Your year is decided before it gets hot, you are selling three different jobs to three different customers, and the map pack is won on review count. Here is how we market a Valley HVAC company around all three.
Everyone in the Valley knows June through September is when the phone melts. Fewer contractors plan for the fact that the companies answering those calls were already in the map pack before Memorial Day. What the HVAC year actually looks like here:
Cheap clicks, low urgency, and the only window where a maintenance-plan offer gets a fair hearing. The customers you sign now are the ones who call you in July instead of searching again.
“AC not cooling” at 115°F is the most expensive click in Arizona, and the person searching will call the first two listings that look open. Position matters more than copy.
Units that limped through July die in August. Fifteen-thousand-dollar decisions get made in a day, usually from a phone, usually on financing. Your replacement page carries the ticket.
Heating is a fraction of cooling here. Spend drops, content gets written, reviews get caught up, and the rankings you need in June get built.
An HVAC company that goes dark in December and turns ads back on in May is paying the summer premium for visibility it could have earned for a third of the price in winter.
A repair call, a replacement and a maintenance agreement are sold to three different people in three different moods, and the marketing that wins one will quietly lose the other two. We build an HVAC account around all three rather than pointing everything at “AC repair Phoenix” and hoping.
Repair is urgency. The customer is hot, the house is hot, and the decision happens inside an hour. The things that win it are being in the map pack, having a phone number that is answered, and reviews that say you showed up when you said you would.
Replacement is trust at a high ticket. The customer is comparing quotes, checking financing, and reading everything your company has ever posted. This is where a real brand, real photographs of real techs, and a page that explains SEER ratings in plain English earn the sale.
Maintenance plans are the business you actually want. Recurring revenue, a customer who never searches again, and a summer schedule that is already half full before the heat arrives. Almost nobody markets them properly, which is exactly why they are cheap to sell in spring.
Every one of these carries a different intent and a different cost per click. Sending them all to the homepage is how HVAC companies end up paying replacement prices for tune-up leads.
Map pack and Local Services Ads. The only question is whether you are visible and answering in the next ten minutes.
Service pages with real pricing ranges and financing. Highest ticket, most competition, best return when the page is honest.
Content that answers the question properly. The customer who reads your repair-or-replace article in March calls you in August.
Good. Google's Local Services Ads are the best paid product ever built for an HVAC company, and we will run them for you. The problem is treating them as the whole plan.
LSA puts you at the very top of the page for emergency searches and only charges when a real person calls. It is also the most crowded real estate in the trade, the Google Guaranteed badge is the same for everyone, and your position inside the block is driven almost entirely by review count, response rate and hours. In other words, LSA rewards the companies that already did the unglamorous work on their Google Business Profile.
Shared leads from HomeAdvisor and Angi are a different story. Four contractors buy the same phone number, the price goes up every summer, and the customer never learned your name. You are renting demand at peak pricing.
What we build instead is the asset underneath all of it: a profile that ranks for the neighbourhoods you actually serve, a review engine that runs after every job without a tech remembering, and replacement pages that convert the big-ticket searches you cannot buy through LSA at all.
1. Google Business Profile — categories, services, photos, posts and a review cadence. Feeds both the map pack and your LSA position.
2. Local Services Ads — turned on, bids managed, disputes filed for the junk calls.
3. Search ads for replacement — the terms LSA cannot reach, sent to a page with financing and real numbers.
4. Content for spring — written in winter, ranking by April.
In HVAC more than any other trade, the number next to the stars decides who gets the call. A company with 40 reviews and one with 400 can have the same trucks, the same techs and the same prices, and the second one wins the map pack, wins the LSA slot and wins the customer who is standing in a hot kitchen deciding whom to trust.
Techs forget to ask. Everyone's do. So we take the ask off the tech entirely: when the invoice closes in your field software, the request goes out by text with the tech's name on it, and the follow-up goes out two days later if nobody tapped. A company doing fifteen jobs a day will add more reviews in a summer than it did in the previous three years.
We also answer every review, including the bad ones, because the reply is read by the next hundred customers rather than the one who wrote it.
Heating and cooling, Idaho. We run their SEO and content, and they are the account that taught us how much a maintenance-plan page is worth in the off season. See the account →
We are members of ACCA, the Air Conditioning Contractors of America, which mostly means we go to the same conferences you do.
20-Minute Marketing Audit
We open your accounts on a screen share, show you the spend that isn't producing work, and tell you what we'd change first. No deck, no pitch, and the findings are yours either way.
19820 N 7th St, Ste 230, Phoenix, AZ 85024
(602) 614-5169 · weslodigital@gmail.com