Heating and cooling demand moves with the weather, so a flat monthly marketing budget wastes money in quiet months and runs short in busy ones. This plan moves budget through the year for a UK business that does both heating and air conditioning.
First, use the words customers use
In the UK, customers search for "heating engineer", "boiler repair" and "air conditioning". "HVAC" is a trade term. Use it on your about page if you like, and build your ads and service pages around the everyday words.
Autumn: get ahead of the first cold week
- Put most of the budget into boiler servicing and boiler installation.
- Email and text past customers with service reminders.
- Check every tracking number and form before volume rises.
The first cold snap brings a wave of breakdown searches. Campaigns should be live and tested before it.
Winter: breakdowns and replacements
- Highest budget of the year on boiler repair and emergency heating searches.
- Keep installation ads running. A failed boiler often turns into a replacement.
- Extend ad hours to match when you answer the phone.
- Watch cost per lead weekly, because competitors raise bids too.
Spring: switch to cooling
- Lower heating repair budgets as demand falls.
- Launch air conditioning installation campaigns early, before the first warm spell.
- Use Facebook and Instagram to show home office and bedroom installs to local homeowners.
- Promote boiler replacement to people who struggled through winter.
Summer: air con peak
- Highest air con budget, with room to raise it in a heatwave.
- Add air con servicing and repair ad groups.
- Promote off-season boiler servicing at a low budget. Some customers prefer to book when engineers are less busy.
All year: commercial and contracts
Commercial heating and cooling maintenance does not follow the weather as closely. Keep a steady, smaller budget on commercial searches and service contracts. Recurring contracts smooth out the seasons.
How to set the numbers
Look at last year's jobs by month. Set each month's budget in proportion to the work you can take on, not evenly. Keep a reserve of a week or two of spend for extreme weather.
What to measure
- Cost per lead by service
- Share of leads that become jobs
- Cost per booked job
- Calls missed
A missed call in January costs more than one in May.
Common questions
Should I stop ads in quiet months? Lower them, do not stop. Servicing, commercial work and planned installs still get searched.
Can I use Local Services Ads? Heating trades are on Google's UK list. They suit breakdown calls well.
Related guides
- Why Are Boiler Repair Google Ads So Expensive in the UK?
- 12 Air Conditioning Marketing Ideas for UK Installers
- Google Ads for Air Conditioning Installers
- Google Ads vs Meta Ads: Which Is Better for a Local Service Business?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on Google Ads for heating and air conditioning companies for how we work. Prefer to talk first? Book a 30-minute call.