What is an HVAC lead generation system?
An HVAC lead generation system is the full chain from an ad a homeowner sees to an estimate booked on your calendar. It covers the offer, the landing page, the filter, the first reply, the booking and the follow-up. Most contractors own two or three of those links. The gaps between them are where the money leaks.
We built ours around one number. A booked estimate is a qualified homeowner booked for an in-home estimate on your calendar, at a set time. Not a form fill. Every stage below exists to turn more strangers into that one thing, and to keep your comfort advisors out of driveways that were never going to buy.
We call it the HVAC Profit Machine. It has eight stages.
How does the HVAC Profit Machine work?
Meta and Google Search ads built around system replacements send a homeowner to a page for your service area. Six tap-to-answer questions sort them. Qualified homeowners get a text and a call inside 60 seconds and are booked on your calendar. We follow up every estimate on days 1, 3 and 7 and report the numbers every Friday.
| Stage | What happens | What you see | Why it is there |
|---|---|---|---|
| 1. Ads | Meta and Google Search ads built around replacement and install offers | Your trucks, your crews, your service area | A specific offer gives a homeowner a reason to act this week |
| 2. Landing page | A page for your service area, on your domain | One page per service area cluster | Local pages build trust and set price expectations |
| 3. Qualifier | Six tap-to-answer questions | Nothing yet | Sorts leads before anyone spends a minute on them |
| 4. CRM routing | Only qualified leads enter the active pipeline | A card with all six answers, plus a text alert | Your phone rings for jobs worth an estimate |
| 5. 60-second reply and booking | Text and call inside a minute, estimate booked | "BOOKED" on your calendar with the answers attached | The homeowner is still holding their phone |
| 6. Estimate follow-up | Texts on days 1, 3 and 7 in your name | Replies in the same thread | An estimate with no follow-up is an estimate for the next contractor |
| 7. Reviews and Google Business Profile | Review request after install, profile kept current | New reviews and an up-to-date profile | Ad clicks land on a profile that backs up the ad |
| 8. Friday report | One email with the week's numbers | Spend, qualified leads, booked estimates, jobs sold | You can see whether the money is working |
1. Meta and Google ads built around replacement offers
We run two channels from your own ad accounts. On Facebook and Instagram, ads reach homeowners in your service area who are thinking about a new system before they search. On Google Search, tight ad groups for AC replacement, heat pump installation and "AC not cooling" searches catch people who want help right now.
Every ad leads with a full system replacement or new install: central AC, heat pumps, or AC and furnace changeouts. We do not run ads for single repairs, window units or one-off ductless mini-split heads. Each ad carries one offer you can honor, such as a free in-home estimate with a written price, an install date from your real calendar, or financing if you already offer it. The ads use your own job photos and video. The details are on our Facebook ads for HVAC and HVAC Google Ads pages.
2. A landing page for your service area
The click lands on a page that names the homeowner's city or part of the metro in the headline, explains the in-home estimate, repeats the offer and shows your reviews. It sits on your domain or a subdomain and is built from one tested template. A homeowner in Frisco trusts a page that says Frisco. The full layout is on our HVAC landing pages page.
3. The six-question qualifier
The homeowner answers six questions with one tap each:
- Home type
- Current system and its age
- Replacement, new install or repair
- Timing
- Budget range
- Homeowner or renter
Name, cell number and a consent box come last. You see nothing yet, and that is the point.
4. Only qualified leads reach the CRM pipeline
Every lead is saved in GoHighLevel, but only qualified ones move into the active pipeline. A replacement or new install from a homeowner inside your service area routes to Priority. A repair request or a single mini-split head never routes to Priority. Renters and out-of-area addresses get a polite automated reply instead. You get a pipeline card with all six answers and a text alert for each qualified lead.
5. Text and call inside 60 seconds, then the booking
The homeowner gets a text in your company's name within a minute of submitting. A call follows straight away, handled by an AI receptionist with a virtual assistant behind it, working to your script and your booking rules. The estimate goes on your calendar with the address, the six answers and the offer they responded to. Confirmation and reminder texts go out automatically.
In most cases we can also push the booked estimate into the software you already use, such as ServiceTitan, Housecall Pro or Jobber, by webhook or Zapier-style automation. Your comfort advisor walks in knowing it is a 2,400 square foot two-story with a 15-year-old 4-ton system and an owner who wants it done before the heat hits. The follow-up logic is on our HVAC CRM automation page.
6. Estimate follow-up on days 1, 3 and 7
After the in-home visit, the homeowner gets short follow-up texts on day 1, day 3 and day 7, sent in your company's name. They stop the moment you mark the job sold or lost. Replies land in the same thread, and you get a task to call if nothing has moved. The full wording is in our post on HVAC lead follow-up.
7. Review requests and your Google Business Profile
Once a job is installed, the CRM sends an automated review request. We also manage your Google Business Profile, the free listing that shows your business on Google Maps and local search, so services, photos and categories match the jobs you want. Homeowners who see your ads check those reviews before they book.
8. The Friday report
Every Friday you get one email: ad spend by channel, qualified leads, booked estimates, cost per booked estimate and jobs sold, with a short note from Sam on what changed and why. Cost per booked estimate is your ad spend for the period divided by the booked estimates in the same period.
What do the planning numbers look like?
At $4,000 a month of combined ad spend, our planning assumptions give about 35 leads, about 21 qualified, and about 12 to 13 booked estimates. At a 30% close rate that is about 3 to 4 jobs sold a month. These are assumptions, not results. We have no US clients yet.
Worked example: the planning funnel at $4,000 a month (assumptions, not results)
$4,000 combined ad spend (default split: Meta $2,500, Google $1,500)
$4,000 / $100 to $130 assumed blended cost per lead = about 35 leads
35 leads x 60% pass the qualifier = about 21 qualified leads
21 x 60% book = about 12 to 13 booked estimates
$4,000 / 12.5 = about $320 ad cost per booked estimate
($4,000 ad spend + $2,500 fee) / 12.5 = about $520 all-in per booked estimate
12.5 x 30% close rate = about 3 to 4 jobs sold a month
Your first four Friday reports replace every one of these figures with your own. The pricing page shows the fee and the break-even formula.
What is Off-Peak Fill?
Off-Peak Fill is the part of the system built for the shoulder and winter months, when cooling demand drops. It switches the ads to heat pump heating, furnace plus AC changeouts, maintenance plan offers and pre-summer booking, so your install crews have work on the calendar when the phones go quiet.
In the peak cooling months (in Texas and the Sun Belt, roughly May to September) the budget leans to Google, $2,500 of the $4,000 minimum, because homeowners search when a system quits. Outside peak it leans back to Meta. Spend also follows your calendar. If your install backlog passes three weeks, we turn spend down rather than book estimates you cannot install. Off-Peak Fill is included in the monthly fee, not an upsell. A system that only works in July is not much of a system.
Who owns the ad accounts, the CRM and the leads?
You do. Ads run in your own Meta Business Manager and Google Ads account, paid on your card. Leads live in a CRM you log into, and the landing pages sit on your domain. If you leave, all of it stays with you and we export your pipeline and message history.
| Asset | Who owns it | If you leave |
|---|---|---|
| Meta ad account and Facebook page | You | Stays with you. We remove our access. |
| Google Ads account | You | Stays with you. We remove our access. |
| Google Business Profile | You | Stays with you. We remove our manager access. |
| Leads, pipeline and text history | You | Exported to you |
| Landing pages on your domain | You | Stay live |
| Our templates, workflows and qualifier logic | Us | You stop using them |
Who is the HVAC Profit Machine built for?
It is built for established residential HVAC contractors, roughly $1M to $10M in revenue with 3 or more trucks, where system replacements and new installs are a large share of the work. It is not for repair-only shops, one-truck operators or anyone who wants to buy leads by the unit.
We take one HVAC contractor per service line per metro area, first come. If you are in Texas, start with our Texas HVAC marketing page to see which metros are open. We are new to the US market, so there are no US case studies or reviews here yet. What we can show you is the full system, the published price and a strategy call with Sam. Book a strategy call.