Tune-up coupons in replacement campaigns
A discount maintenance offer gets clicks and fills dispatch, and it teaches the campaign to find bargain hunters.
FACEBOOK ADS FOR HVAC
Facebook ads that sell HVAC replacements ahead of the heat.
On Facebook, nobody is searching for a new system. That’s the advantage: you reach the homeowner with an aging unit before it dies, while they still have time to compare.
- HVAC
- Facebook & Instagram ads
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At a glance
- Who it’s for
- HVAC contractors: ac and furnace replacements, heat pump installs, ductless mini-splits
- What goes wrong
- Tune-up coupons in replacement campaigns
- Ads that start in July
- Equipment photos on white
- What we run
- Install-day video
- Two seasonal pushes, a steady base
- Comfort-problem hooks
- Booked estimates as the signal
- Judged on
- Cost per booked replacement estimate
- Service vs. replacement share of leads
- Estimate to installed system rate
- Installs by ad and season
- What it costs
- Ad spend is paid directly to Meta or Google, never through BlueSmith. Setup and monthly management are scoped on a strategy call after the free assessment.
WHERE IT BREAKS
Facebook & Instagram ads for HVAC contractors: what goes wrong.
Ads that start in July
Once the heat hits, homeowners with dead systems call. They aren’t scrolling for options.
Equipment photos on white
A manufacturer shot of a condenser says nothing about who will be working in the attic.
WHAT WE RUN
Built for HVAC contractors. Run by us.
Install-day video
We film the old unit coming out, the new one going in, and your tech walking the homeowner through the thermostat.
Two seasonal pushes, a steady base
Spend rises before summer and winter and holds at a lower level between them.
Comfort-problem hooks
Ads about the hot upstairs bedroom or the system that never shuts off, in the words homeowners use.
Booked estimates as the signal
The campaign optimizes toward booked in-home estimates, not tune-up requests.
AN EXAMPLE WE WROTE
Example script for a 25-second HVAC replacement ad, written as a sample
- 010–3s, tech beside the condenser: “Does your upstairs stay hot no matter where you set it?”
- 023–9s: old unit hauled out. Voiceover: “Often it’s an older system that can’t keep up anymore.”
- 039–16s: new install, clean line set, tech showing the homeowner the new thermostat.
- 0416–22s, owner: “Replace it in spring and you pick the day. Wait for it to die and the heat picks it.”
- 0522–25s on screen: “Get a replacement estimate. Options explained before we arrive.”
- 06Lands on: the replacement page with system options, a ballpark by square footage, and the comfort advisor’s calendar.
Judged on
- Cost per booked replacement estimate
- Service vs. replacement share of leads
- Estimate to installed system rate
- Installs by ad and season
Example written by BlueSmith to show the approach. Not a client ad or a result.
RUN YOUR NUMBERS
What does one booked estimate really cost?
Cheap leads that never book are expensive. Price the thing you actually want: a homeowner on your calendar.
Cost per booked estimate: $229
Cost per booked estimate$229
- Cost per lead
- $80
- Booked estimates per month
- 18
$4,000 a month, 50 leads, 35% of them booked.
See what we’d build for these numbersStarts with example numbers. Change them to yours. Arithmetic only, not a promise of results.
STRAIGHT ANSWERS
Questions we hear.
Should HVAC companies advertise tune-ups on Facebook?
If you want maintenance members, run that as its own campaign with its own page. Mixed in with replacement ads, the cheaper offer wins the clicks and blurs what the campaign learns.
Which months matter most for HVAC Facebook ads?
The weeks before your hot and cold peaks, when homeowners with older systems are thinking about it and your install crews can still take the job. A smaller steady budget the rest of the year keeps the pipeline from drying up.
Do Facebook ads work for heat pumps and ductless?
Yes, and they often deserve their own ads. A homeowner adding a mini-split to a converted garage is a different buyer than one replacing a whole system, so the hook, page, and questions change.
Who answers the leads?
Your team. We set up the instant reply and the routing so replacement bookings reach your comfort advisor and repair requests reach dispatch.
Your crew is ready for the next job. Is your calendar?
Seven questions. Two minutes. See the one part of your engine holding your projects back.
Show me where I’m losing jobsFree 2-minute assessment · No pitch, no obligationAvg response time 2.5 minutes