Launch marketing is how a company that has always been "the furnace people" or "the AC people" becomes known for heat pumps. It is the public half of the launch, and it works best when it starts after the crew and the offer are ready, not before.
What launch marketing covers
Launch marketing builds a credible heat-pump presence in a few months and then turns it on gradually. In practice that means pages people can find, a Google profile that reflects the new service, a first, careful round of paid search and enough early proof that a stranger will trust you with one of the largest purchases they will make for their home this decade.
Who it is for
- Established HVAC, boiler or plumbing companies with a trained crew and a priced offer, ready to go public
- New heat-pump companies that have completed their first installs and need to be found
- Owners whose existing marketing never mentions heat pumps beyond a line in the footer
If your packages or crew aren't settled yet, start with offer design or the training roadmap.
What is included
- Heat-pump service pages. One page per system type you sell, written for the questions homeowners in your province actually ask. Region-specific details come from official sources and are dated.
- Google Business Profile changes. Updated services, categories where they genuinely apply, photos of real installs and posts that announce the new line.
- Launch announcement. A plain, honest post and page saying what you now offer, who installs it and where.
- First paid search. A tightly targeted Google Ads campaign on heat-pump terms in your core service area, with negative keywords to keep out irrelevant traffic.
- Early reviews. A simple request process for your first installs. Never incentivised, never scripted.
- Claims review. We check rebate, savings and environmental wording before it goes live.
- Tracking. Calls, texts and emails from each channel are counted, so you can see what the launch is producing.
A 90-day launch shape
| Days | Focus |
|---|---|
| 1–30 | Pages written and published, Google profile updated, tracking in place, existing customers told first |
| 31–60 | Paid search switched on at a small budget; first install photos and reviews added |
| 61–90 | Budget adjusted to closing rate; content added for the questions that come up most on calls |
Timing around programs
Program timing shapes launch timing. As of October 2026, the federal government had announced a national heat pump rebate for eligible cold-climate air-source heat pumps, with launch expected in 2027 and no administrator yet named. That gives a newly launching company a window to build pages, reviews and search visibility before demand rises. It also means some homeowners will delay purchases to wait for it, so plan your first months' cash flow accordingly. Always confirm current status with the administrator before advertising any program.
How results are measured
Monthly, we report enquiries by channel, cost per enquiry, quotes issued, quotes won and revenue per channel. For a launch we also track a fifth number: the share of enquiries your team could actually serve within two weeks. If that drops, we slow the ads rather than let leads go cold.
Proof from our HVAC work
BCWide.ca reached 3× leads in 90 days, and CanroHeat.ca achieved 250% lead growth. Neither was a heat-pump launch, but both show what focused pages, local search and steady follow-through can do in a short window. More on the results page.
Mistakes to avoid
- Vague green claims. "Eco-friendly" with nothing behind it invites trouble. Read the Competition Bureau's guidance on environmental claims.
- Rebate headlines. Leading with a dollar figure from a program that is closed or not yet open will cost you trust.
- Stock photos of someone else's install. Show your own work, even if it is only three jobs.
- Switching ads on at full budget. A launch earns its budget in stages.
Once the launch is steady, HeatPump.Marketing covers ongoing heat-pump lead generation in depth. To start, see pricing, then call, text or email.
Frequently asked questions
When should launch marketing start?
Once your crew is trained, your packages are priced and your first few installs are booked or done. Starting earlier usually wastes the enquiries you pay most for.
Should we build a separate website for heat pumps?
Sometimes. An established brand usually does better with a strong heat-pump section on its existing site. A separate site can make sense for a distinct division, as it did for GasBoilers.ca, but it starts with no history and needs more work.
Can we advertise the new federal heat pump rebate?
Only with care. As of October 2026 it had been announced but was not open, with launch expected in 2027. You can explain that it was announced and link the official release, but you shouldn't promise amounts or eligibility to any customer.
How much should we spend on ads in the first months?
Less than you think, at first. We usually start with a small paid-search budget aimed at high-intent heat-pump searches in your core area, then raise it once quotes are closing at a rate that justifies it.
Which plan covers launch marketing?
The Starter plan covers the website, Google Business Profile, basic ads setup and monthly reporting. Growth adds multi-channel ads, retargeting, CRM integration and review generation, which suit a faster launch.