Growth systems for home service leaders
(385) 360-1230
HVAC marketing
Marketing built for a trade with two peaks, two troughs, and no room for a quiet April.
No obligation, and no contract required to get it.
How your trade actually runs
HVAC is not a steady business pretending to be seasonal. The summer and winter peaks are won or lost in the quiet months before them, when most companies cut spend and surrender the ground.
Where we start
We do not sell all eight services to everybody. These are the ones that pay first in this trade, the rest come later, if they earn a place.
Still got questions?
Home service owners talking about what changed after the marketing started answering for itself. No script, no actors, the people who hired us.
See verified client resultsWhat you get
Everybody in your market gets busy in a heatwave. The difference between a good year and a great one is what you booked in the shoulder seasons and how many repair calls became replacements.
What it is costing you
Two months a year decide everything
When the peaks are the only thing working, one mild summer takes the year with it. The shoulder seasons are where that risk gets removed.
Item 1Replacements walk out the door
A twelve-year-old system is a replacement conversation nobody had. That margin leaves with the technician.
Item 2Peak clicks cost the most
In July everyone bids on the same searches. Paying top price for repair leads with no replacement path is how budget disappears fastest.
Item 3
When the money is
Two peaks, two troughs, every year, and everybody in your market knows it. The advantage does not come from working the peaks harder, everyone does that. It comes from what you have booked in April and October.
Heating failures. Emergency-led, price-insensitive, capacity-constrained.
The shoulder. Tune-ups and agreement sign-ups, or an empty schedule.
Cooling failures and replacements. The busiest and most competitive window.
The second shoulder, best window for planned replacements before the freeze.
A general pattern for this trade, not measured client data. Your market will have its own shape, and we build against that rather than against this.
What we fix
Not a generic marketing checklist with your trade pasted on top. These are the constraints that actually cap growth in this business.
Summer and winter bring a flood of emergency calls. Spring and fall? Crickets. We break this cycle with evergreen SEO that drives leads year-round, combined with seasonal ad campaigns that ramp up before peak demand, so you're booking jobs in February, not just July.
Emergency AC repairs and furnace failures are urgent, but unpredictable. We balance your marketing between emergency Google Ads (for immediate revenue) and email/social campaigns promoting maintenance plans and tune-ups (for predictable, recurring revenue that stabilizes cash flow).
Service agreements are the holy grail of HVAC. They guarantee recurring revenue, reduce seasonal volatility, and increase customer lifetime value by 3-5x. We build targeted campaigns, email sequences, post-service upsells, seasonal promotions, designed specifically to convert one-time service calls into long-term agreement holders.
What you get
Every channel links through to exactly how it works, the same page any other client of ours reads before they sign.
See what it costsFree hvac marketing analysis
We will look at your seasonal spend, your agreement base, and the searches you are missing in the quiet months.
Our promise to you
“Handing your marketing to someone else means handing over the budget that keeps your crews busy. We don’t take that lightly.
So here’s what we commit to: you will always be able to see where your money went and what it produced, not buried in a report at the end of the quarter, but any day you want to look. We’ll tell you what isn’t working before you have to ask. And we’d rather turn down a fit that isn’t right than take money we can’t grow.
Thank you for trusting us with it.”
, Boston Douglas & Chad Westover
In their words
“CMS is a great partner and has enabled us to take our advertising to a whole new level. We now have a better understanding of all our efforts and are fortunate to have a very talented group of people at CMS who have our back at all times. We highly recommend their service and expertise to anyone seeking to take their marketing to new heights!”
Cody Wilcox
Google Review
“Charlie and Becky, and the team at Custom Marketing Solutions have elevated our marketing strategy to new heights. The CMS strategy allows us to track where our advertising dollars are being spent, which allows us to manage our marketing budget efficiency. They helped consolidate our websites into one location, and they dispute Local Service Ad calls that are irrelevant. The team is very professional, knowledgeable, and great to work with.”
David Tebbs
Google Review
Set up a brief intro call
We will look at your market before the call, so it is a conversation about your actual position rather than a generic pitch.
Or call (385) 360-1230Loading times
No contract, no obligation, no pitch deck.
Or call (385) 360-1230Documented results
Tracked revenue, attributable to the work. Every figure below comes from a real client account.
$1.25M+
tracked revenue
$811K+
tracked revenue
15+
closed leads per month
“CMS is a great partner and has enabled us to take our advertising to a whole new level. We now have a better understanding of all our efforts and are fortunate to have a very talented group of people at CMS who have our back at all times. We highly recommend their service and expertise to anyone seeking to take their marketing to new heights!”
The honest comparison
Every HVAC marketer can spend in July. The difference is what happens in the shoulder seasons and who answers for it.
Seasonal budget
Custom Marketing Solutions
Shifted ahead of the demand curve, not after the phones go quiet
Replacement versus repair
Custom Marketing Solutions
Separate campaigns and pages, because the buyers are not the same person
Local Service Ads
Custom Marketing Solutions
Run as one budget with Google Ads and disputed when leads are junk
Maintenance plans
Custom Marketing Solutions
Marketed as the asset they are, because they carry the off-season
Off-season demand
Custom Marketing Solutions
Built ahead of time so spring does not start from zero
Reporting
Custom Marketing Solutions
Installs and tickets attributed back to the campaign that produced them
| RecommendedCustom Marketing Solutions | A generalist agency | Handling it in-house | |
|---|---|---|---|
| Seasonal budget | Shifted ahead of the demand curve, not after the phones go quiet | Flat monthly spend regardless of season | Cut in the slow months, which is when the ground is lost |
| Replacement versus repair | Separate campaigns and pages, because the buyers are not the same person | Both lumped into one HVAC campaign | Whatever the website says, usually repair-led |
| Local Service Ads | Run as one budget with Google Ads and disputed when leads are junk | A separate line item nobody reconciles | On, unmanaged, and quietly expensive |
| Maintenance plans | Marketed as the asset they are, because they carry the off-season | Rarely part of the brief | Sold at the door, never marketed |
| Off-season demand | Built ahead of time so spring does not start from zero | Reactive, once the season has already turned | Hope, and a discount |
| Reporting | Installs and tickets attributed back to the campaign that produced them | Cost per lead, with no view of what closed | Gut feel about which month was busy |
Thirty minutes. We will tell you what hvac marketing should actually cost you.
Because going dark at the peak costs you the rankings you need at the next one, and because being busy with repairs is not the same as being busy with replacements. The lever during a peak is usually mix, not volume.
Maintenance agreements and pre-season tune-ups, sold to customers you already have. It is largely an email problem, the list exists, and most companies never work it.
Selectively. Costs go up because everyone piles in, and paying peak prices for repair leads with no replacement path is how budget disappears. We would rather concentrate spend where the higher-value jobs are.
Yes, a new HVAC division that went from no traction to over $811K in tracked revenue through focused paid search and Local Service Ad management. The full record is on our results page.
From the team
Typical marketing budgets, cost by channel (SEO, PPC, website, social), and how Utah home service contractors can maximize ROI in 2026.
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