How to Market Your HVAC Business & Reach 7M+ Impressions

Last Updated on September 1, 2025 by Valerie Jennings

Marketing your HVAC (heating, ventilation and air conditioning) business can be challenging, but the right strategies can yield remarkable results.

For our HVAC client, we achieved more than 7 million impressions across Facebook, Instagram, LinkedIn and YouTube, with a CPM (cost per thousand impressions) of $2.80 and CPC (cost per click) of $0.11 on YouTube.

These numbers indicate that for every 1,000 people who saw our ad, we spent just $2.80 and paid only 11 cents each time someone clicked on it. 

We generated meaningful engagement without incurring significant expenses.

This cost-effective campaign resulted in:

• 100K+ Facebook video plays per month
• 30–70 inbound calls per month, peaking at 137 in April 2024
• 85%+ LinkedIn video view-through rates

These results weren’t achieved by a single tactic, but a combination of multiple strategies that helped us maximize engagement and generate high-quality leads for our HVAC client.

Your business can effectively connect with the right audience with the right content and targeting.

This guide will walk you through how to market your HVAC business to achieve similar success in brand visibility, lead generation and ROI.

How We Reached 7M+ Impressions for HVAC Brands

1. Formulate a Digital Content Strategy for Consistency

A strategic content marketing plan can guide your overall approach to content marketing.

This marketing plan ensures that all your content efforts align with business goals and connect with your target audience.

The  marketing plan has two purposes:

1. Ensure content consistency across all channels and that your HVAC marketing campaigns align with the company’s mission and objectives.
2. Determine which content marketing type resonates with your audience, enabling you to optimize for a more effective user experience and engagement.

Contents of a Digital Content Strategy

• Vision: Define the “why” behind your content efforts. Reflect your company’s name and mission to provide value to your local business community.
• Objective/Goals: Identify the value you aim to provide through HVAC advertising, whether it’s boosting local visibility, increasing organic search results or growing your email marketing campaign reach.
• Target Audiences: Develop detailed buyer personas to guide your social media marketing and local business outreach, ensuring your content addresses their specific needs directly.
• Content Pillars: Establish broad categories based on audience interests, such as HVAC services, energy efficiency, customer service and sustainability.
• Content Topics: Develop content based on these pillars, regularly updating it to ensure relevance. For instance, you could have educational topics on HVAC systems or how to maximize Google My Business.
• Stories: Develop post-level content that ties into your sales funnel and addresses key pain points, such as offering HVAC contractor services, promoting special offers via direct mail or driving traffic with Google Local Service Ads. The right messaging is crucial in ensuring your HVAC marketing resonates with the individuals most likely to require your services.

This effective marketing strategy guides everything, from your HVAC business plan to implementing specific marketing tactics, ensuring HVAC contractors stay relevant, visible and continuously improve customer service and experience.

2. Define Your Audience with Persona-Driven Messaging

It’s essential to identify and build detailed buyer personas. A buyer persona represents your ideal customer, based on real data and informed speculation.

Do you know your customers’ demographics, such as age, gender, average household income and credit score?

Knowing your customers’ demographics, such as age, gender, average household income and credit score, enables you to tailor your marketing messages effectively. These data help establish a more substantial customer base through targeted and personalized campaigns that address the needs and preferences of your customers.

General Guidelines for Building a Buyer Persona

Demographic Information

• Include age, gender, income, location and occupation.
• This information helps paint a clear picture of your customer’s life and buying power.

Psychographics

• Capture their lifestyle, values and interests.
• What drives them?
• Are they focused on sustainability, energy efficiency or reducing costs?
• Understanding these elements will help you connect more effectively with your target audience.

Challenges and Pain Points

• What problems do they face that your HVAC services can solve?
• Are they dealing with high energy costs, outdated systems or seasonal needs?

Goals and Motivations

• Identify what they want to achieve.
• Are they focused on saving money, improving home comfort or increasing their home’s value?
• Align your marketing messaging with these goals.

Buying Behaviors

• Understand how they make decisions.
• Do they rely on Google reviews, seek advice from peers or prefer doing their research online?
• These insights help refine your marketing channels and strategies.

Influences

• Who or what influences their buying decisions?
• Examples could include recommendations from friends, online reviews or even local advertising.

Preferred Communication Channels

• How do they like to interact with businesses?
• Whether it’s via email, phone calls, social media or in person, knowing this can help personalize your outreach.

Sample Buyer Personas for HVAC Marketing

Here are some sample buyer personas that can help shape your HVAC marketing efforts and ensure you’re targeting the right audience:

Energy-Conscious Homeowners

• Focused on reducing energy bills and increasing sustainability.
• Motivated by long-term savings and eco-friendly options.
• Interested in reducing their carbon footprint while improving home comfort.

Busy Professionals Seeking Comfort

• Value comfort, reliability and energy efficiency in their HVAC system.
• Seek hassle-free solutions to ensure year-round comfort.
• Prioritize avoiding unexpected repairs and maintaining an efficient home temperature without excessive costs.

Tech-Savvy Individuals

• Value reliability, efficiency and energy savings in their HVAC system.
• Seek low-maintenance solutions for consistent comfort.
• Focused on saving money and avoiding disruptions.
• Prefer transparent pricing and efficient service.

Solar Adopters

• Focused on security and comfort, emphasizing reliability and ease of use.
• Invest in premium HVAC solutions, including generators, to maintain home value and ensure consistent power.
• Prioritize protecting their home’s assets during extreme weather.

3. Launch Smart Paid Media for Consistent Lead Generation

Paid media is essential for consistent lead generation, and video content is crucial in this strategy.

Video marketing is an impactful tool for driving higher engagement and conversions.

According to Forbes, videos boost engagement and have a 41% higher click-through rate than text-based results. 

This data proves that videos are essential to a comprehensive digital strategy because they capture attention and drive conversions.

Here’s how we integrated video marketing to generate impressive results for our HVAC clients:

Geo-Targeted Ads

We honed in on local homeowners within our HVAC client’s service area, ensuring that our ads reached the right audience needing HVAC services, utilizing Google Local Services ads. 

By focusing on geographic areas experiencing high demand for seasonal maintenance, we maximized the relevance and effectiveness of our ads.

Boost Well-Performing Video Content

We identified videos that resonated most with our audience, such as those addressing seasonal HVAC maintenance or energy-saving tips. We boosted these posts to reach a broader audience in key areas. 

Video content helped maintain continuous engagement with potential customers and motivated them to take action, whether by calling for a quote or booking an appointment.

Retargeting

We use retargeting ads for users who interact with our video ads but don’t convert immediately.

This retargeting ensured the brand stayed top of mind and prompted further action.

By strategically combining geo-targeting and video marketing, we were able to reach the right people in the right places, driving quality leads and achieving significant ROI for our HVAC clients.

4. Run Cross-Platform Campaigns for Maximum Reach

A cross-platform strategy targets customers at every stage of their journey.

But be sure to have a consistent message across these channels:

Facebook & Instagram

• These platforms are great for building brand awareness and providing social proof.
• Use video content and customer testimonials to engage your audience and create a sense of trust.

LinkedIn

• Build authority and trust with property managers and other B2B leads.
• Share industry insights, case studies and showcase your work with satisfied customers.

Google Ads

• These ads are vital for capturing high-intent search traffic.
• Customers are actively looking for HVAC services, so targeting these keywords will help you capture leads when they are most likely to convert.

YouTube

• Use video marketing for brand storytelling and product education.
• Educate potential clients about the importance of maintaining their HVAC systems and the benefits of modern system efficiency.

When you run cohesive campaigns across these channels, you amplify your messaging and increase overall performance. The result is more visibility, stronger brand recall and leads.

How can social media be utilized to promote your HVAC services?

Social media platforms like Facebook and Instagram are excellent ways to promote your HVAC services. These platforms can showcase customer testimonials, share educational content about HVAC systems and engage your audience with relevant promotions or seasonal offers, building trust and driving conversions.

5. Leverage SEO and Local Services for HVAC Marketing Success

Search Engine Optimization (SEO) is crucial for boosting your marketing efforts.

What role does SEO play in marketing an HVAC business?

SEO is essential for improving your online presence, as it helps your business rank higher in Google searches, making it easier for new customers to find you.

A well-optimized HVAC website with precise contact details, including your phone number and email address, ensures prospective customers can quickly inquire about your services.

A solid SEO strategy should also include ongoing optimization of your website’s content, ensuring it aligns with the target audience’s needs and incorporates key HVAC-related keywords.

Local SEO helps ensure that your business ranks in Google search results when local customers search for services like HVAC repair, HVAC systems or HVAC service in your area.

Optimize your Google Business Profile to maximize SEO with accurate business name, contact information, business hours and service area details.

Additionally, boost your local SEO efforts with positive online reviews from satisfied customers. 

These testimonials can improve your business’s credibility and visibility in search engine results.

Combining Google Ads with organic SEO ensures a well-rounded marketing strategy that drives more HVAC leads and enhances your online presence.

 

6. Track Performance with Real-Time Data & Reporting

Effective marketing continuously improves by tracking a campaign’s performance.

Monitor metrics like:

• Impressions: Measure how many people have viewed your content and its reach and visibility.
• Engagement (likes, comments, shares): Shows how well your audience interacts with your content.
• Video views: Helps measure the success of a video in capturing attention and delivering your message.
• Form fills: Tracks how many visitors convert into leads, signaling effective calls to action.
• Inbound calls: Show how many people are taking the next step to connect with your business.

For example, you run a campaign promoting winter heating tips for homeowners. 

After several weeks, posts focused on energy-efficient heating solutions are getting more engagement. 

It’s a sign that your audience cares about saving on energy costs, so you adjust your messaging to highlight those energy-saving tips even more.

You review the campaign’s performance at the end of the month and see a noticeable increase in leads and website visits after you made the adjustments. 

The report also reveals that posts focused on seasonal topics and energy-saving tips had the highest engagement rates. 

By focusing on what’s relevant to your target audience, such as how to reduce energy bills or which home upgrades qualify for rebates, you’re getting more engagement for your budget.

To consistently generate quality leads, monitor performance and adjust based on real-time data. 

7. Build Seasonal, Educational Campaigns That Resonate

Seasonal content remains a powerful driver of engagement.

Content that aligns with seasonal changes and relevant events has driven high engagement consistently. 

Create seasonal content series with a unified look and feel, ensuring the messaging aligns with customer needs for each season (e.g., Fall HVAC Prep Tips or Winterizing Your Home).

For HVAC business owners, creating timely campaigns, such as spring HVAC maintenance and summer cooling tips, can resonate with the target audience.

• Summer Cooling: Focus on Air Conditioning and Cooling Systems. Explain energy savings and the importance of maintenance before the peak of the summer heat.
• Winter Heating: Highlight heating systems, furnace efficiency and ways to prevent breakdowns during the cold months.

Utilize video, infographics and carousel ads to explain the importance of system efficiency, timely maintenance and potential cost savings.

Address timely concerns, such as rising energy bills or rebate eligibility, to provide value and build trust with potential customers.

8. Establish Trust Through Reviews & Reputation Management

Maintain a positive online image by showcasing testimonials from past customers, as these help establish trust with potential clients.

Build and maintain a solid reputation by:

• Requesting Reviews: Ask for customer reviews on your Google and Facebook pages after clients have completed a service.
• Repurposing Testimonials: Utilize positive testimonials in your ads, social media posts and landing pages as social proof for your good services.
• Reputation Marketing: Include authentic customer stories and testimonials to solidify your reputation and build engagement. This trust will differentiate your business from your competitors.

9. Scale Your HVAC Business with Expert Strategies for Maximum Results

Marketing your HVAC business is a worthwhile investment, but can be time-consuming and complex.

You can manage your campaigns independently, experimenting with content, ads and customer targeting while juggling multiple platforms.

But doing these on your own often diverts your focus from what matters most: delivering exceptional service and growing your business.

Forbes notes that a digital marketing agency is crucial in an industry where algorithms can instantly shift a brand’s trajectory. 

Agency experts blend traditional marketing techniques with the latest digital trends, ensuring sustained brand growth and engagement.

By partnering with HVAC marketing experts at Jennings Social Media & MarTech, we ensure that every campaign is strategically crafted to generate quality leads, enhance brand visibility and improve customer engagement.

Want to know more how to market your HVAC business and scale with our proven marketing strategies?

We’ve already helped our clients achieve impressive results, including more than 7 million impressions, increased lead generation and enhanced brand awareness.

Now, it’s your turn. Turn your HVAC marketing efforts into lasting growth.

Schedule your free strategy call today and discover how to effectively market your HVAC business, scaling with proven marketing strategies.