Google Business Profile for HVAC: Full Guide With Best Practices

What Is a Google Business Profile?

Google Business Profile (formerly known as Google My Business) is a free Google tool that helps businesses manage how they appear across local Google search engine result pages and maps. 

It's easy to set up and widely used by business owners across various industries, particularly home service, retail, and hospitality.

There are two ways your Google Business Profile can appear in search results.

The first is through direct search. Your GBP will appear whenever someone searches specifically for your business name. For example, here’s what you get when you search for The Ontario HVAC Group (a Canada-based HVAC company):

On the other hand, when it’s a near-me (e.g., ‘HVAC company near me’) or area-specific (e.g., ‘HVAC company Houston’) query, Google uses a specific set of criteria to select and display the top three GBPs optimized for that query. 

They are displayed in a Local Map Pack, which is essentially a map insert and three GBPs that appear at the top of a local SERP. 

Later, we’ll explain how to optimize your profile so you have a fighting chance of getting featured in the Local Map Pack. In the meantime, let’s explore why establishing a Google Business Profile is essential.

Why Is a Google Business Profile Important for HVAC Businesses?

When homeowners need urgent repairs or installations, they turn to Google. However, instead of choosing just any company, they tend to prefer local businesses, because a nearby provider is more likely to respond quickly and reliably.

However, if your HVAC business profile doesn't show up in local SERPS or lacks essential details, even if you operate in the same area as the homeowner, they will likely go to one of your competitors.

Let's explore the benefits of having a Google Business Profile in more detail.

The benefits of having a complete Google Business Profile

Customers don’t choose a service business lightly, especially when the job is urgent or expensive. They may have had bad experiences in the past, or simply want to make sure they’re getting good value. 

That’s why they take time to compare providers, looking closely at reviews, business hours, and photos of past work before making a decision.

You’re more likely to land a customer if your GBP is complete and filled with all the details they need to make their purchase decision, for three key reasons:

• Increased visibility: A complete Google Business Profile increases your chances of appearing in the Local Pack—the top three listings in local search. This ensures your business appears at the top of result pages for local-intent queries, putting you right in front of prospects who need your services.

• More customer trust and credibility: An optimized Google Business Profile shows customers that your business is legitimate, which builds trust.

• Easier appointment booking: A complete GBP makes it easier for prospects to reach out when they need your services.

How Do I Create a Google Business Profile for an HVAC Company?

Setting up your Google Business Profile is the first step toward improving your local visibility and attracting more leads. Follow these eight easy steps to get your profile up and running. 

Step 1: Go to Google Business Profile and sign in

Visit the Google Business Profile page and click the Manage now button. Then, sign in with your Google account or create one. This account will be used to manage your business profile.

Pro tip: Create a business email address to appear more professional, instead of using an old Google account with a name different from your business name.

Step 2: Enter your HVAC business name

Type your exact business name as it appears on your website and other marketing materials. If it appears in the drop-down menu, that means someone already has a GBP with the same name, and you’ll have to request ownership of the profile from the current owner.

Otherwise, select Add your business to Google.

Pro tip: Use your exact business name. Don’t add keywords or extra phrases to game the ranking algorithm. Google will suspend your account for that.

Step 3: Choose your business category

Select the most specific category that fits your HVAC company, such as ‘HVAC contractor.’ This helps Google show your profile in relevant local searches.

If you offer extra services, you can choose a secondary category that represents them on the next screen.

Pro tip: Although you’re allowed up to nine secondary categories, SEO experts advise businesses to use a maximum of four. This allows Google and potential customers to easily understand what you do.

Step 4: Add your business address or service area

On the next page, enter your physical business address. List all the areas you serve so that Google considers your profile for searches relating to those areas.

If you operate from home and don’t want your address to be public, you can hide it later in the profile settings.

Step 5: Add contact information

Provide your business phone number and website URL. Ensure this information is accurate and consistent with your other online listings to improve your local SEO rankings.

Step 6: Verify your business

Choose a verification method: postcard, phone call, email, or video verification. This proves you own the business and allows you to manage your profile fully.

First, you’ll be prompted to enter your physical address and zip code.

Then, on the next page, you’ll be given the option of verifying your ownership of the business in one of three ways:

• A code sent to the number you provided earlier

• A short code sent to your email address

• A video of your physical location and signage

Step 7: Add business hours, service types, and photos

Once verified, add your hours of operation and specify the types of HVAC services you offer. Upload high-quality photos of your team, vehicles, completed jobs, and storefront (if applicable). This builds trust and attracts more customers.

Step 8: Optimize and maintain your profile 

Regularly update your profile with new photos, respond to customer reviews, and post special offers or updates. Keeping your profile active improves your ranking in local search results and helps you stand out from competitors.

Pro tip: For greater results, consider pairing your GBP with Google Ads. That way, you can appear at the top of search results even for queries that lack local intent.

What Information Should I Include in My HVAC Google Business Profile?

Your Google Business Profile is generally the first impression prospects get when they find you on Google. So it's important to include accurate, detailed, and up-to-date information about your services. 

Let's see some important information you need to include in your profile. 

• Business name: Use your real-world business name exactly as it appears on your signage and official documents. This consistency builds trust and helps Google verify that your business is legit.

• Address and service areas: Share the precise location of your business if you have a storefront or office that customers can visit. Also, specify the cities, towns, and zip codes you serve.

• Phone number: Include a local phone number that customers can easily call. Ensure it matches what’s on your website and other materials across the internet to boost your profile’s credibility and search ranking.

• Website link: Add a link to your official website so potential customers can learn more about your services.

• Business category and description: Choose specific categories such as ‘HVAC Contractor,’ ‘Air Conditioning Repair,’ and ‘Furnace Repair Service’ to help Google classify your business correctly. Write an SEO-friendly, engaging description (under 750 characters) that highlights your expertise, unique selling points, and service offerings.

• Services offered: List all HVAC services you provide, such as AC installation, furnace repair, heating system maintenance, and emergency services. This helps customers find exactly what they need and improves your profile’s relevance.

• Business hours (including holidays): Clearly state your regular business hours so prospects know when they can contact your business.

• Photos and videos: Upload high-quality, authentic photos and videos of your team, vehicles, completed projects, and office. Visual content builds trust and differentiates your business from competitors.

• Booking links: Integrate booking tools or scheduling widgets to allow customers to request estimates or book services directly from your profile. This can help you win more leads and increase conversions.

How to Optimize My HVAC Google Business Profile for Better Visibility

Creating a Google Business Profile is the first step to increasing the visibility of your business. To be among the three profiles included in the Local Map Pack for any given relevant query, you must optimize your profile.

Below are some practical steps and strategies to optimize your profile.

1. Keep all business information accurate and up to date

When your name, address, and phone number (together called ‘NAP’) on your GBP mirror what’s on your website, social media pages, and online platforms, it builds trust with potential customers.

Additionally, Google gives priority to businesses with consistent NAPs when ranking in local search results and picking GBPs to display in map packs.

To ensure your business information is accurate and up to date, follow these tips:

• Use the same naming format. For example, if you’re using ‘St.’ for ‘Street’ in your business name or address, continue using that same format across all platforms.

• Use tools like BrightLocal and Moz NAP-checker to ensure your details are consistent across the web.

• List your company in directories. This gives Google Search Engine bots a reference to confirm the accuracy of your NAP details.

2. Use high-quality and relevant photos

Adding photos to your profile shows Google that your business is active and trustworthy. It also increases your chances of appearing in Google’s image search results, making your business more visible to potential customers.

However, this doesn’t mean you should just add any random photo to your GBP. You should use images that have a real business impact, such as those showing:

• Your team in action: Post photos of your technicians wearing branded uniforms while working on real service calls. This makes your business feel approachable and credible.

• Before-and-after appearance of real projects: Did you just complete a duct-cleaning job or install a new central air system? Post a side-by-side image of the old and new setups. These real results give potential customers visual proof of the quality of your work.

• Your physical location: Include snapshots of your physical location to make it easier for customers to find you. You can also upload a video depicting a 360-degree view of your physical location.

The quality of your image also matters. 

Google advises all businesses to use images that are clear, well-lit, and at least 1200×900 pixels.

Pro tip: Google favors businesses that regularly update their profiles. Try uploading new photos every few weeks.

3. Use keywords customers search for

If you want your HVAC business to show up when customers search on Google, you need to speak their language. That means using the exact phrases they type into Google when they’re looking for help.

The trick is to think like a customer. They aren’t searching for an ‘HVAC company specializing in optimized airflow systems.’ They’re searching for real, urgent problems, like:

• ‘AC not cooling in Austin’

• ‘Emergency heater repair near me’

• ‘Furnace installation in Chicago’

• ‘Duct cleaning services in Phoenix’

These are called local, intent-driven keywords, and they’re gold for showing up in local search results.

Here’s how to use them effectively:

a. Add keywords to your business description. Instead of writing a generic description like: ‘We are a full-service HVAC contractor providing excellent customer service,’ Try this:

• ‘Looking for fast and reliable AC repair in Tampa? We specialize in emergency HVAC services, furnace installations, duct cleaning, and seasonal tune-ups across Hillsborough County. Whether your heater isn’t working or your AC won’t turn on, our licensed technicians are ready to help 24/7.’

This version naturally includes common search terms (AC repair in Tampa, emergency HVAC services, furnace installations) while still sounding human and helpful.

b. Include keywords in your services section. List specific services that customers might search for. 

For example:

• Air conditioner installation

• Emergency heating repair

• Furnace maintenance

• Thermostat troubleshooting

• Ductless mini-split installation

Google uses this info to decide when to show your profile in local results.

c. Avoid keyword stuffing

Google’s algorithm is smart. Repeating ‘HVAC repair in Denver’ 10 times in one paragraph won’t help. Instead, it will hurt your ranking. Include the relevant keywords naturally. 

4. Enable direct booking

When someone’s AC breaks in the middle of a summer heatwave, they won’t spend 20 minutes clicking through websites or waiting on hold. They want help immediately. 

You can take advantage of this urgency by enabling customers to book appointments directly from your GBP.

One way to do that is to use ServiceTitan’s Reserve with Google integration to insert a calendar booking widget in your GBP profile.

When customers click on the widget, they can:

• Describe their issue

• Submit their contact information

• Pick a date from the slots available on your job schedule

On the backend, every booking is automatically reflected in your dispatch board. Dispatchers or CSRs can then call the customer to confirm their appointment and assign the right tech to handle it.

5. Request and respond to customer reviews

Responding to reviews shows you listen to your customers and value their opinions. It also gives you the opportunity to address concerns promptly and turn dissatisfied customers into loyal ones, preserving your online reputation.

That’s why we advise you to ask customers for reviews after each service visit. You can do so with a simple email or encourage technicians to request a review before leaving the job site.

To stay on top of reviews, consider using ServiceTitan’s Reputation Management platform.

The tool automatically requests reviews from customers after every job is completed. This helps you keep tabs on how your customers feel about your services and promptly attend to any complaints they may have. 

6. Post regular updates and offers

Google Posts is a GBP feature that allows you to post updates and offers from your GBP account. It appears on the knowledge panel whenever prospects search for your business.

What should you share on your GBP?

• Seasonal promotions (e.g., maintenance discounts during slow seasons)

• Quick HVAC tips and advice

• New service offerings

To get the best from Google Posts, use high-quality images to draw more attention, and keep it short. Always add a call-to-action to guide users to take the next step, whether it's calling you, visiting your website, or booking an appointment.

7. Track insights and adjust your strategy regularly

After setting up your GBP, you can monitor its performance using the free insights feature. That way, you can understand how customers are discovering your business and know when to refine your approach.

 In short:

• Review GBP insights weekly or monthly to track engagement patterns.

• Cross-check with tools like ServiceTitan to connect those insights to actual revenue, job types, and technician performance.

• Make informed updates like refining service descriptions, adding high-traffic keywords, or sharing more educational resources.

Grow Your HVAC Business With a Fully Optimized Google Profile

Creating an optimized Google Business Profile can skyrocket the growth of your HVAC business. It puts your business in front of prospects who actually need your services. 

With this detailed guide, you can build a profile that ranks high in search results, attracts more clicks, and converts to booked appointments. 

Follow the best practices and implement the tools we’ve shared to get the best results. With a platform like ServiceTitan, you'll be one step closer to achieving the ideal profile that earns trust and drives customer engagement.

Beyond marketing, you can use ServiceTitan to manage other business operations and grow your business. For example, ProSkill Plumbing, Heating & Air used the tool to achieve year-over-year growth of more than 30 percent, despite spending less than four percent of the company’s annual revenue on marketing.

Want to see how ServiceTitan helped ProSkill achieve such a milestone? Click here. 

ServiceTitan is an all-in-one solution that's trusted by multiple HVAC businesses to improve marketing results, automate processes, and boost online visibility and conversions. Join thousands of service companies, including those in the HVAC industry, that currently use ServiceTitan.