Social Media for HVAC Companies: Strategy That Books More Jobs
Social media for HVAC companies isn't about going viral or chasing likes. It's about showing up where your customers already spend their time, building trust before they ever pick up the phone.
- Why Social Media Matters
- Best Platforms to Use
- Content That Converts
- Paid Social Done Right
- Measuring What Matters
Why Social Media Matters for HVAC Companies
The HVAC industry is massive and getting bigger. The global market is valued at roughly $299 billion in 2025 and is projected to reach over $407 billion by 2030, according to MarketsandMarkets research. That growth means more competition for every homeowner in your service area.
Here's the thing most contractors miss: over 90% of consumers now turn to search engines when looking for HVAC services, and a growing share of those searches start on social platforms. I've seen this pattern play out with NJ businesses I work with. The companies showing up consistently on social media are the ones getting calls when the AC breaks down in July.
The generational shift is real, too. Millennials and Gen X now dominate the homeowner market. These aren't people flipping through the Yellow Pages. They're scrolling Facebook, checking your Instagram, and reading Nextdoor recommendations before they ever call. Research from consumer behavior studies shows that digital channels are now outpacing word-of-mouth as the primary discovery method for home service providers.
Social media won't replace your SEO or Google Ads strategy. It strengthens them. Think of it as the trust layer that converts a search impression into a booked call. When a homeowner sees your truck wrap, Googles your name, and lands on a Facebook page full of real project photos and five-star reviews, that's a customer who feels confident before the phone rings.
Best Platforms for Social Media for HVAC Companies
You don't need to be everywhere. You need to be strategic. In my work with local service businesses, the ones who master two or three platforms consistently outperform those spread thin across six. Here's where HVAC contractors get the most return.
Facebook: Your Neighborhood Command Center
Facebook remains the highest-impact platform for HVAC companies, and it's not close. Over half of all Americans have a Facebook account, and the platform's local community groups are where homeowners actively ask for contractor recommendations. One HVAC contractor tracked over 25% of their new business to referrals that originated from customers sharing positive experiences on Facebook and Nextdoor, according to a report from Improve & Grow.
The winning play here is simple: join local community groups, show up with helpful advice (not sales pitches), and let people find your business page naturally. A Phoenix contractor who posts HVAC tips in eight local Facebook groups weekly generates 12 to 15 leads per month with a 60% close rate, according to Contractor Marketing Pros.
Instagram: Visual Proof of Expertise
Before-and-after photos, Reels showing a technician at work, time-lapses of installations. Instagram lets you prove your skills visually. Hootsuite's 2025 benchmarks show that utilities and construction are top performers for engagement on Instagram Reels, making it an especially strong channel for HVAC content.
Nextdoor: The Overlooked Goldmine
Nextdoor is purpose-built for local service businesses. The platform reports that 80% of users have hired a business they were referred to on the app. For HVAC contractors, that's a direct pipeline to verified homeowners in specific neighborhoods. I've seen this work particularly well for seasonal campaigns like pre-summer AC tune-up offers.
| Platform | Best For | Content Focus | Time Investment |
|---|---|---|---|
| Community groups, reviews, local ads | Tips, testimonials, seasonal offers | 3-4 hrs/week | |
| Visual proof, brand building | Before/afters, Reels, stories | 2-3 hrs/week | |
| Nextdoor | Hyperlocal referrals | Neighborhood offers, Q&A | 1-2 hrs/week |
| YouTube | Long-form education, SEO | How-to videos, system walkthroughs | 3-5 hrs/week |
| TikTok | Younger homeowners, brand awareness | Quick tips, day-in-the-life | 2-3 hrs/week |
HVAC Social Media Content That Actually Books Jobs
Posting for the sake of posting doesn't work. What does work is content that answers real questions, builds trust, and gives people a reason to save your number. According to HubSpot, 64% of marketers say short-form video is the most effective social media format. For HVAC, that translates to content homeowners genuinely find useful.
Seasonal Maintenance Tips
This is your bread and butter. A simple post reminding homeowners to change their air filter before allergy season, or to schedule a furnace inspection before the first cold snap, positions you as the helpful expert. These posts get shared because they're practical. They're also the kind of content that shows up when people use platforms like YouTube and TikTok as search engines for home repair answers.
Before-and-After Project Showcases
Nothing builds confidence like visual proof. A carousel showing a rusty, failing unit next to a clean new installation tells a story faster than any sales pitch. I've found that these posts consistently outperform promotional content for home service businesses. Include a brief note about the project scope and location (with the customer's permission) for added credibility.
Behind-the-Scenes and Team Spotlights
Research shows 63% of social media users prefer authentic, relatable videos over highly polished content. That's great news for HVAC companies. A 30-second clip of your technician explaining what they're fixing, a photo of your team at a community event, or a quick "day in the life" Reel all humanize your business. People hire people they feel they can trust.
Customer Testimonials on Video
Written reviews are powerful. Video testimonials are even better. A case study from Blue Corona found that incorporating customer testimonial videos into landing pages led to a 34% increase in conversion rates. Even a quick selfie-style video from a happy homeowner after an installation carries enormous trust.
This works best when you think about content in batches. Spend one morning a week filming three or four short clips, then schedule them across your platforms. Consistency beats perfection here. A regular cadence of three to four posts per week keeps your business visible without burning out your team. For more on getting your social media advertising ROI right, we've written a full breakdown.
Paid Social Ads for HVAC: What to Spend and Where
On average, HVAC companies invest 7 to 10% of their revenue into marketing, and 60 to 70% of that typically goes toward digital channels like SEO, PPC, and social media, according to Amra and Elma's 2025 HVAC marketing report. The question isn't whether to spend on social ads. It's how to spend smart.
Facebook and Instagram Ads
Facebook ads average just $0.69 per click for HVAC businesses, making it one of the most affordable paid channels available. The key is targeting. Facebook's audience tools let you narrow by ZIP code, homeowner status, age, and even home improvement interests. A well-targeted "$49 AC tune-up" campaign can generate leads at around $36 each, which is a fraction of what you'd pay through lead aggregator sites.
Facebook Lead Ads deserve special attention. They let homeowners fill out a form without ever leaving the app, which removes friction and increases conversions, especially on mobile. For seasonal campaigns (spring tune-ups, winter furnace checks), these are extremely effective.
Nextdoor Local Deals
Nextdoor's advertising options let you target specific neighborhoods with older housing stock where HVAC systems are more likely to need replacement. The targeting is precise, and the context is built for trust since users are verified homeowners.
Budget Allocation That Makes Sense
For a small to mid-size HVAC company, a good starting point is $500 to $1,500 per month across Facebook and Nextdoor. Allocate roughly 70% to campaigns with direct calls to action (book a tune-up, request a quote) and 30% to brand awareness content that builds familiarity over time. This works best when your organic content is also strong. Paid and organic reinforce each other.
If you're navigating the broader business challenges facing HVAC contractors right now, take a look at our guide on HVAC company challenges in 2026, which covers the market shifts driving these marketing changes.
Measuring What Matters (Not Vanity Metrics)
Likes are nice. Booked jobs pay the bills. The distinction matters because too many HVAC companies evaluate their social media by the wrong numbers.
HVAC marketing campaigns convert at approximately 3.10% on average, meaning about three out of every 100 potential customers become paying clients. That's a useful benchmark, but your actual conversion rate will depend heavily on how well your social content connects with your landing pages, your Google Business Profile, and your responsiveness to inquiries.
Metrics Worth Tracking
Focus on the numbers that tie directly to revenue. Track how many website visits, phone calls, and form submissions come from social platforms. Use UTM parameters on your links so you can see exactly which posts drive traffic. Monitor your cost per lead and cost per booked job by channel, not just overall. And pay close attention to your response time. The contractors who respond to social media inquiries within minutes dramatically out-close those who take hours.
Think about social media measurement in layers. Reach tells you how many people see your content. Engagement tells you how many care. Conversions tell you how many act. All three matter, but only one pays the bills. If your reach is high but conversions are low, the problem is usually your call to action or landing page, not your content.
The HVAC companies thriving right now aren't necessarily the biggest or the oldest. They're the ones treating marketing as a system, not a guessing game. Social media is one piece of that system, and when it's connected to strong reputation management and local SEO, the results compound.
Social media for HVAC companies isn't about becoming a content creator. It's about being present, being helpful, and being the first name that comes to mind when someone's furnace quits at 10 PM. Start with one or two platforms, post consistently, track what drives actual calls, and build from there.
Ready to Turn Social Media Into Booked HVAC Jobs?
We'll build a social strategy tailored to your service area, your seasonal calendar, and your actual business goals. No fluff, no vanity metrics.
Get Your Free Strategy Session →Frequently Asked Questions
What is the best social media platform for HVAC companies?
Facebook is typically the strongest platform for HVAC companies because of its local community groups, robust ad targeting by ZIP code and homeowner status, and broad adoption among homeowners aged 30 to 65. Instagram is valuable for visual content like project photos, and Nextdoor is excellent for hyperlocal referrals since 80% of its users report hiring businesses they find through the platform.
How much should an HVAC company spend on social media marketing?
A reasonable starting budget is $500 to $1,500 per month for paid social advertising across Facebook and Nextdoor. HVAC companies typically invest 7 to 10% of total revenue into marketing, with 60 to 70% of that going toward digital channels. Organic posting (tips, project photos, customer reviews) costs mainly time, not dollars, and should run alongside paid efforts.
What kind of content should HVAC companies post on social media?
The highest-performing content types for HVAC social media include seasonal maintenance tips, before-and-after project photos, short video clips of technicians at work, customer video testimonials, team spotlights, and community involvement updates. Authentic, helpful content consistently outperforms polished promotional material. Aim for three to four posts per week.
Does social media actually generate leads for HVAC contractors?
Yes. Contractors who participate actively in local Facebook groups report generating 12 to 15 leads per month with close rates around 60%. Social media also amplifies your reviews, strengthens brand recognition, and supports your SEO and paid advertising efforts. The key is treating social media as a trust-building channel rather than a direct sales tool.
Last updated: February 15, 2026