How often should an HVAC company post on its Google Business Profile?

Every week or two is plenty. Short posts about seasonal work, a recent job or a maintenance reminder keep the profile looking active. Consistency matters more than volume.

Can we have one profile for each town we serve?

Only if you have a real, staffed location in each town. Service-area businesses should generally have one profile with a service area, not a profile per city. Fake locations are a common cause of suspension.

Is it all right to text customers asking for a review?

Asking a customer you just served is normal. In Canada, commercial texts and emails fall under CASL, which requires consent, sender identification and an unsubscribe option, so check your messages meet those rules.

Google Business Profile Checklist for HVAC Companies

For many HVAC searches, Google shows a map with three companies before any ordinary website results. Those three spots are decided largely by your Google Business Profile. This checklist works through every part of the profile in the order we fix them, starting with the items that can get a listing suspended. You can do most of it yourself in an afternoon.

The rules referred to throughout come from Google's guidelines for representing your business on Google, checked as of October 2026. Google updates them, so reread them before making major changes.

Part 1: the risky items, fixed first

These are the settings most likely to get an HVAC listing suspended or filtered. Fix them before anything else.

☐ Business name matches your real-world name. No added keywords, towns, phone numbers or slogans. Google says including unnecessary information in your name isn't permitted. "Northside Heating Ltd." is fine; "Northside Heating Furnace Repair & AC Toronto" is not.
☐ Address hidden if you are a service-area business. If customers don't visit your premises, Google's guidance is to hide the address and set a service area instead. That applies to most HVAC companies run from a home or a yard.
☐ One profile, not one per town. Unless you have a genuine, staffed location in each place, keep a single profile and list the towns as your service area.
☐ No duplicate listings. Search for your business name and phone number. Old listings from a previous address or owner should be merged or removed.
☐ You are an owner, not just a manager. If a past agency or employee is the only owner, fix that now while you still have access.

Part 2: categories and services

Categories tell Google what your business is. Getting them right is the biggest single relevance signal you control.

☐ Choose a specific primary category. Google asks for the most specific category that completes the sentence "this business is a…". Pick the one that matches the work you most want, for example a heating contractor, an HVAC contractor or an air conditioning contractor.
☐ Add only a few secondary categories. Google advises using as few as possible. Don't add categories for every product you install, and don't use categories as keywords.
☐ Fill in the services list. This is where individual services belong: furnace installation, boiler repair, heat pump installation, duct cleaning if you offer it.
☐ Write a plain description. Who you serve, what you do, and where. No links, no capital-letter promotions, no claims you can't prove.

Part 3: contact details and hours

☐ A local phone number that is answered. Use the number you actually pick up. If you use call tracking, keep your main number as the primary and the tracking number in a way that stays consistent with your website.
☐ Accurate hours. If you offer emergency service outside office hours, state it honestly. Listing 24-hour hours you don't keep leads to bad reviews.
☐ Website link to the right page. The home page usually works; multi-location companies should link each profile to its own location page.
☐ Matching details everywhere. The name, phone number and service area on your website should match the profile.

Part 4: photos that earn trust

Homeowners look at photos before they call. Real photos beat stock images every time.

☐ Logo and cover photo that are clear on a phone screen.
☐ Vehicles and crew, in uniform where you have one.
☐ Real job photos: before-and-after installs, tidy mechanical rooms, outdoor heat pump units, boiler piping.
☐ New photos every month. A steady trickle shows the business is active.
☐ No customer faces or house numbers without permission.

Part 5: an honest review routine

Reviews influence both your map position and whether a homeowner calls. Build a routine rather than a campaign.

Ask every customer after every completed job, ideally the same day, while the experience is fresh.
Make it one tap. Send the direct review link by text or email from your own system.
Don't filter. Asking only the customers you expect to be happy (sometimes called review gating) gives a misleading picture.
Never buy, swap or write reviews. Misleading representations are covered by the Competition Act, enforced by the Competition Bureau, and Google removes fake reviews.
Reply to every review, good or bad, within a few days. Keep replies short, polite and specific. Never reveal customer details.
Follow CASL for review requests. Commercial messages by text or email need consent, clear sender identification and a working unsubscribe option. The CRTC's CASL guidance explains the basics.

GasBoilers.ca, which serves 26+ BC communities, holds 5.0★ from 76+ Google reviews. A base like that comes from asking consistently over time, not from a one-month push.

Part 6: posts and seasonal activity

☐ Post every week or two. A finished job, a seasonal tip, a reminder about pre-winter maintenance.
☐ Match posts to the season. Furnace and boiler content from late summer, cooling content from late spring.
☐ Keep claims accurate. If you mention a rebate, name the program and check it is open. If you call something "eco-friendly", be ready to back it up; the Competition Bureau treats environmental claims seriously.
☐ Answer questions in the questions section, and add common ones yourself.

Part 7: monthly maintenance

A profile isn't finished once it is set up. Google and the public can suggest edits, and some are accepted automatically.

Every month:

Check that the name, categories, hours and phone number haven't changed.
Look for new duplicate listings.
Add new photos and at least two posts.
Reply to new reviews and questions.
Review profile calls, website clicks and direction requests against last month.

Where the profile fits in a wider organic plan

A strong profile wins urgent calls; a strong website backs it up and wins the researched, higher-value jobs. Google looks at both, so the services and towns on your profile should each have a matching page on your site. Our Google Business Profile service handles this checklist for you, and organic SEO builds the matching website pages. To see what the work costs, visit pricing, or read the 12-month HVAC SEO timeline to see where profile work fits in the first year.

The Google Business Profile checklist for HVAC companies