For small to mid-sized HVAC and plumbing businesses, marketing dollars can be hard to find in the monthly budget. Considering your already-thin margins, rising costs, the uncertainty of trade wars, staffing problems and more, it might seem like allocating dollars to marketing and advertising just isn’t worth the expense. Is it going to pay off? With so many options out there, where should you focus your efforts?

The good news: Powerful marketing doesn’t always cost a powerful sum. Here are some tried-and-true, low-cost marketing strategies for small to mid-sized service businesses like yours that don’t need any fancy equipment or expertise other than a computer and an internet connection.  

Google Business Profile

This is a free tool offered by Google that allows businesses to manage their online presence on Google Search and Maps. In other words, it’s the listing that appears when potential customers search for you. This is NOT your website, which will also appear in an online search. It’s a quick listing of your basic info, like company name, phone number, address, hours, website, reviews and photos.

Why it’s worth it:

Taking some time to hop on Google and create a business profile is time well spent. This listing often the first impression a potential customer gets of your business. And it’s free!

Tips for making the most of it:

• Update the profile regularly with photos of your crew, jobs, and anything else you’d like potential customers to see.
• Make sure your service hours are accurate.
• Ask your good customers to leave a review.
• Respond to every review, good or bad. It shows you’re engaged with your customers and care what they think.

Is it expensive?

Google Business Profiles are free!

Local Service Ads (LSAs)

Those “Google Guaranteed” listings you see when you search for a service online? That’s a Local Service Ad, or LSA. They typically appear at the top of Google search results, above traditional ads and the listings that pop up when you search.

Why it’s worth it:

Service businesses like HVAC and plumbing are the ideal type of business for these ads. It works like this: Customers have a problem with plumbing or HVAC and don’t know who to call. They search “HVAC in Minneapolis.” Your LSA pops up. LSAs are a great way to connect with potential new customers who need you now.

Another great thing about these types of ads: LSAs are pay-per-lead, not pay-per-click. What does that mean? It means you only pay for actual leads, not clicks. You pay when a potential customer contacts you directly through the ad.

Also, the “Google Guaranteed” badge on the ad builds trust. Once you get the badge, LSAs tend to generate high-quality leads because of that third-party endorsement.

Tips to make the most of it:

• The “Google Guaranteed” badge is an endorsement, so it means you’ll need to go through a quick background check and license verification to qualify. They want to make sure you’re a legitimate business.
• Remember, these ads appear only to people who are in your service area.
• Set your budget. Google has a tool that allows you to choose how many leads you want per month, and that number will help you calculate a budget.

Is it expensive?

You can set your own budget, based on the amount of leads you want to generate. There’s a calculator on Google to help you figure that out. Start with a budget of, say, $300 for one month to try it out.

SEO for Local Search

When potential customers have a need, they’ll search online for “AC repair near me,”  or “hot water heater repair near me.” Some businesses show up at the very top of the search results. That’s the “real estate” you want when potential customers have a problem you can solve. But…the Google algorithm decides who gets those coveted top spots. In order for you to get there, you need search engine optimization. It means taking a look at your website with a critical eye and making sure it’s optimized for Google search. (More on that below.) Think of it as harnessing the magic of the internet to help draw customers your business.

Why it’s worth it:

If your website is not optimized for local searches, you’re not going to be the one who gets the call when a potential customer needs service. That call will go to your competitors who spent some time getting their website into ship shape.

Tips to make the most of it:

• Make sure your website is mobile-friendly and doesn’t take too long to load.
• Pepper the content of your website with location-based “keywords.” It sounds complicated, but keywords are really just common terms and phrases people use when searching for your service. Like “furnace tune-up in Minneapolis” or “plumbers for small jobs in Madison” or even simpler than that, just “drain cleaning,” “HVAC repair” and the like.
• Create service pages on your website for every service you offer, also containing those important keywords.

Is it expensive?

If your website needs a revamp, it could cost you a few thousand dollars to hire a website designer to do the job. It doesn’t have to be anything fancy or complicated, but this one-time expense will set you up for search engine success.

Nextdoor and local Facebook groups

These local, community-based online groups can be a treasure trove of new business. Ask your good customers to post recommendations of your good service on their local Nextdoor group. 

Why it’s worth it:

These groups are the modern-day version of old-fashioned word of mouth. Neighbors helping neighbors. The built-in credibility of a neighbor recommendation is like gold for a business.

Tips to make the most of it:

• Monitor the sites for people posting questions like: “Does anyone know of a good plumber or HVAC pro?”
• Offer advice if people post general questions. It might not be a paying job… yet. That kind of goodwill leads to new business.

It it expensive?

The only thing you’ll invest is your time.

Bottom line: You don’t need a six-figure marketing budget. Or even a five-figure one. For minimal time and expense, you can meet your customers where they are — searching for local businesses.