How to Increase Commercial HVAC Leads

commercial hvac leads
Last Updated: January 14, 2024

In This Article

The HVAC industry is constantly evolving. As a business owner, you need to adapt your marketing strategy to keep up with changing consumer behaviors and HVAC industry trends. Implementing the right tactics will help you increase leads, stand out from competitors, and ultimately grow your company.

Getting more leads is critical for the growth and success of any HVAC business. For companies specializing in commercial HVAC services, robust lead generation is especially important as commercial projects tend to be larger in scope and budget. Commercial HVAC leads specifically provide high-value opportunities that can significantly boost revenue. 

However, competition is fierce and lead generation requires careful planning and execution. 

This article will provide HVAC business owners and marketers with actionable tips on how to increase leads for commercial projects and services.

Best Ways To Increase Commercial HVAC Leads

The key to successful HVAC lead generation is having a clear and comprehensive marketing strategy. There are several proven tactics HVAC companies can leverage to boost leads and sales in today’s digital landscape, Effective strategies include optimizing your website, leveraging online listings, implementing SEO, running PPC ads and developing referral relationships.

1. Define Your Ideal Customer

The first step is identifying your perfect commercial prospect. Aspects to consider include:

Industry and Company Size

Consider the industries (restaurants, offices, warehouses) and company sizes you work best with. Larger HVAC projects typically come from bigger commercial businesses.  

HVAC Systems  

Identify the HVAC system types most common among your ideal customers. This shapes required expertise and impact average contract values.

Decision Makers

Determine the key decision makers, usually facility managers or business owners. Understanding their priorities and motivations allows you to craft tailored messaging. 

Average Contract Value

Review past commercial contracts to determine average deal sizes. This baseline helps qualify inbound leads and forecast sales projections.

Clearly defining your perfect commercial customer profile, including ‘commercial HVAC leads’ in this manner focuses lead generation efforts only on priority segments primed for higher lifetime value. 

It allows targeting of messaging and enables better resource allocation to the outreach strategies with the highest ROI.

2. Optimize Your Website 

Optimizing your website with keyword-rich content and clear calls-to-action improves visibility and lead conversion, especially for mobile users.

Keyword-rich content

Include industry-specific terms commercial prospects may search for. This boosts visibility in search engine results.

Clear calls-to-action 

Calls-to-action (CTAs) encourage visitors to convert. Include buttons for contacting your company, requesting quotes or signing up for your email list.

Responsive design

Over 50% of website traffic comes from mobile devices. Ensure your site provides a seamless experience across desktop and mobile.

Lead capture forms

Collect visitor information with contact request forms. This enables you to follow up and nurture leads.

3. Leverage Online Listings

Business listings establish credibility and visibility. Complete and optimize profiles on: 

Establish Credibility 

Complete and optimize profiles on directories like Google My Business, Yelp, and industry-specific sites. This validates your HVAC services as legitimate options that prospects can trust.

Improve Discoverability

Directories make it easy for prospects searching online to find and learn about your business. Appearing on relevant sites improves visibility and awareness.

Encourage Engagement 

Directories allow sharing of useful details like contact info, hours, services, and photos. This provides a snapshot so visitors quickly see how you can address their HVAC needs, facilitating calls and form submissions.

Boost SEO

SEO enhances visibility in search engine results, attracting more qualified visitors to your website and is cost-effective compared to paid ads. 

Getting listed on well-trafficked directories boosts domain authority signals that improve search engine rankings and attract commercial HVAC leads. The more sites linking back to your HVAC website, the better for organic visibility.

Leveraging online listings establishes trust and awareness while driving traffic and leads. Completing and optimizing profiles across main directories gives prospects multiple touchpoints to connect your services to their HVAC needs.

4. Implement Search Engine Optimization

SEO improves visibility in search engine results pages without paying for ads. Useful tactics include:

Keyword Optimization 

Conduct research to determine keywords commercial prospects use to search for HVAC services. Optimize website content around these terms to improve visibility for relevant searches.  

Link Building

Get reputable external websites to link back to your site. This signals search engines that your pages offer valuable content on HVAC topics to surface higher in results.

Local SEO

Optimizing online business listings strengthens local search visibility. Consistent NAP (name, address, phone) details and positive reviews improve local ranking.

Blog Content

Create blog posts targeting commercial HVAC keywords. Quality content focused on informational searches attracts organic traffic.

Implementing these core SEO strategies delivers more qualified website visitors from Google and other search engines, specifically targeting commercial HVAC leads. The traffic taps into commercial prospects already looking for HVAC solutions online, primed for conversion into leads.

5. Run Pay-Per-Click Ads 

Google Ads and Microsoft Advertising allow you to target prospects actively searching for commercial HVAC leads. PPC ads target prospects actively searching for HVAC services, allowing for targeted reach and audience tailoring with performance tracking.

Targeted Reach

PPC platforms like Google Ads and Microsoft Advertising allow displaying ads to prospects actively searching for specific HVAC service keywords and in defined geographic areas.

Audience Tailoring

Layer on additional filters like industry, job titles, or company attributes to further refine targeting to only the most relevant prospects.

Performance Tracking

PPC enables setting up conversion tracking pixels to monitor engagements like calls, form submissions, or chat sessions generated from the ads. 


Make messaging, landing pages, and bid adjustments to improve conversion rates. Pause low performing ads to focus budget on campaigns demonstrating the best ROI.

6. Develop Referral Relationships

Building relationships with facilities managers and related service providers can lead to higher conversion rates through trusted referrals.

Build Relationships with Facilities Managers

Facilities managers are critical decision makers for HVAC systems in commercial buildings, making them valuable prospects for commercial HVAC leads. Establishing rapport and demonstrating expertise with them can lead to project bids and referrals.

Partner with Related Service Providers  

Connect with general contractors, electricians, and other service providers working with shared client bases. They can refer each other for relevant jobs where expertise is needed.

Implement a Referral Program

A formal referral program with rewards incentivizes happy customers to recommend an HVAC business to friends and colleagues, increasing the chances of generating valuable commercial HVAC leads. Referred leads convert at higher rates.  

Focus on Customer Service

Delivering an amazing service experience earns loyalty and referrals. Train staff to treat customers exceptionally well.

Stay Persistent 

Consistent, polite follow up with potential referral partners demonstrates commitment to customers and builds familiarity.

This ultimately increases lead quality, conversion rate, and profitability over time for an HVAC business.

7. Implement Direct Mail Campaigns

The tangible nature of direct mail can help drive calls and form submissions. Despite digital saturation, direct mail delivers results. Tactics include:

Targeted Prospect Lists

Carefully curate mailing lists to only target ideal commercial HVAC customer profiles. This increases relevancy and response rates.

Personalized Messaging 

Customize mailers by integrating dynamic prospect data like company name and details on their HVAC systems. Personalization boosts engagement.

Compelling Offers

Special discounts or free inspections entice recipients and motivate responses. Sweetening the offer improves direct mail results. 

Testing and Optimization

Try different target segments, mailers designs, messaging, and offers to determine the optimal approach. Continuously refine based on performance data.

Integrated Follow-Up 

Combine direct mail with email nurturing and phone follow ups for a coordinated lead generation effort.

These best practices drive higher quality leads and improved marketing ROI.

8. Join Relevant Organizations 

Industry associations and chambers of commerce provide networking opportunities. Attend events or sponsor conferences to:

In-person networking establishes critical trust and familiarity

Build Relationships  

Attending industry events and sponsoring conferences allows HVAC companies to connect directly with key prospects like facilities managers and contractors, generating valuable commercial HVAC leads. Face-to-face interactions establish familiarity and trust critical for referrals and bids on commercial projects.  

Increase Visibility

Getting involved with local chambers of commerce and trade associations boosts community awareness of an HVAC brand. These organizations provide platforms to demonstrate expertise and commitment to customers.

Access Resources 

Memberships offer helpful perks like educational programs, industry research, and discounts on tools or materials. These can aid with technician training and improving services.

Stay Updated

Groups provide news on the latest regulatory policies, technologies, and best practices to remain competitive in the field of commercial HVAC leads. Peer discussions also encourage the sharing of insights to advance collectively.  

This ultimately drives more word-of-mouth referrals and commercial opportunities.

9. Prioritize Email Marketing

Email nurtures relationships with past customers and new prospects. Use email to:

Send Promotions and Offers

Email allows sending exclusive discounts or seasonal service specials to motivate purchases from existing commercial HVAC clients.

Nurture Leads  

Send a series of informative emails to educate prospects on HVAC topics to establish your expertise. This builds trust to convert leads.

Segment Your List

Divide subscribers by client lifecycle stage (new lead, repeat customer). Send targeted emails focused on their needs for better engagement.  

Track Performance

Email platforms provide detailed analytics on open rates, click throughs and revenue. Refine approaches to optimize the ROI of campaigns.

Email delivers $40 in revenue for every $1 spent, making it extremely cost-effective

10. Foster Word-of-Mouth

Satisfied customers who organically rave about your HVAC services can be powerful brand advocates. Tactics to spur word-of-mouth include:

Deliver Exceptional Service

Consistently exceeding customer expectations with prompt, high quality service, including generating valuable commercial HVAC leads, earns loyalty and referrals. Well-trained technicians focusing on the customer experience are key.

Request Online Reviews 

Positive online ratings and comments build credibility to attract prospects. Satisfied customers can be asked directly to leave reviews.  

Implement Referral Rewards

Offering existing customers incentives for making introductions promotes referrals. Discounts, gift cards, or free services entice participation.

Enable Organic Sharing

Make it easy for happy customers to rave about your HVAC business on social media channels. This organic unpaid reach builds awareness.  

Word-of-mouth referrals from other businesses carry more influence than branded messaging alone.

11. Remarket Across Digital Channels 

Remarketing targets visitors who have already expressed interest in ads across platforms like:

Reach Past Website Visitors

Remarketing targets visitors who previously expressed interest by browsing an HVAC company’s website but left without converting. 

Use Multiple Digital Channels

Display ads can reach these commercial HVAC leads again while browsing other sites through ad networks like Google and social platforms. Email remarketing also engages visitors who provide contact info.

Customize Messaging 

Tailor ads and emails based on the specific services or content prospects viewed initially to remind them of their interest and prompt action.

Track Conversions

Pixels allow monitoring website events triggered by remarketing like calls, form fills, or chat requests. Refine approaches delivering the best ROI.

Seeing your brand reinforces familiarity and awareness for commercial prospects.

12. Get Found in Online Directories

Properly completed online directory listings establish legitimacy and awareness for an HVAC business, making it a valuable resource for generating commercial HVAC leads. Robust profiles make it easy for local prospects to find and connect your services to their heating and cooling needs.

Complete Robust Listings 

Register your HVAC business on popular directories like Google My Business, Yelp, and Manta. Fully optimize profiles by including keywords relevant to commercial services (e.g. “commercial HVAC installation”) in descriptions. 

Encourage Engagement

Share key details like contact information, hours of operation and service offerings. This gives visitors a snapshot of how you can address their HVAC needs.

Build Credibility 

Directories allow accumulating reviews over time. Positive ratings and comments build trust in your expertise. Be sure to also link to your website and social media.

Enhance Local SEO

Getting listed on well-trafficked directories boosts signals that improve local search visibility with local SEO. The more quality sites linking back, the higher your local HVAC website will rank. 

13. Analyze Lead Sources

Continuously evaluate the ROI of lead generation efforts by tracking:

Refine strategies focusing budget on the highest performing initiatives.

Key Metrics to Track

Critical metrics to monitor lead generation effectiveness include:

  • Lead quality – conversion rates, sales cycle length 
  • Cost per lead  
  • Marketing campaign ROI 

Continuously tracking these KPIs allows the optimization of strategies toward the highest performing initiatives.

Attribution Modeling 

Accurately attribute leads and revenue to specific campaigns and channels. This identifies the true ROI across efforts to guide budget allocation.

Include All Costs  

Calculate total costs related to lead generation, including staff time, tools, content creation etc. This provides a comprehensive view of investment.  

Set Benchmarks

Establish realistic ROI goals and cost per lead benchmarks to measure performance against over time.

Testing and Optimization

Continuously text messaging, offers and channels to improve lead quality and conversion rates, ultimately maximizing ROI.

Consistently monitoring performance and refining strategies to focus on the highest ROI initiatives drives growth.


Generating more commercial HVAC leads for commercial HVAC projects requires a multifaceted approach spanning both digital and traditional marketing tactics. By focusing efforts on reaching commercial decision-makers through targeted content, advertising, networking, referrals, and outreach, HVAC contractors can significantly grow this revenue stream. 

The strategies outlined above offer a blueprint for connecting with more quality prospects in the commercial sector and generating commercial HVAC leads. With a steady flow of leads at the top of the funnel, HVAC businesses are better positioned to close larger, more profitable commercial jobs.