Ads that look like your vans, not a stock library.
not a stock library
Every heating and cooling company in your area is running the same smiling technician and the same $89 tune-up. We produce ad creative for HVAC businesses — video, photography, static and copy shot around your crews and your equipment — built to be tested, not admired, with our paid social and design teams.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind advertising people actually notice.
people actually notice
A message worth saying, footage worth watching, formats sized for where they run, and a testing rhythm that replaces opinion with evidence.
Positioning and message
Video and photography production
Formats, seasons and volume
Testing and iteration
Say something your competitor cannot copy.
Most heating and cooling advertising is interchangeable because the underlying claim is interchangeable: fast, friendly, family owned. 55% of local service business leaders say they struggle to differentiate themselves from competitors, and it shows in the ads.
We begin with what is actually true and specific about your business: response windows you genuinely hit, the brands your technicians are certified on, how quotes are presented, what happens when a repair fails. Contractors presenting four or more options close 10% more work and shift premium equipment from 26% to 42% of sales — that is a message, not a slogan.
- Message built from claims you can stand behind on the phone
- Offers that qualify buyers rather than attract price shoppers
- Separate angles for repair, replacement and maintenance demand
- Tone matched to your area, not a national template
55%
of local service leaders struggle to differentiate their business
26% to 42%
premium equipment share when four or more options are presented
Shot in your homes, attics and truck bays.
Stock footage of a pristine unit in an imaginary basement reads as advertising within half a second. Real footage — a cramped attic in July, a diagnostic on a failed compressor, a technician putting covers on his boots — reads as proof, and proof is what makes somebody call an unfamiliar company.
We shoot on site, produce in volume, and cut for the places the ads actually run. Benchmarks give the target to beat: HVAC search ads average a 6.43% click-through rate and 6.56% conversion rate, against a 6.64% average across all industries in 2026.
- A shoot day on real jobs, with releases handled properly
- Vertical and square cuts produced from the same session
- Technician-led explainers instead of scripted acting
- Photography your website and profile can use too
6.43%
average HVAC search ad click-through rate
6.64%
average click-through rate across all industries in 2026
Enough assets to survive a whole season.
One hero ad is a plan that lasts three weeks. Heating and cooling demand swings hard between emergency, replacement and maintenance intent, and each needs its own creative — including the quiet months, where shoulder seasons cut effective cost per lead by 15 to 25% as competition thins and maintenance plans sell well.
We build a library rather than a campaign: heat wave and cold snap variants, financing and replacement angles, short technician explainers, review-led social proof, and the sizes each platform needs, so nothing has to be improvised the week the weather turns.
- Seasonal variants written and produced in advance
- Every asset delivered in the sizes each platform needs
- Emergency, replacement and service-plan angles kept separate
- Refresh cadence agreed before fatigue shows in the numbers
15-25%
shoulder-season reduction in effective cost per lead
9.51%
average HVAC paid search conversion rate to beat
Let the numbers pick the winner.
Creative arguments in a meeting room are unwinnable and unnecessary. We run structured tests — one variable at a time, enough spend to reach a decision, a written verdict — and the ads that lose get retired without ceremony.
Judgement is always against outcomes, not applause. Phone calls make up 70 to 80% of home services conversions, so an ad that produces calls that book beats a beautiful one that produces browsers. Results feed straight back into your HVAC PPC programme.
- One variable per test, with a defined stopping point
- Winners scaled, losers retired, both written down
- Fatigue monitored so refreshes happen before performance dips
- Findings shared as plain language, not platform screenshots
70-80%
share of home services conversions that arrive as phone calls
$127.74
average HVAC cost per lead the creative has to justify
average HVAC search ad click-through rate to beat
average HVAC paid search conversion rate
One variable per test, with a defined stopping point
Raw footage, photography and source files stay in your name
We made the difference for those brands
B2B software, fintech, insurance
Home essentials, appliances, kitchen & pet
Beauty, personal care & wellness
Healthcare & regulated services
Travel & mobility
Creative, content, arts & culture
Consumer tech and platforms
B2B software, fintech, insurance
Food & beverage
Beauty, personal care & wellness
Apparel and lifestyle
B2B software, fintech, insurance
Consumer tech and platforms
Food & beverage
Beauty, personal care & wellness
Home essentials, appliances, kitchen & pet
Apparel and lifestyle
Food & beverage
B2B software, fintech, insurance
Beauty, personal care & wellness
Consumer tech and platforms
Consumer tech and platforms
B2B software, fintech, insurance
Consumer tech and platforms
Retail & commerce
Home essentials, appliances, kitchen & pet
Healthcare & regulated services
Food & beverage
B2B software, fintech, insurance
Consumer tech and platforms
01 — The challenge
Every company in town was running the same ad.
A smiling technician on a spotless doorstep, a discount tune-up, a phone number in a font nobody can read on a phone. When four companies in one market run that same ad, the homeowner picks on price, which is the one comparison a good contractor never wins.
“Our ads look exactly like everyone else's, so we keep discounting to get noticed.”
It is an industry-wide problem, not a local one: 55% of business leaders struggle to differentiate, while 83% of homeowners start their search online — so the sameness plays out in front of nearly every customer you want.
02 — Our approach
Find what is true about you, then film it.
We begin with an hour on the phone with the people who do the work: the owner, the lead technician, whoever answers the calls. What do customers thank you for, what complaints do you fix that others do not, which brands do your technicians know cold. That conversation produces the claims worth advertising, all of which have to survive a follow-up question from a sceptical homeowner.
Then we shoot. A day on real jobs produces more usable material than a week of concepts: attic installs, diagnostics, the moment a system comes back on, a technician explaining what failed and why. We cut it into vertical, square and landscape assets, with separate angles for emergency, replacement and service-plan demand, and enough variants to carry a full season.
After that it is testing. Structured comparisons, one variable at a time, judged on calls and booked work rather than opinion, with a written verdict each month and a refresh planned before fatigue arrives. Footage, photography and files are yours.
03 — What we did
From interview to a tested library.
Discovery, shoot, build, then test — with a monthly written read on which assets produced work.
Week 1 / Discovery
What is genuinely different here
Interviews with the owner and crew, a review of what customers actually praise, and a look at what every competitor in the market is already saying.
Week 2 / Shoot
A day on real jobs
Attic installs, diagnostics and technician explainers filmed on site, with photography captured in the same session for the site and profile.
Week 3 / Build
Cut, sized and captioned
Vertical, square and landscape variants produced per angle and season, captioned for sound-off viewing and sized for each platform.
Ongoing / Test
Winners scaled, losers retired
Structured tests with a defined stopping point, judged on calls and booked work, with a written verdict and a refresh planned before fatigue.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
Raw footage, edited assets, photography and source files stay in your name from day one.
Message and competitor review
What your competitors are all saying, and the specific claims only your business can make honestly.
Seasonal creative plan
Which angles run when, from heat waves to shoulder season plans, with volumes agreed in advance.
Video shot on real jobs
Technician explainers, install and diagnostic footage, cut vertical, square and landscape with captions.
Photography and static ads
Crew and equipment photography plus static variants your website and profile can use as well.
Test results and verdicts
What each asset produced in calls and booked work, written plainly with a clear recommendation.
Refresh calendar
When the next variants are needed, so performance never dips while somebody books a shoot.
HOW WE WORK
Operating standards, not promises.
Operating standards
Residential companies
Repair, replacement and maintenance demand in a market where everyone advertises the same discount.
ExploreCommercial contractors
Longer buying cycles that need proof of capability rather than a seasonal offer.
ExploreMulti-location operators
One brand, several markets, and a library that has to work in all of them.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
FAQ
Questions contractors ask us
What makes HVAC ad creative work?
Specificity and proof. Homeowners are choosing between strangers who all claim to be fast and friendly, so the ads that win show real work, name real capabilities and make an offer that qualifies rather than discounts. With 55% of local service leaders struggling to differentiate, being concrete is close to a competitive advantage on its own.
Do you shoot the footage or use stock?
We shoot. Stock reads as advertising instantly, and the whole point of this work is to look like your company rather than a template. One day on real jobs, with your crews and your equipment, produces a season of material plus photography your website and profile can use.
How long does production take?
Usually three to four weeks from the first conversation to assets in the ad account: discovery, a shoot day, then editing, sizing and captioning. Seasonal variants are produced in the same cycle so nothing has to be rushed the week a heat wave arrives.
How often should creative be refreshed?
Before it tires, which the data shows well ahead of the audience complaining. We monitor click-through and conversion trends per asset, plan a refresh cadence at the start, and keep unused variants in reserve so a dip never has to wait on a shoot being booked.
What does good look like in the numbers?
Set the bar with benchmarks rather than hope. HVAC search ads average a 6.43% click-through rate and 6.56% conversion rate, and HVAC campaigns convert at 9.51% on average across 176 US cities. If creative moves either number meaningfully, the shoot has paid for itself several times over.
Should the technicians appear on camera?
Yes, wherever they are willing. A technician explaining what failed and why is the most persuasive footage in this trade, because it demonstrates competence rather than claiming it. We keep it unscripted, coach lightly, and never force anyone who would rather stay behind the camera.
Can you work with the footage we already have?
Often, yes. Job-site clips from phones, old shoot files and review screenshots can all be cut into usable assets, and it is a sensible way to begin while a proper shoot is scheduled. We will be honest about which existing material is worth using and which is holding you back.
Do you write the offers as well as producing the ads?
Yes, and the offer usually matters more than the edit. Discounted tune-ups attract price shoppers; option-based proposals attract buyers — contractors presenting four or more options close 10% more work and move premium equipment from 26% to 42% of sales. We build the creative around an offer that earns the better customer.
Where do these ads run?
Wherever they will earn their keep: paid social feeds and reels, video placements, display, and as image and video assets inside search campaigns. The same shoot day feeds all of them, which is why we cut vertical, square and landscape versions from the start rather than reformatting later.
Who owns the footage and files?
You do, from day one. Raw footage, edited assets, photography and source files are yours, and we hand them over in an organised structure rather than a shared link that expires. If you ever move agency, none of this has to be reshot.
How do you measure creative fairly?
One variable at a time, with enough spend behind each variant to reach a decision, and a stopping point agreed before the test starts. We judge on calls booked rather than engagement, because a popular ad that fills the schedule with quotes nobody accepts is a cost, not a win.
Do you handle the media buying too?
We can. Many clients run creative with us alongside HVAC PPC and paid social management, which makes testing much faster because the same team writes, produces and reads the results. Where you have an in-house buyer, we deliver assets and testing plans to them.
Will this help outside paid advertising?
Considerably. The same footage and photography strengthen your website, your business profile and your social channels, all of which influence whether somebody trusts you enough to call. It also supports HVAC marketing work more broadly, since real imagery outperforms stock everywhere it appears.
Who will be working on our account?
A named senior creative lead, with the producer and editor who shot your footage. You will know who is behind each asset and can talk to them directly. Nothing gets handed off to an anonymous queue once the shoot day is finished.
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