5 Digital Marketing Mistakes That Stop HVAC Companies from Growing

These days, running an HVAC gig means you're up against everyone else online. Even if you're great at what you do, if folks can't find you online, you're toast.

A lot of small HVAC companies blow cash on marketing because they're looking in the wrong place.

I'll walk you through five common mistakes that keep HVAC companies from getting bigger, and I'll tell you how to set them straight.

Mistake 1: Blowing Off Local SEO

When someone in your town searches for air conditioning repair near me, they want someone close by who can get there fast.

If you don't show up in those searches, you're losing out on easy customers.

To get better with local SEO:

• Get or claim your Google Business Profile and put up new photos, good reviews, and store hours.
• Put your town or area in your website titles and explanations.
• Drop local words into your website stuff. Think air conditioning installation in [your town].
• Ask happy customers to leave reviews that mention where you serve.

Local SEO helps you pop up when people are ready to hire. It's one of the best and cheapest ways to get bigger.

Mistake 2: Not Watching Marketing Performance

A lot of HVAC businesses throw money at ads without knowing if they work.

If you're running ads on Google or Facebook but not checking results, you could be flushing money down the drain each month.

Use basic tracking to check:

• How many people each ad brings in
• Which words make the most calls
• How much each customer costs

Even free tools like Google Analytics can show you where folks and calls come from.

Knowing what works helps you put money toward winners and stop wasting on the rest.

Mistake 3: Forgetting to Follow Up on People

Getting leads is only the first step. Turning them into customers is when you win.

Most folks call a few HVAC companies before picking one. If you're slow to follow up, you'll lose out.

How to keep that from happening:

• Answer online questions in a few hours
• Use a simple email that sounds human
• Call or message if you don't hear back
• Put everyone on a contact list for later marketing

Speed matters. Studies show you're way more likely to get the job if you call within an hour.

Even if they don't book right then, staying in touch makes them remember you.

Mistake 4: Rarely Posting on Social Media

Social media reminds people you're out there. But a lot of HVAC companies post a few photos and then stop for months.

Showing up shows you're alive. You don't need to post every day, but just do it often.

Good things to post:

• Before-and-after installation photos
• Quick tips
• Happy customer comments
• Ways to save energy
• Pictures of your team at work

Places like LinkedIn, Facebook, and Instagram are good for HVAC because they show the people behind the business.

If you're not sure what to post, start with once a week. It keeps you top of mind and shows you're for real.

Mistake 5: Ignoring Your Website

Your website is the heart of what you do online. It's where people check out your services, read good things about you, and get in touch.

A slow, bad, or confusing website will turn them off.

How to solve that:

• Ensure your site loads fast (under 3 seconds)
• Keep it clear with easy-to-read pages
• Put contact buttons on every page
• Show real reviews and what you've done
• Make it work easily on phones

A good, fast, and honest website builds trust right away. You don't need to spend too much — just be clear, show off the good stuff, and keep it easy to use.

Why Digital Marketing Doesn't Work for HVAC Businesses

Most HVAC businesses that struggle online do the same thing — they don't think too hard about marketing.

You can't just hope for referrals or one big ad. Getting bigger means building a system that works even when you're out installing or giving quotes.

That includes:

• Being seen on Google
• A solid website
• Regular stuff on social media
• Fast answers to questions
• Good reviews

When those work together, your phone rings more, and you fill up your schedule.

Example: How One HVAC Company Doubled Leads

A small business in Surrey spent money on Google Ads and didn't see anything happen. After fixing their website, getting Google reviews, and checking what worked, they found the best words to use.

In a few months:

• Questions went up
• Cost per customer went down
• People booked again because of good follow-ups

They didn't spend more. They just stopped wasting money.

How to Stay Ahead

HVAC is only going to get more digital. People want fast answers, clear words, and proof you're good.

Start small. Fix your Google, clean up your website, and keep folks up to date online. Once you do those, every dollar you spend works harder.

If you keep getting better little by little, you'll keep growing, and you'll stand out from the crowd.

References

• Google – Understanding Local SEO for Small Businesses
• Harvard Business Review – Why Customer Retention Is Key to Growth
• BrightLocal – Local SEO Industry Report
• Ofgem – UK Energy and Small Business Insights

About the Writer

Ashley Beatens is Director at ClimateWorks, a company in Hampshire that offers air conditioning, ventilation, and refrigeration solutions. He has over 15 years in sales and customer experience and is known for mixing technical knowledge with a customer approach. Ashley is growing his HVAC business through better communication, stronger relationships, and smarter operations.

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