Creative HVAC Ads: Top 9 HVAC Advertisement Tips And Strategies To Grow Your Heating and Cooling Company Easier Now…

HVAC ads can help you combat seasonal customer fluctuations and transform your site into a lead-generating machine. That said, putting together an engaging set of ads is difficult if you don’t have experience. Besides, some strategies can have a long learning curve, which is not always ideal given the high cost of running an HVAC business.

It’s possible to learn how to put together successful HVAC ad campaigns. But, with so many channels at your disposal, simply finding the right mix of platforms can be overwhelming.

Rather than opting for cookie-cutter strategies, your best bet is to build a plan that’s tailored to your company’s goals and resources.

In this article, we’ll lay out 9 strategies and ideas for your next ads campaign. We’ll also go over the different types of HVAC advertisements you have available and share a few creative examples of successful marketing for your Heating and Cooling business.

What Are HVAC Ads?

How do I advertise my HVAC company? How do I advertise my AC shop in modern ways? Is it possible to learn how to get HVAC customers quickly?

Before going over the answer to these questions, you first have to understand what HVAC contractor ads are and what they are not.

An HVAC advertisement is a paid ad spot that aims to generate leads, sales, or other types of conversions.

Contrary to pieces of content that focus on brand awareness, ads should be designed to directly market your products, services, promotions, and general solutions.

It’s possible to purchase ads for your HVAC company in both online and traditional channels, but we’ll go over the best channels for your heating and cooling advertisement campaign later in this article.

Top 9 HVAC Ad Tips And Strategies To Grow Your Heating and Cooling Company Easier Now…

Does your HVAC marketing suck? (That is, even though you feel like you already spend way too much time and money on your campaigns.)

Learning how to advertise your HVAC business successfully can take months, if not longer. In addition to this, this process is resource intensive. So, if you were to start right away, you’d have to redirect some of your current marketing budget.

Many contractors avoid the learning curve altogether by partnering with a proven HVAC advertisement expert. This can reduce your campaign turnaround and help you craft campaigns that generate conversions right away.

If you plan to tackle this challenge on your own, you’ll have to conduct extensive research and testing to find the best way to market your business.

Here are 9 creative HVAC ad strategies you can use to boost your advertising campaign. Just remember to adapt each tip to your advertisement platforms and overall business requirements.

1. Identify Your Target Audiences and Create Buyer Personas

How do you attract HVAC customers? The only way to answer this question accurately is to conduct target audience research.

The problem is that simply collecting data about the groups of people you want to sell services to (your target audiences) is not enough.

Once you have it, you need to transform this information into actionable resources. For example, buyer personas.

A buyer persona is a fictional character that represents one of your target audiences. The goal is to help you visualize the interests, needs, and dislikes of a specific group of customers in order to produce more engaging ads.

Let’s look at an example.

Most HVAC businesses want to target homeowners above the age of 45. Women, specifically, consider heating and cooling among the most important variables before moving into a new place. Depending on a few other demographic factors, a buyer persona for this target audience may look like this:

Persona Name: Executive Andrea
Demographic details:

  • Age: 45-65
  • Location: Los Angeles, CA
  • Company position: CMO/CFO
  • Average annual salary: $150,000 – $200,000
  • Homeowners: Yes
  • Biggest HVAC factors: System reliability, efficiency, comfort, cost, and brand reputation

There is no limit on the number of buyer personas you can have. Each persona should represent a specific target audience segment with distinct traits. The idea is that the ads for each group will be unique, so the differences need to be clear.

2. Use A Wide Variety Of HVAC Ad Platforms

What are the best ways to maintain a profitable HVAC business?

Running HVAC company advertisements is an essential step, but there are many ad platforms and networks to choose from. Each ad network or platform allows you to place ads in specific areas around the web.

The good news is that you don’t have to choose a single ad platform. You should, in fact, select a few different platforms and create at least one campaign on each.

But this does create another challenge: creating the right mix of advertisement channels.

Every Heating Ventilation and Air Conditioning business is different. So, you have to customize the list of ad platforms you use based on your budget, goals, and most importantly, your target audience.

Some of the ad networks you have at your disposal include:

  • Google Ads and Google Display Network
  • Facebook Ads and other paid social channels
  • Video ads on YouTube and similar platforms
  • Influencer advertisements

Your biggest goal should be to ensure that all ads work towards one common goal: getting you more customers on a consistent basis.

3. Don’t Be Afraid to Infuse Your Heating And Cooling Ads With Humor

Humor works great in Super Bowl commercials, but is this a good alternative for your HVAC ad copy?

While the rest of the world is quickly catching up, research suggests that modern consumers in the US already respond well to humor in advertisements.

As with all other HVAC advertisement tips in this article, you should take the time to study your target customers and run a few tests. If your audience is responding well to strategies that include a humoristic element, it may be worth adjusting your strategy.

Note that customers looking for HVAC services are often experiencing temperature extremes at home. This means that, even though your ads can contain some humor, you should also ensure that your brand is presented as reliable at all times.

4. Leverage Customer Testimonials Directly in Your HVAC Advertisement

This is another great example of transforming your efforts into actionable resources.

Customer testimonials can give your marketing strategies a significant boost. But you need to actually use these testimonials as more than a research tool.

Including customer testimonials in your ads for your HVAC services is a great way to leverage the power of digital word-of-mouth.

This is not a new technique in billboard ads and other traditional channels. Yet, it can help you improve the performance of your HVAC internet ads, especially if you have a good reputation on relevant rating sites.

For instance, you can launch a campaign that shows your rating on Google Maps with one or more customer testimonials on Google Display Network, which allows you to place image advertisements and other forms of rich media throughout the web.

5. Maintain Consistency in All Heating And Cooling Advertisement Platforms

Consistency across all advertisement channels is essential if you want to learn how to increase HVAC sales.

Different branding, prices, opening hours, and promotions will deliver a mixed message to potential customers. Instead, you should make sure that all elements match, even when your ads appear on different platforms.

Heating, ventilation and air conditioning ads and their landing pages are a great example. If a customer clicks on your ad and is redirected to a page that contains a different price, branding, or product, this person will probably abandon your site right away. But, if the page matches the ad contents, it has a much higher chance of ending in a booking or quote request.

6. Maintain Consistency in All Heating And Cooling Advertisement Platforms

A whopping 9 out 10 customers evaluate a brand’s transparency levels before choosing to buy its products or services.

Today, authenticity and trustworthiness are just as important as knowledge and skill. Fortunately, all HVAC companies can (and should) be transparent and use this trait to humanize their brand.

Instead of building HVAC ads around your knowledge and skill, consider illustrating how your HVAC services impact your customers.

A good way to do this is to identify a set of Heating and Cooling technician behaviors that frustrate your target audience. This list can include being late, not showing up to bookings, overselling products, and similar traits.

Then, think about the steps you take to avoid these and build ad campaigns centered around these actions in order to change any negative perceptions your customers may have.

7. Track and Monitor The Results Of Your Ad Campaign

Managing HVAC paid ads campaigns entails a huge technical element, a lot of which revolves around tracking.

Ad tracking is the process of monitoring the performance and results of your campaign.

Put simply, you need to ensure that your HVAC advertisement investment is not higher than the cost of getting sales. The simplest way to measure this is through return-on-investment or ROI. This metric lets you determine how much revenue you generate for each dollar spent. However, it won’t reveal areas of improvement in your campaigns.

Let’s take a look at some of the metrics or key performance indicators (KPIs) you’ll want to track.

  • Cost-per-click (CPC): The cost of every click (or other digital interaction)
  • Cost-per-conversion: The cost of every quote request (or other types of conversion)
  • Click-Through Rate (CTR): The percentage of users who clicked on your ad
  • Conversion rate: The percentage of users who became leads
  • Bounce rate: The percentage of users who left your landing page without taking significant actions or exploring other parts of your site
  • Total visitors: The net number of users who visit your site over a specific period
  • Percentage of traffic increase: The growth of your traffic from your ads, expressed as a percentage
  • Session duration: The average number of seconds or minutes customers spend on your HVAC page
  • A/B test results: The outcome of any A/B tests set up at the start of your campaign

The KPIs above are just some of the metrics you’ll want to track. Before you start, remember to choose a reliable tracker and adapt your KPIs to your HVAC company’s requirements.

8. Craft Heating And Cooling Ads for Each Level of the Funnel

First, let’s define a funnel in the sales and marketing context.

A sales and marketing funnel is a visual graph that’s shaped like an inverted cone and divided into different sections. Simply put, a funnel lets you track the progress of your advertising and sales efforts with each individual customer.

Every customer takes a few different steps before calling your HVAC company. This is called the customer journey.

When you analyze a big enough group of clients, it’s possible to see patterns in your customer journey. For instance, to-be customers may decide that they need an HVAC service provider because their cooling or heating system stops working. Then, they probably search online, find a company, and request a quote.

The sales funnel lets you monitor where prospects are in terms of the customer journey. With the right funnel structure, you can see how many leads you have and calculate approximately how close they are to becoming paying customers.

Every sales funnel can be divided into three major sections:

  • top-of-the-funnel
  • middle-of-the-funnel and
  • bottom-of-the-funnel

This should reflect your customer’s journey.

Top-of-the-funnel leads still need to go through a few steps before contacting you. You need to make sure that these customers see your HVAC paid ads or content regularly, a process which is called nurturing. Bottom-of-the-funnel leads are ready to receive a direct pitch from your techs, while middle-of-the-funnel prospects are a few steps behind.

A healthy funnel should include a good number of leads at every stage. So, you should create paid HVAC advertisements for each level of the funnel and drive a steady number of leads to each section.

HVAC ad customization plays a crucial role in this process. After creating general ad sets for each level, take the time to tailor each ad to the most relevant audience segments.

9. Optimize Your HVAC Keywords Regularly

Since you’re running heating and cooling ads, you’ll need to identify the best keywords for your campaign.

Now, the way that your customers look for your services online actually changes over time. As part of your optimization process, you should:

  • Evaluate the updated search volumes for the keywords you’re using
  • Review the SERPs of each keyword to make sure the results are related to your services
  • Try to identify new keyword variables your customers are using
  • Remove, replace, and create new pages for the appropriate terms
  • Note all the changes you’ve made in your marketing master document

SEO for HVAC Contractors or optimizing your website for the keywords your prospective customers are searching is one of the most effective digital marketing strategies.

Types of Creative HVAC Ads: Which is Best for Your Business?

What are some of the best ways an HVAC business can promote itself online in order to get customers?

Let’s take a look at some of the most effective channels you can use to market your business.

Traditional Ads For HVAC

Here are some of the traditional ways that contractors launched cooling and heating ads before digital channels.

Print Advertisements For HVAC

Have you ever paid to have Spring HVAC ads (or any other type) placed in the newspaper?

If the answer is yes, then you’ve dabbled in print ads.

Print advertisements are a great way to reach your local audience. If deployed properly it can be an effective booster, but it shouldn’t take up most of your marketing budget nowadays.

Radio Spots and Television Ads

Perhaps the two most iconic media channels, radio spots and television ads were the best way to promote a Heating Ventilation and Air Conditioning business until digital ads took over.

As with print, radio and television ads can still produce great results when they’re a part of a wholesome strategy.

Online Ads

HVAC online ads are any type of advertisement that appears on internet-capable devices. In the HVAC industry, this basically means desktop and mobile devices.

Digital ads have become the norm because most consumers use the internet to find an HVAC service provider. But digital channels are relatively new, so working with a specialized agency can cut out the learning and help you enjoy the benefits of this type of advertisement right away.

Do marketing agencies charge separately for Google Ads management and a separate charge for every lead generated? What is the norm for the HVAC industry?

The best way to answer these questions is to book a consultation with an experienced HVAC ad expert in your area.

Here are the most common digital ads channels at your disposal.


Pay-per-click or PPC is a form of performance advertising. Simply put, you only have to pay when users interact with your ad, for example, if they click on it.

There are several PPC platforms you can work with, but Google Ads is the most reliable option for HVAC providers in the US.

Google Ads

HVAC Google Ads allows you to place simple text ads on search engine results pages (SERPs), above the organic search results.

But the industry is competitive, so running Google Ads for HVAC campaigns may require a significant investment. But, if your content is among the best HVAC ads in terms of performance, you’ll see an exponential rise in revenues.

Social Media Ads

Social media ads are PPC advertisements that appear on Facebook, LinkedIn, and other platforms.

Facebook Ads

Do Facebook Ads work for HVAC companies?

The short answer is yes. But, Facebook ads for HVAC need to be designed specifically for this platform.

While still competitive, HVAC Facebook Ads campaigns require a smaller budget. Yet, they can help you connect with engaged prospects, build your social following, and drive traffic to your money pages.

If you’re asking yourself “ ‘Poor Ad Experience’ why am I seeing in my Facebook ads?” your best alternative may be to work with a specialist in a HVAC ad company (or advertising agency).

Other Networks

A Facebook ad campaign may be a great way to connect with mainstream consumers in your local area. But, if you specialize in commercial, industrial, or a similar HVAC field, your best bet may be another social network altogether.

LinkedIn is a profitable social media ads network for B2B businesses, including commercial and industrial HVAC.

At the same time, there may be other options depending on the type of customer you want to attract. So, evaluate other social PPC networks to figure out if you can benefit from any of them.

Examples of Creative HVAC Ads: 4 Ad Ideas for Your Next Campaign

What are some of the best HVAC ads in the US?

The best way to determine which were the most effective advertisements for Heating and Cooling contractors is by performance.

Since it’s difficult to gauge exact numbers without internal data, we’ve put together a list of the top creative ad ideas (which also generated great engagement) in the HVAC industry.

Traditional Marketing

Our pick for the top HVAC traditional marketing ad is:

hvac ad funny facebook

As with other effective HVAC Summer ads, this flier/magazine advert features a customer-centric approach that highlights the benefits for customers, rather than their service or units themselves.

Online Marketing

Here are our picks for top HVAC PPC, social media, and video ads.


This advertisement not only focuses on the customer and the benefits that the services can bring, but it also features expanded text ads to help send customers to specific areas.

HVAC Social Media Ad


This HVAC social media ad, which was featured on Facebook, leverages two different drivers for customers: seasonal changes and family well-being.

HVAC Video Ad


This great HVAC video advertisement, which is for a B2B Heating and Cooling company, has been perfectly tailored to the audience.

The first section of the ad is customer-centric, then the following part focuses on the technical aspect, which is important in this context. Then, the ad comes back to how the audience benefits from the product.

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About Mark Buckingham

Mark Buckingham’s (founder) dad was an HVAC and Plumbing contractor. He grew up in an HVAC/Plumbing family business. Mark discovered problems getting the phone to ring, rising cost of doing business and cash flow. The family company had mediocre marketing methods against aggressive competitors with great marketing. They struggled to stay in business.

Mark has over 21+ years of full-time internet marketing and SEO experience working with hundreds of clients.

Mark started an online test preparation company in 2001. His focus on aggressive internet marketing strategies grew the business into a national brand. The company became a national household name among prospective nurses and teachers before he sold it in 2011. 

Mark has a special connection to the HVAC business because of his dad and early experience. You see, Mark’s greatest passion is helping you, the Plumbing, HVAC and Electrical business owner free-up your time and focus to grow-your-company. 

Read and watch his FREE HVAC blog articles and YouTube videos to help you Grow-Your-HVAC-Company now.


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