How to Optimise Your Google Business Profile for More HVAC Leads

Imagine this: A homeowner’s heating system breaks down in the middle of winter. They grab their phone, type “HVAC repair near me” into Google, and within seconds, a handful of businesses pop up – one of which they’ll likely call. If your HVAC business isn’t showing up in those local search results, you’re missing out on leads. Google Business Profile (GBP – No, in this instance not an abbreviation for the British pound) is one of the most powerful (and free!) tools to boost your local visibility. A well-optimised GBP can mean the difference between a customer calling you or your competitor. In this guide, we’ll walk you through how to fine-tune your profile so you can rank higher, attract more leads, and grow your HVAC business.

Setting Up and Completing Your Google Business Profile

Before you can optimise your GBP, you need to claim and verify it. Head over to Google Business Profile and follow the steps to claim your listing if you haven’t already. Verification usually involves Google sending a postcard with a code to your business address – yes, old-school, but necessary.

Once verified, its vital to fill out every single field. Missing information makes your business look incomplete (or worse, unreliable). Just think of it this way, the more information you give Google the more Google with love you. So, here’s what to include:

• Business Name: Ensure it matches your website and branding.
• Address & Service Areas: If you operate from a physical location, list it. If you’re a mobile HVAC business, define your service areas.
• Phone Number: Use a local number to build trust with local customers.
• Website: Direct traffic where you want it – typically your homepage, booking page, or a contact page on your website.
• Business Hours: Keep them updated, especially during holidays periods where they may change.
• Business Description: Write a compelling, keyword-rich summary of your services (more on this below).
• Categories: Choose relevant ones like “HVAC contractor”, “Heating and Cooling Services” or “Air Conditioning Contractor”

Using Keywords to Improve Local Visibility

Google loves relevant keywords, but so do potential customers. Instead of stuffing your profile with generic terms, naturally work in industry-specific and location-based keywords.

For example, instead of just saying, “We provide HVAC services,” try:
“We offer fast, reliable [Boiler/Heating/Air Conditioning]  repair in [Your City/Town], keeping your home warm in winter and cool in summer.”

Keywords should appear in your:

• Business description (e.g., “We specialise in emergency boiler repairs in [City/Town].”)
• Services section (Google allows you to list services – take advantage of it!)
• Posts and updates (more on this later)

Pro tip: Check your GBP insights (more on that below too) to see what terms people are using to find you and adjust accordingly.

Leveraging Customer Reviews and Ratings

Google considers reviews a ranking factor – so the more (genuine) positive reviews you have, the better your chances of showing up in searches. We all love a review; it makes buying a service or product that much easier due to building trust. But it’s not just about quantity of reviews; quality matters too.

How to get more reviews

• Ask happy customers directly after a job (in person or via email/text follow-ups).
• Add a review link to invoices, email signatures, and your website.
• Run occasional promotions where customers who leave a review are entered into a prize draw.

How to respond to reviews

• Positive reviews? A simple “Thanks, [Customer Name]! Glad we could help!” goes a long way.
• Negative reviews? Stay calm. Acknowledge the issue and offer to resolve it offline. (“We’re sorry you had a bad experience—let’s make it right. Please call us at [Your Number].”)

Posting Regular Updates to Keep Your Profile Active

Google likes active profiles, and so do potential customers. Use GBP posts to share:

• Seasonal HVAC maintenance tips
• Limited-time offers or discounts
• Customer success stories (e.g., “Just installed a new energy-efficient [HVAC System] for a happy homeowner in [City]!”)
• Business updates (e.g., new services, holiday hours, job openings)

Aim to post at least once a week to keep your profile fresh and show your active.

Adding High-Quality Photos and Videos

People trust businesses they can see. Adding high-quality images makes your profile more engaging. At minimum, upload:

• Exterior and interior photos (if you have a physical location)
• Team photos (customers like knowing who they’re hiring)
• Before-and-after shots of your HVAC work
• Short videos showcasing your services or customer testimonials and case studies

Tracking Performance with GBP Insights

Your GBP dashboard provides valuable data about how customers are finding and interacting with your business. Pay attention to:

• Search queries: What terms are people using to find you?
• Customer actions: Are people calling, visiting your website, or requesting directions?
• Photo views: Are your images getting engagement?

Use this data to tweak your profile. If calls are low, make your phone number more prominent. If search queries don’t align with your services, refine your keywords.

Integrating GBP with Other Marketing Efforts

Your Google Business Profile shouldn’t exist in isolation. Use it alongside other marketing strategies to really make the most out of it. A few ways you can do this is through:

• SEO: Use GBP search insights to guide your website content.
• Google Ads: Run local service ads targeting high-intent HVAC customers.
• Social Media: Share GBP posts across your social channels.
• Email Campaigns: Encourage satisfied customers to leave GBP reviews.

Also, keep an eye on branded searches. If people are Googling your company name more often after a marketing campaign, that’s a good sign your efforts are working.

To Wrap Up

Optimising your Google Business Profile is one of the simplest yet most powerful things you can do to attract more HVAC leads. By completing your profile, using relevant keywords, actively managing reviews, and keeping your content fresh, you improve your chances of ranking in local searches.

Remember: proximity, relevance, and prominence determine local rankings. While you can’t control where someone is searching from, you can maximise relevance (keywords, services) and prominence (reviews, engagement).

No gimmicks, no shortcuts – just a well-maintained GBP that works for your business 24/7. Put in the effort, and you’ll see the results in more calls, more website visits, and more booked jobs.

Your Google Business Profile brings in leads – your IT keeps things running. Need help with either (or both)? Chat to us today.