Marketing for HVAC companies in Vancouver, WA
HVAC sells on urgency and season. I build the site, the campaigns, and the automation around both, so the emergency call reaches you first and the quiet months are not a surprise. Based in Vancouver, WA, working with local businesses across the country.
What HVAC marketing has to account for
Four things that make this trade behave differently from a steady-demand service business.
Emergency intent is a different buyer
Someone whose heat died overnight is not comparing three quotes. They are calling whoever answers, from whoever appears first, usually on a phone. That makes speed, the map pack, and an actually answered phone worth more than any amount of persuasive copy.
The year has two peaks and two troughs
AC in the summer, heat in the winter, and quiet stretches between. Campaigns built for one flat year underspend both peaks. Budgets and messaging should swing with the season, which requires knowing what a lead costs in each of them.
Replacement and repair are separate businesses
A system replacement and a service call have wildly different values and wildly different buyers, and one campaign chasing both optimizes for neither. Splitting them is usually the largest single improvement available in an HVAC account.
Maintenance plans are the asset
Recurring plans smooth the troughs and turn one-time customers into a base. Most of that is follow-up nobody has time to do by hand, which is exactly the kind of thing worth automating rather than staffing.
A live HVAC client, and a track record next door.
Heatwave LLC installs and services HVAC across Vancouver and the Portland metro. The owner did not come to me for a rebrand - he needed more work coming through the door. So the scope stayed small on purpose: a site built to turn a visit into a quote request, and one paid channel behind it. It is live and you can go look at it.
That channel is Local Services Ads, and for this trade it is the only one I have them on. You pay per lead rather than per click, Google screens the caller before the phone rings, and a lead that was never real can be disputed and refunded instead of quietly absorbed into the monthly spend. What comes through is someone who already decided they want the work done, which is a different thing from a click.
Straight about the rest: my deepest operational track record is in exterior home services, where I grew a company's organic traffic 12x and ran paid search at roughly $50 per lead. Home services businesses share the machinery, seasonal demand, emergency calls, call tracking, job systems, and the same problem of not knowing which campaigns paid for themselves. If you want an agency claiming a decade of HVAC accounts, that is not me, and you should ask them for the numbers.
The part most agencies can't do
Marketing gets the call to ring. What happens next decides whether it becomes revenue: how fast it gets returned, whether it lands in the job system, whether the maintenance reminder goes out a year later, whether anyone asks for the review.
I do both sides. I have a computer science degree and I built 199 automated workflows connecting ads, calls, and the job system for a home services company. So this is one engagement rather than two vendors: the campaigns that generate the call, and the systems that stop it from being dropped.
Where to start
For emergency demand, Google Ads plus a claimed Google Business Profile is the fastest route to being the first call. Local SEO builds underneath it and keeps working through the seasons the ads are switched off. Pricing is published.