
Start with a simple referral bonus program. Offer something small but valuable: a $25 gift card or a discounted tune-up for every new customer they send your way.
Then scale it with local partnerships:
- Realtors: They need HVAC inspections and fast repairs before closing. One relationship can bring dozens of high-intent jobs.
- Property Managers: They oversee multiple units and need reliable HVAC help constantly — perfect for recurring revenue.
- Landlords & Home Sellers: Offer priority scheduling for pre-sale tune-ups, heating checks, and AC fixes. These often turn into full-service clients.
This week, reach out to three people — a Realtor, landlord, or property manager — and offer a small referral incentive. One “yes” could land you an HVAC job for free.
Next Step: Get Booked Solid
Wondering how to generate HVAC leads? Comrade can take over! We have an 18-year track record helping local businesses stay fully booked. You're next.
10. Network with Builders and Contractors
This is a growth move most HVAC companies never even try!
Builders and general contractors handle dozens of new construction and renovation projects every year. Each one needs HVAC rough-ins, HVAC installations, upgrades, and last-minute fixes.
Why not become their go-to partner?
- Show up where builders hang out: Local trade meetups, contractor breakfasts, supplier events — these are goldmines. Contractors hire people they’ve met.
- Offer partnership perks: Priority scheduling, preferred pricing, or fast turnaround on estimates gives them a reason to choose you over the next HVAC company.
- Follow up after every project: A simple “Got anything coming up next week?” keeps you top-of-mind — contractors love reliability.
Put this at the top of your list for the next 3 months. You’ll likely see stronger, more consistent results than only chasing leads online.
11. Join Local Business and Community Events
Show up where homeowners already are.
Local business groups, community fairs, chamber of commerce events… these are full of people who own homes, make decisions, and eventually need HVAC help!
- Sponsor something small: Water stations, shade tents, event wristbands — these get your logo in every hand without being an obvious sales pitch.
- Bring quick value: Offer free inspections, filter swaps, or a “win a free AC tune-up” draw. Low effort, high lead capture.
- Collect contacts the smart way: Use a QR code to enter the giveaway — every entry becomes a warm lead you can follow up with later.
- Partner with local organizers long-term: Consistent presence builds familiarity… familiarity builds trust… trust brings booked service calls.
Don’t overthink it. Choose one event in the next month and commit.
12. Offer Membership or Loyalty Programs
HVAC systems on maintenance contracts are up to 95% less likely to fail during peak seasons.
Homeowners love peace of mind, and when you package that into a loyalty or membership program, they feel like VIPs. What to include:
- Exclusive discounts for members: Even 10–15% off repairs or installations feels like a big win.
- Priority service during rush seasons: When everyone’s AC dies in July, your members skip the line — and they value that more than anything.
- Free annual tune-ups + reminders: Automated check-ins prevent breakdowns (and build recurring revenue for you).
- Points or credits toward future upgrades: This keeps customers sticking with you long-term instead of price shopping.
Try creating your first offer this week. Even a simple one can convert a one-time customer into repeat business.
Fill Your Pipeline ASAP
Leads for HVAC are out there. Let's seize them! A Comrade, you'll get a guaranteed pipeline of steady leads.
13. Run Email and SMS Campaigns
This is an excellent way to generate free HVAC leads: Get to the people already on your list!
Email marketing has one of the highest ROIs in digital marketing — up to $42 earned for every $1 spent.
HVAC customers don’t always need you today… but they will need you eventually. Email + SMS keeps you top-of-mind before something breaks.
- Send seasonal maintenance reminders: “AC tune-up before the heat hits!” will always outperform emergency repair ads.
- Reduce lost leads through automation: If someone requested a quote and ghosted, automatic follow-ups can bring them back.
- Promote tune-ups in extreme-weather windows: Proactively fill your schedule before July and January chaos hits.
- Re-engage past customers: A simple “Is your system ready for winter?” keeps loyal customers coming back.
Want more tricks to generate leads? Here’s your guide: HVAC Email Marketing.
14. Automate Follow-Ups and Scheduling
Now that you’re doing email and SMS… make your life easier with automation.
Automation tools send the perfect message at the perfect time, even while you’re busy on a job.
- Follow-up reminders for quotes and estimates: A simple “Still need HVAC help?” message can revive cold leads instantly.
- Maintenance scheduling: Automated texts like “Time for your spring tune-up?” keep your calendar full year-round.
- Service expiration alerts: Remind customers when warranties or seasonal checks are due — and they’ll book with you, not the last company they used.
Tools to try: Jobber for scheduling reminders, Housecall Pro for automated follow-ups, and ServiceTitan if you want full CRM + marketing automation.
Avoid Common HVAC Lead Generation Mistakes
Even the best way to get HVAC leads will fail if you’re making these 3 cardinal mistakes.
- Stop buying low-quality shared leads
If a lead is being sold to 5 HVAC companies, it’s not a lead — it’s a race. You end up discounting just to win the call. Red flags: customers say “I’m getting other quotes,” or the lead provider won’t confirm they’re exclusive HVAC leads. - Keep your online listings consistent and updated
Google gets suspicious if your business name, phone number, or business hours are different across the internet. Even a tiny mismatch can push you out of local rankings. - Never neglect follow-ups or cold leads
80%+ of leads don’t convert on the first try. A quick “Still need help?” message can revive thousands in revenue you already earned.
Avoid these traps, and every strategy in this guide becomes 3–5× more effective.
Consistent HVAC Leads Start with Smart Strategy
As you’ve seen, HVAC lead generation is a full-time job. You need:
- A fast, mobile-friendly website that gets your phone and email blowing up
- Reviews and trust signals that win homeowners instantly
- Local pages + HVAC SEO to get found in every service area
- PPC + LSAs for fast, high-intent calls
- Referrals, partnerships, and memberships for recurring revenue
- Automation, so no lead slips through the cracks
You don’t have to do all this yourself. Hire a top HVAC lead generation company.
Over the last 18 years, Comrade has helped HVAC companies boost revenue and stay fully booked with smarter marketing — delivering an up to 800% return!
Your competitors will wish you never hired us.
