Why This
Industry
& Lower Mainland
Winning those windows means building recognition in the quiet months, so you are not buying attention from scratch at the worst possible price.
HVAC demand is seasonal and brutal about it. The first cold snap and the first heatwave create most of the year’s enquiries, and every competitor bids on the same terms in the same fortnight. Costs spike exactly when you need volume.
The Plays
& paid media
Off-season brand building
Cheap attention in the quiet months. When the heatwave lands, you are already familiar and your click costs reflect it.
Install versus repair
Two entirely different buyers. Repair is urgent and price-led, install is considered and finance-led. Separate creative, separate campaigns.
System explainers
Heat pumps, rebates, efficiency ratings. Confused buyers stall. Short, clear video shortens the sales cycle on high-ticket installs.
Seasonal creative rotation
New hooks before each window rather than running last year’s ad into the ground.
Before You
Ask
When should we start?
Eight to twelve weeks before your season turns. Recognition is cheap to build in the shoulder months and expensive to build during the spike, because that is when every competitor is bidding on the same impressions. Companies that come to us in the first heat wave are paying a premium for attention they could have bought in April.
What does this actually cost, and what do we get?
Production is a fixed project fee agreed up front. Media is your ad spend and goes to the platforms; we charge a flat management fee rather than a percentage of spend, so scaling your budget does not automatically scale our invoice. Footage, final files and the ad accounts are yours.
How do we know it is working and not just spending?
From week one you get a dashboard with spend, leads, booked installs and cost per booked install. Installs are the number that matters, so that is what we manage to. In HVAC we also watch the lag between lead and booking, because a quote-heavy pipeline that never closes is a creative problem, not a media problem.
Can you handle rebate messaging?
Yes, and it is usually the strongest hook available to you. Most companies bury the rebate in body copy on a page nobody scrolls to. A heat pump rebate that materially changes the price is the reason someone stops scrolling, so it belongs in the first three seconds, not the fine print. We keep the claims accurate and current, since rebate programmes change.
Do you do commercial as well as residential?
Yes, though they are different briefs. Commercial runs a longer cycle with a committee deciding rather than a homeowner, so the creative leans on reliability, response time and references rather than urgency. We would not run the same campaign for both and call it a strategy.
What happens if we want to stop?
Month to month after delivery, 30 days notice. The ad accounts are in your name from the start, so you keep the campaign history and audience data. That history is worth real money to whoever runs it next, including you.
Let's talk
hvac companies.
Tell us what you are running now and what it is costing you. If we cannot see a path to beating it, we will say so on the first call.
Or email drew@playback.social