HVAC Facebook Ads
Reach the Homeowner Before She Searches.
Google finds the homeowner whose AC just died. Facebook and Instagram find the one whose 14-year-old system is going to die next July, and the one who got your estimate in March and went quiet. Most Meta accounts I check are buying cheap form fills nobody calls back. We buy the ones that book, and we count them the same way we count everything else.
- Replacement and maintenance campaigns aimed at the homes most likely to need you next
- Retargeting that brings back the estimates and the site visitors who did not call
- Every instant form answered in minutes, or we do not run instant forms
- Ad account and pixel in your name, month to month unless we agree otherwise
HVAC companies we have worked with
Three ways HVAC Meta ads burn money.
The dashboard will show a low cost per lead on all three. The board will show nothing.
Cheap forms, no calls
Instant forms auto-fill from the profile. Homeowners submit them without meaning to. If nobody calls or texts within minutes, the form was a click that cost more, not a lead.
Selling repair to people who are not broken
Nobody scrolling Instagram has a dead compressor right now. Repair ads on Meta compete with Google for a homeowner who is not there. Replacement, maintenance plans, and financing are what the feed is for.
No retargeting
Someone read your replacement page for four minutes and left. Someone got a $12,000 estimate and said she would think about it. Both are gone unless something brings them back, and that is the cheapest audience you own.
What a Meta lead is, and is not
A $41 form fill is not a $41 lead.
The $41 counts a platform conversion, which is almost always an instant form. It is not a call, not a conversation, and not a job. We report Meta on the same line as every other channel: what it cost to put a booked job on your board. That number is higher than $41 and it is the only one that matters.
Sources: WordStream, “Facebook Ads Benchmarks 2025,” updated September 15, 2025. Leads data: 726 US campaigns, April 1, 2024 to June 30, 2025; figures are medians. LocaliQ/WordStream customers’ campaigns; home improvement broadly, not HVAC. A lead is a platform-recorded conversion, usually an instant form. The Home and Home Improvement campaign count is not disclosed and may be small. Invoca, Home Services Lead Conversion Benchmarks Report 2026, July 2026: HVAC phone calls only; channel differences may reflect who chooses each channel, not what the channel causes.
What we do, in order.
Speed to lead before spend. A Meta form nobody answers in five minutes is money you set on fire.
Audit
Every campaign against booked jobs, not form fills. Who owns the account and pixel. What happens in the first five minutes after a form lands.
Intake
Instant forms routed to a text-first response in minutes, then a call. If the shop cannot do that, we send traffic to a page with click to call instead.
Audiences
Your service area, homes in the age and value band that replace systems, past customers for maintenance plans, and everyone who touched your site or your estimate.
Offers
Replacement with financing, pre-season tune-ups, maintenance plans. The things a homeowner will act on before the system fails.
Retargeting
Open estimates, replacement page visitors, and quiet leads, each with its own message and its own follow-up window.
Creative
Your techs, your trucks, your reviews. Not stock photos. Tested in small batches and killed fast when they do not book.
Tracking
Pixel, conversions API, call tracking, and the CRM connection, so a Meta lead becomes a Meta job in the data.
Where is your Meta budget going?
Then it repeats every week against the numbers, and the audience and offer mix gets reviewed every 30 days.
Where Meta fits in an HVAC plan.
It is not where emergencies get decided
The dead-AC search happens on Google and Maps. If those are not built, Meta is the wrong first dollar, and we will tell you that. Meta earns its budget on replacement, maintenance, and follow-up, where the homeowner has weeks, not hours.
It is where the shoulder season gets filled
March and October are when a system nobody is thinking about can be sold. Pre-season tune-up offers and replacement financing to the right homes, in your service area, keep the board full when the phone is quiet.
Run it as one channel with us or as part of the whole plan. Either way it gets judged on what a booked job costs, next to Google, next to Maps, next to everything else.
What the benchmarks say, and what they do not.
$27.66
median cost per lead on Meta leads campaigns across all industries, up 20.94% from $22.87 the year before. Meta leads are getting more expensive everywhere, not just for HVAC.
Source: same WordStream 2025 benchmark. All industries; platform-recorded conversions.
$0.99
median cost per click on traffic-objective campaigns in home and home improvement, less than half the leads-objective click. Sending traffic to a page that books can beat buying the form.
Source: same WordStream 2025 benchmark, traffic data from 554 US campaigns. Home improvement broadly, not HVAC.
100x
the odds of reaching a lead when it is called within five minutes instead of thirty. This is why instant forms live or die on intake.
Source: Lead Response Management study, Oldroyd, MIT Sloan with InsideSales.com, 2007: about 15,000 leads across six companies. B2B, not HVAC, nineteen years old.
Every one of these is another industry or one vendor’s clients. None of it is your market. We build your own number, cost per booked job from Meta, before we raise a budget.
What you get every week.
- Cost per booked job from Meta, by campaign and audience.
- Form response time, measured, and how many forms became conversations.
- Retargeting: which estimates and visitors came back and booked.
- Ad account, page, pixel, and data in your name.
- Creative tested weekly, audiences and offers reviewed every 30 days.
- My cell. Account questions answered within 24 hours, usually minutes.
Who you are working with
I run Meta for the shops I own. Same rules apply to yours.
I left the 75th Ranger Regiment in 2005 and went straight into marketing. I started working on HVAC in 2009 and it has been the focus since. I buy and help run HVAC companies as well as market them, so I know exactly how a cheap form fill feels when the tech shows up and the homeowner does not remember filling it out.
Send me the ad account and a month of form leads with what happened to each one. I will tell you what a booked job actually cost and whether Meta belongs in your plan right now. If it does not, I will say so, and it costs you nothing either way.
You always have access to the CEO. Text me a question right now and see.
Henry “Hank Hugh” Hernandez, CEO
Special Operations, 75th Ranger Regiment
Combined team track record
Combined team track record across our team, network, and partners
Growth Audit
Find out what a booked job from Meta costs you.
3 questions to start. We pull the account, match forms to conversations to jobs, and tell you what Meta is really producing and whether it belongs in your plan. Straight answers, no pitch. If we cannot help, we say so.
HVAC contractors only. Your answers stay between us.
Start here. 2 minutes.
Fee is always separate from ad spend. The number lands in the proposal after the call.
Related
Where to go next.
- HVAC Google Ads management — Catch the homeowners already searching.
- Paid advertising for HVAC companies — The full paid media picture.
- Email follow-up for HVAC — Warm the audiences your ads build.
- Customer acquisition cost calculator — Know what a new customer costs you.
- Paid social for HVAC franchises — Brand rules, your territory, your numbers.
- Growth audit for your shop — Find out if Meta belongs in your mix.
- a free HVAC 911 session — Something urgent and can’t wait? Free, thirty minutes, direct with Henry.
Questions HVAC owners ask about Meta ads.
Does Facebook even work for HVAC?
For emergency repair, rarely. For replacement, maintenance plans, financing offers, and bringing back people who already know you, yes, when the intake is fast and the audience is right. The audit tells you whether your shop is set up for it yet.
Why are my Facebook leads so bad?
Usually because they are instant forms answered the next day. The form is easy to submit and easy to forget. Text back in five minutes and the same lead looks very different. If your shop cannot do that, we send people to a page that makes them call instead.
Facebook or Instagram?
Both, from the same account, and we let the data decide where the booked jobs come from. Placement is a setting, not a strategy.
Should I stop Google Ads to fund this?
Almost never. Google catches the homeowner who is broken today. Meta warms up the one who will be. Taking money from the first to fund the second usually costs you emergency calls this month to maybe gain replacements next quarter. We look at both on one scoreboard and move budget toward whichever is booking cheapest.
Who owns the ad account and the pixel?
You do, from day one. Business Manager, ad account, page, pixel, and audiences are in your name. If we part ways, you keep all of it and the history stays with you.
Can you run Meta and leave my other channels alone?
Yes. One channel or all of them, same standards either way. We will still tell you what we see in the other ones.
What does it cost?
We start from your number, not a package. Tell me what you want to invest, and I will walk you through what it buys and what it does not. If I can help, I will tell you. If I cannot, I will tell you that too, straight. Our fee is 1 flat monthly number in your proposal, always separate from ad spend so you can see what you are paying for.
Find out what a form fill is really worth.
Send us the account. We come back with what a booked job from Meta cost last month, how fast your forms got answered, and whether the money should be there at all.
