What you'll get from this guide
- Month-by-month marketing calendar: when to push AC vs furnace
- Google Ads copy + SMS campaign templates for each season
- Budget allocation by channel (Google, SMS, social, direct mail)
You spent $2,000 on Google Ads last July pushing furnace tune-ups. Nobody clicked. Then in December, you ran AC install ads. Same result.
HVAC marketing isn't broken — it's mistimed. The same homeowner who ignores your AC ad in January will click it in April when their unit starts making noise. This playbook gives you the exact calendar, copy, and budget splits.
Why HVAC Marketing Timing Beats Budget Every Time
A $500/mo ad budget perfectly timed will outperform $2,000/mo spent year-round. HVAC purchases are event-driven: the first hot day, the first cold night, the neighbor's new system. Your marketing needs to land 2-4 weeks BEFORE the urgency spike.
Budget Allocation: Where to Spend by Season
| Channel | Spring | Summer | Fall | Winter |
|---|---|---|---|---|
| Google Ads | 40% | 25% | 40% | 25% |
| SMS/Email to existing | 30% | 15% | 30% | 15% |
| Social media | 15% | 20% | 15% | 20% |
| Review campaigns | 10% | 30% | 10% | 30% |
| Direct mail/door hangers | 5% | 10% | 5% | 10% |
For a $1,500/mo budget. Adjust percentages based on your market — warmer climates shift AC emphasis earlier.
Want this running automatically?
ServiceHub automates follow-ups, reminders, and booking confirmations so nothing falls through the cracks.
Month-by-Month HVAC Marketing Calendar
| Month | Focus | Primary Message | Channel Priority |
|---|---|---|---|
| January | Furnace repairs, emergency | "Heat emergency? We're available today" | Google Ads, GMB |
| February | Maintenance plan renewals | "Lock in your spring tune-up before the rush" | SMS to existing customers |
| March | AC tune-up pre-season | "Spring AC tune-up — limited slots available" | Google Ads, Email |
| April | AC tune-up peak push | "Get AC-ready before the first hot week" | Google Ads, Social |
| May | AC installations, replacements | "Is your AC ready for summer? Free diagnostic" | Google Ads |
| June | Emergency AC, installations | "Same-day AC repair" | Google Ads (emergency) |
| July | Emergency AC peak | "AC down in the heat? We answer 24/7" | Google Ads, LSA |
| August | Start furnace pre-season | "Summer's ending — get furnace-ready early" | Email/SMS to existing |
| September | Furnace tune-up push | "Fall furnace tune-up — book before October" | Google Ads, Email |
| October | Furnace tune-up peak | "Don't wait for the first cold night" | Google Ads, SMS |
| November | Furnace repairs, emergency | "Furnace not working? Same-day service" | Google Ads, LSA |
| December | Emergency repairs, gift cards | "Emergency heat repair + gift a maintenance plan" | Google Ads |
How ServiceHub Keeps Your Seasonal Calendar Full
Define a reminder interval on each service — your AI concierge handles the rest. No manual campaigns, no seasonal blasts to manage.
- Recurring Service Reminders: Set a reminder interval on each service (e.g., 'AC tune-up every 12 months'). When a customer is due, the concierge agent automatically reaches out to rebook.
- AI Concierge Rebooking: Your AI concierge contacts customers via SMS when their service interval hits. It handles the conversation and books the appointment — zero staff time.
- One-Click Booking Links: Every message includes a direct booking link. Customers tap once to confirm — no phone tag, no missed conversions.
- Revenue Tracking: See which services drive the most rebookings and revenue in your dashboard.
?FAQ: HVAC Seasonal Marketing
When should I start marketing AC tune-ups?▼
How much should an HVAC company spend on marketing per month?▼
Should I run Google Ads year-round or seasonally?▼
What's the best HVAC marketing channel for small companies?▼
How do I market maintenance plans effectively?▼
Ready to Automate Your Seasonal Campaigns?
ServiceHub schedules your seasonal SMS and email blasts automatically. Set it up once, fill your calendar every season.