How HVAC Contractors Can Generate More Heating & Furnace Leads During a Winter Storm
Winter storms don’t just test HVAC systems — they test how prepared an HVAC business really is.
When temperatures drop fast, homeowners search urgently for help. Furnaces fail, heat pumps ice over, pipes freeze, and families want clear answers immediately. In these moments, HVAC contractors have a choice:
- React late and scramble to keep up
- Or respond calmly, visibly, and usefully while demand is at its highest
The companies that win during winter storms aren’t the ones pushing aggressive sales messages. They’re the ones who:
- Show up clearly in search
- Communicate calmly and helpfully
- Make it easy for families to get support fast
Here’s how HVAC contractors can generate more heating and furnace leads during a winter storm, while also building trust and goodwill in their communities.
Using the January 25 Winter Storm as a Real-World Example
To make this practical, we’ll use the major winter storm that began on January 25 as a case study.
Often referred to as the Arctic Siege, this storm impacted more than 118 million people across the United States, from the Northeast down into Texas. It brought snow, sleet, freezing rain, power outages, and extreme stress on heating systems.
As the storm approached, RS Gonzales worked with HVAC contractors across multiple states to:
- Prepare their marketing systems
- Share helpful information with homeowners
- Maximize visibility for emergency heating searches
- Handle a sudden influx of calls and leads
Below, we’ll break down what HVAC contractors can do during a winter storm, followed by the foundational systems that make those actions possible when it matters most.
Lead With Help, Not Hype
During a winter emergency, homeowners are cold, anxious, and often worried about costs. This is not the moment for aggressive offers or gimmicks.
The HVAC companies that stand out are the ones sharing:
- Safety tips
- Clear service availability
- Reassurance that help is available
1. Email + Text Your Existing Customers
Your existing customer list is one of your most valuable assets during a storm.
Why?
- They already trust you
- They’re more likely to call you first
- They often forward helpful messages to friends and neighbors
Text messages in particular see open rates near 99%, compared to ~30% for email.
This is why having a clean, organized CRM matters before the storm hits.
Informative Email and Text Message Campaign
One of our clients, Su’Coy Heating, AC & Duct Cleaning sent a clear, compassionate email and text message during the storm with practical advice:
- Clear side vents to prevent furnace shutdowns
- Switch heat pumps to Emergency / Auxillary Heat if iced over
- Gently brush snow off outdoor units (no shovels or ice picks)
- Run a slow drip to prevent frozen pipes
This type of communication builds trust before the call ever comes in — and when systems fail, those homeowners already know who to call.
People remember who helped them feel calm when things went wrong.
The open rate on that email was over 51%—double the standard open rates of 20-30% on a less urgent email marketing campaign.
2. Use Local Media & PR to Build Authority Fast
Winter storms create a surge in demand for local experts.
One simple but powerful tactic is issuing a short local press release that covers:
- Emergency service availability
- Storm preparedness tips
- Safety guidance for homeowners
Media Interview With Local TV Station
After we helped Nero’s Heating & Air publish a winter storm preparedness press release, they were contacted by DC News Now, a local TV station in Prince George’s County, MD and invited to do a live on-air interview.
That single segment:
- Positioned the company as a trusted local expert
- Reached thousands of homeowners at once
- Drove brand recognition far beyond paid ads
- Earned Nero’s a backlink from a website with a Domain Rating of 73
This kind of exposure compounds trust — especially when paired with strong Google visibility. It’s also the gift that keeps on giving. The video clip will live on Nero’s 24/7 Emergency Heating Repair service page, giving them credibility and boosting their ranking for heating and furnace related-keywords for many winters to come.
3. Maximize Google Local Services Ads (LSAs) During the Storm
During emergencies, Google Local Services Ads often outperform standard PPC.
Why?
Because homeowners searching for “emergency furnace repair” want:
- A phone number
- A trusted, verified provider
- Immediate help
One critical LSA budgeting tactic most contractors miss
Google LSAs allow you to set very high weekly ad budgets. You will almost never spend anywhere near that full amount — but increasing the budget signals availability to Google.
For example, one HVAC contractor in central New Jersey increased their LSA weekly budget to $60,000.
They spent $1089 on 11 leads during a 48-hour period, including 9 furnace repairs and 2 installations. That translates into a highly-profitable $99 Cost Per Lead.
- But Google prioritized them during peak storm demand
- Result: a sharp increase in inbound heating leads over several days
With a maxed-out ad budget, Google prioritized them during peak storm demand. Better year, they attracted new customers and built loyalty by restoring family’s comfort during a crisis.
LSAs are one of the fastest ways to capture demand while it’s happening.
4. Post Service Updates on Your Google Business Profile (Correctly)
During a winter storm, your Google Business Profile (GBP) often becomes your most visible digital asset.
But not all posts are equal.
What works best
Use GBP Updates, not standard posts, to clearly state:
- You are open during the storm
- You offer emergency heating services
- You are operating 24/7 or extended hours
Updates appear more prominently and signal real-time availability — exactly what homeowners are scanning for during emergencies.
5. Use Social Media to Reinforce Availability (Not Sell)
Social media doesn’t replace search during emergencies — but it reinforces trust.
Effective winter storm posts focus on:
- Current weather conditions
- Emergency hours
- Safety reminders
- Reassurance that your team is ready
This mirrors what homeowners are seeing on the news and keeps your brand visible without feeling promotional.
6. Use Website Pop-Ups to Capture High-Intent Heating & Furnace Leads
During a winter storm, homeowners are anxious, cold, and looking for immediate reassurance. This is one of the few moments where a well-designed website pop-up doesn’t feel intrusive — it feels helpful.
A timely, visually clear pop-up allows you to speak directly to visitors the moment they land on your site, before they click away to another contractor.
What Makes a High-Performing Winter Storm Pop-Up
As shown in the Kelly’s Heating & Air example from Lewisville, TX, effective pop-ups during cold weather events share a few key traits:
- A clear emergency message
Calling out the winter storm or cold snap builds instant relevance and trust. - Immediate reassurance
Messaging like “24/7 Emergency Service,” “Open All Weekend,” or “No After-Hours Fees” reduces hesitation and decision fatigue. - Strong visual hierarchy
Badges, icons, and bold headings help stressed homeowners quickly understand that help is available. - A single, obvious call-to-action
Buttons like “Call Now” or “Schedule Emergency Service” outperform generic CTAs during weather events.
The Foundation That Makes Winter Storm Lead Surges Possible
Everything above works best when the groundwork is already in place.
Here’s what RS Gonzales builds for HVAC companies so they’re ready to generate leads before the next emergency.
A Strong HVAC CRM & Customer Database
You can’t communicate quickly if your data is scattered.
We help HVAC contractors:
- Maintain clean customer records
- Track past services
- Segment by location and service type
- Send emails and texts in minutes, not hours
Whether you use ServiceTitan, Housecall Pro, or our HVAC CRM, the goal is the same: speed + clarity.
SEO Built Around Heating & Furnace Demand
Most HVAC contractor websites have a single generic page built around heating services: /heating. In 2026, so-called thin content does very little for your local SEO results or rankings on Google maps.
All RS Gonzales clients have core service pages on their website built and optimized for:
- Furnace repair
- Furnace installation
- Furnace maintenance
- Heat pump repair
- Heat pump installation
- Wi-fi, Smart and Programmable Thermostat Repair and Installation
- Emergency heating services
That’s 3,000 words of local content focused on each of these keyword clusters and SEO entities. And each of these pages is bolstered by blogs, social media posts and backlinks that reinforce authority.
These pages don’t get created during a storm — they’re already indexed, trusted, and ranking.
When homeowners search:
“emergency furnace repair near me”
Your business needs to already be there.
Google Business Profile Optimization for Emergency Heating & Furnace Leads
During a winter storm, Google prioritizes relevance and specificity. That means an SEO-friendly Google Business Profile must clearly tell Google exactly what type of emergency services you provide — not just that you’re an HVAC company.
Choose the Right Service Categories (This Matters More Than Most Contractors Realize)
Your primary category should almost always remain HVAC Contractor. But for heating and furnace leads, we also add additional categories that match high-intent winter searches, including:
- Heating Contractor
- Furnace Repair Service
These secondary categories dramatically increase your visibility when homeowners search for terms like “emergency furnace repair,” “no heat,” or “heater not working” — especially during extreme weather events.
Google does not assume services. If you’re not explicitly categorized, you won’t show up.
Fully Populate Your Heating & Furnace Services (Use All 300 Characters)
Once your categories are set, Google allows you to add detailed services under each category, with up to 300 characters per service description. This is prime real estate — and most HVAC companies leave it half empty.
For heating and furnace demand, we add and fully described services like:
- Heating system installation
- Heating system maintenance
- Heating system repair
- Furnace repair
- Furnace installation & replacement
- Emergency heating services
Use the full character limit to explain:
- What systems you work on
- What the service entails
- Where you work
That detailed-oriented approach to Google Business Profile optimization generates as many as 20 or 25 calls in a single day during winter storms. And that’s the difference between sitting at home snowbound and working 16 hour days running between service jobs.
Google Ads Positioned for Heating Leads
Storms often lower cost per lead, not raise it.
Why?
- Demand spikes faster than advertiser competition
- Homeowners are ready to act
Clients with healthy PPC budgets ($50–$100+/day):
- See better conversion rates
- Capture installation and repair leads
- Avoid scrambling to “turn ads on” at the last minute
One HVAC contractor near Chicago saw their Cost Per Lead plummet with the sinking thermometer. On January 25, as snow and ice blanketed Illinois, they earned a conversion rate of 20.5% on their landing page for emergency heating services. That’s nearly double the 10.7% conversion rate for the previous six days (itself triple the industry standard of 3%).
That means anxious homeowners saw their PPC campaigns and took decisive action—calling and booking an appointment immediately. With a Cost Per Booked Appointment of $76.40, they enjoyed a Return on Ad Spend of 1,000%.
Reviews That Remove Decision Friction
When someone’s heat is out, they don’t comparison shop for long.
They choose:
- The company that looks established
- The one with hundreds of 5-star reviews
- The business that feels safe and has a professional online brand
Earning a steady stream of reviews is the most cost-effective ways to generate more HVAC leads.
We help HVAC contractors automate review requests so trust is already built when emergencies hit.
Why Winter Storm Marketing Pays Off Long After the Storm Ends
Capturing leads during winter emergencies does more than boost short-term revenue.
It helps HVAC businesses:
- Build cash reserves for shoulder seasons
- Add customers to their database
- Increase long-term brand trust
- Strengthen SEO and review profiles
This creates financial breathing room — so slower months don’t feel as stressful.
Final Thought
Winter storms aren’t predictable, but your readiness can be.
HVAC companies that prepare early:
- Serve their communities better
- Capture more high-intent heating leads
- Build stronger businesses year-round
At RS Gonzales, we don’t just help contractors react — we help them pre-position for moments when demand matters most.
If you’d like help building that foundation before the next heat wave or deep freeze, book a strategy session today.
