How to build an HVAC marketing plan that books jobs.

Grade everything by cost per new customer

Most HVAC companies judge marketing by calls or leads. That number lies, because a lot of calls are existing customers asking about a part, a bill, or a warranty. A plan built on call volume will spend money chasing those calls.

Bob Boldt HVAC was spending close to $6,000 a month on Google Ads and getting eight new customers out of it. That is about $737 per new customer, against a $200 target. The call count looked fine. The new-customer count did not.

• Define a new customer. We count an account created within 45 days of the job.
• Set a target cost per new customer. Work it out from your average ticket and how often a new customer comes back.
• Grade every channel by it, including the ones that cost nothing per click.

Connect your scheduling software to your ads

Google Ads only learns from what you tell it. If you tell it about calls, it finds more calls. If you tell it about booked jobs and what they were worth, it finds more of those.

For Bob Boldt HVAC, the jobs booked in ServiceTitan go back to Google every morning with the dollar amount attached, matched to the click that started them. Then we told Google to bid on booked jobs instead of calls. The same idea works with any scheduling software that records booked jobs, like Housecall Pro or Jobber.

• Capture the ad click ID on every form and tracked call.
• Send booked jobs and their value back to Google Ads daily.
• Switch bidding to booked-job value once enough jobs are flowing back.

This cost $0 in tracking software. It runs on Google's own free tools plus code we wrote. More on how it works in attribution.

Clean up the ad account before you add budget

More budget on a leaky account buys more of the wrong clicks. These are the settings we found on Bob's account. Check yours for the same four:

After five months on the cleaned-up account: $127,354 in booked jobs from $30,597 in ad spend, matched click by click. That is 139 booked jobs at $220 of ad spend each.

Plan the year around the seasons

HVAC demand follows the weather, so the budget should too. A flat monthly budget overspends in April and runs dry the first week of a cold snap. This is the calendar we plan around in Minnesota. Shift it a month or two for your climate.

HeatingCoolingTune-ups and maintenance plans

Write the heating and cooling ads and pages before the season starts. When the first hot week hits, there is no time to build anything.

Build the side you don't pay per click for

Ads are the fast half of the plan. Your website and Google Business Profile are the half that keeps paying. For Bob Boldt HVAC over the same five months, organic booked more than three times what the ads did:

Booked jobs, May to September 2026: $127,354 from Google Ads, $419,064 with no ad click behind it.

What goes into this side of the plan:

• A service page for each city you serve, written for that city. Bob has two locations, Eagan and Burnsville, and pages for the towns around them.
• A Google Business Profile for each location, with current hours, services, and photos of your own trucks and crews.
• Reviews every week, not in bursts. Ask after every completed job. Our review tool automates the ask.
• Pages that answer the season's searches ("furnace not working", "AC not cooling") before the season starts.

This side takes months to build and keeps working after you stop paying for it. See how we run it under SEO.

Check the same scorecard every month

A plan only works if someone checks it. Pull these numbers on the same day every month and compare them to last month and the same month last year.

We put these numbers in a live report for every client, so nobody has to build the spreadsheet.