Originally published in December 2023. Last updated on January 10, 2025.
HVAC ads are one of the most effective ways to grab the attention of potential customers, tell them what you offer, and convince them to use your services.
But the success of your ads will depend on where you post them, how you design them, and who you’re trying to reach.
We’ll show you HVAC advertising examples from Google, social media, print ad campaigns, and email campaigns. You’ll learn what tactics can work best for your business and how to use them to win new business.
Try these HVAC advertising ideas:
Google ads
There’s a variety of ads that help you attract potential customers searching for HVAC services on Google. Here’s how to create successful ads for the most common Google ad formats:
Local Services Ads
Google Local Services Ads connect your HVAC business with local customers searching for your services. This type of HVAC ad also helps your business show up at the top of Google’s search results.
When people in your service area search for terms like “HVAC company near me” or “HVAC [city name]”, these ads appear at the top of their search results:
Potential customers can contact you directly from these ads, so provide enough details to help customers get in touch. When you’re setting up a Local Services Ad, be sure to include:
- As many details about your company as possible (e.g., number of years in business, whether you offer free estimates, your service hours)
- All the services you offer
- A way for leads to message you from the ad
It’s a good idea to pass Google’s screening and verification process so you can get the Google Guaranteed badge, which shows you’re trusted by Google.
We recommend setting your bid mode to “Maximize Leads,” which lets Google set your bid to get the most leads for your budget.
You can also connect your Local Services Ads with Jobber. New booking requests from Google are automatically saved in the same HVAC business software you use to dispatch jobs and send invoices.
Pro Tip: To keep your ad running and improve its chances of ranking at the top, stay updated on how Google ranks Local Services Ads.
Your local map pack with your Google business profile [is] going to be a very inexpensive lead.
It’s just truly organic traffic and you can increase your visibility by getting Google reviews.
Search ads
Search ads on Google let you bid on your target keywords, which are HVAC-specific terms that HVAC customers are searching for. You can compete with other companies for advertising space at the top of the search results.
To build your HVAC SEO strategy and determine what keywords to bid on, consider what a potential customer might search for if they were looking for your services online.
For example, a customer looking to replace their heat pump might search for “heat pump replacement.” Another customer whose hot water tank is leaking may look for “hot water tank repair.”
If you bid on phrases like these, your ad will appear when someone searches for them.
Your Google Search ads need to include:
- Several headlines that include common keywords used to search for your services
- Descriptions that share the unique value of your HVAC services
- A call to action that encourages users to click on your HVAC Google ads
- A URL for a page on your HVAC website where they can book your services
If you have these elements ready in advance, it’ll be easy to build your Search ads once you’re in Google’s Ads Manager. Google will create multiple versions of your Google Search ad by combining your headlines and descriptions.
Responsive display ads
Responsive display ads are visual ads assisted by Google AI. Upload your images or videos, headlines, service descriptions, and logo. Google will generate several ad combinations that show up on websites, apps, YouTube, and Gmail.
You can even show specific ads to visitors who have been to your website before. This reminds them about your small business and your brand while they’re browsing other sites online.
Your display ad should include your company name, logo, message, relevant imagery, and a concise call to action like “learn more” or “schedule an appointment.”
Pro Tip: Get help from Google Ads for suggestions on the best ad formats based on your goals and budget.
Instagram ads
Digital marketing on Instagram can help you reach a younger audience of new homeowners who need HVAC system replacements or new installs. More than half of Millennials and Gen-Z audiences use Instagram every day.
Instagram Stories ads are one of the best types of Instagram ads to attract HVAC customers. These ads appear between other users’ Stories (vertical videos that disappear after 24 hours).
This Instagram Story by Lennox Air makes a great HVAC ad. It promotes an air purifier with a simple, enticing description, along with a link to the product’s page on their company website:
Image and carousel ads also work well for promoting a discount on a specific service. You can use one image or several to showcase before-and-after images of HVAC installs.
Climate Experts Inc. uses a single image to show before-and-after images of a heat pump replacement—so you can get creative with ad formats.
Or, get creative with your carousel ads by imitating recent social media trends. HVAC company NexGen Air made their own version of the annual Spotify Wrapped slideshow:
Facebook ads
Facebook advertising helps you choose the best kind of campaign to run based on a specific objective, like filling an online booking form on your website. From Meta’s Ads Manager, you’ll set a budget and target audiences based on interests, location, and more.
Facebook Image Ads are single-image ads that appear on a user’s news feed, which is the app’s homepage. They’re one way to promote your services, a discount, or a seasonal offer.
Image Ads have a built-in button and call to action at the bottom that you can customize based on where you want potential customers to go, like your website or online booking system.
Boosted posts let you share your Facebook posts with a wider audience outside of your follower list.
Pick an existing post that promotes an ongoing discount you offer. Then start with a small budget (like $5–$10 per day) and see how the ad attracts new HVAC leads.
This post from Metropolitan Heating and A/C Ltd makes a great Facebook ad because it calls out a common customer problem, offers their services as a quick solution, and includes a clear call to action with contact details:
Video ads are best used for sharing educational content with homeowners. Answer common questions and problems, like improving indoor air quality and handling home temperatures when seasons change.
This creative and funny video ad from HVAC company QRC shows their team destroying a customer’s old AC unit, with a caption that suggests they’ll “take care of it”:
Pro Tip: As long as you have an idea planned that’s not too complicated, you can easily make short videos like these HVAC Facebook ad examples using your phone or tablet.
Yelp ads
The Yelp social media platform lets users find and review local businesses. Yelp ads let you promote your business to customers who are searching for HVAC services on the platform.
Ads, or sponsored posts, are always shown at the top of search results. There are often many ads listed, so you’ll need to run your own ads to get customers on Yelp. Here’s what yours could look like:
Note how this HVAC ad includes information like:
- The HVAC business name and address
- Star rating based on number of reviews
- Yelp Guaranteed badge
- Customer reviews
- Average response time
- A button allowing potential customers to request a quote
Door-to-door ads
Delivering HVAC flyers, postcards, or door hangers door-to-door is an effective way to build awareness and get new HVAC customers in a specific neighborhood.
Sending your mail through the United States Postal Service lets you target your mail drops based on potential customers’ age, income, and location—but you can always deliver mail yourself to cut costs.
Traditional flyers
Traditional HVAC flyers are an affordable and effective way to attract customers from a specific neighborhood. You can send them by mail or deliver them yourself directly to potential customers.
This flyer from AirMaster Heating & Cooling Specialists puts their discount front and center. It’s clear when the offer ends, and it’s easy for a potential customer to get in touch:
Custom Services has flyers with coupon tabs that customers can cut off and use based on the service they want:
No matter what approach you choose, your HVAC flyer should include:
- 1–2 lines that call out a customer problem (like poor heating or a broken mini split)
- Details on your service discount or limited-time offer
- How customers can get in touch (phone number or website URL)
Postcards
Your local printing company or postal service can design and deliver ads in the form of postcard marketing, directly to potential clients’ mailboxes. Use postcards to send seasonal service reminders or promotions.
Here’s an example of what an HVAC postcard can look like, front and back:
If you’re sending postcards to a smaller number of people (like your 15 closest neighbors), consider personalizing every postcard with the neighbor’s name, pricing, and clear booking instructions.
Pro Tip: Like the idea of postcards but looking for something less expensive? Digital postcards save on print and distribution costs while still getting your message across to clients.
Email marketing
Building an email list of current and potential customers can help you reach these subscribers with news and promotions whenever you want.
These are just a few examples of the types of content you can include in your email marketing:
- Updates about HVAC service sales, discounts, or promotions
- Giveaway contest where the winner receives a free furnace tune-up before the winter
- Scheduled reminders for subscribers to change their furnace filter every three months
If you have some nurturing sequence, like an email every single month, or if it’s a quarterly blast of a special or something like that, you’ll stay top of mind.
When you use Jobber to create email campaigns, you can use premade branded templates that are built to help you reach specific customers and achieve specific goals.
Here’s one example of an email marketing template for reconnecting with old clients:
In addition to editing the email with information about your HVAC services, you can edit your client segments to send the email to a specific group of past, current, or potential customers.
Select clients using tags, job history, or by a specific type of HVAC service you provided. You can even create email campaigns that are automatically sent to customers when they meet those conditions.
It’s easy to track your email marketing success from a dashboard. For every campaign you send in Jobber, you’ll see how many customers opened the email, clicked a link, or converted into a job.
HVAC website
While your website isn’t an advertising platform, it’s an essential part of your HVAC marketing strategy. This is where potential customers learn about your business and book your services.
Your HVAC website needs to have:
- A home page with information about your business
- An online booking form so customers can easily schedule services online
- Contact details at the top of every page (e.g., phone number, email address)
- Customer reviews and testimonials from your Google Business Profile and social media profiles
- Location pages to help local customers find you online
- Service pages that list the types of HVAC services you provide
- An About page that describes your HVAC company experience, HVAC licensing, and other important information
- A news or blog section with educational articles about common HVAC issues
- A clean design that works on both desktop and mobile devices
Pro Tip: Consider adding a chat feature that allows potential customers to ask questions about your company and services, which you can respond to later. You can even use an AI chatbot to answer some basic questions for you.
Get your business online fast with a simple, professional HVAC website in minutes. Just give Jobber a few details about your business, and we’ll create a website that helps you stand out.
To help you convert website visitors into leads, your website automatically comes with a quote request form. You can track how many visitors your site gets and how many requests come in.
You can even connect your Google Business Profile to your HVAC website, which makes it easy to display up-to-date reviews from satisfied customers.
If your website’s not optimized to convert into leads, then you’re going to get crushed.
You’re just going to be spending all this money and not have any real results from it.
Reviews and referrals
When potential customers are searching for HVAC services online, positive feedback from your past customers can help them make a buying decision.
That’s why word of mouth is a critical piece of your HVAC marketing strategy—and it’s why you should always ask customers for a review after you complete a job.
Asking for reviews is easy to do when you set up automatic review collection in Jobber. When you invoice a customer in Jobber, you can choose if you want to send them a review request.
After the customer pays their invoice, they’ll get a direct link to leave a review on your Google Business Profile.
From the reviews dashboard in Jobber, you can see your Google rating and respond to reviews. You’ll also see recent reviews and get resources for managing your business’s reputation.
Go get as many Google reviews as you can. It’s going to help you with your Google LSAs. It’s going to help you rank higher on your Google business profile.
You’ll be shocked how many people don’t have their Google business profile even filled out. They don’t have a website, they don’t have a phone number, they don’t have any reviews.
READ MORE: How to get more HVAC leads
Reviews aren’t the only way to generate word of mouth. You can also set up a customer referral program that rewards customers for referring your HVAC business to family and friends.
Start by sending a ready-made email campaign to your current customers. A special link makes it easy for them to refer people they know—and for you to track their referrals:
Reward customers for their referrals with a discount on future services. When the customer uses their referral link, referral credits are automatically applied to their next invoice.
Jobber also makes it easy to track how many referrals have been generated, along with the number of jobs and the amount of revenue earned through those referrals.
How to start advertising your HVAC business
Now that you know what kinds of ads you can use, it’s time to plan out your HVAC marketing strategy. Follow these steps to get your HVAC ads up and running:
1. Define your advertising goals
Knowing the specific goals you want your HVAC marketing to accomplish will help you choose the right platforms and design effective ads. For example, your goal may be to:
- Promote a new service
- Grow your business with new leads
- Expand your business into a new service area
Make sure your goal is measurable (e.g., 20 new leads this quarter) and has a target date (e.g., 6 months from now) so you can measure your advertising success.
2. Identify your ideal customer
Not everyone is the right fit for your HVAC services, so figure out which group of customers will help you achieve your HVAC marketing goals. You can narrow down your audience based on factors like:
- Age
- Geographic area
- Household income
- Desired services
Defining these factors will be helpful when you’re setting up your ad campaign, no matter which platform you’re using.
2. Decide where you want to advertise
Different types of customers spend time on different platforms. Consider which advertising methods—like Google, Instagram, or door-to-door—will best help you achieve your goals.
For example, Google display ads or Instagram Reels ads can help build brand awareness and make more people aware of your lesser-known services.
Or, if you want to generate new leads and collect their contact information quickly, Local Services Ads on Google could be a better fit.
You can also explore other platforms like YouTube, X (formerly Twitter), Pinterest, LinkedIn, Yahoo, and Bing. All of them allow for paid ad placement to help you reach potential customers.
Pro Tip: Always use geographic targeting to reach customers in your area and help them find your business more easily. You don’t want to advertise to people who can’t use your services!
3. Set your ad budget
Your ad budget should depend on two things:
- How much you’re able to spend to get a new lead (customer acquisition cost)
- The number of customers you need each month to be profitable
Use this formula to determine your monthly budget:
Customer acquisition cost x Desired number of new customers
Not sure how much to spend for a new customer? Start by investing a small amount in a couple of different advertising campaigns. You can then adjust your budget to focus on the channel or ad group that brings in the most leads.
Ideally, we see companies spending 3–10% of their revenue on their marketing.
Let’s say that you make a hundred thousand dollars. You should be spending $3,000 to $10,000 a year on your marketing.
4. Design your ads
You’re ready to design creative HVAC ads that will encourage potential customers to contact your business. The best HVAC advertisements follow these design guidelines:
- Focus on one message (like a service or testimonial) to make it clear what you offer
- Keep your design simple to help get the message across
- Use consistent branding that includes colors, fonts, and imagery
- Add a call to action that encourages homeowners to request a service or get in touch
Pro Tip: To design a professional HVAC ad, use one of Canva’s free templates and customize it with your own branding and message.
If you have a phone with a good-quality camera, you can film videos of yourself and your technicians on the job. You can share how-to content or simply show before-and-after footage of installation or maintenance work.
5. Track your performance
To make sure your HVAC ads are achieving your defined goals, you’ll need to track their performance. This shows you which advertising platforms are working best so you can adjust your budget and make the most of your campaign.
Pro Tip: Set up Google Analytics to see where your website visitors are coming from and how much it costs your business to win new customers.
Ideally you would want to shoot for 5x return. You spend a thousand dollars, you get $5,000.
Return on marketing spend doesn’t necessarily mean today or tomorrow. It could be a month from now. It’s a long game.
Paid advertising is just one of many marketing channels that can help you attract new customers and grow your business.
Want to do more HVAC marketing but don’t know where to start? Check out our guide to HVAC marketing ideas.
Social media ads
HVAC social media ads can look very different depending on what platform you choose. Explore these examples of social media ads—and when they work best—before creating your own.