How to Respond to a Bad Google Review as an HVAC Company (With Example Replies)

An air conditioner dies in a heat wave, or a furnace quits in a cold snap. The customer is uncomfortable, worried about cost, and waiting on your schedule. When things don't go perfectly, the review is often written from that state of mind.

You can't un-write it. You can write a reply that shows the next customer how you handle pressure.

Write for the next homeowner

Most of the people who read your reply are not the reviewer. BrightLocal's 2026 survey of 1,002 US adults found that 80% say they are likely to use a business that responds to all of its reviews, while 42% are unlikely to use a business that never replies. [1] It also found that 50% are put off by generic or templated replies. [1] So the goal is a short reply that is specific enough to feel human, and safe enough that you won't regret it.

Google's advice for negative reviews points the same way: protect privacy and avoid personal attacks; be honest and explain limitations; apologise when appropriate; personalise your reply; respond in a timely manner; and, if it's complicated, ask the reviewer to contact you by phone or email. [2] Google also advises keeping replies short and not using them to offer deals or promotions. [2]

The "no-promises" list for HVAC

Before you post, scan your draft for anything you would not want quoted back to you:

• Timelines: "We'll be there first thing tomorrow."
• Remedies: "Free repair," "full refund," "we'll cover the replacement."
• Blame: "The tech misdiagnosed it," or "the part supplier was late."
• Customer details: address, equipment model, amounts on the invoice. Google's tips say never to share a reviewer's private information. [2]
• Technician names. Even when a customer thanks or blames someone by name, "our team" is safer in public. (A judgement call — Google suggests personalising replies, but it is about the reviewer, not your staff. [2])

Also keep the FTC's view in mind: you may respond publicly to a negative review, but you must not make a knowingly false accusation about the reviewer or use intimidation or groundless legal threats to get a review removed or changed. [3] And for anything that involves property damage, safety (gas, carbon monoxide, electrical) or a legal threat, talk to your insurer or lawyer before replying. This is not legal advice.

Five common complaints, five example replies

Adapt to your voice and remove anything untrue for your company.

1. "Took three days to get someone out."

Thank you for the feedback. Waiting without heating or cooling is hard, and we understand why that was frustrating. We'd like to hear more about what happened — please call [phone] so we can look into it. — [Company]

2. "They came twice and it's still broken."

Thank you for letting us know, and we're sorry it's still an issue. We'd like to understand what's going on and find the right next step. Please call [phone] and we'll make sure the right person picks up. — [Company]

3. "Their quote was double the other company's."

Thanks for sharing this. We want every customer to understand what goes into a quote, and we're glad to walk anyone through ours. If you'd like to talk it over, please call [phone]. — [Company]

4. "Tried to sell me a whole new system."

Thank you for your feedback. Our goal is to explain the options so you can make the decision that's right for you. We'd welcome a conversation if you'd like to revisit anything — please call [phone]. — [Company]

5. "No-show, no call."

We're sorry we let you down and we'd like to find out what went wrong. Please call [phone] or email [email] and we'll look into it right away. — [Company]

(Reply 5 concedes an error in general terms, consistent with Google's "acknowledge if any mistakes were made" advice. [2] If you did not actually miss the appointment, don't say you did.)

What a reply can't fix

A public reply buys time and shows your tone. It doesn't repair a real problem. If the complaint is valid, the best sequence is:

1. Reply publicly in a few calm lines.
2. Call the customer yourself.
3. Resolve it in the way you decide offline.
4. If it works, you can ask them to add an update. Google notes that a positive follow-up can encourage a customer to update their review. [2] The FTC's guidance says asking customers to add updates is fine, but asking them to change or delete the original review could mislead readers. [4]

Checklist before you post

• ☐ Under five sentences
• ☐ No timeline, refund, discount or warranty promise
• ☐ No blame, no staff names
• ☐ No address, invoice numbers or equipment details
• ☐ A phone number or email that a real person answers
• ☐ Signed as the business

If writing these keeps slipping, Gladhear's free reply generator drafts a reply from a pasted public review, with an "HVAC, plumbing, roofing, electrical" option: https://gladhear.com/free-review-reply-generator. It's in free beta, it doesn't post anything for you, and its drafts still need your edit.

Sources (all fetched/verified 2026-10-01)

1. BrightLocal, Local Consumer Review Survey 2026 (self-reported; 1,002 US adults): https://www.brightlocal.com/research/local-consumer-review-survey/
2. Google Business Profile Help, "Tips to get more reviews" / "Tips to write better review replies": https://support.google.com/business/answer/3474122
3. FTC, "The Consumer Reviews and Testimonials Rule: Questions and Answers": https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-questions-answers
4. FTC, "FTC's Endorsement Guides: What People Are Asking": https://www.ftc.gov/business-guidance/resources/ftcs-endorsement-guides-what-people-are-asking

Editorial note: example replies and the checklist are editorial suggestions, not sourced facts. No seasonality or industry statistics are used because none were verified.