Selling Indoor Air Quality? Lessons From an IAQ Company That Went From No Calls to Daily Calls

Air purification, filtration, humidity control and duct cleaning are some of the easiest services for an HVAC shop to add. Selling them is harder. IAQ buyers are often worried and researching, and they don't know whether they need a filter, a purifier or a full remediation.

Restoration Inbound, our sister brand, worked with a North Carolina mold removal and air quality company that had the same problem from the other side: plenty of expertise and no calls. Here's what happened, and what it means if you're selling IAQ.

Marketplaces weren't the answer

The owner was already paying Angi, HomeAdvisor and other agencies. Leads were thin and many didn't fit. His comment afterwards says it best: the new campaign was better "because people actually go on my website." A buyer who lands on your site has seen your proof and your explanation. A marketplace lead has seen a list.

Fast first, then build

SEO takes months. Starting in July 2022, a tightly run PPC campaign got him to at least one qualified lead a day within 90 days, and at the peak "3 to 7 calls a day." Ongoing, the business sees 2 to 4 calls a day, and he was hiring another technician to keep up.

What we'd do for an HVAC shop adding IAQ

• Build one clear IAQ page per service (purifiers, filtration, humidity, ducts) that explains who needs it and who doesn't
• Run search ads on IAQ problem searches, not just product names
• Offer an in-home air quality check as the call to action, and book it like a service call
• Fold IAQ into maintenance-plan visits, where your techs are already in the house

The full case study has the timeline. If IAQ is part of your plan, mention it on your free audit and we'll look at the searches in your market.