What each column measures
Six criteria, weighted. The full method, including what would move a
company up or down, is on how we rank.
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HVAC specialisation
20 Do they work on HVAC, or on everything?
Count the industries the company lists in its own navigation. 5 means HVAC or the trades and nothing else. 1 means a general agency with one HVAC landing page.
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Contract terms
20 Can you find out how to leave before you sign?
Four things: the initial term, the notice period, who owns the site and the data and the ad accounts, and any territory clause. Scored on how many are documented and how the documented ones read. A term nobody publishes scores as not published, never as a bad term.
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HVAC client work you can check
20 Can they show you a named HVAC client?
Count the case studies that name the business, name the trade, and give a number over a stated period. A running total on a homepage, however many hundreds of contractors it claims, counts for nothing here, because you cannot ring up a total.
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Reporting you can picture
15 Do they say what is in the monthly report?
Whether the company names the metrics its report carries, says how often it lands, and says whether a person walks you through it.
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Named practitioner
15 Do you know who will actually do the work?
Whether people are named with roles, whether the person doing the SEO is named rather than only the salesperson, and whether the company says the work is done in-house.
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Tenure
10 How long have they been trading?
The founding year the company publishes, checked against the oldest dated thing we could find from them. Weighted lightest of the six: a 2004 founding date says nothing about who is on your account in 2026.