HVAC Lead Generation That Books Estimates On Your Calendar
We run the Google and Meta ads for central AC and heat pump replacements and installation, qualify every lead, reply inside 60 seconds and book the in-home estimate in your name. Your comfort advisor shows up and sells.
Who We Are
Scale Theory is an HVAC-only lead generation agency run by two brothers. We work with residential HVAC contractors who want a calendar full of qualified replacement estimates instead of a phone that rings in July and goes quiet in October.
We build and run the whole engine: the ads a homeowner sees, the page they land on, the six questions that sort buyers from price shoppers, the reply inside 60 seconds and the booking on your calendar. Your crews stay on installs. We keep the pipeline moving and show you what every booked estimate cost.
We are based in Sydney, Australia, and we work US business hours. No US office, no call center, no account managers. You talk to one of us.
How It Works
Four steps, run for you. Tap any step to see what the homeowner, and you, actually see.
What the homeowner sees
An offer built around your business: a free in-home replacement estimate, financing where you offer it, a utility rebate where one applies. Real photos of your trucks and install crews. We never run ads for one-off repairs or window units.
Is your AC over 12 years old? Get a free in-home replacement estimate before the next heat wave. Financing available.
Six questions, about 40 seconds
Home type, current system and age, replacement or repair, timing, budget and ownership. Renters and repair-only leads are routed out politely, so your comfort advisor never drives to them.
The reply that wins the job
A text goes out inside a minute, then a call from our AI receptionist and VA. The estimate is booked before the homeowner has filled in anyone else's form.
Your calendar, and the Friday report
Each estimate lands with the address, system age and answers attached. Every Friday: leads, booked estimates, cost per booked estimate and jobs sold, split by Google and Meta.
Homeowners don't hire the best HVAC company. They hire the first one who calls back, sounds like they know what they're doing, and shows up when they said they would. We make sure that's you.
Sam & Alan, co-founders
What We Do
Four parts you would otherwise buy from four vendors, built to hand the same homeowner along without dropping them.
Google & Meta Ads
AC replacement, heat pump and full system offers on Google Search, Facebook and Instagram. Run in your own accounts.
Landing Page & Qualifier
A page for your service area and six questions that filter before you roll a truck.
60-Second Reply
Text and call in your company name, nights and weekends included.
Follow-Up & Reviews
Day 1, 3 and 7 estimate follow-up, then a review request to the Google Business Profile we manage.
- Day 1 follow-up sent
- Day 3 follow-up sent
- Estimate signed
- Review request sent
Everything above, run for you
No juggling vendors. One team, one pipeline, one number to watch: cost per booked estimate.
Book a Free Strategy CallHVAC lead generation · AC replacement leads · Facebook ads for HVAC · HVAC marketing by city
Why HVAC Contractors Pick Scale Theory
We are new to the US, so we will not show you a wall of borrowed logos. Here is what we put in writing instead.
We do one trade. Every ad, page and question is written for AC, heat pump and furnace replacements.
When we book replacement estimates for you in a metro, we book them for nobody else there.
Ads run in your Google and Meta accounts. Leads sit in a CRM you log into. It all stays if you leave.
Google catches homeowners searching today. Meta reaches them before the old system dies. One pipeline behind both.
We never run ads for one-off repairs or window units. Your comfort advisors spend the day on estimates worth running.
We do one trade. Every ad, page and question is written for AC, heat pump and furnace replacements.
When we book replacement estimates for you in a metro, we book them for nobody else there.
Ads run in your Google and Meta accounts. Leads sit in a CRM you log into. It all stays if you leave.
Google catches homeowners searching today. Meta reaches them before the old system dies. One pipeline behind both.
We never run ads for one-off repairs or window units. Your comfort advisors spend the day on estimates worth running.
Every lead gets a text and a call in your company name while it is still warm, including nights and weekends.
Every Friday you see leads, booked estimates, cost per booked estimate and jobs sold. No vanity metrics.
If you are not a fit, we say so in the first five minutes of the call, not after a proposal.
Google and Meta need a learning window. After that, 30 days notice. No 12-month contract.
We are two founders in Sydney working US hours. No fake local office, no fake reviews, no invented results.
Every lead gets a text and a call in your company name while it is still warm, including nights and weekends.
Every Friday you see leads, booked estimates, cost per booked estimate and jobs sold. No vanity metrics.
If you are not a fit, we say so in the first five minutes of the call, not after a proposal.
Google and Meta need a learning window. After that, 30 days notice. No 12-month contract.
We are two founders in Sydney working US hours. No fake local office, no fake reviews, no invented results.
Frequently Asked Questions
What does Scale Theory actually do?
We run Google Search and Meta ads for residential HVAC contractors, send every lead through a six-question qualifier, reply by text and call inside 60 seconds, and book the in-home estimate on your calendar. Then we follow up the estimate on days 1, 3 and 7 and send a review request after the install.
How is a booked estimate different from a lead?
A lead is a name and a number. A booked estimate is a qualified homeowner, who owns the home and has answered six questions about their system, its age, timing and budget, booked on your calendar for an in-home estimate at a set time. We report cost per booked estimate, not cost per lead.
Are these shared leads like Angi or HomeAdvisor?
No. The ads run in your own Google Ads and Meta accounts, under your company name, and every lead they produce goes only to you. We also take just one HVAC contractor per service line in each metro, so we never book estimates for a competitor in your area.
What kind of jobs do the ads go after?
Replacements and new installs: central AC, heat pumps, and AC plus furnace changeouts. We do not run ads for one-off repairs, tune-ups, window units or single ductless mini-split heads, and a repair lead never jumps the queue in the qualifier.
Who owns the ad accounts and the leads?
You do. Ads run in your own Google Ads account and Meta Business Manager, leads land in a CRM you have a login to, and the landing pages sit on your domain. If you leave, the accounts, the data and the pages stay with you.
You're based in Australia. How does that work for a US contractor?
We work US business hours and run every call by phone or video. The 60-second reply to homeowners comes from the system, in your company name, not from us, and the estimates are booked on your calendar in your time zone. We have no US office and we will not pretend otherwise.
What happens on the free strategy call?
Before the call we pull your current Google and Meta activity and the HVAC contractors advertising in your metro. On the 15-minute call we show you what we found and how the system would book replacement estimates for you. If it is not a fit, we tell you in the first five minutes.
Ready to fill your calendar?
Tell us about your company. Before the call we pull your current ads and the HVAC contractors advertising in your metro, then show you how the system would book replacement estimates for you. If it is not a fit, we say so.
- 15 minutes, by phone or video, US business hours
- Your ads and your competitors' ads, pulled apart
- One contractor per metro, so check yours
Prefer email? hello@scaletheory.com.au