As of February 2025, Google isn’t just the largest search engine in the world – it’s absolutely dominating the competition in more ways than one.
The current global search engine market share for Google is roughly 89%. The second entry on that list, Bing, is trailing with just 4.04%. If someone is going to find your HVAC business for the first time, they’re likely turning to Google to do it. But while search engine optimization (SEO) for HVAC businesses is important, it’s also just one small part of a much larger story.
If someone is looking for an HVAC business like yours, they’re probably using search phrases like “HVAC repair near me” or “HVAC service near me.” Indeed, roughly 1.5 billion searches containing the phrase “near me” are conducted every single month. About 46% of all Google searches have some type of local intent – a trend that shows absolutely no signs of slowing down anytime soon.
But when that happens, people aren’t necessarily going to see whatever site is listed at the top of the search engine results pages first. They’ll see your Google Business Profile. This helpful tool contains a map to your physical location (if one exists), along with other helpful information like your phone number.
In no uncertain terms: your Google Business Profile is an invaluable asset when it comes to not only generating new leads in the short-term but securing and maintaining new business in the long-term. Optimizing your Google Business Profile is, therefore, a necessary step worth taking for a wide range of different reasons, all of which are worth a closer look.
Why Your Google Business Profile Matters
The number one thing to understand about all this is that your Google Business Profile is so much more than just another profile on a business directory. It’s a directory that happens to be tied directly to the largest search engine on the planet. This naturally brings with it a number of distinct features that you won’t find anywhere else.
When people search for HVAC services in their area, your business can appear directly in search results and Google Maps. This local visibility is crucial because most customers are looking for businesses nearby, and having an optimized profile ensures that your HVAC company is seen by those who are actively seeking your services.
Additionally, your Google Business Profile allows you to provide important information about your business, like your hours of operation, contact details, and location. This helps build trust with potential customers by making it easier for them to find and contact you. In today’s digital world, customers expect to see businesses listed online, and having a complete and accurate profile can make a significant difference in whether they choose your service over a competitor’s.
Another big benefit to going through this amount of effort is the ability to gather and display reviews. Customer reviews play a huge role in decision-making, especially for local services like HVAC. Positive reviews on your Google Business Profile not only boost your credibility but also improve your ranking in local search results. The more good reviews you have, the higher the chances of attracting new customers.
On their own, these things are important. Together, they turn your Google Business Profile into one of the best opportunities you have to grow your HVAC business over time.
Claiming and Verifying Your Profile
But before you can optimize your Google Business Profile, you need to claim it. At the very least, you need to claim it before someone else has the bright idea to do the same.
If you haven’t already, head over to the Google Business Profile page and follow the steps to claim your business. This will make your listing “official” and ensure that you have full control over what comes up when someone searches for you. This process often involves receiving a postcard at your business address with a verification code, or you might be able to verify by phone or email.
Without this step, you can’t update details, respond to reviews, or use many of the powerful features that Google offers.
Accuracy Matters
Once you’ve claimed your profile, it’s time to fill it out with accurate, up-to-date information. For an HVAC business, make sure all the relevant details are complete and correct.
Use your official business name as it appears on signage or marketing materials. Don’t use extra keywords or phrases here – Google values consistency. Likewise, make sure that your address is accurate. If you work in multiple locations or have a service area, you can specify that as well.
Listings for your phone number and website should be your primary business contact number and website, not personal phone numbers or social media pages. Moving forward, always keep your hours updated, especially during holidays or seasons when your schedule might change.
An incomplete or incorrect business profile could cause potential customers to hesitate or miss out on your services. You definitely don’t want to cause confusion and send someone into the arms of a competitor if you can help it.
Photos (and Videos) Are Worth a Thousand Words
Adding high-quality photos and videos to your Google Business Profile not only helps your listing stand out but also builds trust with potential customers.
Use not only exterior photos of your business but high-quality interior ones, too. Show off your location if customers come to you to help put them at ease knowing that they’re in the right place.
If possible, include pictures of your HVAC technicians in action. It’s a great way to humanize your business and show that you’re a professional, trustworthy team.
A lot of people don’t realize that Google also allows you to upload videos. Short clips showcasing your work or explaining what makes your business unique can grab attention and help you stand out in search results.
Reviews, Reviews, Reviews
Finally, be sure to pay special attention to what is likely the most essential aspect of your HVAC business’s Google Business Profile: customer reviews. Anyone with a Google account can leave a review – and rest assured, many will.
Not only do they build trust with new customers, but they also help your business rank higher in local search results. It’s a perfect opportunity to kill “two birds with one stone,” so to speak.
Encourage customers to leave reviews by providing them with simple instructions. You can even ask them in person or follow up after a job is completed. Note that this doesn’t mean you can promise someone some type of discount on future service for leaving a review – doing so will call into question everything they’ve written. You want to encourage people to be honest and, when necessary, make sure they’re pointed in the right direction.
But don’t just stop there – respond to every review, whether positive or negative. Thank your customers for their feedback, and if any issues arise, use your response to show how you address problems professionally. People understand that not every job will go perfectly, and when problems arise, they’ll take comfort in knowing that you’re quick to address things. Whatever you do, do NOT respond to these reviews with anger or aggression. Be polite, be civil, and act accordingly.
A responsive approach to reviews demonstrates good customer service and shows potential clients that you care about their experience with your business.
As stated, your HVAC business’ Google Business Profile is a great way to attract the right kind of attention from Google users with a high intent to purchase. If someone is searching for “HVAC repair near me,” they probably have a short-term need. If your Google Business Profile offers them every key piece of information they need to make contact with you, you’ve dramatically increased the chances that yours is the number they call the next time they pick up the phone.
At that point, you’ll have a steady stream of new leads coming through your door, and your HVAC repair services can speak for themselves. For a service-based business that takes a lot of pride and care in what you do, that is a very exciting position to be in. That’s how you take one new customer and turn them into a satisfied, repeat brand advocate – and how you convince them to bring some of their friends and family members along for the ride, too.
If you’d like to find out more information about how to leverage your Google Business Profile as an invaluable asset for your HVAC business, or if you have any additional questions that you’d like to go over in a bit more detail, please don’t hesitate to contact us today. You can also click here to schedule a Surefire Local demo to see how much time a powerful all-in-one marketing platform can free up so that you can focus on more important matters.