Michigan HVAC companies live on a seesaw. The first real cold week in November and the first heat wave in June can bury you in no-heat and no-cool calls. Then April and October go quiet, and the techs you fought to hire are sitting around. Good HVAC marketing doesn’t just ride the peaks. It gets you more of the right calls when the phones are already ringing, and it gives you something to sell when they aren’t.
I’m Jeff, founder of Campaigns That Convert in Plymouth. I run Google Ads, Local Services Ads, Google Business Profiles, and GoHighLevel automation for heating and cooling companies across Metro Detroit and the rest of Michigan.
When everybody’s furnace quits the same week, every HVAC company in your area raises its ad budget at once, and the cost of a click or a lead goes up with it. If your campaigns aren’t set up to shift budget toward the services that pay best in each season, you can spend a lot during a peak and still miss calls because the crew is booked.
A “no heat” caller at 9 p.m. wants someone today. A homeowner researching “furnace replacement cost” or “heat pump installers” may take two weeks and three quotes to decide. Both are valuable, but they need different ads, different landing pages, and different follow-up. Lumping them together is one of the most common ways I see HVAC budgets wasted.
Tune-ups, maintenance agreements, duct cleaning, humidifiers, indoor air quality, and early-bird AC checks all sell best in the shoulder months, mostly to people who already know you. Most HVAC companies have a customer list they never touch. That’s the cheapest marketing you’ll ever do.
A full system replacement is a big decision. When a lead service sells that homeowner to several companies, you end up in a price war before you’ve walked the house. Your own ads and your own Google Business Profile bring you homeowners who chose you first.
I start with your Google Business Profile: primary category, secondary categories for heating, air conditioning, and any specialties you really offer, a full services list (furnace repair, AC repair, heat pump installation, boiler service, and so on), accurate hours, and a service area that matches where your vans actually go. Then come weekly posts with seasonal offers and a steady flow of job photos. A heatmap shows where you rank across your service area so we can see progress grid by grid.
Local Services Ads put you at the very top of Google for searches like “furnace repair near me,” with the Google Verified badge, and you pay per lead. Google classifies HVAC as an “urgent” category, so expect extra screening. Verification takes time, so I get it moving early in the season, not the week the cold hits. I wrote a full walkthrough: how to get Google Guaranteed (now Google Verified) as an HVAC company in Michigan.
With Google Ads I build separate campaigns for emergency repair, replacement and installation, and maintenance. Then I move budget between them as the weather changes. In peak season, repair and replacement get priority. In the shoulder months, tune-ups and maintenance plans take over. Every call is recorded, so we know which campaigns bring booked jobs and which bring price shoppers.
GoHighLevel automation handles the follow-up a busy dispatcher can’t. Missed calls get an instant text back, web leads get an immediate reply, review requests go out after completed jobs, and past customers get seasonal reminders like “Time for your fall furnace tune-up.” For many HVAC companies, the reactivation campaign is the easiest way to fill the slow weeks.
If you want the big picture first, my services overview shows how these pieces work together.
As part of Local Services Ads screening, Google may verify state-level business and owner licenses where local law requires them. In Michigan, the state requires a mechanical contractor’s license with the appropriate classification for installing, altering, or servicing HVAC equipment, ductwork, heating, and refrigeration and air conditioning, among other work. The name on your license and insurance should match the name you advertise under. Sorting that out before you apply avoids back-and-forth during verification.
My Google Ads management is a flat monthly fee, so I’m not nudging you to spend more to raise my cut. Ad spend is billed by Google directly to you. There’s call recording, no setup fee, and a 3-month minimum, then month-to-month. Local Services Ads are also billed by Google, per lead. I don’t publish dollar figures. I’ll quote you after a 15-minute call based on your service area and goals. Here’s how my pricing works.
I’m in Plymouth and work with HVAC companies throughout Wayne, Oakland, and Washtenaw counties and all of Michigan. See my Metro Detroit page for how I handle targeting across nearby cities.
Also see how I work with plumbers, roofers, and tree service companies.
Two ways. First, I shift ad budget toward maintenance, tune-ups, and replacement searches, which keep going all year. Second, I set up reactivation texts and emails to your past customers, offering seasonal tune-ups or maintenance plans. Your own customer list is usually the cheapest source of slow-season work.
Usually you should pull back rather than shut off. I can lower budgets, pause the lowest-value campaigns, or limit hours so you aren’t paying for calls you can’t take. On Local Services Ads you can pause or lower your budget too, but missed calls and slow responses can hurt your ranking there, so it’s better to adjust than to ignore leads.
Yes, and I recommend it. Heating and cooling searches peak at different times and often need different ad copy and landing pages. Separate campaigns let me move budget quickly when the weather turns.
My focus is residential service and replacement, because that’s where Google Ads, Local Services Ads, and Google Maps do the most work. If you do commercial too, tell me on the call and I’ll tell you honestly whether these channels fit.
It’s an automatic text that goes to anyone who calls and doesn’t reach you, so they know you’ll get back to them instead of calling the next company. If you ever miss calls during peak season, it’s worth having. I wrote about it here: missed-call text-back and what voicemail costs an HVAC company.
Google Ads can usually launch once tracking, call recording, and your landing page are ready. Local Services Ads depend on Google’s verification, which Google says averages 3 to 4 weeks after documents are submitted. That’s why I start it before your busy season, not during it.
Book a 15-minute call and I’ll look at how your HVAC company shows up on Google today, and what I’d change before the next rush. Prefer to start with data? The free audit shows your Google Maps rankings across your service area.
About Campaigns That Convert:
Google Ads, Local Services Ads, Google Business Profile management, and missed-call follow-up for plumbers, HVAC companies, roofers, and tree service companies.
Let’s grow your business together.
Campaigns That Convert LLC · Plymouth, MI · (313) 590-0304 · Serving Metro Detroit and Michigan
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