THE HEATWAVE ENDS. DOES YOUR SCHEDULE EMPTY WITH IT?
Marketing that keeps the trucks moving between seasons
We turn local heating and cooling searches into booked calls — installs, repairs and maintenance agreements — and report on cost per booked job rather than clicks.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
of HVAC revenue now comes from repairs, up from 21.6% in 2021
average repair ticket in 2025, up from $818 in 2021
repairs per company per year, up from 103 in 2022
growth in repair volume per company since 2022
We made the difference for those brands
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Who we are
A partner that reads your dispatch board, not just your dashboard
Web Tonic is a digital marketing agency that runs home-services and contractor accounts every day — roofing, restoration and mechanical trades — with the same senior team on SEO, PPC, creative and web design. Not a generalist shop running one playbook for a dentist and a service company.
Sound familiar?
If you run service trucks, at least two of these are familiar.
Demand arrives in two spikes a year and disappears in the shoulder months, when the payroll does not. Emergency calls come in after hours and some of them never reach a person. And when a homeowner searches for AC repair nearby, an aggregator or a national brand appears above you in your own service area. That is a visibility and response problem, not a demand problem.
Two busy seasons carry the year, and the shoulder months quietly lose the margin you made in July.
After-hours calls go to voicemail, and nobody counts the ones that were never returned.
You are visible in one town and invisible in the next six, where the replacement work actually is.
Results & timeline
Your first seven days with us.
Day 1–2: Audit
We map the towns you cover, the companies outranking you locally, and the state of your call tracking and CRM data. Most accounts we open cannot separate a maintenance call from a replacement enquiry, which makes every cost-per-job number in the reporting a guess.
Day 3–4: Offer and tracking
Call tracking, form events and the dispatch software get wired into one view so a booked job counts once. Then the offer is rewritten around what a homeowner is deciding: repair or replace, financing, and what a maintenance agreement is actually worth to them.
Day 5–6: Build and launch
Campaigns and pages go live highest-intent first — no-heat and no-cool emergencies, then replacement, then tune-ups — with a page per service and per town instead of one service-area list.
Day 7: Review and scale
A written review: what launched, cost per booked call so far, which calls went unanswered, and the 30-day roadmap. Then a weekly working session rather than a monthly PDF.
for WHO
Built for service companies, not repurposed from a retail playbook
Two things make heating and cooling different from almost any other local business. Demand is weather-driven, so budget that sits flat all year is wrong eleven months out of twelve. And the same homeowner produces a $300 repair or a $9,000 replacement depending on the day you meet them, which means average lead value is a meaningless number to optimise toward.
The mix has shifted, too. Repairs grew from 21.6% to 31.3% of revenue between 2021 and 2025, and the average repair ticket went from $818 to $1,205, per Housecall Pro’s 2026 platform data — so service work is no longer the loss leader it was, and a maintenance base is now the most defensible asset a contractor owns. The same data shows repairs per company rising from 103 a year in 2022 to more than 170 in 2025, a 64.7% jump in volume, which is why service marketing now deserves its own budget line rather than the leftovers from install season.
We run the whole path: local search visibility town by town, paid search and Local Services Ads that scale with the weather, paid social and creative to sell agreements in the shoulder season, and a site built to convert on a phone in a hot house. One senior team, one dashboard, market exclusivity in writing. Outcomes are on our case studies.
Results
Real Spend. Real Revenue.
What we run for HVAC companies.
Local visibility in every town you actually serve.
Local SEO here is a Google Business Profile that earns the map pack, plus a real page per service and per town: AC repair, furnace replacement, heat pumps, ductless systems, indoor air quality, commercial service. Optimization happens at page level, because “no cool” in August and “heat pump quote” in October are different searches with different buyers.
Reviews decide the click once you are visible, so a request system runs the day a technician closes the ticket rather than whenever someone remembers.
Paid search that follows the weather.
Emergency demand appears in hours, not quarters. We run Google search campaigns and Local Services Ads with call tracking on every line, raise budget inside a heat wave or a cold snap, and pull back when queries turn into price shopping. Copy and landing pages are written per service so a no-heat search does not land on a homepage.
Performance is judged on jobs completed, not enquiry count: twelve booked calls beat fifty shared leads that never answer.
Maintenance agreements and follow-up that carry the slow months.
A maintenance base is what turns a seasonal business into a predictable one. We build the campaigns and the automated email and text sequences that convert one-time repair customers into agreement holders, then keep renewals from quietly lapsing.
Follow-up covers the other leak: unsold replacement quotes, missed calls that get a text back within minutes, and a weekly report on which enquiries never received a second contact.
Services
Paid media across Google search, PPC, Local Services Ads, Meta and short video, structured by service and service area. Budget follows booked work, creative is refreshed before it fatigues, and lead generation is measured on completed jobs rather than form fills.
Social will not replace search, but it sells the shoulder season: agreement offers, indoor-air-quality education, technician footage that makes a stranger comfortable letting your crew into the house, and retargeting for every unsold replacement quote.
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Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
faq
Answered questions.
Residential and commercial service companies across the USA and Canada, from two-truck operations to multi-market contractors running install and service divisions side by side. Our clients want marketing they can hold to a number, and most arrive after one or two agencies that reported on rankings while the shoulder season stayed empty.
We hold market exclusivity: one company per market, written into the agreement.
Paid search and Local Services Ads can produce calls in the first week, because that demand already exists. Site and booking fixes land inside 30 days. Local organic visibility is a two-to-three-quarter programme — service-area pages and reviews compound, and anyone promising map-pack dominance in six weeks is bidding on your own brand name.
A fixed monthly fee quoted separately from ad spend, scoped to your services and the number of towns you cover. After the audit you get a plan tied to cost per booked call, and we will name the channels we would not run yet instead of selling the full bundle on day one. The best budget is the one you can hold through a mild spring, so we scope to that.
Usually we improve what you have: speed, mobile layout, booking, service pages and proof. That is faster and cheaper than a rebuild, and it lifts booked calls sooner. A rebuild is worth it when the current site blocks growth structurally. Either way you keep ownership of the site, the ad accounts and the analytics.
Yes, and it is the highest-value work to get right. Emergency campaigns run with call tracking and after-hours routing so a 10pm no-heat call reaches a person, budgets scale within hours of a weather event, and the reporting separates emergency work from planned replacement so you can see what each is really worth.
Because calls and completed jobs are different numbers, and the plateau is usually structural: visible in one town and invisible in six, unanswered calls never counted, unsold replacement quotes never followed up, agreements lapsing silently, and no source data behind last month's revenue. All fixable, and cheaper than another 10% of ad budget.
You get a named senior strategist rather than a coordinator relaying questions, with paid, organic, creative and web specialists on one team, one set of numbers and a weekly review. If the fix is smaller than a full retainer, we scope to the fix and say so on the first call.
