Let's TalkLet's TalkHVAC demand swings with the weather, and Facebook and Instagram are where you smooth the swing: tune-ups before the season, replacement buyers before the old system fails, and plan members all year.
If you run Meta ads, we review the account, the forms and where last season's leads ended up, and show you which campaigns booked tune-ups, plans and replacements. If you do not, we tell you whether your calendar has the gaps Meta is good at filling, and what a sensible first test would look like.
Four failures we see repeatedly in this vertical, and what each one actually costs.
HVAC companies spend the peak weeks turning work away and the shoulder seasons wondering where it went. Search ads cannot fix that, because search only captures demand that already exists - and in a mild October, nobody is searching for AC repair. Meta can create demand in the quiet weeks, for tune-ups, plans and replacements, if campaigns are planned for the calendar rather than switched on in a panic.
Most system replacements are decided in a hurry, after the old unit fails on the hottest day of the year, by whoever answers the phone first. The households most likely to replace soon - older systems, rising bills, repeated repairs - can be reached months earlier, when they can compare options calmly and you can schedule the install in a quiet week.
Replacement is often sold on monthly payments, and that is exactly the kind of message that can push an ad into Meta's financial products and services special ad category, with restricted targeting, or get it rejected. HVAC companies that lead every replacement ad with finance terms find their campaigns limited without understanding why.
Maintenance agreements smooth the seasons and lead to replacements, yet most HVAC companies sell them only at the end of a service call. Meta can sell plans directly, and remind existing members of their tune-ups - but only if someone builds the audiences and the offer instead of boosting a post now and again.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
The time to fill October is August, and the time to sell a spring tune-up is late winter. We build a campaign calendar from your own booking history - when the gaps appear and how long they last - and launch ahead of them, so Meta is doing its work before the quiet weeks arrive rather than after.
Leading a replacement ad with monthly payments can put it into a restricted special ad category or get it rejected. We sell replacement on comfort, efficiency and timing in the ad, put financing on the page where it belongs, and run any genuinely finance-led campaign under the correct category - so your targeting is not quietly stripped away.
A tune-up, a plan and a new system are worth wildly different amounts, and lumping them together as 'leads' hides which campaigns earn their budget. We report each separately, trace it to booked work and feed the valuable outcomes back to Meta, so the system learns to find replacement buyers rather than bargain tune-up hunters.
Your booking history, to find when and how long the quiet weeks really are.
Tune-ups, plans and replacements, each with its own campaign and form.
Every ad reviewed against Meta's special ad category rules before launch.
Technicians, installs and real homes, filmed on the job.
Campaigns live weeks before the quiet period, not during it.
Booked outcomes sent back to Meta, budgets moved to what books.
The parts of this that come from having run it in this industry before rather than from running it well in general.
A tune-up is a low-risk, easy-to-say-yes offer that suits a feed perfectly, and booking them in the weeks before peak season fills the calendar exactly when it would otherwise be thin - while putting a technician in front of systems that may need replacing.
A short video explaining heat pump versus furnace, or what a high-efficiency system changes on the bill, reaches households thinking about the future rather than reacting to a failure. They arrive at the consultation informed, and the install can be scheduled when it suits you.
Maintenance plan members already trust you, and they are the households most likely to replace with you. Reminding them of tune-ups and introducing replacement options when their system ages is cheap to run and among the highest-return Meta activity an HVAC company can do.
Hiring technicians through Meta can work, but job ads must run under the employment special ad category with restricted targeting. Keeping recruiting separate stops it distorting customer campaign results, and stops a hiring post being mistaken for a marketing failure.
None of our case studies is an HVAC company. The nearest is a strongly seasonal home goods brand where we ran Meta alongside Google Shopping and rebuilt the offer to smooth the seasonal dips, reaching $2.3M in revenue at 5.1x ROAS and 180% year-on-year growth. Smoothing a seasonal calendar with planned campaigns is the same job Meta does for an HVAC company.
Read the full case studyFor planned work, yes: pre-season tune-ups, maintenance plans and reaching replacement buyers before their system fails. For emergency repairs in a heatwave, search does the work. Used for the right jobs, Meta helps fill the quiet weeks that search cannot.
Ahead of the quiet periods rather than during them. Tune-up campaigns work best in the weeks before each season, and replacement campaigns can run through the shoulder months, when households can compare options calmly and you can schedule installs.
Carefully. Since January 2025, US ads for financial products and services must run under a Meta special ad category with restricted targeting, and an ad promoting a financing offer can fall under it. We sell replacement on comfort and efficiency in the ad and explain financing on the landing page.
Yes. A plan is a simple, low-pressure offer that suits a feed, and every member becomes part of an audience you can reach again - for tune-up reminders and, later, replacement. Plans sold directly also smooth the seasons.
Ask the questions that qualify: system age, the problem, the address and the timing. Consider the higher-intent form type, reply within minutes, and optimise toward booked jobs by sending outcomes back to Meta. Cheap leads are usually a form and follow-up problem, not a targeting problem.
Yes, but job ads run under Meta's employment special ad category, which restricts targeting. Keep recruiting campaigns separate from customer campaigns so each can be judged on its own results.
Start with a focused test on one offer - pre-season tune-ups or plans - and your past customers, measured in booked jobs. Scale what books, and keep the bulk of emergency-season budget in search, where the urgent demand actually is.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.