Why Most HVAC Marketing Fails (And How to Fix It)
If you run an air conditioning business in Brisbane, you know the drill. When a heatwave hits in January, your phone rings off the hook. When it’s a mild October, it’s crickets. Most HVAC owners I talk to are stuck in this feast-or-famine cycle. They spend a fortune on lead-gen sites that sell the same 'enquiry' to five different sparkies, or they dump money into Facebook ads that get 'likes' but zero booked jobs.
Marketing shouldn't be a gamble. It should be a predictable system where you put $1 in and get $5 to $10 back in profit. After looking at the numbers for dozens of local tradie businesses, the data is clear: the winners aren't the ones with the prettiest logos. They are the ones who make it easiest for a sweaty, frustrated homeowner to find them and book them in thirty seconds.
Here is how to stop wasting money and start winning more high-profit AC installs and service contracts.
1. Fix Your Google Business Profile (The 'Money Map')
When someone’s split system dies in the middle of a 32-degree day in Coorparoo, they don’t browse social media. They go to Google and type in "air con repair near me". If you aren't in the top three results on that map, you don't exist.
This is the highest-ROI marketing you can do because it costs almost nothing but time.
The Quick Wins:
Photos of your actual work: Stop using stock photos of smiling people holding clipboards. People want to see your van, your team in uniform, and neat outdoor unit installs. Upload 3-5 new photos every week. It tells Google you are active. The Review Game: You need a system. If you leave a job and don’t ask for a review, you’ve just lost future money. Businesses with 50+ reviews get significantly more phone calls than those with 10. If you’re starting from scratch, you can still get local calls by focusing on quality over quantity initially. Respond to everything: Even the bad ones. If a customer complains, reply professionally. Future customers aren't looking for perfection; they're looking to see if you give a toss when things go wrong.2. Your Website: Is It a Salesman or a Paperweight?
Most HVAC websites are digital brochures. They list your services, show a picture of a compressor, and have a 'Contact Us' page that no one uses.
To make money, your website needs to work on phones. Period. Over 70% of your customers are finding you while sitting on their couch using a mobile. If they have to pinch and zoom to find your phone number, they will leave and click on your competitor.
What your site needs to actually get jobs:
A 'Click to Call' button: This should be at the very top of the screen and stay there as they scroll. Clear Pricing (or Ranges): I know, every job is different. But people hate the 'mystery price'. Give them a starting point. "Split system installs from $X." It builds trust immediately. Real People: Show your face. Brisbane homeowners are wary of 'cowboys'. Seeing the owner’s face makes you a real person, not a faceless corporation.If you feel like you're constantly fighting on price, it's often because your website looks exactly like everyone else's. You can charge more simply by looking more professional and reliable than the bloke undercutting you by $200.
3. Stop Buying Shared Leads
Services like Bark or HiPages can be a trap for HVAC businesses. You pay $40 for a lead, only to find out four other companies got the same lead, and the customer is just looking for the cheapest price.
Instead of renting space on someone else's platform, you should be building your own 'lead machine'. When you own the lead, you aren't racing to the bottom on price. You can actually get tradie jobs without paying middle-man fees if you focus on your local reputation and organic search presence.
4. Google Ads: The 'Fast' Way to Get Air Con Installs
If you want jobs today, Google Ads is the only way. But be careful—this is where I see Brisbane HVAC owners blow thousands of dollars.
The Mistake: Bidding on broad terms like "air conditioning". You'll end up paying for people looking for 'how to fix my own AC' or 'air conditioning jobs'.
The Fix: Bid on 'Intent' keywords. "Ducted AC installation Brisbane" "Emergency AC repair Chermside" "Daikin service technician near me"
Cost Expectation: In Brisbane, expect to pay between $5 and $15 per click. If your website is good, 1 in 5 of those people should call you. That means a lead might cost you $50. If a ducted install profit is $2,000, that $50 is the best money you’ll ever spend.
5. The Fortune is in the Follow-Up
I’ve seen HVAC businesses in Logan and the Redlands leave tens of thousands of dollars on the table because they don't follow up on quotes.
If you send a quote for a multi-head system and don't hear back, do you call them? Most tradies don't. They're too busy.
The 2-2-2 Rule: 2 Hours: Send the quote within 2 hours of the site visit while they still remember your face. 2 Days: Call them. Ask if they have questions. 2 Weeks: Send a text. "Hey, just checking if you're still looking to get that AC sorted before the summer heat hits."
This simple habit will increase your booked jobs by 20% without spending an extra cent on marketing.
6. Local SEO: Dominating Your Suburb
You don't need to be number one for all of Queensland. You just need to be the king of your local area. If you’re based in North Lakes, you want every person in North Lakes, Mango Hill, and Rothwell to see your name.
Create pages on your website specifically for these suburbs. Talk about the types of houses there (e.g., "We specialise in retrofitting ducted air into older Queenslanders in Ascot"). Google likes this because it’s relevant, and customers like it because they feel you know their specific neck of the woods.
7. Maintenance Contracts: The 'Recession Proof' Strategy
Installs are great for cash flow, but maintenance is what keeps the lights on during the winter.
Every time you install a unit, offer a 'Gold Member' maintenance plan. For $15 a month (or a discounted annual fee), they get a yearly coil clean and priority service.
Why this works: 1. Predictable Income: You get paid even when it’s not hot. 2. Customer Loyalty: When that unit eventually dies in 10 years, who are they going to call for the replacement? You. 3. Efficiency: You can schedule these service jobs during your quietest months to keep your guys busy.
8. What's a Waste of Money?
Yellow Pages: Just don't. General Facebook 'Brand' Ads: Unless you're a massive company like Fallon Solutions, don't spend money just to 'get your name out there'. Spend money to get a phone call. Cheap SEO Packages: If someone offers to 'get you to #1' for $199 a month, they are lying. They will do nothing or, worse, get your site banned from Google. Radio Ads (for small guys): Too expensive and too broad. You need to reach people who need an AC now, not everyone driving a car in Brisbane.
Summary of Your Action Plan
If you want to grow your HVAC business, don't try to do everything at once. Follow this order:
1. Immediate (Today): Ask your last 5 happy customers for a Google Review. 2. This Week: Check your website on your phone. If you can't click the phone number to call yourself, call a web guy and fix it. 3. This Month: Set up a basic Google Ads campaign targeting 'Emergency Repair' or 'New Installs' in your specific suburbs. 4. Next 90 Days: Build a simple database of your past customers and send them a text or email offering a 'Pre-Summer Service Special'.
Marketing isn't about being fancy; it's about being found when things get hot. Stick to the basics, watch your numbers, and treat every lead like gold.
Ready to get more calls? At Local Marketing Group, we help Brisbane tradies stop guessing and start growing. We don't care about 'likes' or 'impressions'—we care about how many times your phone rings. If you want a marketing partner who talks straight and gets results, contact us today.