How Much Should HVAC Contractors Spend on Marketing?

The HVAC industry is growing rapidly, which means HVAC business owners are trying to figure out the best way to manage their business and keep the momentum flowing.

When it comes to budgeting, there is only so much money that can be spent. Whether it is for labor, materials, marketing or anything else. 

So, one key question that HVAC companies face is how to allocate their marketing budget. There are many different options for spending money on marketing, and it can be difficult to know which ones will be most effective.

Some HVAC businesses may be tempted to blow their entire budget on a single campaign, but this is often not the most effective approach. It’s important to consider all of your marketing options and to spread your budget across different channels.

In this article, we’ll go over how much HVAC contractors should spend on their marketing, where to spend it and our best HVAC marketing tips and tricks so you can hit the ground running.

How To Grow Your HVAC Business?

As the HVAC industry grows, it’s more important than ever to make sure your HVAC business is doing everything possible to stay ahead of the competition. Here are a few tips on how to grow your HVAC business:

1) Invest in marketing and advertising.

It’s important to invest in marketing and advertising if you want to grow your HVAC business. This means creating a strong branding strategy, investing in online and offline marketing campaigns and making sure your website is up-to-date and optimized for search engines.

2) Offer quality HVAC customer service.

Your HVAC business will only be successful if you offer quality services that meet your customers’ needs. Make sure you have a good reputation in the community, use high-quality equipment and materials, and employ qualified technicians.

3) Stay up-to-date with industry trends.

The HVAC industry is constantly evolving, so it’s important to stay up-to-date with the latest trends and technologies. Keep up with what your competitors are doing, read industry journals and attend trade shows to learn about new products and services that can help you grow your business.

4) Network with other HVAC professionals.

Networking with other HVAC professionals is a great way to learn from their experiences and get advice on how to grow your HVAC business. Join professional organizations and attend local meetings and events. You can also reach out to your contacts on LinkedIn and Twitter.

If you’re looking to grow your HVAC business, we at Wizard of Sales would be more than happy to assist. We have years of experience crafting seamless marketing plans that increase leads and sales for our clients in the HVAC industry. 

How Much Should HVAC Contractors Spend on Marketing?

How much you spend on your HVAC marketing depends on several factors such as the size of your business, your target market and your competition. 

Most small businesses spend between two and five percent of their sales on marketing, which might only be $20,000 to $50,000 annually. 

This may seem like a lot, but this is for an HVAC company that is already making about $1 million in revenue.

However, it’s always best to go big if you want better results. If you can swing it, a good rule of thumb is to allocate around 10 percent of your annual revenue towards marketing. This will allow you to reach more of your target audience and generate new leads, without spending too much or risking bankruptcy.

For example, if you increase your ad-based spend, you could see a significant uptick in leads. That’s because, on average, businesses that spend more on marketing enjoy a higher ROI.

As long as you have an optimized marketing strategy, you should see a positive return on investment in no time.

Where To Spend Your Marketing Budget

Where to Spend Your Marketing Budget?

Now that you know the importance of maximizing your HVAC marketing budget, it’s time to figure out the best places you should be spending that cash.

Here are the marketing strategies you should focus on for the best business results.

SEO Efforts

HVAC contractors often wonder where they should allocate their marketing budget to get the most ROI. 

While several different marketing strategies can be successful, SEO should be at the top of your list. You can utilize SEO for your blog posts, content marketing, websites, landing pages and more.

You should increase your SEO spending because:

  • SEO is an effective way to reach more potential customers.

When you optimize your website for search engines, you make it easier for people who are interested in your services to find you. As a result, you’ll see a higher number of visitors from organic search results, which can lead to more leads and sales.

  • SEO is a cost-effective marketing strategy.

Compared to other forms of advertising, SEO is relatively affordable. And unlike paid ads, your website will continue to reap the benefits of SEO long after you’ve stopped investing in it.

  • SEO helps you stay ahead of the competition.

If your competitors are already using SEO, they’re likely seeing better results than you are. By implementing SEO tactics, you can level the playing field and surpass them in the search engine results pages.

  • SEO is a long-term investment.

SEO is not a “set and forget” marketing strategy. To get the most out of it, you need to continually invest in your SEO efforts and track your progress over time. But if you’re patient and stick with it, you’ll see results that last long after you’ve stopped investing in SEO.

Google Ads Campaigns

One of the smartest things HVAC contractors can do is to invest in Google AdWords campaigns. Whether it’s PPC (pay-per-click) ads or video ads on YouTube, it is a vital element to boosting your profits. 

You should invest more in Google Ads because:

  • AdWords reaches a massive audience.

Google has over 1.17 billion active users worldwide, and millions of those users are looking for HVAC contractors every day. When you run an AdWords campaign, your business will be one of the first that these users see.

  • AdWords is highly targeted.

Google’s search engine is incredibly sophisticated, and it can target ads to users based on their interests, location and even past searches. This means that your ad will reach exactly the right people – people who are already interested in what you have to offer.

  • AdWords is affordable.

Unlike traditional advertising methods, such as billboards or TV commercials, AdWords is incredibly affordable. You can control your budget, and you only pay when someone clicks on your ad.

  • AdWords produces results.

Depending on the industry, Google Ads can produce ROI that’s three to five times higher than other forms of online marketing. This means that for every dollar you spend on Google Ads, you can expect to see three to five dollars in return.

Facebook AdsFacebook Ads

Facebook advertising is one of the most effective and affordable HVAC marketing strategies. Here are four reasons why you should spend your HVAC marketing budget on Facebook ads:

  • Facebook has a huge reach.

Facebook has over 2 billion active users worldwide, which means that there’s a good chance that your target audience is already on the platform. And even if they’re not, Facebook makes it easy to target specific demographics and interests so you can ensure that your ads are seen by the right people.

  • Facebook ads are highly targeted.

Not only can you target your audience by location and demographics, but you can also target them based on their interests and behaviors. This allows you to create ads that are relevant to your target market, which increases the chances that they’ll click through and convert.

  • Facebook ads are affordable.

Facebook advertising is one of the more affordable ways to advertise online. You can set a budget that fits your needs, and you only have to pay when someone clicks on your ad.

  • Facebook ads generate results.

Facebook ads have a high return on investment (ROI). In fact, a recent study found that businesses see an average ROI of 9.21 percent when they use Facebook advertising.

Direct Mail

When it comes to HVAC marketing, direct mail is a traditional yet consistently effective method that is still being used today.

Mail campaigns produce response rates that are two to four times higher than email marketing, and they also have a much lower cost-per-acquisition.

When you invest more into direct mail marketing, you’ll be able to reach more of your target audience and see a higher return on investment. This is because direct mail allows you to target potential customers more specifically by geography, demographics and interests. 

When done correctly, direct mail can create a sense of urgency and motivate potential customers to take action. This can be done by including a special offer or coupon, or by providing time-sensitive information.

Local Service Ads for HVAC

Local service ads are another great way to spend your HVAC marketing budget. 

Not only will you reach potential customers in your area, but you’ll also be targeting people who are already looking for HVAC contractors. This means that you’re more likely to get leads from local service ads than any other type of ad.

Another advantage of local service ads is that they’re affordable. You can usually run them for a fraction of the cost of other types of advertising, which makes them a great option for small businesses.

When utilizing local service ads, it’s important to ensure that your website and contact information are included. This will help potential customers connect with you easily if they have any questions or want to schedule a consultation.

HVAC Marketing Tips

Now that you know the most profitable areas to invest in your HVAC marketing efforts, we’ve provided you with some essential tips to add to your marketing arsenal.

Whether you are a residential HVAC company, commercial HVAC company or both, we’ve got you covered. 

Residential HVACResidential HVAC

As residential HVAC contractors, your target audience consists of homeowners who are in the market for a new heating and cooling system. 

While you may be an expert in HVAC systems, it’s important to remember that your potential customers may not be. When marketing your services, it’s essential to keep the following in mind:

  • Make sure your website is up to date and easy to navigate. Your website is often the first impression a potential customer will have of your company, so make sure it looks professional and reflects your quality of work.
  • Be sure to include photos of your work on your website and in other marketing materials. Potential customers want to see what they’re buying, and good photos can help them visualize the finished product.
  • Use keywords throughout your website and other marketing materials. This will help potential customers find your company when they’re searching for HVAC contractors online.
  • Stay up to date with current HVAC trends. Knowing about the latest technologies and products can help you pitch your services to potential prospects.
  • Make sure your marketing materials are professional and well-written. Potential customers will be more likely to trust a company that has good marketing materials such as a well-designed website and quality brochures.
  • Offer free consultations to potential customers. This will give them a chance to learn more about your company and your services, and it will also help you determine whether or not the customer is a good fit for your business.
  • Get involved in your local community. Sponsoring or participating in local events can help you build relationships with potential customers and create brand awareness.

By keeping these tips in mind, you can help ensure that your HVAC company is seen as a quality provider of residential HVAC services.

Commercial HVAC

Now if you’re a commercial HVAC contractor, your target audience is a little different. You’ll want to focus your marketing on businesses and other large institutions. Here are some tips to help you get started:

  • Establish yourself as a thought leader in your industry. Share your expertise with others and offer helpful advice. This will help you build trust and credibility with potential clients.
  • Make sure your website is up to date and looks professional. It should be easy for potential customers to find information about your services and pricing.
  • Get involved in your local community. Sponsor a Little League team or donate money to a charity fundraiser. People will see that you’re a responsible member of the community and are invested in helping others.
  • Use social media to seek out potential customers. Post interesting content about HVAC systems and how they work. Make sure you’re using hashtags so that people can find your posts easily.
  • Participate in tradeshows and other industry events. Meeting potential customers face-to-face is great for making a strong impression. Plus, you can learn about new products and trends that could help your business.
  • Google HVAC contractors in your area. When people are looking for HVAC services, they’ll turn to Google first. Simply type in “HVAC near me” or “ac repair near me” and ensure your business is at the top of the list by enhancing your website with keywords.
  • Be sure your website is simple to use. Customers should be able to find information about your services and pricing quickly and easily. If they have to search through a lot of pages to find what they’re looking for, they’ll move on to the next company.

When you can successfully show that your company is knowledgeable and trustworthy, you’ll be well on your way to winning more business.


So what’s the takeaway? If you want to grow your HVAC business, start by investing more in creating a seamless marketing plan. This means having all of your ducks in a row so that potential customers can find you when they’re ready to buy. 

At Wizard of Sales, we help businesses like yours create a marketing strategy that takes all the guesswork out of advertising and lead generation. 

We know what works and what doesn’t when it comes to driving leads and sales for HVAC contractors, so contact us today to learn more about how we can take your business from surviving to thriving!