HVAC Facebook ads and Facebook ads for HVAC companies with the video script written for you

Yes, for contractors who use them to answer the question that stops a homeowner calling, and not as a digital coupon flyer. Almost nobody browses Facebook looking for an AC repair. When the system dies, they search, and that call goes to whoever ranks or bids on Google. Facebook does the other job. It reaches the homeowner weeks before the breakdown, while they are still wondering whether the noise in the attic matters, and it makes your company the one they already recognize when they do search.

That changes what the ad has to be. A stock photo with a discount asks for a decision the viewer is not ready to make. A 30 second video of your tech beside a real unit, saying how they decide between a repair and a replacement, gives the viewer something useful and puts a face on the truck that will show up. That is also the format Meta's feed rewards, because it looks like the posts around it.

Where Facebook ads do not work for HVAC is as a replacement for search. If your phones are quiet on the first hot week of the year, more Facebook spend rarely fixes it in time. Run the video ads before the season, judge them on booked visits from people who watched, and keep your search and Local Services budget for the people who need someone today.

Six formats cover almost every residential HVAC contractor. All six can be filmed on a phone on a real job, and the generator writes each of them from one description of your company and the homeowner you want.

Start with the tech to camera video on the question your CSRs heard most last week. It costs ten minutes of a tech's time, it works on people who have never heard of you, and it gives you a baseline cost per booked visit to judge the other formats against. The member story needs a real customer and their written consent, so it comes later, and our UGC testimonials page covers how to brief one without putting words in their mouth. Roofers and solar installers face the same doubt-first buyer, which is why the formats on our roofing Facebook ads and solar Facebook ads pages look so similar.

The most expensive line in an HVAC ad this year is one that was true last year.

The tax credit line is the first to go. The IRS page for the energy efficient home improvement credit, read first-party on 20 October 2026, says "You can claim the credit for improvements made through December 31, 2025." That credit was the basis for every "get up to $2,000 back on a heat pump" ad, and the same page lists $2,000 a year for heat pumps and up to $600 for a central air conditioner. For a homeowner who installs in 2026, it is gone. Utility rebates and state programs may still exist where you work, but they are local, they change, and they belong in the ad only as a specific program name you have checked this month.

The refrigerant scare line is the second. EPA's Technology Transitions rule, 40 CFR 84.54 as published on eCFR, bars manufacturing or importing self-contained residential air conditioning and heat pump products using refrigerants with a global warming potential of 700 or greater from January 1, 2025, and bars installing new residential split systems that use them. It also says such systems "may continue to be installed where all specified components of that system are manufactured or imported prior to January 1, 2025." Existing R-410A systems are not illegal to own or to repair. "Replace your AC before R-410A is banned" tells the homeowner something the rule does not say. If the refrigerant change matters to your pricing, say what it means for the equipment you quote, not that their system is about to become illegal.

The green line is the third. "Eco-friendly system" or "better for the planet" is an unqualified general environmental benefit claim. The FTC's Green Guides, 16 CFR 260.4, say "marketers should not make unqualified general environmental benefit claims" and that qualifying language should limit the claim "to a specific benefit or benefits." Name the specific thing instead, such as the efficiency rating of the unit you are installing, and be ready to show the spec sheet.

The generator's HVAC scripts do not write any of these three lines. Prices, savings and incentive figures come out as marked lines that you fill with something you can document.

Yes, but the ad then sits under two sets of rules: Meta's targeting limits and the federal rules on advertising credit.

On Meta's side, the help center page on special ad categories, read first-party on 15 October 2026, says the Financial products and services category is "required for financial products and services campaigns for advertisers based in the United States or showing ads to audiences in the United States" starting 21 January 2025. For those ads, "age, gender, postal code, exclusion targeting, lookalike audiences and saved audiences" are limited or unavailable, and city or pin drop audiences "will include an expanded radius". An ad whose message is a payment plan for a new system should be set up that way from the start, so keep financing in its own campaign and let your tune-up and repair ads run under normal targeting. In the financing ad, the hook has to find the homeowner. A line about a specific system age, a specific failure or a specific season selects the viewer far better than an interest you are no longer allowed to pick. The same limits shape our mortgage Facebook ads and car dealership Facebook ads pages.

On the credit side, Regulation Z applies to the contractor as an advertiser, not only to the lender. The official interpretation of 12 CFR 1026.2(a)(2) says "home builders, merchants, and others who are not themselves creditors must comply" with the advertising rules. Under 1026.24(d)(1), the amount of any payment, the number of payments and the amount of any down payment are triggering terms, and an ad that uses one must also state the down payment, the terms of repayment and the annual percentage rate. "A new system for $89 a month" in a caption is enough to trigger it. "Financing available" is not a triggering term.

If your finance partner gives you approved ad wording, use it word for word. If not, keep the monthly figure off the video and put it on the landing page with the full disclosures.

In Florida, Texas and California, yes, and several other states have similar rules, so check yours before the ad runs.

Florida Statutes 489.119(5)(b), read first-party on 20 October 2026, says "The registration or certification number of each contractor shall appear in each offer of services, business proposal, bid, contract, or advertisement," and the text continues "regardless of medium." A first missing number gets a notice of noncompliance, and later ones can be fined.

Texas air conditioning and refrigeration contractors are covered by 16 Texas Administrative Code 75.71(h): advertising by a contracting company to solicit business "must include the affiliated licensee's license number." The listed exemptions are narrow ones such as nationally placed TV ads, phone book listings with only a name and number, and promotional items, and a Facebook video ad is none of them.

In California, the Contractors State License Board says Business and Professions Code 7030.5 requires the license number in all forms of advertising for work that needs a license, and its definition reaches electronic media. HVAC is licensed work under the C-20 classification.

The practical rule for a video is to put the number on screen in the last frame and in the primary text, every time. The generator leaves a marked line for it in every HVAC script, because the number is yours and only you know which states the ad will reach.

Everything that would otherwise be decided on the spot by whoever is holding the phone beside the unit. This is what an HVAC video ad brief should cover, including the rows you fill in yourself.

The rows the brief writes are the ones that take an office manager an afternoon: the hook, the alternates, the timing and the captions. The rows you fill are the ones nobody else can, because they are your prices, your offer dates and your license. If you hire a creator rather than filming your own techs, the same brief goes to them, and hiring UGC creators covers what to agree on rights and usage before they film.

Twenty to forty seconds for a tech to camera answer or a tune-up offer, up to sixty for a heat pump explainer or a customer story. That is long enough for a hook, one honest answer and one ask, and short enough that most of the people who start watching reach the ask.

The first two seconds do most of the work. Open on the homeowner's doubt, said out loud by someone standing next to the equipment: "If your furnace is older than your kids, watch this." Do not open on your logo, your truck or a drone shot of a neighborhood. Captions matter as much as the audio, because a large share of feed viewing happens with the sound off, so every line the tech says should also be on screen.

Film vertical. One take in 9:16 can be cropped to 4:5 for the Facebook feed if the tech's head and the unit stay inside the middle of the frame. The generator writes that framing note into every brief, and our Instagram Reels ads page covers the placement specs in detail.

Before the season, not during it. The time to show a homeowner a tune-up video is the few weeks before the first heat wave or the first cold night, when there is still room on your schedule and the homeowner still has time to decide. Once the weather turns, the people who need you are searching, and those calls are won on Google and in Local Services Ads.

In practice that means three short flights a year for most residential contractors: AC tune-ups in spring, furnace checks in early fall, and replacement and financing videos in the shoulder months when installers have open days. Brief a new video for each flight rather than rerunning last year's, because the question homeowners ask changes. This year it is the end of the federal credit and what the refrigerant change means for a replacement quote.

Between flights, a small always-on budget behind your best tech to camera video keeps your company familiar in your service area at little cost, and gives you a pool of video viewers to retarget when the season starts.

There are two costs, and they are separate. The media is what you pay Meta, and you set that budget yourself in Ads Manager, with no minimum contract. The creative is the video, and for most contractors the cheapest good version is a tech with a phone and a written script.

On the media side, start with a budget you can hold for a full season flight and judge it on booked visits, not on clicks or leads. On the creative side, a script is the part most contractors skip, and it is the part that decides whether the video gets watched. UGCMarketplace is $49 a month on Pro for unlimited briefs and scripts, and the first one needs no account, so you can see the output before you pay anything. We sell the scripts, so weigh that, and compare it with what an agency charges for the same work.

We read the published prices of US HVAC marketing vendors first-party and put them side by side in HVAC marketing agency pricing, including the agencies that bill a percentage of your ad spend and the ones that publish nothing at all.