HVAC Contractors: Google Is Giving Away Free Leads (Here's How to Claim Them)

Your phone should be ringing right now.

Every day, homeowners in your service area search Google for HVAC help. Their AC dies in July. Their furnace quits in January. They need someone now. They pull out their phone, search “HVAC repair near me,” and call whoever shows up first.

The question is: Are they calling you?

83% of consumers use Google to research local businesses—more than any other platform. Yet most contractors treat their Google Business Profile like a digital business card they set up once and forgot about. Meanwhile, the contractors dominating local search treat it like what it actually is: a free lead generation machine.

Here’s how to become one of them.

1. Claim, verify, and complete your profile

Your Google Business Profile (GBP) matters more than most contractors realize. 86% of profile views come from category-based searches like “HVAC repair near me”—not searches for your company name. If your profile is incomplete or unverified, you’re invisible to homeowners actively looking for what you do.

Ryan Bailes, co-founder of Bailes Zindler, a digital marketing agency specializing in home services, says this is the foundation.

“It’s the absolute most vital thing that you have to do now—make sure your information is current online,” Bailes says. “AI and everyone is looking at that, and if it’s not current, if it’s not right, you’re going to lose.”

If you haven’t claimed your GBP, stop reading and do it now at business.google.com. Google may require documentation like your business license to verify you’re legitimate.

What to complete:

• Business name: Your actual legal name—no keyword stuffing like “Best HVAC Repair Denver” (Google can suspend you for this)
• Primary category: “HVAC contractor” vs. “Air conditioning repair service” matters—pick what you most want to be found for
• Service area: Be specific about cities and neighborhoods you serve
• Hours: Keep updated, including holidays—nothing kills trust like calling during “business hours” and getting no answer
• Services: List everything you offer with descriptions so Google can match you to relevant searches

2. Post regularly (yes, really)

Most contractors set up their profile and never touch it again. That’s leaving business on the table.

“The biggest mistake contractors make with Google’s free tools is not using them,” Bailes says. “If you’re out there posting and showing that you do everything that you say you do, you’ll become an authority.”

Your profile lets you publish posts—updates, tips, offers—directly on your listing. These show up when homeowners view your profile and signal to Google that your business is active.

Don’t post “We’re the best HVAC company in town.” Instead, address what customers actually search for: “Three signs your AC is working harder than it should (and costing you money).”

One post per week. Ten minutes. That’s it.

Post ideas that work:

• Seasonal maintenance tips (“3 things to check before you turn on your furnace”)
• Before-and-after project photos with a short description
• Answers to common questions (“Why is my AC freezing up?”)
• Solutions to issues that are common to your area
• Limited-time offers or seasonal specials

3. Get reviews—and get them immediately

Reviews drive visibility. One additional review drives approximately 80 website visits, 63 direction requests, and 16 phone calls.

But timing matters more than most contractors realize.

“The best thing to do is to actually ask the person right after you’re done with a job,” Bailes says. “It’s so hard to get in touch with them afterwards. A week afterwards, they’re not as happy as they were after they just signed that check.”

Create a direct link to your Google review page (generate one in your dashboard), put it on a card with a QR code, and text it to customers while they’re still grateful their AC works again.

And respond to every review—positive and negative. 89% of consumers would use a business that replies to all reviews, compared to just 44% who’d use one that doesn’t respond. Your responses show future customers how you treat people.

Your review system:

• Create a direct link to your Google review page and save it somewhere accessible
• Text the link to customers within an hour of completing a job
• Set a daily reminder to check for and respond to new reviews
• Keep responses personal—mention the specific work you did or the technician’s name

4. Add photos that build trust

Most contractor profiles have zero photos or a blurry logo from 2015. That’s a missed opportunity since 90% of people are more likely to visit a business with photos on Google.

You don’t need professional photography. Smartphone photos work fine. The point is showing homeowners what it’s like to work with you—and proving you’re a real, active business.

What to upload:

• Your team: Homeowners are letting strangers into their homes. Faces build trust.
• Your vehicles: Clean, branded trucks signal professionalism.
• Completed work: Before-and-after shots demonstrate quality.
• Technicians at work: Action shots show you’re active and real.

Aim for at least 10 photos. Add new ones regularly—every job site is a photo opportunity.

5. Track what’s working

Your GBP has built-in analytics that show you exactly how customers find and interact with your listing. 

“You have the ability to see how many people are coming, who’s looked at your posts,” Bailes says. “Google Analytics gives you data on user behavior—helping business owners decide where to focus future content development.”

Check these metrics monthly. If you’re getting views but few calls, your profile might need better photos or more reviews. If you’re not getting views at all, you may need to work on your reviews and posting frequency. The data tells you where to focus.

Metrics to watch:

• Profile views: How many people are finding your listing
• Search queries: What terms people used to find you (tells you what services to emphasize)
• Actions taken: Calls, direction requests, and website clicks
• Photo views: Whether your images are getting attention compared to competitors

6. Balance paid and organic

Your Google Business Profile is a long-term play. Bailes is direct about the timeline: “SEO is a slow burn. You’ll start seeing a benefit around 90 days after you start doing this stuff.”

If you need leads today, Google’s Local Service Ads can bridge the gap. These appear at the top of search results with a “Google Guaranteed” badge that signals you’ve been vetted. You pay per lead, not per click.

“Local Service Ads are great,” Bailes says. “That means you’re a vetted contractor. You went through the process.”

The smart play: Run ads for immediate leads while building your organic presence. Once your profile generates consistent traffic—typically six to twelve months—dial back paid spend and let organic carry more of the load.

Your paid + organic strategy:

• Start with Local Service Ads while your organic presence builds
• Invest 20 minutes weekly in your profile (posts, photos, review responses)
• Track which leads come from ads vs. organic in your profile analytics
• After 6-12 months of consistent effort, test reducing ad spend to see if organic holds

7. Answer the questions homeowners actually ask

Homeowners don’t search “HVAC Tyler Texas” anymore. They ask questions: “Why is my AC blowing warm air?” or “How much does furnace repair cost?”

Google—and AI tools like ChatGPT—pull from your profile and website to answer these queries. If your information doesn’t address what people are searching for, you won’t show up.

“It used to be all about keywords,” Bailes says. “Now it’s about what you’re saying. Is it exactly what this person is searching for?”

Questions to answer on your profile:

• What areas do you serve? (Neighborhoods, not just cities)
• What’s your response time for emergencies?
• What brands do you install and service?
• What financing options do you offer?

That last one matters more than most contractors realize. Homeowners searching for HVAC help are often dreading the price. Listing financing options on your profile—and actually offering them—sets you apart from competitors who don’t. Acorn Finance lets you offer payment plans without taking on risk. You get paid in full, and the customer gets manageable monthly payments.

Your 30-day action plan

Week 1: Foundation

• Claim and verify your GBP if you haven’t already
• Complete every section: services, hours, description, service area
• Upload at least 10 photos of your team, vehicles, and completed work

Week 2: Reviews

• Create a direct link to your Google review page
• Print cards or set up a text template to request reviews immediately after jobs
• Respond to any existing reviews you haven’t addressed

Week 3: Content

• Write your first Google post addressing a common customer question
• Schedule a weekly reminder to post something new
• Check your profile analytics to see your baseline numbers

Week 4: Optimization

• Review which search terms are bringing people to your profile
• Update your services list based on what customers are actually searching for
• Ask three more customers for reviews

The bottom line

You’re already paying for leads through ads, referral services, and marketing. Google is handing out qualified leads to contractors who simply show up.

The homeowner whose AC just died isn’t shopping around for weeks. They’re searching right now and calling whoever looks trustworthy. A complete profile with recent reviews, current photos, and regular activity tells them you’re the contractor to call.

Twenty minutes a week beats paying for every lead. When search volume spikes this summer—and it will—will your phone be the one ringing?