How to Follow Up on LSA Leads for HVAC Companies

Google Local Services Ads are one of the best lead sources for HVAC companies. You're paying for leads from homeowners who are actively looking for help right now. But here's the problem most HVAC owners don't realize: the lead itself is only half the equation.

What you do in the first 60 seconds after that lead comes in determines whether it becomes a booked job or wasted money. This guide covers exactly how to follow up on LSA leads to maximize your booking rate.

How LSA leads actually work

When a homeowner searches for "AC repair near me" or "HVAC company" and clicks your Local Services Ad, Google sends you a lead notification. Depending on your settings, this comes through the LSA app, email, or both.

Here's what most HVAC companies miss: Google sends that lead to multiple contractors simultaneously. You're not the only one getting the notification. The homeowner chose to reach out, but they didn't choose you specifically — they chose the category. The first contractor to respond effectively wins.

Step 1: Get the lead notification instantly

If you're relying on email notifications from Google, you're already behind. Emails get buried, delayed, and ignored. You need real-time notifications.

• Enable push notifications in the Google LSA app
• Set up SMS alerts if your LSA dashboard supports it
• Use a lead management tool that triggers immediately on new leads

The goal is zero delay between when the lead comes in and when you know about it.

Step 2: Respond via text, not phone call

Your first instinct might be to call the lead. Resist that urge. Here's why texting is better for the initial response:

• You can text from anywhere — from a roof, under a house, while driving (safely, at a stop). You can't always call.
• Homeowners prefer texting — 90% of consumers prefer text over phone calls for business communication.
• No phone tag — they read the text when it's convenient. A missed call from an unknown number often gets ignored.
• It's a record — both sides have the conversation in writing.

What to say in the first text

Keep it simple, professional, and action-oriented:

"Hi [Name], this is [Your Company]. We received your request for [service]. We have availability [today/tomorrow] — would [morning/afternoon] work for you?"

Notice what this does: it acknowledges their request, offers specific availability, and asks a question that's easy to answer. Don't send a generic "thanks for reaching out" — give them something to respond to.

Step 3: Book the appointment in the conversation

Don't direct them to a website. Don't ask them to call your office. Handle the booking right there in the text conversation.

1. Confirm the service they need
2. Offer 2-3 specific time slots
3. Get the address
4. Send a confirmation with the details

The fewer steps between "I need help" and "you're booked," the higher your conversion rate.

Step 4: Follow up if they don't respond

Not everyone replies to the first text immediately. That doesn't mean they're not interested — they might be at work, dealing with kids, or comparing options. A structured follow-up sequence looks like:

• 30 minutes later: "Just checking in — we have a tech available [tomorrow morning] if that works for your schedule."
• Next morning: "Hi [Name], still have availability this week for your [service]. Let me know if you'd like to get on the schedule."
• 48 hours later: Final follow-up. If no response, move on.

Three touch points. Professional, not pushy. You'd be surprised how many jobs come from the second or third message.

Step 5: Automate what you can

Here's the reality: you're running an HVAC business. You're on jobs all day. You don't have time to monitor your phone every 30 seconds waiting for a lead notification.

The most successful HVAC companies automate the first response. The initial text goes out instantly — within 60 seconds — whether you're available or not. The system handles the basic conversation (confirming the service, offering times, getting the address) and books the appointment on your calendar.

By the time you check your phone, the appointment is already booked. You just show up.

Common mistakes HVAC companies make with LSA leads

• Waiting too long to respond. Even 10 minutes is too long. The homeowner has already moved on to the next contractor.
• Calling instead of texting. Unknown numbers get sent to voicemail. Texts get read.
• Sending generic responses. "Thanks for your inquiry, we'll get back to you soon" is a lead killer. Be specific.
• Not following up. One message isn't enough. Most conversions happen on the second or third touch.
• Making booking complicated. If the homeowner has to call your office, fill out a form, or wait for a callback, you're adding friction that kills conversions.

The math on LSA lead follow-up

Let's say you spend $3,000/month on LSA and get 50 leads. At a 20% booking rate (industry average for contractors without fast follow-up), that's 10 jobs.

Now let's say you implement instant follow-up and increase your booking rate to 40%. Same $3,000 ad spend, now 20 jobs. You just doubled your revenue from the same marketing budget by changing nothing about your ads — only how fast and how well you respond.

Speed-to-lead is the highest-ROI improvement most HVAC companies can make. It costs less than increasing your ad budget and delivers better results.