5 Easy Ways to Make Unused Co-op Dollars Work for Your HVAC Business

Is your HVAC business ready to make the most of this year’s unused co-op dollars? At Mediagistic, we frequently see a flurry of last-minute requests to use these funds, which can limit your options and reduce the impact of your marketing efforts.

The key to leveraging co-op dollars effectively is strategic planning, giving you enough lead time to reach customers right when they need your services most. Here are five easy ways to make those unused co-op dollars work hard for your HVAC business.

1. Supercharge Your Reach with YouTube Ads

One of the easiest and most impactful ways to spend your co-op dollars is on YouTube ads. Rather than using funds on swag or promotional items that have limited shelf-life or reach, YouTube ads can put your business in front of potential customers where they already spend their time. Not only are video ads highly engaging, but they also work — with 78% of marketers saying video has directly helped increase sales. Plus, YouTube ads receive 1.8 times more attention than ads on other social platforms, making it a strong option for HVAC contractors looking to reach their local audience effectively.

Quick Tip:

• Start with a clear and engaging message that demonstrates the value of your services, focusing on what makes your HVAC business unique.

2. Dominate Local Searches with Google Local Services Ads

Google Local Services Ads (GLSAs) are an excellent way to attract local, high-quality leads and make the most of your co-op dollars. Being “Google Guaranteed” not only boosts your business’s online credibility, but it also puts you at the top of search results when potential customers are looking for HVAC services. This positions you to be a trusted choice in your area, helping you to stand out when it matters most.

Pro Tip:

• Given that 82% of customers are more likely to use a service if they find it quickly on Google, GLSAs can significantly boost your local visibility and conversion rates.

3. Target Homeowners with OTT and Streaming TV Campaigns

Streaming TV and Over-the-Top (OTT) platforms are on the rise, which means there are more opportunities to reach homeowners directly in their living rooms. With the growing number of cord-cutters, your co-op dollars can go a long way by targeting viewers through ad-supported streaming platforms like Hulu, Amazon Prime, Peacock, Pluto, Crackle, Discovery+ and more. These ads are customizable and can be strategically placed to reach your specific target audience, whether that’s homeowners looking for seasonal HVAC maintenance or potential customers in need of new system installations.

Make it Easy:

• Utilize a mix of branding and call-to-action messages to ensure viewers not only recognize your brand but know exactly how to reach you for their HVAC needs.

4. Boost Customer Lifetime Value with Email Marketing

Email marketing campaigns are a simple yet highly effective way to engage with your existing customers. You can use your co-op dollars to send out timely promotions, maintenance reminders, and helpful tips, ensuring your customers stay in the loop and think of your business when HVAC services are needed. It’s not just about one-off sales; email marketing can help you drive maintenance plans, service contracts, and long-term loyalty that will benefit your business for years to come.

Insider Tip:

• Segment your customer list to send tailored messages based on past interactions. This ensures your emails are more relevant and more likely to drive action.

5. Build Awareness and Drive Engagement with Meta Ads

Meta (formerly Facebook) ads are a powerful tool for HVAC contractors to reach local homeowners. With 93% of marketers saying that social media advertising has increased brand awareness and engagement, this channel has proven itself as a reliable source for driving leads and conversions. Better yet, Meta’s advanced targeting allows you to reach the right audience, helping your co-op dollars generate maximum ROI — with the average return on investment being $4 for every $1 spent.

Easy Win:

• Use Meta ads to target homeowners in your service area before they’re actively seeking HVAC services, positioning your brand as the go-to choice when a need does arise.

Make Your Co-op Dollars Work for Your Business Today

At Mediagistic, we help HVAC dealers of all sizes craft campaigns that make the most of their co-op dollars. From strategic planning to execution, our team knows how to design campaigns that not only meet co-op guidelines but also deliver meaningful results. Whether you’re ready to start right now or want to jumpstart your marketing for next year, we’re here to ensure your unused co-op dollars make a big impact on your business.

Don’t wait until the last minute — start planning now to ensure your co-op dollars are used effectively to drive revenue and brand awareness. Learn more about how to get started on a co-op marketing strategy that will work for you.

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John Garrett is a veteran Account Development Manager at Mediagistic. He specializes in consulting businesses and helping them to build outcomes-driven marketing plans. Connect with him on Linkedin.

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