A no-cool call in July is decided inside an hour. A system replacement is thought about for weeks. The same ad can't do both.
Yes. Metcalf Media works with heating and air companies, and the first thing it changes is that the emergency work and the replacement work stop sharing a campaign. They're two different customers who happen to share a truck.
The repair buyer is standing in a hot house with a phone in their hand and no patience. The replacement buyer is at a kitchen table with two quotes, a spouse and a payment question, weeks out from deciding anything. Sending both to the same page and the same ad means the page argues with one of them.
Everything after that follows from the split: separate pages, separate ads, separate follow-up, and a season plan that doesn't switch the budget off in the weeks the considered buyer is actually shopping.
An HVAC company sells two things that have almost nothing in common. One is a repair bought in a panic by whoever happens to be home, who calls three numbers off a screen and books the first company that answers. The decision is over before lunch. The other is a system replacement, a purchase big enough that it gets discussed with a spouse, quoted against two or three competitors and closed weeks after the first search.
The season decides which of those is in front of you. The first real heat of the summer and the first hard freeze each produce a week where the phone doesn't stop, and the weeks on either side are quiet enough that owners cut the marketing. Those quiet weeks are exactly when the replacement buyer is doing their reading. Most HVAC advertising runs in the weeks the company is already too busy to answer and goes dark in the weeks the bigger job is being decided.
The third thing worth saying out loud is that the maintenance agreement is the asset, not the paperwork. Whoever holds the agreement is the company that gets called when the system finally dies, which means a repair customer who signs one has been sold a replacement years in advance.
An hour for a no-cool call. Weeks for a replacement.
A repair pays for the afternoon. A change-out pays for the month.
Voicemail in July. They already called the next two companies.
The maintenance agreement, because it decides who gets the replacement.
Not everything at once. The order matters more than the list — putting ads in front of a site that can't answer them is how money gets wasted.
Separate pages for the emergency work and the replacement work, then a page for every town crews actually drive to, so an ad can point at the right one instead of a general services page.
WebsitesBuilt before any ad money moves. Every lead gets a text back inside sixty seconds and every missed call triggers one automatically, because in July a missed call is a booked job at the company down the road.
Follow-UpPointed at the replacement buyer and run through the shoulder weeks, when the trucks have room and nobody else in the trade is bidding.
AdsPrimary category set against the work that actually pays, service area set to the towns crews serve rather than a radius on a map.
Google ProfileOne day with the owner explaining what a dying system costs to keep alive. That's the piece the replacement buyer watches twice before calling anybody.
Video & PhotoThrough the shoulder weeks, not only in the heat waves. Metcalf Media runs HVAC campaigns when the trucks have room and the replacement buyer is reading, because money spent in the middle of a July rush buys calls the company is already too busy to answer.
Stop sending both searches to the same page. Metcalf Media builds the replacement work its own page, written for somebody comparing companies over two weeks rather than somebody standing in a house that's already too hot, and points the advertising for that job at it specifically.
Inside minutes, because the homeowner is working down a list and stops at the first company that picks up. Metcalf Media wires the follow-up so a lead gets a text back inside sixty seconds and a missed call sends one automatically, which is the whole difference between a booked afternoon and a competitor's booked afternoon.
Yes, and only one heating and air company per city. Metcalf Media takes a single business per industry per city, so an HVAC client is never bidding against another HVAC client the same agency is running ads for.
Yes, because the agreement decides who gets called when the system finally fails. Metcalf Media treats the agreement as the thing being sold in the follow-up after a repair rather than something a tech is supposed to remember to mention at the truck.
If your town is already taken, the call will say so rather than selling you something that competes with itself.
