It can sometimes be challenging to figure out how much you should be spending on marketing tactics, especially in the HVAC industry. Dealing with HVAC marketing is often a process of trial and error, but the advantage of new companies is that they can learn from the experience of other businesses. Hindsight is 20/20, and new companies have the benefit of learning from the mistakes of others to deliver a more robust marketing strategy.

That said, the question still stands – how much should a company pay for marketing services in the HVAC industry? While it might not be the most straightforward question to answer, and it can often depend on the company owner’s unique situation, there are still ways to figure things out. When search engine optimization (SEO) is considered, things get even better, as HVAC SEO is surprisingly affordable. Here’s a quick guide to help company owners figure out the best overall strategy.

How much should a new company be spending on HVAC marketing?

One of the most commonly asked questions is how much a new company should be committing to general marketing in the HVAC industry. Keep in mind that the budget of most small businesses is not very substantial, which means even if ten percent of the company’s earnings went straight to marketing, it might not be enough to get the job done.

However, that does not take into account what HVAC search engine optimization can do. SEO is a gift that keeps on giving, as it allows many company owners to focus on building their business without being overburdened by an expensive marketing strategy. It’s a slow burn, but something that could effectively grow a company without necessarily forcing it to overextend.

What counts as maintenance marketing with HVAC SEO?

Maintenance marketing is typically reserved for those who are only willing to provide a bare minimum for their marketing strategy. Considering that some SEO company offers lower prices than usual, it’s possible for new businesses to start with SEO without necessarily having to pay a substantial amount. However, it does not mean that there is no such thing as maintenance marketing. Small businesses have no choice but to go for a smaller price due to budget constraints, but it’s not something that will last forever. SEO has a habit of getting more and more effective as time goes on, which means companies are given a chance to eventually go big with marketing.

Marketing growth is about the effort you put in

Some company owners will put as much as twenty percent into making sure that their marketing strategy is robust, yet it will still not end up their way due to a lack of commitment and effort. Those who think they can get away with letting the marketing agency do all the work have no way to experience standout success on a budget without effort.

For example, web design and optimization are a big part of marketing. The use of SEO for HVAC is fantastic, but without proper web optimization, it will not be nearly as effective. Even a company that uses ten percent of the budget will do much better than those who use twenty percent if they take the time to learn how best to maintain an effective strategy. Those who are willing to commit and learn various SEO tactics will have a much easier time overall. 


To answer the question, whether the companies put in 10 percent, 20 percent, or even more of the budget, it’s mostly about how they work and negotiate with the marketing agency, and how much work is expected. Utilizing web optimization and learning how to use digital tools can make it easier to work with marketing on a budget.

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