Sam
Sam co-founded Scale Theory with his brother Alan to do one thing for air conditioning businesses: put qualified homeowners into the installer's diary as booked quotes, and report what each one cost.
Before the HVAC relaunch, Sam ran Scale Theory as a performance marketing agency for Australian businesses: SEO and link building, Meta and Google ads, landing pages, and CRM and follow-up automation. He still runs Meta-to-booked-appointment funnels for service businesses in Sydney and Perth, the same ad, qualifier, 60-second reply and diary booking structure the HVAC Profit Machine uses.
He runs every 15-minute audit, writes the offers and buys the ads. He also writes most of the posts on this site. If a number appears in one of them, it is either sourced, published pricing, or labelled as a planning assumption with the working shown.
Contact: hello@scaletheory.com.au or 0470 627 565.
11 guides
hipages for air conditioning installers vs building your own pipeline
hipages for air conditioning explained: $139 to $649 + GST plans, a 3-tradie cap per lead, and when an owned pipeline wins the big ducted jobs.
The NSW air conditioner rebate (ESS): how installers use it in ads
The NSW air conditioner rebate is really an upfront ESS discount of up to $550 or $560. How installers get set up, word ads compliantly and avoid 5 pitfalls.
Google Ads vs Facebook ads for HVAC in Australia
Google Ads vs Facebook ads for HVAC: why we run both, the $2,500 Meta and $1,500 Google split, the summer flip and an honest 8-row channel table.
Ducted air conditioning marketing: how to sell $10,000+ jobs online
Ducted air conditioning marketing for installers: what $10,500 to $16,500 buyers need to see, how to build the offer and qualifier, and the maths per quote.
Victoria gas phase out and air conditioning: what the 2027 changes mean for HVAC businesses
Victoria's gas phase out for aircon, read carefully: 4 dates from 1 January 2027, who must switch, who does not, and how HVAC businesses should market it.
Meta instant forms vs landing pages for aircon leads
Facebook lead form vs landing page for aircon: 6 factors compared, when instant forms work, and why we default to a landing page plus qualifier for ducted.
How to choose an HVAC marketing agency in Australia: 12 questions to ask
Choosing an HVAC marketing agency? Ask these 12 questions first: who owns the ad account, what they report, lock-in, exclusivity, and the red flags to watch.
How much should an air conditioning business spend on marketing?
Set your HVAC marketing budget backwards from the jobs you want: a 3-step method, worked examples at 30 to 40% close rates, and how to budget by season.
How much do HVAC leads cost in Australia? (2026)
What HVAC leads cost in Australia in 2026, why cost per lead misleads, and a 4-step formula to work out your real cost per booked quote and won job.
HVAC lead sources in Australia, ranked by cost per booked quote (2026)
7 HVAC lead sources ranked for Australian aircon installers on cost per booked quote and control, with an honest table and the planning maths behind it.
HVAC Facebook ad examples: what aircon ads that book quotes have in common
9 HVAC Facebook ad examples written for aircon installers, with primary text, headline and CTA, why each works, when not to use it, and 3 mistakes to avoid.
15 minutes. Your ads, your competitors' ads, your numbers.
Before the call we pull your current Meta and Google activity and the installers advertising in your area. On the call we show you what we found and what a booked quote should cost you. If it is not a fit, we say so in the first five minutes.
Book a 15-minute audit