Furnace replacement campaigns

What this service is

It is paid search and landing pages built only for replacement intent. Searches like "furnace replacement cost", "new furnace installed", "high-efficiency furnace quote" and "replace 20-year-old furnace" go to pages written for that decision. Searches for parts, manuals, DIY fixes and filter sizes are excluded.

Each page covers the questions a homeowner really has: how to tell whether a furnace is near the end, what affects the price, how long installation takes, whether financing is available through your lender partner, and what happens on the estimate visit.

Who it's for

Furnace companies with the crew capacity to install more systems in fall and winter, and a sales process for in-home or virtual estimates. It works best for owners who:

• know their gross margin on a typical replacement
• can book estimates within a day or two in peak season
• want fewer, larger jobs rather than more small repairs

If your schedule is already full every winter, the better move may be raising your prices or extending the season, which our season planning work covers.

What's included

1. Replacement keyword plan for each town you serve, with repair-only and DIY terms filtered out.
2. Replacement landing pages, one per main town or region, written in plain language.
3. Ad copy that matches the page. If the ad mentions financing or a starting price, the page explains it in full.
4. Repair-to-replace follow-up list. Every week, repairs on furnaces over a set age are flagged so your team can send a written replacement option.
5. Seasonal budget pacing. Spend rises with cold weather and falls when your install calendar is full.
6. Monthly reporting in installed furnaces, not clicks.

What a replacement page should answer

Before booking, a homeowner wants five things settled. A page that covers them in this order tends to turn more visits into estimates:

1. Is it time? Age, repair history, comfort problems and safety concerns, explained without scare tactics.
2. What are my options? Standard and high-efficiency gas furnaces, electric furnaces, and dual-fuel set-ups with a heat pump, depending on what you sell.
3. What drives the price? Size, efficiency, venting, ductwork and access, so the quote doesn't feel arbitrary.
4. How long will we be without heat? Most homeowners worry about this more than the price in mid-winter.
5. What happens on the visit? Who comes, how long it takes and what they leave behind in writing.

Timeline

• Weeks 1–2: keyword plan, page drafts and tracking set up.
• Weeks 3–4: pages live, campaigns launched at a moderate budget.
• Month 2 onward: budget shifted toward the towns and terms that produce booked estimates.

Launching in late August or September gives the campaign time to learn before November. Launching in a cold snap works, but costs more per click while the account learns.

How results are measured

The number that matters is cost per installed furnace: total ad spend and fees for the period, divided by furnaces installed from those leads.

Here is an illustrative example:

If your gross margin on a replacement is $2,500, a $600 ad cost leaves room. If it's $1,500, it doesn't. The guide to budgeting the heating season shows how to set your own ceiling.

Mistakes to avoid

• One page for all heating. A replacement buyer wants replacement answers, not a list of every service you offer.
• Bidding on "furnace repair" and calling it replacement marketing. Repair leads matter, but count them separately.
• Advertising prices that leave out fees. As the Competition Bureau explains, advertised prices should include fixed mandatory charges.
• Slow estimate booking. If a homeowner waits four days for a visit in December, another company gets there first.
• No follow-up on unsold quotes. Many replacements close on the second conversation.

Financing often decides a quote, so see financing offer marketing too, or compare plans on the pricing page.