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In this episode of the 8-Figure HVAC Brands Podcast, Netrocket founder Daniel Dramshev talks with Tim Hook, CEO of Hook Agency, at AHR Expo in Las Vegas. They cover how AI search is changing HVAC marketing, how to structure an in-house and outsourced marketing team, how much to spend on marketing, and why reviews and local listings now matter beyond lead generation.
About the guest
| Name | Tim Hook |
| Role | CEO, Hook Agency |
| Company | Google Ads, SEO, and web design agency for contractors |
| Recorded at | AHR Expo, Las Vegas |
AI search: reputation and customer questions
Tim had just given a keynote on AI search at the expo. His main point is that you don’t have to be the oldest HVAC company in town to rank in ChatGPT and other AI tools. Smaller companies can get in now by creating “best of” lists for their area, both on their own website and on other sites.
He also recommends reverse engineering what AI references. Check which sources ChatGPT cites for HVAC questions in your area, whether it’s Reddit, Quora, or local directories, and start contributing there.
“Tend to your reputation and answer your customers’ questions.“
DIY SEO and why consistency wins
For owners who aren’t ready to hire an agency, Tim says SEO can be done from scratch in-house, and much of it also applies to AI visibility. The hardest part isn’t the technique. It’s publishing consistently: a few articles and a couple of landing pages every week, plus links back to your site.
Most companies fall off because they hand SEO to an office admin who’s also answering phones and doing QuickBooks. Social media usually wins that person’s attention, and SEO gets pushed to the end of the day.
One marketer can’t do everything
Tim’s advice is to stop expecting one in-house marketer to handle every channel. SEO, Google Ads, Facebook ads, video, and social are different skill sets. At his own $7 million company, about eight people work on different parts of marketing, many of them part-time specialists.
“Don’t be afraid to layer on an agency to your internal marketer.“
Give your marketer a budget
A common mistake is hiring a marketer at around $2 million in revenue and giving them no ad budget. Some channels run on money, not time. Tim wouldn’t hire a marketing manager until there’s at least a $5,000 monthly ad budget for them to manage.
He uses organic content for reach and brand, then runs ads to the people who watched it, asking them to do business with you once they already know who you are.
In-house vs. outsourced marketing team
For companies doing $1 million and up, Tim suggests one in-house person focused on video and social, with an outside editor if needed. That person gets a budget to delegate Facebook ads, Google Ads, and SEO to agencies or specialists. He would usually wait until around $5 million before building out a fuller internal team.
How much to spend on marketing
Tim recommends HVAC contractors spend at least 7% to 10% of revenue on marketing. HVAC typically has higher gross margins than roofing, which supports a higher percentage. Companies spending less are usually not in growth mode, or have a long reputation that lets them spend less.
“I strongly recommend at least doing 7% if you’re an HVAC contractor.“
Growth-mode contractors vs. lifestyle businesses
Daniel mentions that many contractors at the expo don’t do any marketing, not even a Google Business Profile. Tim separates growth-mode companies from local family businesses that are happy at $1 million to $2 million. He doesn’t see anything wrong with that model. Often the next generation takes over and decides to grow.
Video marketing for HVAC contractors
Tim’s advice is to start with the questions people in your sales pipeline already ask, and answer them on video. Then move up the funnel to local awareness content. Trends and hooks can work if video is your strength, but keep your brand on everything and focus on local reach rather than going viral.
SEO, Google, YouTube, and AI search
Tim admits AI search worried him enough as an agency owner that he started his own roofing company. His view as of early 2026: contractors will still need marketing agencies, and content marketing is still critical, but visibility is now spread across more places. Either go hard on SEO or don’t spend much time on it, and make sure you show up everywhere AI looks.
Yelp, BBB, and reviews matter for AI
Many owners say they don’t need Yelp because they don’t want leads from it. Tim’s point is that AI tools reference Yelp, BBB, the Chamber of Commerce, and other directories to decide which contractors to recommend. Keep a few good reviews on each platform and don’t let your rating drop below four stars. Learn more about how Netrocket approaches AI SEO for HVAC companies.
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