Let's TalkLet's TalkEmergency calls, seasonal swings and a replacement sale worth thirty maintenance visits - three different businesses sharing one phone number.
Send us access to your ad account and your booking data. We will come back with where the spend is going, which campaigns produce booked jobs rather than calls that go nowhere, and what the emergency and replacement segments are really costing you. Delivered as a recorded walkthrough, no call required to receive it.
Local conditions that change the plan, rather than the region name pasted into a template.
Across most of Texas, air conditioning is not a summer extra - it runs for months, and a failure in July is an emergency for a family, an elderly parent or a small business. Demand climbs early in the year and stays high into autumn, so an HVAC company here has a long peak rather than a short one. Marketing has to keep emergency repair visible through that whole stretch, while selling maintenance plans and replacements in the cooler weeks before it starts.
Texas has several very different HVAC markets. Houston and the Gulf Coast deal with heat and heavy humidity, where moisture control and indoor comfort are as much the sale as temperature. El Paso and West Texas have dry heat. Dallas-Fort Worth, San Antonio and Austin each have their own competition and costs per click. A single statewide campaign averages them into a figure that describes none of them, so we plan and report by metro.
The February 2021 winter storm reminded every Texas homeowner that heating matters too. Cold snaps are less frequent than heat, but when they come, demand for heating repairs, heat pump service and emergency calls arrives all at once. Companies that have heating pages, campaigns and call handling ready - rather than built in the middle of a freeze - are the ones that catch that work and the customers who remember who answered.
The board that governs your advertising depends on the licence you hold, not only on the region. These are the rules that bite in Texas.
TDLR's rules for air conditioning and refrigeration contracting companies are specific: all advertising designed to solicit air conditioning or refrigeration business must include the affiliated licensee's licence number (16 TAC §75.71(h)). That covers search ads and their assets, social ads, the website, mailers and directory listings. We build the number into every format from the start, rather than discovering in an audit that half the campaigns left it out.
The same rule requires the licensee's number and the company name in letters at least two inches high on both sides of all vehicles, and the number on every proposal and invoice. Proposals, invoices and written contracts must also carry TDLR's 'Regulated by' notice with its address, phone numbers and website, and a sign with that notice must be displayed in the place of business. Marketing that photographs trucks or shares quotes should show the same details.
Because the licence number appears on ads, vans and paperwork, Texas customers can look a contractor up with TDLR before they call. A licence number shown clearly on the website, the Google Business Profile and every landing page turns a compliance requirement into a trust signal - and in a market where some homeowners have been burned by unlicensed work, being easy to verify is a reason to choose you.
The same programme as everywhere, run against this region's rules.
Our closest work is the dental network in the case study below, where we ran Meta and Google, moved budget toward Google Local Services Ads and cut cost per lead 38%, reaching 31,000+ leads at $19 each with show rates up 44% from automated reminders. That client was not an HVAC company and not in Texas. The transferable part is the discipline of running many local markets consistently while reporting each one on its own numbers - which is how Texas metros need to be handled.
Read the full case studyYes. TDLR's rule for air conditioning and refrigeration contracting companies says all advertising designed to solicit air conditioning or refrigeration business must include the affiliated licensee's licence number. In practice that means search ads or their assets, social ads, your website, mailers and listings. We build it into every campaign and landing page, and check it during every audit, so a missing number never becomes a complaint or a penalty.
The licensee's number must be on every proposal and invoice, and proposals, invoices and written contracts must carry TDLR's 'Regulated by' notice with its address, phone numbers and website. The same notice must be on a sign in your place of business. If your marketing shares sample quotes, financing proposals or invoice templates online, they should match those requirements too.
Usually not. Houston, Dallas-Fort Worth, San Antonio, Austin and El Paso differ in climate, competition and cost per click, and a statewide campaign hides those differences. Separate campaigns or at least separate budgets and reporting by metro show where each dollar is earning, and let you push harder in the areas where your crews can respond fastest in the heat.
In the cooler weeks before the long cooling season starts, and again as it winds down. That is when homeowners have time to think about tune-ups and when your technicians have room in the schedule. Once the heat arrives, emergency repair dominates and maintenance messages compete with breakdowns. Planning the year around that pattern keeps technicians busy and builds a base of customers who call you first.
Before it happens. Have heating repair and heat pump pages live, a heating campaign built and paused, and call handling ready for a surge, including out-of-hours replies. When a cold snap is forecast, switch the campaign on and update your profile hours. Companies that build this during the freeze are usually too late, while those prepared catch the calls and earn customers who remember who answered.
The full service, and the neighbouring states we cover.
Which metro, which jobs, and what you are running now. We will tell you honestly whether we can help, and what the licensing rules mean for it.