Three options. Only one actually works for your business.
The window is March to May, gas is on the way out in VIC, and the customer is comparing four totally different systems
Heating installation in Australia is a sharply seasonal business with a peculiar product-category problem. The whole year's residential pipeline gets booked between March and May: the first cool weekend lands, the customer's old heater rattles to life and worries them, and they spend a Saturday googling 'best heating for a Federation home in Hawthorn' or 'cost to replace ducted gas heater Melbourne'. Miss that window and the rush passes you by. Then there's the structural product problem: a customer Googling 'home heating' could mean ducted gas, reverse-cycle aircon in heating mode, hydronic radiator, underfloor electric or hydronic, or a slow-combustion wood heater. Each is a different installer skill, a different price point ($3k-$25k), a different lead time, and a different sales conversation. Most heating-installer sites have one generic 'heating' page that converts none of them. And the third layer in VIC: the gas phase-out. The Victorian Building Reform 2024 means new builds can't connect to gas, and the conversation at every existing-home quote is now 'should I replace this gas system with a heat pump or another gas one'. The installer who's prepared for that conversation wins. The one with the 2018 'ducted gas heating in Melbourne' homepage doesn't.
Good heating installer marketing is four hubs kept separate plus a March-to-May pipeline-loading curve plus a VIC gas-phase-out content spine. The four hubs: a ducted-gas hub (with Brivis, Bonaire and Braemar brand sections), a reverse-cycle heating hub (lean on what your air-con offering already does), a hydronic-radiator hub (with Coonara, Jindara, Heatmaster radiator and gas log fire callouts where relevant, plus the Sanden and Reclaim heat-pump hot-water sidebar for the all-electric customer), and a slow-combustion wood-heater hub (with the AS/NZS 4013 compliance badge and the AS/NZS 2918 flue install callout). Each gets a suburb-page library so 'hydronic heating Hawthorn' and 'ducted gas heating Geelong' both rank. The Advertising Agent ramps spend in February so the pipeline is loaded for the March-May rush and gets out of the way by June. The Content Agent owns the VIC gas-phase-out conversation with 'should I replace my ducted gas heater with a heat pump' and 'cost to run gas vs reverse-cycle in Melbourne' explainers. Type A licensed gasfitter trust signal above the fold. Asbestos-flue-removal capability called out for older homes.
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 and the system mix you actually want this year: ducted gas replacements through March-May for the bulk of the residential volume, hydronic retrofits for the higher-margin Federation-home work, slow-combustion installs for the bush and acreage customers, and heat-pump hot water and reverse-cycle heating for the all-electric or gas-phase-out customer. Briefs the other agents so spend ramps in February, holds through April-May, and rotates onto compliance and maintenance content in the quieter summer months.
Imports your existing site so you stop paying for hosting plus a CMS subscription, and ships four separate hubs (ducted gas, reverse-cycle heating, hydronic, slow-combustion wood) instead of one generic homepage. Suburb pages per area for each system, brand callouts (Brivis, Bonaire, Braemar for ducted gas; Coonara, Jindara, Heatmaster for gas log fires; Veha, Hunt for hydronic), Type A licensed gasfitter badge above the fold, and a VIC gas-phase-out explainer page that pre-empts the conversation. Two taps to push live.
Goes through your live site for what actually moves heating rankings: system-specific suburb H1s ('hydronic heating Hawthorn', 'ducted gas heating Geelong', 'slow-combustion wood heater install Daylesford'), heating-contractor schema (not generic HVAC), internal links from suburb pages into the VIC gas-phase-out explainer so the considered customer benefits from cross-page authority, and a Google Business Profile listing every system type and every brand authorisation. Auto-applies the low-risk fixes.
Runs separate Google Ads campaigns per system with a sharp seasonal curve. Ducted gas replacement ads ramping in February, running hot March-May, paused by June. Hydronic retrofit ads on the same curve at higher CPC because the margin justifies it. Slow-combustion wood heater ads from February with a March-May intensity, hitting the bush and acreage suburbs. Heat-pump hot water and reverse-cycle running through the autumn-winter shoulder for the all-electric and gas-phase-out customer. Drops broad 'heating' bids entirely. Meta runs the flue-detail and Federation-home retrofit posts that catch the planning customer.
Turns every install into a post in your real accounts: a Brivis ducted replacement in a Heidelberg weatherboard, a hydronic radiator retrofit in a Hawthorn Federation home, a Coonara Compact 7 slow-combustion in Camberwell with a proper twin-skin flue, a Sanden heat-pump hot-water install for an all-electric Brunswick renovation. Builds the Type A gasfitter and AS/NZS-compliance trust signal that wins the safety-conscious homeowner. You upload one photo per install, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces customers Google in February before the rush: 'should I replace my ducted gas heater with a heat pump in Melbourne', 'cost to run gas vs reverse-cycle vs hydronic in Victoria', 'is a slow-combustion wood heater still legal in 2026 (AS/NZS 4013)', 'asbestos flue removal: what to expect and what it costs', 'hydronic vs ducted heating for a Federation home'. Two drafts a month, in your voice, that catch the pre-rush researcher in February.
Your first 30 days.
- Site imported, hosting bill killed
- Annual plan with seasonal spend curve and system mix delivered by Sam
- Google Business Profile rebuilt as 'Heating Contractor', Type A gasfitter attribute set
- Suburb hubs for ducted gas, hydronic and slow-combustion live for three highest-volume areas
- Pre-winter ducted-replacement Google Ads scheduled to ramp in February
- VIC gas-phase-out explainer drafted with heat-pump comparison block
- Asbestos-flue-removal compliance page drafted for older-home quotes
- First fortnight of install captions queued in your voice
Heating in Australia is a March-to-May rush dominated by replacement work, with a gas-phase-out conversation now unavoidable in Victoria and a customer comparing four totally different systems before they call. The installers who win the next three years are the ones with separate hubs per system, a pre-winter ad curve loaded by February, a VIC gas-phase-out content spine, and the Type A gasfitter and AS/NZS-compliance trust signals called out properly. Generic 'heating' pages lose to four sharp ones in every single search.
Agencies are too dear to ship four hubs with separate seasonal curves for $3.5k a month. Tools are cheap but the February pipeline-loading ramp never gets scheduled and the gas-phase-out explainer never gets written. In-House is the third option: for $299 a month the agents ship the hubs, ramp the ads in February, post every flue install, and own the VIC gas-phase-out conversation. You stay in the driver's seat, two taps to approve, minutes a day. Stop missing the March-to-May rush because the diary wasn't loaded in time.