A planned-install ads playbook, built for HVAC companies that sell replacements.
Cadence Leads is a Meta ads agency for planned-install home services: we build the same booked-estimate, install-tracked playbook we run for garage floor coating and other high-ticket trades, applied to HVAC companies that sell full system replacements through an in-home estimate and want installed revenue reported, not a lead count.
These four numbers are garage-floor-coating franchise results from the same planned-install playbook, reported through June 30, 2026. We have not published HVAC-specific results yet. Revenue is closed or installed jobs recorded in the client CRM. ROAS is revenue divided by ad spend only. Results are from specific accounts over the stated window and are not a guarantee of your results.
Why HVAC replacements fit Meta ads
A full system replacement is a planned purchase with a high ticket, commonly cited at $8,000 to $15,000 for a residential split system, and a decision most homeowners put off until the old unit fails in July. Meta reaches homeowners with a 12 to 20 year old system before the failure, with a message about comfort, utility bills, and financing, which is where Google Search and lead marketplaces stop.
The decision gets triggered by a repair bill that is too close to the replacement price, a heat wave, a utility rebate, or a financing offer that turns $12,000 into a monthly number. Meta lets you put an install-day video, a tech on camera, and a clear next step in front of homeowners in your service area, and lets you turn spend up ahead of the season instead of during it.
This is the same shape of buyer we already advertise to for garage floor coatings: someone who wants a specific result, has the budget or the financing, and needs a nudge and a clear next step to book an estimate.
Who this is for, and who it is not
A fit
- HVAC companies that sell full system replacements through an in-home estimate, with comfort advisors or an owner who closes in the home.
- Companies with financing in place and installers who can start within a week or two.
- A defined service territory and someone who calls a new estimate request back within the hour.
- Already running ads at a real budget, and tired of an agency that reports leads instead of installs.
Not a fit
- Repair-only or maintenance-plan shops with no replacement offer. Search wins for emergency repair.
- Emergency-only call volume. A no-cool call in August is a Google Search lead, not a Meta lead.
- Companies that have never run ads and want to test with a small budget. We are not the right first agency for a $500 test.
- Businesses that cannot get a comfort advisor into the home within a week of the request.
How the playbook works for HVAC
- Offer. A free in-home replacement estimate with financing shown as a monthly payment, or a system evaluation for homes with a unit past its tenth year. The offer has to give a homeowner a reason to book today, before the unit fails.
- Creative. Install-day footage, the tech on camera explaining what a new system changes on the utility bill, before-and-after of the equipment, and the financing number up front. The same visual-proof approach that works for garage floor coatings.
- Lead handling. An estimate calendar that books the visit directly, with instant text and email follow-up, so a homeowner who filled out a form at 9 pm has a time on the calendar before the next company calls.
- Reporting. A weekly report on estimates booked and systems installed, pulled from your CRM, so you see the pipeline instead of a raw lead count.
How HVAC companies get replacement estimates
| Channel | Who sees it | Lead exclusivity | Best for | Weak spot |
|---|---|---|---|---|
| Meta ads (Cadence) | Homeowners in your territory with an aging system, searching or not | Exclusive. The lead asked for you. | Planned replacements with a high ticket and financing | Needs a fast estimate turnaround and a real offer |
| Google Search and Local Services Ads | People already typing "AC replacement near me" or "AC repair" | Exclusive on Search; LSAs are pay per lead | Emergency repair and high-intent replacement | Expensive clicks in season, and most of the volume is repair intent |
| Lead marketplaces (Angi, HomeAdvisor, Thumbtack) | Homeowners who filled out a marketplace form | Usually sold to several companies at once | Filling a slow week | Price competition, no ownership of the lead or the data |
| Manufacturer dealer programs | Homeowners who used a Carrier, Trane, or Lennox dealer locator | Often shared among nearby dealers | A baseline of demand alongside your own marketing | Volume and exclusivity depend on the manufacturer |
| Maintenance-plan upsell | Your own customer list | Exclusive | Replacing systems you already service | Capped by the size of your plan base |
Most HVAC companies running Meta keep a Search budget for repair calls and keep working their maintenance base. Meta is the channel that reaches homeowners before the system fails, and the one that fills the shoulder season.
Results from the same playbook in another planned-install trade
Cadence Leads has not run an HVAC account long enough to publish HVAC-specific numbers. What we can show is the same planned-install playbook, offer-first creative, booked-appointment calendar, weekly reporting, run for a garage floor coating franchise network over a stated window. The same playbook, a different trade.
We will publish HVAC-specific results once an HVAC client has a full reporting window. Until then, this is the closest verified proof of the playbook working in a planned-install trade. Results vary by market, offer, and follow-up speed, and past results do not guarantee future performance.
Questions HVAC owners ask before a call
Not yet published. The proof on this page comes from the same planned-install playbook run for a garage floor coating franchise network, which turned $24,705 in ad spend into $307,095 in installed revenue across 72 installs between September 26, 2025 and June 30, 2026. We will publish HVAC numbers once an HVAC client has a full reporting window.
Both are planned purchases with a high ticket, a visible install, and a homeowner who needs to see proof before they book someone to come to the house. The offer-first creative, the booked-appointment calendar, and the weekly reporting on installed jobs carry over directly. The creative changes, the system does not.
HVAC companies commonly cite $8,000 to $15,000 for a residential split-system replacement, with high-efficiency and larger homes higher, depending on equipment, ductwork, and market. That ticket is what makes replacement a fit for a planned-install funnel: one installed system pays for weeks of ad spend.
They can, but that is not what we build. Repair is emergency intent, and Google Search and Local Services Ads win there. We build for the replacement decision, which a homeowner makes weeks before the unit fails if someone puts the option in front of them.
Replacement demand peaks in the first heat wave and the first cold snap, when your installers are already full. Meta lets you build the estimate calendar in the shoulder months with a financing-led offer, so the peak fills with installs instead of unanswered calls.
It is a 60-minute call about where you are going, what your installers can handle, and whether we are the right fit. If you already run ads, bring the account and we will read the last 90 days together. Budget, fee structure, and timing are covered on the call, not on a web page.
Bring your replacement pricing and territory. Leave with a plan.
60 minutes. We tell you whether the planned-install playbook fits your HVAC business, and show you the coating franchise numbers it comes from.