Article summary
- The best HVAC leads come from people already searching for heating and cooling help in your area, and from customers you already have.
- A complete Google Business Profile set up as a service-area business, with steady reviews, is the cheapest lead source most HVAC companies underuse.
- Google Local Services Ads are open to HVAC companies in Canada and charge per lead, not per click.
- In BC, Better Homes rebates require a program registered contractor, so being on that list puts you in front of homeowners planning heat pump upgrades.
- Bought shared leads can fill a slow month, but judge every source by cost per booked job, and answer new leads fast.
The best HVAC leads come from people who are already searching for heating or cooling help in your area, and from customers who already know you. Bought leads can fill gaps, but they cost more per booked job and they don’t build anything you keep.
This guide is for owners of HVAC companies in Greater Vancouver and the Fraser Valley who want more booked calls for furnaces, heat pumps and AC, without relying only on referrals and lead services. We’ll rank the main lead sources, point out one BC-specific list most guides miss, and show why follow-up matters as much as the source.
Where HVAC leads actually come from
Every lead source is either one you own or one you rent. Owned sources keep working after you stop paying. Rented sources stop the day the budget does.
| Source | How you pay | Who owns the customer | Best for |
|---|---|---|---|
| Google Business Profile (Maps) | Your time | You | Steady repair and service calls |
| Reviews and referrals | Your time | You | Trust before the first call |
| Past customers (tune-ups, plans) | Your time | You | Filling slow weeks |
| Google Local Services Ads | Per lead | You, after the lead | Calls from people ready to book |
| Google Ads (Search) | Per click | You, after the lead | Emergency and install searches |
| Better Homes BC contractor list | Registration | You | Heat pump upgrades |
| Bought leads (shared or exclusive) | Per lead | Often shared | Filling a gap quickly |
| Facebook and Instagram ads | Per view or click | You, after the lead | Seasonal offers, heat pump education |
A healthy mix leans on the top of this table and uses the bottom to fill gaps.
Google Maps: the free HVAC leads most companies leave on the table
When someone in Coquitlam types “furnace repair near me”, map results often appear above the regular website listings. Your Google Business Profile decides whether you’re in that list. Google says local results are mainly based on relevance, distance and prominence, and that there’s no way to pay for a better local ranking.
Set it up as a service-area business
Most HVAC companies go to the customer, so Google treats them as service-area businesses. Google’s guidelines say a service-area business should hide its address from customers, and the service area shouldn’t extend farther than about 2 hours of driving from where you’re based. Pick the cities you actually serve, like Burnaby, Surrey or Langley, instead of all of BC.
Use your real business name
It’s tempting to call the profile “Best Heat Pump Repair Vancouver”. Google’s guidelines say adding unnecessary information to your business name could result in the suspension of your Business Profile. Use the name on your van and invoices.
Keep the reviews coming
Google says more reviews and positive ratings can help your local ranking. Ask after every completed job, while the customer is happy and the house is warm. Then reply to each one; our guide on how to reply to Google reviews has examples you can adapt.
If you want help with the profile, reviews and service pages, that’s what our Google Maps and local SEO work covers.
Google Local Services Ads for HVAC in Canada
Local Services Ads can appear at the top of Google searches for local services. In Canada, Google lists HVAC (heating or air conditioning) as an eligible category, and says you “pay only for leads related to your business and the services you offer”. Availability depends on your area, so use the eligibility check on that page first.
The appeal for an HVAC company is simple: you pay when a homeowner contacts you, not for every click. Treat it like any other source, though. Track how many of those leads become booked jobs, not just how many came in.
Google Ads for HVAC: catching the urgent searches
HVAC lead generation on Google works best for searches with clear intent, like “furnace repair Port Coquitlam” or “heat pump installation Abbotsford”. Someone typing that has a problem now.
A few rules keep a small budget from leaking:
- Keep the campaign narrow: your main services, in the cities you serve.
- Block searches you don’t want, like jobs, parts or DIY questions.
- Send clicks to a page about that service, not your homepage.
- Track calls and forms so you know which searches bring jobs.
We cover the fit test and campaign types in more detail in whether Google Ads is worth it for a small business. If you’d rather hand it off, our Google Ads management includes search campaigns for your main services, negative keywords and call and form tracking.
Heat pump leads in BC: the Better Homes BC contractor list
This is the source most HVAC lead guides miss, because it’s specific to BC. Many homeowners plan heat pump upgrades around Better Homes BC rebates. The program says rebate upgrades must be installed by a contractor registered with its programs.
According to Better Homes BC, you must use a program registered contractor for Home Renovation Rebate heat pump upgrades and for all Energy Savings Program upgrades. Registered contractors are members of the Home Performance Contractor Network, and homeowners can look them up on the Better Homes BC find a contractor page.
In practice, that list is a lead source. If you install heat pumps and you’re not registered, homeowners who want the rebate may never find you. Registration goes through the Home Performance Contractor Network. Rebate amounts and rules change, so point customers to Better Homes BC for current details rather than quoting numbers from memory.
Should you buy HVAC leads?
Lead services sell two kinds of leads:
- Shared leads go to several contractors at once. They cost less, but you’re racing other companies to the same homeowner, often on price.
- Exclusive leads go to you alone, at a higher price. Read the terms, because “exclusive” doesn’t mean the same thing at every company.
Bought leads make sense when you’re new, have a crew sitting idle, or need to fill a slow month. The mistake is judging them by cost per lead. What matters is cost per booked job: what you spent on a source, divided by the jobs it actually produced. Run that number for every source you use, and the right mix usually becomes obvious.
HVAC leads from customers you already have
Your past customers are the cheapest leads you have. They already trust you, and every furnace and heat pump needs maintenance.
- Seasonal reminders. A fall tune-up reminder and a spring AC check keep you on their calendar.
- Maintenance plans. A yearly plan turns one-off jobs into repeat visits.
- Review and referral asks. Ask for a review after the job, and ask whether a neighbour or family member needs anything.
Send marketing emails and texts only to people who agreed to receive them. Canada’s anti-spam law covers commercial emails and texts, so keep a record of consent.
Facebook and Instagram ads for HVAC: when they help
Social ads rarely catch the “no heat tonight” call, because nobody scrolls Instagram looking for a furnace tech. Where HVAC advertising on Facebook and Instagram helps is earlier in the decision: explaining heat pumps, promoting fall tune-ups, or reminding people who visited your website. Use it to build demand, and let Google catch the urgent searches.
Speed to lead: why fast follow-up decides your booking rate
You can have the best lead sources in the Fraser Valley and still lose jobs if nobody picks up. A homeowner with no heat may call several companies, and the one that answers first has a clear head start.
The common leaks are calls missed while the team is on a roof or in a crawlspace, web forms answered the next day, and quotes nobody follows up. A missed-call text back, a quick confirmation for every form, and a reminder to follow up on open quotes fix most of them. Our CRM and follow-up automation sets up exactly that: missed-call text-back, email and SMS follow-up, and tracking of where every lead came from.
A simple HVAC lead plan by season
- Fall: push furnace and heat pump tune-ups to past customers; make sure your Business Profile and service pages are current before the first cold snap.
- Winter: keep Google Ads and Local Services Ads running for no-heat repairs; answer every call fast.
- Spring: heat pump installs and rebate questions; ask every winter customer for a review.
- Summer: AC repair and installs during heat waves; plan the fall reminder list.
Conclusion: own your HVAC leads first, rent the rest
The most reliable HVAC leads come from sources you own: a well-kept Google Business Profile, steady reviews, past customers and, for heat pump work in BC, a spot on the Better Homes BC contractor list. Paid sources like Local Services Ads and Google Ads catch people searching right now. Bought leads can fill gaps, as long as you judge them by booked jobs. And none of it works without fast follow-up.
If you’d like a second opinion on where your calls come from today and what to fix first, book a free strategy call with Rank My Business Today.
Frequently asked questions
What is the best way to get HVAC leads?
Start with the sources you own: a complete Google Business Profile, steady reviews, and a list of past customers you can remind about tune-ups. Then add paid search, like Google Ads or Local Services Ads, to catch people searching for repairs and installs right now.
Should I buy HVAC leads?
Bought leads can help a new company or fill a slow month. Shared leads are sold to several contractors, so you compete on speed and price. Track how many bought leads turn into booked jobs and compare that cost with your other sources before you commit more budget.
Are Google Local Services Ads worth it for HVAC companies?
They can be. HVAC is one of the eligible categories in Canada, and you pay for leads rather than clicks. Check eligibility for your area on Google's Local Services page, and track which leads turn into jobs.
How do I get more heat pump leads in BC?
Many homeowners plan heat pump upgrades around Better Homes BC rebates, which require a program registered contractor. Registering through the Home Performance Contractor Network puts you on the contractor search homeowners use. Pair that with a clear heat pump page on your website.
How fast should I respond to an HVAC lead?
As fast as you can, ideally within minutes. Someone with no heat may be calling several companies, and the first to answer has a head start. A missed-call text back and a simple follow-up routine help when your team is on a job.
Written by
Murilo T. Founder, Rank My Business Today
Murilo spent 20 years in the software industry supporting the marketing departments of other companies. In 2024 he founded Rank My Business Today to help local businesses across Greater Vancouver and the Fraser Valley become the name people find, trust and choose.
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