How Much Should HVAC Companies Actually Spend on SEO?

Look, I get it. You're an HVAC contractor, not a marketing expert. Some slick agency just quoted you $3,500 a month for SEO and you're sitting there wondering if they're full of it or if that's actually what it costs.

Let me save you some time: most HVAC companies are massively overpaying for SEO.

What HVAC Companies Actually Need (And What It Costs)

Here's the breakdown of what actually moves the needle for local HVAC companies:

1. Google Business Profile Optimization - $0-200/month

This is literally the most important thing for local HVAC. When someone searches "AC repair near me," Google shows the map pack - those 3 businesses at the top. That's your money maker.

What it includes:

• Keeping your hours updated
• Posting weekly updates (yes, this actually matters)
• Responding to reviews
• Uploading photos of your work
• Making sure all your info is correct

An agency charging you $500/month just for this? Run.

2. Basic Website SEO - $200-500/month

Your website needs to load fast, work on phones, and have the right keywords in the right places. That's it. You don't need a PhD in computer science.

What actually matters:

• Page titles and descriptions with your city + service
• Fast loading speed (Google hates slow sites)
• Works perfectly on mobile
• Clear phone number on every page
• Service area pages for each neighborhood you cover

3. Citations & Directory Listings - $100-300 (one-time)

This is making sure your business name, address, and phone number are consistent across Yelp, Yellow Pages, and about 50 other directories nobody actually uses but Google checks anyway.

You do this once. Maybe update it twice a year. Any agency charging you monthly for "citation management" after the initial setup is taking you for a ride.

4. Review Generation - $0-200/month

More 5-star reviews = higher rankings. Simple as that.

What you need:

• Ask happy customers for reviews (shocking, I know)
• Send them a direct link to your Google review page
• Respond to all reviews, good and bad

You can do this yourself for free. Or pay someone $100-200/month to automate the text messages. Don't let anyone charge you $800/month for "reputation management."

So What's The Actual Budget?

For most HVAC companies doing $500K-$2M in revenue:

Red Flags: When An Agency Is Ripping You Off

Run far away if they:

1. Charge $2,000+/month for "comprehensive SEO" - Unless you're a massive company with 50 locations, this is overkill.
2. Lock you into 12-month contracts - Good agencies don't need to trap you. Results speak for themselves.
3. Talk about "brand awareness" and "top-of-funnel content" - You need phone calls, not LinkedIn impressions.
4. Can't show you exact rankings and call volume - If they're making your site "more visible" but you're not getting more calls, what's the point?
5. Promise #1 rankings in days - That's not how Google works. 30-90 days is realistic.

What You Should Actually Expect

Here's what good HVAC SEO looks like:

If you're not seeing measurable improvements in 30 days, something's wrong. Don't let anyone tell you "SEO takes 6-12 months to see results." That's true for national brands, not local HVAC companies.

The Bottom Line

Most HVAC companies should be spending $500-1,500/month on SEO, not $3,000+. The agencies charging premium prices are banking on you not knowing what actually matters.

What matters:

• Google Business Profile (the map pack)
• Fast website with clear calls to action
• Good reviews
• Consistent business info everywhere

That's it. Everything else is nice-to-have or straight-up unnecessary.

This is the same analysis we run for every HVAC company before we start working together. You'll see exactly where you stand and what it costs to fix it - no BS, no fluff.