Executive Education Workshop for HVAC Leaders
- Unlocking HVAC Estimates Workshop
Workshop Facilitator
Anthony M. Ragland
HVAC Revenue Marketing Strategist
Founder, BeGreat!™ Agency
Architect of marketing systems that have generated 100,000+ sales leads and over $100M in revenue for service businesses since 1999.
Anthony works directly with HVAC and electrical contractors to design predictable customer acquisition & retention systems that generate service calls, replacement estimates, and measurable revenue growth.
Over the past 20+ years in digital marketing and advertising, he has helped companies restructure their marketing infrastructure, repair revenue leakage, and scale lead generation systems.
The question behind Anthony’s work:
How can HVAC companies turn the traffic they already generate into more replacement revenue opportunities?
During the workshop, Anthony will share the real market data, campaign structures, and conversion frameworks currently being tested with HVAC companies today.
Reserve My Seat for the April 18 WorkshopQuick Summary
✅ 2-hour, 4-part LIVE interactive Zoom workshop with three short breaks and a dedicated facilitator
✅ Limited to 20 HVAC attendees (small group workshop format for immersive learning, discussion, and Q&A)
✅ Designed for HVAC owners, GMs, operators, and marketing leaders
✅ Focused on generating more HVAC replacement estimates through better conversion structure and Google Ads campaign strategy
4-Part Workshop Format
Part 1 (25 mins, 5 min break)
Topic: Buyer Behavior & Marketing Psychology – Understand why repair, maintenance, and replacement buyers behave very differently. And why many HVAC websites lose replacement opportunities by treating them the same.
Part 2 (25 mins, 5 min break)
Topic: HVAC Search Intent & Campaign Strategy – Learn the fundamentals of HVAC Google search behavior and how to identify the search term groups that produce repair appointments, maintenance requests, and replacement estimates. We’ll also discuss a full-funnel HVAC advertising strategy and how search intent should influence your campaign structure.
Part 3 (25 mins, 5 min break)
Topic: High-Converting HVAC Estimate Funnels – Discover how personalized lead generation funnels can generate more estimate requests from the website traffic you already have. We’ll walk you through the structural differences between repair appointment forms and replacement estimate funnels. And we’ll outline a design system to increase estimate page conversion rates without increasing ad spend.
Part 4 (30 mins)
Topic: Google Ads Structure for HVAC Companies – In part 4, we’ll review the Google Ads campaign structure and “Blue Ocean” strategy that has produced 2×–3× increases in replacement estimate opportunities in several HVAC campaigns we’re actively testing. We’ll also introduce a practical model for building an HVAC revenue infrastructure designed to produce predictable estimate demand and scalable monthly revenue inside your HVAC company.
All workshop attendees will receive:
✅ Workshop Materials & Playbook
Receive the full workshop slide deck along with visual frameworks, HVAC search term examples, and the strategic models discussed during the session.
✚ A complimentary HVAC growth strategy session w/ the facilitator
Each attendee will be invited to schedule a follow-up strategy session with the workshop facilitator. During this session we’ll review your current Google Ads structure, online estimate request process, and potential opportunities to increase estimate volume.
This workshop is for HVAC owners, GMs, operators, and marketing leaders who:
✔ Are running Google Ads but not getting enough HVAC replacement estimates each month
✔ Send HVAC repair, maintenance, and replacement ad traffic to the same “schedule service” form
✔ Want to improve the conversion rate and revenue leakage on their website before increasing ad spend
✔ Want a more structured HVAC replacement lead strategy that’s predictable, measurable, and scalable
✔ Are tired of generic agency advice & sales people
You do not need Google Ads experience or a technical background to attend this workshop. This is a HVAC “strategic planning” and “skill development” workshop.
This workshop is not for every HVAC company.
It’s not for:
✖ HVAC companies looking for a quick marketing trick, shortcut, or silver bullet
✖ Home service businesses that are not currently running Google Ads or generating website traffic
✖ Contractors who are only focused on repair calls rather than long-term replacement revenue
✖ Companies looking for an agency to “just run our ads”
Instead, this workshop is designed for HVAC owners, operators, and marketing leaders who want to think more strategically about how their Google Ads campaigns generate replacement estimate opportunities and long-term revenue.
David Ogilvy (known as ‘the father of advertising’) said, “study the methods of your competitors to identify industry norms, then do the exact opposite to stand out.” Ogilvy calls this ad strategy a “Blue Ocean” play.
You’ll leave this workshop with a clearer and more differentiated Google Ads strategy for generating HVAC replacement estimate opportunities. Instead of competing the same way most HVAC companies do, you’ll learn how to structure your campaigns and estimate funnels to capture more replacement opportunities from the traffic you’re already generating.
Many HVAC companies — and even their marketing agencies — structure their campaigns around repair calls, not replacement buyers. This workshop shows you how to fix that. If you’d like to learn how to apply this strategy inside your own HVAC company, reserve your seat below.
Only 20 Seats Available
$249 per seat
*Rates subject to change as
seats approach sell-out.
2-hour live workshop format with three short breaks, interactive discussion, and practical strategic guidance designed for HVAC operators.
Part 1
HVAC Buyer Behavior & Marketing Psychology
25 Minutes Live • 5 Minute Break
Session Overview: Understand why repair, maintenance, and replacement buyers behave very differently — and why most HVAC websites quietly lose install opportunities by treating them the same. We’ll walk through how HVAC customers think when searching for repairs versus researching a system replacement, and how this difference dramatically impacts estimate requests.
Part 2
HVAC Search Intent & Campaign Strategy
25 Minutes Live • 5 Minute Break
Session Overview: Learn the fundamentals of HVAC Google search behavior and how to identify the search term clusters that produce repair appointments, maintenance requests, and replacement estimates. We’ll also discuss a full-funnel HVAC advertising strategy and how search intent should influence your campaign structure.
Part 3
High-Converting HVAC Estimate Funnels
25 Minutes Live • 5 Minute Break
Session Overview: Discover how personalized lead generation funnels can generate 2×–3× more estimate requests from the website traffic you already have. We’ll walk through the structural differences between repair funnels and replacement estimate funnels and outline a framework to increase conversion without increasing ad spend.
Part 4
Google Ads Structure for HVAC Contractors
30 Minutes Live
Session Overview: In part 4, we’ll review the Google Ads campaign structure and “Blue Ocean” strategy we’re currently experimenting with that has 2×–3× increased replacement estimate opportunities for HVAC clients. We’ll also introduce a practical model for building an HVAC revenue infrastructure designed to produce predictable estimate demand and scalable monthly revenue inside your HVAC company.
Unlocking HVAC Estimates on Google Ads
2-Hour LIVE Zoom Workshop
Saturday, April 18 from 9:00 AM to 11:00 AM
A live strategy workshop for HVAC contractors looking for more heating & A/C replacement leads from their existing Google Ads and website traffic -- without increasing ad spend.
LIVE Zoom Workshop
Seat Price:
$249
*Seats limited to 20 attendees. Rates subject to change as seats approach sell-out.
Reserve My SeatSaturday, April 18, 2026
9:00 AM to 11:00 AM (EST)
What’s Included…
This is a live, interactive workshop designed for HVAC owners and operators who want to think more strategically about their Google Ads and estimate generation.
The session is structured, fast-moving, and presented in plain English, not technical marketing jargon.
We focus on real HVAC campaign structures, buyer behavior insights, and practical frameworks you can apply immediately inside your own service area.
The facilitator openly shares the strategies, frameworks, and thinking behind campaigns we’re currently testing and running.
All workshop attendees will receive:
✅ Live 2-Hour Interactive Workshop
You’ll join a small group of HVAC contractors, operators, and marketers for a focused strategy session designed to help you generate more replacement estimate opportunities from Google Ads.
✅ Workshop Materials & Playbook
Receive the full workshop slide deck along with visual frameworks, HVAC search term examples, and the strategic models discussed during the session.
⭐ Bonus: Complimentary Strategic Planning Session
Each attendee will be invited to schedule a follow-up strategy session with the workshop facilitator. During this session we’ll review your current Google Ads structure, online estimate request process, and potential opportunities to increase estimate volume.
This workshop focuses on a strategic framework for generating more HVAC replacement estimate requests from Google Ads without simply increasing your ad spend. We’ll discuss HVAC buyer behavior, search intent, conversion funnels, and campaign structure. The goal is to help you think more strategically about how your Google Ads, website funnels, and estimate request process work together. You’ll walk away with practical ideas you can apply to improve estimate opportunities in your own market.
No. This workshop is designed for HVAC owners, operators, and marketing leaders. You do not need technical Google Ads experience to benefit from the session. The concepts are presented in plain English and focus on strategy rather than technical platform setup.
Both. The workshop is designed for, HVAC company owners, general managers, operations leaders, and in-house marketing managers. Anyone responsible for generating service calls and replacement estimate opportunities can benefit from the session.
No. This is a live workshop designed to encourage interaction, discussion, and questions. Because the session is interactive, recordings will not be distributed. Attendees will receive the workshop materials and frameworks after the session.
Google Ads is the primary channel we’ll discuss, but the concepts extend beyond advertising. The workshop focuses on the broader system that produces HVAC estimate opportunities — including buyer behavior, conversion funnels, and revenue strategy. Many of the ideas can apply to SEO, Local Service Ads, and other digital marketing channels.
Yes. Many companies attend with a small team so they can discuss the ideas together after the workshop. If you have a marketing manager, operations leader, or general manager involved in marketing decisions, it can be helpful for them to attend as well.
Yes. The workshop includes opportunities for discussion and questions throughout the session. Because attendance is limited to a small group of HVAC companies, attendees will have the opportunity to ask questions and discuss real-world scenarios.
The focus is primarily strategic. The goal is to help HVAC companies think differently about how their Google Ads campaigns and conversion funnels are structured. While we will discuss real campaign examples, the workshop is designed to provide frameworks and strategic thinking rather than step-by-step technical instruction.
Yes. The concepts discussed apply to both smaller HVAC companies and larger operations running structured marketing campaigns. Any company investing in Google Ads or digital marketing to generate service calls and replacement estimates can benefit from the frameworks shared in the workshop.
All 20 attendees will receive the workshop materials and playbook after the session. You’ll also have the opportunity to schedule a complimentary strategic planning session to review your current Google Ads structure, estimate funnels, and potential opportunities to increase estimate requests. This session is optional but can be helpful for companies that want guidance applying the workshop concepts to their own marketing strategy.
LIVE Zoom Workshop
Seat Price:
$249
*Seats limited to 20 attendees. Rates subject to change as seats approach sell-out.
Reserve My SeatSaturday, April 18, 2026
9:00 AM to 11:00 AM (EST)
What’s Included…
All workshop attendees will receive:
✅ Live 2-Hour Interactive Workshop
You’ll join a small group of HVAC contractors, operators, and marketers for a focused strategy session designed to help you generate more replacement estimate opportunities from Google Ads.
✅ Workshop Materials & Playbook
Receive the full workshop slide deck along with visual frameworks, HVAC search term examples, and the strategic models discussed during the session.
⭐ Bonus: Complimentary Strategic Planning Session
Each attendee will be invited to schedule a follow-up strategy session with the workshop facilitator. During this session we’ll review your current Google Ads structure, online estimate request process, and potential opportunities to increase estimate volume.
Virtual Workshop