Advertising for Air Conditioners and Installation
The phone rings in the heat. The crew is busy.
The goal is a full installation schedule across the whole season, not a peak of calls in the most expensive week. Demand comes in waves, the crew has finite capacity, and the advertising is most expensive exactly on those days. The mechanism that orders these three things is called “Installation sets the pace”.
Request a quoteWhy the peak eats the budget
The difference only becomes visible once the wave has passed and you count how many of the calls became an installation.
01
The campaign learns while the wave passes
The start coincides with the first heat. By the time the system has collected enough data to recognise the buyer, the hottest days are already over. The learning is paid for in the most expensive auction.
02
The auction gets more expensive exactly at the peak
The whole industry switches on budget on the same days. Showing costs the most when competition is densest and the person on the other end scrolls past fastest.
03
The call comes in without a property
The price depends on floor area, floor, space for the outdoor unit and the length of the pipe run. Without these, the conversation boils down to a price per unit, and the installation is left out of the quote.
The mechanism
Installation sets the pace
The budget does not follow the weather forecast. It follows the free days in the installation schedule and goes up before the wave arrives, not on the day it arrives.
- The account is warmed up before the waveCampaigns start while the auction is quiet, so that the learning is done when demand rises. The expensive days go on sales, not on collecting data.
- The budget follows the free daysSpend goes up when the schedule has room and comes down when there are no free days. A customer to whom you will say “not until next month” is not a won customer.
- The enquiry carries the propertyFloor area, floor, space for the outdoor unit, whether there is an existing pipe run. This is explained in the advertising and asked in the form, so that a quote is possible, instead of one more call about price.
- The two seasons are in one accountCooling and heating reach a different person in a different month. They are separated in the campaign structure, but they learn from the shared history of the account, instead of starting over every time.
Proof
From the portfolio
Public cases with verifiable numbers, each with an open case study.
The first step
Audit within 7 working days
First I review the account, the enquiry form, the website and the tracking. Where data is being lost and where money is being lost.
- You receive a PDF and an online meetingThe findings and recommendations presented in person, not an automatic report from a tool.
- Conclusions in days, not monthsThe findings are ready within the audit period, not after a quarter.
- The value is deducted in fullIf the work continues, the full value of the audit is deducted from the contract price, with a minimum term of three months. This applies if the contract is signed within 30 days of the audit.
- All I ask of you is read accessThe ad accounts and the website remain yours. Nothing changes without your decision.
Which channel for what
| Meta | It brings the volume and gives a place to explain what the price depends on. Here the wave is met with a ready account, because showing begins before the first hot days. |
|---|---|
| It catches ready intent on the day of the breakdown or the decision. It is entered against real search demand in the area the crew travels to. | |
| Remarketing | Between the site visit and the installation, quotes are compared. Presence decides whose quote is opened a second time. |
When I am not the right choice
- If you sell only units without installation and compete on the lowest price in price comparison sites. There the catalogue wins, not the advertising.
- If the schedule is full until the end of the season. Then every new call is a cost, not revenue.
- If it is not tracked which call became an installation. Without this the advertising is judged by signals, not by work done.
I work personally on every account. This limits the number of clients I take on at the same time, and it is the reason this list exists.
