Three options. Only one actually works for your business.
Summer rush, Bunnings DIY, and the customer who doesn't know what a kW rating is
Air conditioning is a brutally seasonal business. October to February is the summer rush where 70% of the year's revenue lands, and the marketing pipeline has to be loaded by September or the rush passes you by. After February the phone goes quiet for six months. The other structural problem is the Bunnings-stock crowd: customers Google 'split system installation' and find handyman ads from blokes installing whatever cheap unit they bought retail at Bunnings, not the trade-stock Daikin or Mitsubishi you'd actually recommend. The customer doesn't know the difference between a 5kW LG retail unit and a 5kW Daikin trade unit until they're running it three years and the LG dies. The real installer with the ARC refrigerant licence and ten years of Daikin warranty service loses the quote to the handyman because the website didn't explain the distinction clearly enough.
Good air conditioning installer marketing is three things kept separate and a pipeline loaded by September. A split-system hub with one suburb page per area you work, with separate sections for Daikin, Mitsubishi Electric, Fujitsu and Panasonic so the brand-loyal customer finds you on 'Daikin installer [suburb]' searches (and they really do search that way). A ducted-system hub with a retrofit calculator, photos of finished bulkheads in real homes, the kW-output-per-room sizing explainer, and the 'we use trade-stock units, not Bunnings' positioning called out as a trust signal. A commercial VRF hub for the strata, office and shop fit-out market. ARC refrigerant licence number on every page. Then the Advertising Agent ramps spend in August and September to load the pipeline before the first 35-degree day arrives and the phone rings off the hook anyway.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the seasonal shape of the business and the work you actually want (residential ducted retrofits in spring, split installs through summer, commercial VRF and service contracts in winter to flatten the curve). Briefs the other agents so spend ramps in August and September, holds through the rush, and rotates onto service-and-maintenance content in the quieter months instead of going dark.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and makes spinning up a new suburb install page a five-minute job. Ships separate hubs for split, ducted and commercial VRF (because the customer, the price and the install timeline are fundamentally different), with brand-specific sections for Daikin, Mitsubishi, Fujitsu and Panasonic, ARC licence number in the header, and a 'why we don't install Bunnings stock' explainer that qualifies out the time-wasters, to your live site in two taps.
Goes through your live site for the things that actually move air-conditioning rankings: suburb keywords on each hub, brand-specific keyword targeting ('Daikin installer [suburb]', 'Mitsubishi Electric ducted [suburb]') because customers really do search by brand, ARC refrigerant licence and kW-output trust signals called out properly, and a Google Business Profile that lists every brand authorisation and every install type. Auto-applies the low-risk fixes.
Launches separate Google Ads campaigns per install type with seasonal spend curves: split-system ads ramping in October and running hot through February, ducted-retrofit ads ramping in August and September to catch the spring buyer planning ahead, commercial VRF and service-contract ads running through the autumn and winter shoulder months to flatten the curve. Drops broad 'air con' bids entirely. Switches Meta on for ducted-retrofit leads from homeowners (which sells well there) but off for split installs (which doesn't).
Turns every install into a post in your real accounts: a 7.1kW Daikin Bronte in Parramatta, a 14kW Mitsubishi ducted retrofit in a Federation home in Strathfield, a Fujitsu multi-head in a Bondi terrace, a VRF commercial fit-out in a Surry Hills cafe. Builds the trade-stock-installer trust signal that wins the quote against the Bunnings-handyman crowd. You upload one photo per install, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google before they pick an installer: 'what kW air conditioner do I need for a 30 sqm bedroom', 'Daikin vs Mitsubishi vs Fujitsu split system comparison', 'how much does ducted aircon cost in Sydney', 'why an ARC refrigerant licence matters'. Two drafts a month, in your voice, that pull in the homeowner in August before the spring quoting peak.
Your first 30 days.
- Annual plan with the seasonal-curve playbook: ducted-retrofit spend ramps August and September, split-system spend runs hot October through February, commercial VRF and service-contract spend fills autumn and winter to flatten the curve
- Three install hubs live (split, ducted, commercial VRF) because the customer, the price and the timeline are different
- Google Business Profile rebuilt with 23-item service list, ARC refrigerant licence ticked, every brand authorisation surfaced (Daikin, Mitsubishi Electric, Fujitsu, Panasonic)
- Split-system suburb hubs live with brand-specific sections and price-from bands per kW rating ($1,650 for 2.5kW Daikin Cora through to $3,200 for 7.1kW Mitsubishi Bronte)
- Ducted-retrofit Google Ads live with the August-September spring ramp curve and the bulkhead-detail landing page that wins the considered customer
- Brand-specific ad groups live on 'Daikin installer [suburb]' and 'Mitsubishi Electric ducted [suburb]' for the brand-loyal customer who really searches that way
- Air Conditioning Contractor schema deployed with ARC-licence, brand-authorisation and kW-output markup
- Install-caption library running with brazed-copper-joint, nitrogen-pressure-test and 500-micron vacuum-gauge detail
- 'We don't install Bunnings stock' explainer plus 'Why an ARC refrigerant licence matters' guide drafted for approval
- Strata-manager and shopfit-builder referral outreach sent to three businesses for the commercial VRF off-season pipeline
An ARC-licensed installer who can pressure-test a system to spec, vacuum to 500 microns and braze a copper joint properly is already better than the handyman fitting Bunnings stock. The work is making sure the homeowner in August, three months ahead of the first 35-degree day, sees the trade-stock-vs-retail explainer and the brand-authorised badges before they ring three installers. That's the suburb-hub library per install type, the seasonal-curve ad set, the install-photo social grid, and the strata-and-shopfit referrals that fill the autumn-winter shoulder months.
Agencies are too dear to run separate split, ducted and commercial campaigns with proper seasonal curves for $3.5k a month. Tools are cheap but the August spend ramp never gets scheduled and the strata-manager never gets a phone call. In-House is the third option: for $299 a month the agents ship the install hubs, launch the seasonal ad curves, post every commissioned head unit, and brief the strata managers and shopfit builders you actually want referrals from. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the next Parramatta ducted retrofit to the bloke installing Bunnings stock.