Published by NewsPR Today | July 2025
Have your HVAC leads dipped lately—even though your site looks the same and your rankings haven’t changed much? You’re not imagining it.
Google’s shift to AI-generated search summaries, known as AI Overviews, is reshaping how people discover local services.
For HVAC businesses, this change means fewer clicks from Google, even if you’re still ranking on page one. In this article, we’ll break down how AI Overviews affect your visibility, why it’s happening, and the specific SEO adjustments you need to make now to keep leads coming in.
What’s Changed in Google Search?
Google’s new AI Overviews are changing how users get answers. Instead of clicking through to your blog or service page, users now see a summary answer pulled directly from a handful of websites. These summaries sit right at the top of the page, above traditional search results.
The result? Fewer people are clicking on organic links, even if you rank well. And if your content isn’t included in that AI summary, you’re missing out on valuable traffic.
Let’s say someone searches for “why my air conditioner isn’t cooling.” Previously, they’d scroll down to your helpful blog post. Now, they’re given a direct answer in the AI Overview. That means fewer clicks, fewer leads, and more frustration—unless you’re one of the sources fuelling that AI summary.
What HVAC Companies Need to Do Differently
Shift Your Goal: It’s No Longer Just About Ranking
Ranking high is still helpful, but it’s no longer enough. Now, the real win is being referenced in Google’s AI-generated answers. To do that, your content needs to be clearer, more structured, and better formatted for machines and humans.
Here’s what that looks like:
- Answer the main question in your first few sentences.
- Use clean headers and subheaders throughout your content.
- Break things up with bullet points or numbered steps where appropriate.
- Include frequently asked questions that match how real people speak.
Content that’s concise, clear, and easy to extract tends to show up more often in AI-generated summaries.
Build Content That Shows You’re the Expert
Google’s AI pulls answers from sources it trusts. That trust is built through topical depth, consistency, and clear authority signals. Instead of trying to cover every possible HVAC keyword, focus on building clusters around your key services.
For example, instead of just one blog post about “HVAC maintenance,” you could build a set of linked articles that go deeper into:
- Seasonal HVAC checklists
- What to expect during a maintenance visit
- Common repair signs and when to act
These content clusters not only help Google understand your expertise, but they also make it easier for users to find what they need.
Make Trust Obvious
Google’s ranking systems—and its AI—look closely at signs of credibility. In practice, this means your site should feel real, local, and trustworthy. HVAC companies should be doing things like
- Displaying your licence number or relevant certifications
- Showing staff photos, real team bios, and office addresses
- Including testimonials and recent job examples
- Writing content that sounds like it came from someone with experience, not a marketer
If you’re the business owner or have licensed techs on staff, include a byline with their name and qualifications. These small details send strong signals to both users and Google that you’re a legitimate business.
Improve Local Relevance
AI overviews tend to favour content that’s specific and helpful, especially if it has strong local signals. If you want to win HVAC leads in your area, your content should reflect where you operate and who you serve.
That means:
- Adding your service areas to your site (and marking them with schema where possible)
- Writing location-specific pages for your main services
- Creating blog posts that reference seasonal challenges in your region
Many HVAC companies miss out simply because their site feels too generic. Don’t be afraid to sound local—Google values it, and your customers will too.
Related Article:
- Is Google’s AI Killing Your Plumbing Leads? Proven SEO Strategies Plumbers Need Now
- Google’s AI Overview Algorithm: Simple SEO Strategy Guide for Concrete Services
Speed and User Experience Still Matter
One thing hasn’t changed: if your site loads slowly or looks messy on mobile, you’re going to lose business. Especially now, when AI Overviews reduce the number of clicks you get, every visitor matters more.
Use tools like Google PageSpeed Insights or GTmetrix to identify what’s slowing your site down. Optimise images, reduce unnecessary scripts, and ensure your site is easy to navigate, especially on mobile.
Mistakes HVAC Businesses Are Still Making
- Publishing generic blog posts without a clear angle or purpose
- Ignoring schema markup, which helps AI understand your content
- Using AI to write content but not editing for tone and trust
- Forgetting to include local signals like city names or licensing info
- Overlooking the importance of content structure and page layout
It’s no longer enough to write about HVAC topics—you need to present that information in a way that’s helpful for both humans and algorithms.
Conclusion
Google’s AI Overviews aren’t just a tech update—they’re a major shift in how people search and how your business shows up online. If your leads are slipping, this is likely a big part of the reason why.
But here’s the good news: with a few smart changes, you can adapt. Focus on clarity, authority, structure, and local trust. Rework your content to answer real questions, and show Google (and your customers) that you know your stuff.
The companies that adjust now will come out ahead, while others keep wondering where all the calls went.
