10 Commercial Refrigeration Marketing Strategies for Growth

What Is Commercial Refrigeration Marketing?

Commercial refrigeration marketing focuses on promoting your services to commercial establishments, including supermarkets, restaurants, convenience stores, and other retail outlets that use refrigeration systems. 

It combines both digital strategies (such as paid ads, SEO, and email marketing) and traditional methods (like direct mail, referral programs, and trade shows). 

The primary goal of these marketing strategies is to maintain a steady lead pipeline, which generates steady revenue.

What’s the Difference Between Commercial and Residential Refrigeration Marketing?

The basic difference between commercial and residential refrigeration marketing lies in:

• Who they target

• The length of their sales cycle

• What buyers expect from the business relationship

Commercial refrigeration marketing targets decision-makers in businesses that rely on refrigeration for their daily operations. 

These buyers expect you to ensure their units operate at optimal levels, even under heavy use, and to provide long-term service level agreements that outline the standard of service they can expect. 

The time from initial contact to the final sale is longer and more complex than in residential refrigeration. This is expected, as the decision involves multiple decision makers and rigorous evaluations due to the high financial investment involved. 

Residential refrigeration customers require comparatively basic needs. They want an affordable unit that keeps their food fresh for an extended period of time and doesn’t break down unexpectedly. 

They are motivated by factors such as price, energy efficiency, and ease of use.

There’s also no need for elaborate consultations before they sign a contract. So, the sales cycle is much shorter and less complex. 

What Are the Benefits of Commercial Refrigeration Marketing?

An effective marketing strategy drives repeat business, resulting in increased revenue and business growth. It also helps your company compete favorably with others in the market.

Here are other ways effective refrigeration marketing improves your business:

• Increased brand visibility: Marketing places your brand in front of potential customers. That way, you’ll likely be the first company they think of whenever their refrigerating unit breaks down.

• A stream of qualified B2B leads: Targeting the right audience with your ads attracts high-intent leads. You'll earn interest from commercial clients who actually need your services and are willing to pay for them.

• Stronger client retention: After a prospect makes a purchase, the next step is to retain them. You can do so by using marketing to engage with them. For example, you can use email marketing to keep in touch with customers, educate them on the importance of maintenance, and offer discounts.

What are Effective B2B Strategies in Commercial Refrigeration Marketing?

To reach and convert commercial clients, you need a marketing strategy that targets customers' needs, shows clear value, and builds trust. 

Here are some effective B2B marketing methods that can help your commercial refrigeration business. 

1. Optimize your local SEO for commercial clients

Local SEO ensures your business appears in the search results when people in your local service area search for terms like 'refrigeration unit repair near me.'

It’s a great way to generate leads, because:

• It places your business at the top of search results. If your local SEO is particularly strong, your business will be mentioned in the Local Map Pack—a Google feature that contains three businesses alongside their details.

• It generates high-quality leads as people are more likely to hire a business that’s close to their location.

• It builds trust with prospects as it shows your physical location and reviews from other customers.

However, multiple businesses compete for the three Google Local Pack spots available for every local-intent query. 

To increase the odds of being one of the three picked by Google’s algorithm, you should:

• Create a Google Business Profile (GBP): To appear on Google's local SERPs (search engine result pages) you need to create or claim a GBP.

• Optimize your business profile: Complete your GBP. Include a description of your services, high-quality images from past projects, and reviews from your past clients.

• Optimize your website with relevant keywords: Optimize your website and content with relevant local-intent keywords like 'commercial refrigeration repair in Miami,' 'same-day restaurant fridge repair in Austin, TX,' or 'industrial freezer installation, Houston.' 

Learn more about how to improve your local SEO. 

2. Use Google Local Services Ads to generate leads

Google Local Services Ads (LSAs) are paid ads that appear at the top of search results for local intent queries. Their prominent position in the SERPs makes them an excellent channel for generating leads.

These ads are also highly effective as they allow customers to call or message you directly. They are more cost-effective than Google ads since you’re only charged when someone contacts you.

To take full advantage of LSAs, you should consider using ServiceTitan’s Local Services Ads integration.

Created in partnership with Google, the integration lets you add a calendar booking widget to your LSA. From there, customers can explain their issues, select a date, and schedule an appointment without needing to visit your website. 

This makes the booking process frictionless, so people follow through and schedule an appointment.

On the backend, every detail the customer provides is automatically synced to your booking screen and CRM. This means your team can immediately see the job details whenever they return to the office, and assign a technician without any manual data entry.

To make things even better, ServiceTitan offers a dashboard that displays the exact number of leads, jobs, and revenue generated by each LSA, helping you to improve your campaign based on hard data. 

Before you can create an LSA, you must have the Google Guarantee badge and meet specific criteria, such as:

• A physical business location: Google must confirm that your business operates in a physical location.

• Business verification requirements: You'll need to provide proof that your business is registered with the relevant local and state authorities.

• Insurance requirements: You’ll need Google documents that show you meet Google's minimum insurance coverage requirements for your service category. 

• Background checks: Google will conduct a background check to verify the legitimacy of your business.

Click here to get more information about Google Local Services Ads.

3. Run targeted PPC advertising campaigns

Platforms like Google Ads and LinkedIn Ads enable you to target commercial decision-makers based on factors such as job title, industry, and location. 

With Google Ads, you can capture leads by targeting keywords that commercial refrigeration buyers are actively searching for. You can also target your ads to a specific zip code. 

Similarly, LinkedIn Ads enable you to target professionals based on specific criteria, such as job title, company size, and industry. 

For example, you can target your ads at facilities managers, operations directors, or procurement officers—individuals who are directly involved in making decisions about commercial refrigeration services. 

For the best results, pair your PPC advertising campaign with a landing page that aligns with the ad and ends with a clear CTA that guides visitors to the next step. 

Some examples of great CTAs include 'Request a quote', 'Talk to a Technician', or 'Schedule Free Assessment.'  

Once your ads are running, tracking their performance is key. 

You could use traditional tools that measure clicks and impressions, but that doesn’t tell you what those clicks are really worth.

With ServiceTitan, you can go a step further by tracking exactly how much revenue each ad generates. This means you’ll know which campaigns are actually driving booked jobs and tangible ROI, not just web traffic.

4. Launch automated email marketing for client retention

After customers make their first purchase, you need to invest in maintaining a relationship with them. This will keep your brand top-of-mind, build trust over time, and encourage repeat business.

Automated email campaigns can help you build such relationships.

However, any email you send has to be related to your customer’s needs, so it’s not ignored, deleted, or marked as spam. 

To do this, you should segment your audience into groups based on factors like:

• The services they've used before 

• The date they used this service

• Their location 

• The equipment they have 

You can do this with traditional email marketing platforms. However, these tools can only handle basic segmentation since they don’t sync with your job history, customer data, or service records. Your emails may still feel generic or mistimed. 

ServiceTitan Marketing Pro – Email lets service businesses build audience lists using customer data stored in ServiceTitan. That means you can send emails based on actual service dates, equipment types, expiring memberships, or open estimates.

This ensures you send relevant and personalized messages that'll keep you top of mind with your customers.

ServiceTitan’s automation capabilities don’t stop at emails: it also automates invoice, report creation, performance monitoring, and so on. HVAC businesses use these automated workflows to reduce time spent on manual tasks and boost revenue.

For example, since Cockburn Refrigeration switched to ServiceTitan, technicians dedicate more of their time to serving customers, unlike previously when they had to use 30-45 minutes every morning to complete paperwork.

The time savings have allowed employees and Cockburn’s co-founder, Haley Valiquette, to allocate more time for off-work activities, helping them feel more fulfilled and motivated to work every day.

“I like that I can be there for my kids when they get home from school. I can run errands. I can catch up with stuff at home,” Valiquette says. “And I'm not fully depleted.”

Want to eliminate manual work and make technicians more productive? Book a demo for a personalized walkthrough of how ServiceTitan automates core business tasks like dispatching, scheduling, marketing, and accounting.

5. Leverage direct mail to reach decision-makers

Direct mail is a powerful way to connect with businesses that need commercial refrigeration services.

Unlike digital ads or emails that can be ignored or filtered out, physical mail, such as brochures, maintenance checklists, postcards, or flyers, lands directly on the desk of your target audience. 

ServiceTitan’s Direct Mail platform lets you create and track your direct mail campaign. It’s easy:

• Create your direct mail using templates designed by expert designers.

• Segment your customer base into audiences based on property data or job information available in ServiceTitan.

• Upload your text and postcard, and submit them to ServiceTitan to ship them out.

• Track the delivery rate and revenue generated by each direct mail.

6. Strengthen your online reputation and collect more reviews

Prospects and customers rely significantly on online reviews. They turn to Google, social media, and industry-specific platforms to read what people have to say about a service provider before booking sessions with them. 

This behavior aligns with data from BrightLocal, which indicates that 98 percent of customers read reviews before selecting a business. 

To succeed, you need to find the best ways to consistently gather customer reviews. 

Below are some strategies you can use:

• Simplify the review process by sending a message that includes all the necessary details for your customer to complete the review. For example, it could say: 'Thank you for choosing our services here at [company name]. If you have a minute, we'd love to get feedback. Just click here [review link] to drop a review.'

• Automate the review process by automatically sending messages to customers requesting feedback after every service, ensuring you never miss the opportunity to ask for a review.

• Create simple, step-by-step postcards that show less tech-savvy customers how to leave a Google review.

• Encourage your field technicians to guide customers through the review process before leaving the job site.

ServiceTitan’s Reputation Management platform automatically solicits feedback from customers immediately after every job.

Additionally, the tool helps you to respond to customer reviews directly from the ServiceTitan platform, regardless of where the review was left. That way, if there are any complaints, you can promptly address them and turn negative reviews into positive ones. 

7. Build and maintain a high-converting website

For your website to convert visitors, it must prioritize the users' experience. Every element on the site should be clear and guide users toward a specific goal, such as filling out a form, booking a service, or calling your business.

Key elements of a high-converting website include:

• Excellent user experience: Make sure your website is intuitive and straightforward to use. Use clear menus so visitors can quickly find what they need, choose easy-to-read fonts, and ensure strong contrast between text and background colors.

• Mobile optimization: Most people browse on their phones. So, your site should load quickly, be easy to scroll, and have buttons and text that are easy to tap and read on smaller screens.

• Service descriptions: Describe the services you offer, whether it’s troubleshooting HVAC systems, replacing refrigerants, etc.

• Customer testimonials: Show quotes from satisfied customers to build trust and prove your services deliver results.

• Clear calls to action (CTAs): Use simple, direct language to tell visitors exactly what to do next, like 'Request a Quote,' 'Schedule Service,' or 'Call Now.' Make your CTAs stand out on the page with bold buttons or contrasting colors so they’re easy to find and click.

8. Streamline lead management and follow-up

After you generate leads, how quickly and consistently you follow up can make all the difference. The faster you respond, the more likely the lead is to pick you over competitors.

With ServiceTitan’s Lead Management and Follow-Up Automation tools, you can streamline this entire process. 

The platform helps you organize all incoming leads in one place, set automatic reminders to follow up, and even send personalized messages—by email or text—at the right time. 

This means no leads fall through the cracks, and you're always one step ahead.

9. Offer online booking and scheduling for added convenience

Commercial clients operate under tight schedules and prefer ease and speed when booking services. 

Providing your clients with online booking and scheduling so they can request services at any time without needing to call you improves the customer experience.

Additionally, today’s customers expect convenience. They don’t want to wait for business hours to call or fill out a contact form and hope for a callback.

ServiceTitan’s online booking widget lets customers schedule appointments directly from your website, day or night. Instead of filling out a generic contact form and waiting for a callback, visitors can see your real-time availability, choose a convenient time, and book instantly.

Afterwards, every booking is automatically added to your dispatch board and CRM. This makes the booking process smoother for your customers and more efficient for your team.

10. Invest in content marketing and educational resources

Commercial clients aren’t just looking for someone to complete a job; they want a knowledgeable partner who understands their industry, helps them make informed decisions, and provides real value. 

They often have questions about compliance regulations, energy efficiency, and operational cost management. 

The more helpful and informed you are, the more likely they are to trust you with their business.

That’s where content marketing comes in. By creating valuable educational content—like blogs, case studies, and downloadable guides—you can:

• Educate clients: Help them understand complex commercial refrigeration systems, technical calculations, how to maintain their equipment, and how to stay compliant with industry standards.

• Build trust and authority: When you consistently publish high-quality, relevant content, clients start to view you as an expert. This positions your business as a trusted advisor, not just a service provider.

• Rank higher on search engines: By answering the exact questions commercial clients search on Google, you improve your chances of ranking higher in search results. This boosts your online visibility and brings more potential clients to your website.

What Are the Common Challenges in Marketing Commercial Refrigeration Systems?

Marketing commercial refrigeration systems can be challenging because they involve high-value, technically complex equipment. Marketers need to navigate long sales cycles, educate clients about services, and compete with well-established businesses.

Let's see some of the core challenges commercial refrigeration businesses face: 

• Qualifying commercial leads: Identifying and attracting high-quality leads who are willing to pay for your service is always challenging. To solve this, businesses can leverage the data they already have on their best-fit customers to create marketing strategies that attract high-intent customers.

• Competing with larger or franchise service companies: Established businesses already have a strong customer base, have built brand loyalty, and possess the financial muscle to outspend you in marketing. The way to compete is to find and leverage your unique advantages, such as niching down, offering unmatched customer service, and becoming an integral part of your community.

• Difficulty tracking marketing ROI: What do I get for each dollar I put into marketing? Are the leads I’m generating actually increasing revenue? ServiceTitan solves these issues, letting business owners create and assign unique phone numbers to each marketing campaign. Whenever a call comes in, the system uses the phone number to tell you exactly which campaign generated the call. 

With ServiceTitan, you can accurately measure the ROI of each campaign confidently. 

What Are the Trends Shaping Commercial Refrigeration Marketing?

With constant increases in buyers' expectations and advances in technology, traditional sales methods aren't as efficient as they once were. Commercial refrigeration businesses need to adopt these trends to stay competitive:

• The shift to digital-first strategies: If you’re to survive in today's digital landscape, your marketing strategies must include digital channels such as email, social platforms, websites, and more.

• AI in customer communication and marketing: AI is slowly gaining ground in marketing. Businesses use it to personalize at scale, answer customer questions, and schedule jobs.

The commercial refrigeration industry is changing, and so should your marketing strategy. Adopting these trends can improve your marketing results and increase your revenue.

Over to You!

We've covered the effective marketing strategies and tools you need to grow your commercial refrigeration business. Now you can implement them to increase your business's visibility, capture high-quality leads, and generate revenue. 

However, you should remember that customer behavior constantly changes. So, a marketing strategy that’s working now may not generate leads next year.

You always need to track performance using tools like ServiceTitan to understand prospect engagement patterns and adjust your strategy accordingly.

ServiceTitan can also help you boost business growth easily. For example, since switching to ServiceTitan, Atlantic Refrigeration has reported:

• An increase of more than 200 percent in memberships (from 16 to 50)

• An increase of almost 100 percent in revenue (from $1 million to $1.8 million)

And the company is still on the road to achieving even more growth. 

CEO Devin McGrath says, “With all the changes that we've gone through with the team, with the processes, with technology, I think we're on the cusp of really doing some good things.” 

“I think we are building something special with the team at the core, and ServiceTitan is supporting us.”

ServiceTitan is a comprehensive solution trusted by thousands of commercial refrigeration businesses to improve marketing, automate processes, increase online visibility, and drive revenue and growth.