If you're running an HVAC business in 2025, one thing is clear: marketing is harder—and more important—than ever.
The consumer is stretched. Inflation is weird. And too many contractors are fighting over too few leads.
So how do you grow without burning cash or wasting time?
You focus on what actually works.
In this guide, you'll learn the three major categories of HVAC marketing in 2025—what to prioritize, what to avoid, and how to stay booked all year.
1. Paid Leads: The Most Scalable (and Competitive) Option
Let’s start with the one everyone talks about: paid leads.
Whether you’re buying direct leads from platforms or running paid ads, this channel is the easiest to scale—but also the most expensive and crowded.
Here are your options:
- Google Ads
- Google LSA (Local Services Ads)
- Angi (Angie’s List)
- Modernize or other lead gen platforms
You’re paying to play. The upside is speed—you can get leads rolling tomorrow. The downside? So can your competitors.
That means every lead comes at a premium, and not all of them close.
To make this channel work, you must track your ROROAS (Return On Revenue Over Ad Spend).
In HVAC, plumbing, or electrical, a good target is:
- 8x ROROAS
That means for every $1 you spend, you want $8 in booked revenue.
But don’t fall for averages. Some lead sources just won’t work for you. Others might be goldmines.
Track everything. Measure:
- Cost per lead
- Demo rates
- Close rates
- Average ticket
Find the winners. Cut the losers. And don’t be afraid to try lesser-known platforms where competition is lower.
2. Organic Digital: The Long Game That Pays Off
If you’re doing more than $2–3 million in revenue, it’s time to get serious about organic digital marketing.
That means:
- Your website SEO
- Your Google Business Profile
- Your local map pack ranking
Here’s the truth in 2025: HVAC companies that rank well on Google get more leads, spend less on ads, and win in slow seasons.
To win organically, you need two things:
- Consistent content output
- At least 2–3 new articles/month
- Written with local SEO in mind
- At least 2–3 new articles/month
- Map pack optimization
- Updated business listings
- Quality photos
- Review responses
- Accurate services and categories
- Updated business listings
Your SEO partner should connect your website performance to your map pack visibility. These two work together, not in silos.
If your GMB is flat but your site traffic is growing, something's broken. Same if you’re ranking on maps but your site is stale.
A few things that move the needle fast:
- Add real photos from the field
- Post regular updates on GMB
- Set up services and service areas correctly
- Embed reviews into your website
Organic doesn’t move as fast as paid—but once it kicks in, your lead cost drops and consistency improves.
3. Branded Non-Digital: Why Most Should Avoid It
Streaming. Billboards. Bus stops. Even church bulletins.
These all fall under branded non-digital spend—and for most contractors, it’s a trap.
Unless you're doing $10M+ in revenue, this stuff rarely delivers measurable ROI.
It sounds cool. It looks big. But when your phones are quiet, you don’t need brand awareness—you need leads.
The only time to dabble in this area is when:
- You’re already fully booked weeks out
- You have the cash to experiment
- You’re working with a trusted media partner
- Your tracking and measurement are dialed in
Yes, there are exceptions. On our podcast, Tony from Waker made a compelling case for TV ads. And some HVAC companies do get results with streaming.
But for 90% of operators?
If your schedule is empty tomorrow, buy leads. Don’t buy attention.
Keep your budget focused on things that put jobs on the calendar. You can worry about billboards once your trucks are full.
What HVAC Marketing Looks Like in 2025
Here’s the playbook smart companies are following right now:
- Buy leads when you need speed
- Invest in SEO for long-term results
- Ignore branded non-digital unless you’re swimming in cash
If you’re under $10M in revenue, every dollar counts. That means tracking every campaign, testing multiple sources, and obsessing over your return on ad spend.
And when it comes to marketing partners, choose ones who understand the trades—not just generic agencies pushing pretty websites or flashy logos.
You need traffic. You need calls. You need closed jobs.
Final Thoughts: Stay Focused, Stay Booked
2025 isn’t about fancy strategies or TikTok hacks.
It’s about doing the fundamentals better than everyone else.
- Know your numbers
- Stick to what converts
- Avoid distractions
- Build your organic presence
- Double down on what actually fills your schedule
If you do that—and only that—your HVAC business will keep growing, no matter how weird the economy gets.
Let me know if you want this turned into a downloadable checklist or built into a one-pager for your marketing team or agency.
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