# Scale Theory

> Scale Theory is an HVAC-only lead generation agency in Surry Hills, Sydney, run by two founders, Sam and Alan. It books qualified homeowners into Australian air conditioning installers' diaries as booked quotes using Meta ads, suburb-matched landing pages, a six-question qualifier, a 60-second SMS and call reply, and day 1, 3 and 7 quote follow-up. One HVAC client per service line per area.

## Key facts
- Price: $3,000 a month + GST (Australia) or US$3,000 a month (United States). Pay half to start: $4,500 on signing and $4,500 once the client has won 3 jobs, each quoted at $5,000 or more, from quotes Scale Theory booked, or day 60, whichever comes first. Then month to month with 30 days notice.
- Channels included: Meta ads (Facebook and Instagram), Google Ads (Search), Google Business Profile management and automated review requests. SEO is not included.
- Ad spend is paid by the client directly to Meta and Google, minimum $4,000 a month combined. No revenue guarantee.
- Ducted-first: ads lead with ducted, replacement and whole-home systems; single-room splits are never advertised.
- Unit reported: booked quotes and cost per booked quote, every Friday.
- The client owns the ad account, page, data and landing pages on their domain.
- Territories: Sydney regions, Central Coast, Newcastle and Wollongong open; Melbourne and Brisbane waitlist; Texas (Dallas-Fort Worth, Houston, Austin, San Antonio) open, first US market.
- Scale Theory launched in 2026 and has no published case studies yet; it will publish dated case studies from client diaries.
- Contact: 0470 627 565, hello@scaletheory.com.au, Level 1, 457-459 Elizabeth Street, Surry Hills NSW 2010.

## Core pages
- [Air conditioning marketing in Australia: what actually fills an installer's diary](https://scaletheory.com.au/air-conditioning-marketing/): Air conditioning marketing for Australian installers: seasonality, ducted vs split maths, reviews, rebates and speed to lead, plus 2 things we do not do.
- [Facebook ads for HVAC: how aircon installers book ducted quotes on Meta](https://scaletheory.com.au/facebook-ads-for-hvac/): Facebook ads for HVAC installers: 3 offers that work, creative rules, suburb targeting, no instant forms, and Meta's share of a $4,000 monthly ad budget.
- [Google Ads for HVAC: how we run Search for Australian aircon installers](https://scaletheory.com.au/google-ads-for-hvac/): Google Ads for HVAC installers in Australia: 3 tight ad groups, suburb targeting, negative keywords, call assets and a budget that flips to Search in summer.
- [HVAC CRM automation: speed to lead, follow-up and a pipeline you can read](https://scaletheory.com.au/hvac-crm-automation/): HVAC CRM automation in GoHighLevel: a 10-stage pipeline, an SMS and call inside 60 seconds, day 1, 3 and 7 quote follow-up and review requests after install.
- [HVAC landing page design: suburb pages and a six-question qualifier](https://scaletheory.com.au/hvac-landing-pages/): How we build an HVAC landing page: 9 sections, a suburb-matched headline and a 6-question qualifier that routes every homeowner before your phone rings.
- [HVAC lead generation Australia: how to buy booked quotes, not leads](https://scaletheory.com.au/hvac-lead-generation/): HVAC lead generation in Australia, compared across 5 channels: Meta, Google Search, marketplaces, SEO and referrals. Honest pros, cons and what each costs.
- [The HVAC Profit Machine: our HVAC lead generation system, step by step](https://scaletheory.com.au/hvac-profit-machine/): The HVAC lead generation system behind our booked quotes: 8 steps from Meta and Google ads to your diary, Off-Peak Fill and the Friday report, explained.
- [HVAC marketing cost: one published price, and the maths behind it](https://scaletheory.com.au/pricing/): Our HVAC marketing cost in full: $3,000 a month + GST, half of the first 90 days paid after 3 won jobs, Meta and Google ads, $4,000 minimum ad spend.

## United States (Texas)
- [HVAC marketing in Austin: replacement quotes in a fast-growing, high-value market](https://scaletheory.com.au/us/hvac-marketing-austin/): Austin averages 122.8 days a year at 90°F or more and has a city-owned utility. How we run Meta and Google for HVAC replacement quotes there. Territory open.
- [HVAC marketing in Dallas-Fort Worth: replacement quotes through a hot summer and a real winter](https://scaletheory.com.au/us/hvac-marketing-dallas/): DFW averages 20.2 days a year at 100°F and 29.2 freezing nights. How we run Meta and Google for HVAC replacement quotes in Dallas-Fort Worth. Territory open.
- [HVAC marketing in Houston: replacement quotes for a five-month cooling season](https://scaletheory.com.au/us/hvac-marketing-houston/): Houston averages 95 days a year at 90°F or more and July nights near 76°F. How we run Meta and Google for HVAC replacement quotes in Houston. Territory open.
- [HVAC marketing in San Antonio: replacement quotes with a city-owned utility rebate](https://scaletheory.com.au/us/hvac-marketing-san-antonio/): San Antonio averages 122.4 days a year at 90°F and CPS Energy lists heat pump rebates up to $310 a ton. How we run HVAC ads there. Territory open.
- [HVAC lead generation in Texas: booked replacement quotes, not lead lists](https://scaletheory.com.au/us/): HVAC lead generation for Texas contractors: Meta and Google ads, a six-question filter and a 60-second reply. US$3,000 a month, half paid after 3 won jobs.
- [HVAC marketing pricing for Texas contractors: one published price in US dollars](https://scaletheory.com.au/us/pricing/): HVAC marketing pricing in full: US$3,000 a month, half of the first 90 days paid after 3 won jobs, Meta and Google ads, US$4,000 minimum ad spend.

## Locations
- [HVAC marketing Sydney: booked quotes by region, not one citywide ad](https://scaletheory.com.au/locations/hvac-marketing-sydney/): HVAC marketing in Sydney by region: Penrith averages 71 days over 30°C a year, the CBD 15. How we run Meta and Google for ducted installers.
- [HVAC marketing Western Sydney: booked ducted quotes in the hottest part of the city](https://scaletheory.com.au/locations/hvac-marketing-western-sydney/): Penrith averages 71 days a year over 30°C and 78% of homes are houses. How we run Meta and Google for Western Sydney aircon installers, maths shown.
- [HVAC marketing Hills District: booked ducted and zoning quotes in Sydney's biggest homes](https://scaletheory.com.au/locations/hvac-marketing-hills-district/): 67.5% of homes in The Hills Shire have 4+ bedrooms. How we run Meta and Google for ducted installers in Castle Hill, Kellyville and Box Hill, maths shown.
- [HVAC marketing North Shore: ducted, multi-head and replacement quotes from Chatswood to Hornsby](https://scaletheory.com.au/locations/hvac-marketing-north-shore/): In Ku-ring-gai 52.6% of homes have 4+ bedrooms, in Lane Cove 56.7% are units. How we split Meta and Google on the North Shore for aircon installers.
- [HVAC marketing Northern Beaches: reverse cycle, multi-head and plateau ducted quotes](https://scaletheory.com.au/locations/hvac-marketing-northern-beaches/): Terrey Hills logs 23 days over 30°C a year, Penrith 71. How we run Meta and Google for aircon installers on the Northern Beaches, Manly to Avalon.
- [HVAC marketing in the Inner West: booked quotes for terraces, semis and strata](https://scaletheory.com.au/locations/hvac-marketing-inner-west/): Inner West aircon marketing built around terraces, heritage rules and 43.8% renters. How we would run Meta and Google, the ESS discount and a qualifier.
- [HVAC marketing Sutherland Shire: replacement ducted and multi-head quotes from Cronulla to Menai](https://scaletheory.com.au/locations/hvac-marketing-sutherland-shire/): 36.4% of Shire homes are owned outright and only 22.3% rented. How we run Meta and Google for aircon installers in Cronulla, Miranda and Menai.
- [HVAC marketing South West Sydney: new-estate ducted quotes from Liverpool to Oran Park](https://scaletheory.com.au/locations/hvac-marketing-south-west-sydney/): In Camden 92.5% of homes are houses and 71.6% have 4+ bedrooms. How we run Meta and Google for installers in Liverpool, Campbelltown and Oran Park.
- [HVAC marketing on the Central Coast: booked aircon quotes from Gosford to Wyong](https://scaletheory.com.au/locations/hvac-marketing-central-coast/): Central Coast aircon marketing: 78.4% freestanding houses, frosty valleys and salty beaches. How we would run Meta and Google, ESS offers and territory.
- [HVAC marketing in Newcastle, Lake Macquarie and Maitland: booked aircon quotes](https://scaletheory.com.au/locations/hvac-marketing-newcastle/): Newcastle aircon marketing for installers: 15 hot days a year at Nobbys, 65 inland at Cessnock. How we run Meta and Google across Lake Macquarie and Maitland.
- [HVAC marketing in Wollongong and the Illawarra: booked aircon quotes](https://scaletheory.com.au/locations/hvac-marketing-wollongong/): Wollongong aircon marketing: 10 hot days a year at Bellambi, frosty nights at Albion Park. How we run Meta, Google and ESS offers in the Illawarra.
- [HVAC marketing in Melbourne: heating-led aircon marketing for 2027 and beyond](https://scaletheory.com.au/locations/hvac-marketing-melbourne/): Melbourne HVAC marketing for heating-led installers: VEU up to $1,610 off the quote and 2027 electrification rules. Sydney comes first; join the waitlist.
- [HVAC marketing in Brisbane: cooling-led aircon marketing for a long, humid season](https://scaletheory.com.au/locations/hvac-marketing-brisbane/): Brisbane averages 74 days a year at 30°C or more. How we would market aircon there with no state discount to lean on, and why Brisbane is a waitlist for now.

## Guides
- [hipages for air conditioning installers vs building your own pipeline](https://scaletheory.com.au/blog/hipages-vs-own-leads-hvac/): hipages for air conditioning works on a monthly subscription that includes credits, which you spend to accept job leads. hipages caps most leads at three tradies and does not publish how many credits an aircon lead costs. It suits new businesses and filling gaps. For ducted and multi-head work, an owned pipeline gives you exclusive enquiries, your own data and a cost per booked quote you can see every week.
- [The NSW air conditioner rebate (ESS): how installers use it in ads](https://scaletheory.com.au/blog/nsw-air-conditioner-rebate-installers/): The NSW air conditioner rebate is the Energy Savings Scheme air conditioner incentive, an upfront discount on the installer's quote. The NSW Government lists indicative amounts of up to $550 for a new 6kW system and up to $560 replacing an old unit with a 6kW split, with no current closing date. Installers must partner with an Accredited Certificate Provider, and the homeowner signs a nomination form before work starts.
- [Google Ads vs Facebook ads for HVAC in Australia](https://scaletheory.com.au/blog/google-ads-vs-facebook-ads-hvac/): Google Ads vs Facebook ads for HVAC comes down to intent versus demand creation. Google Search catches homeowners searching now, especially when a system breaks in a heatwave. Meta reaches homeowners in your suburbs who are thinking about ducted before they search. We run both: by default $2,500 a month on Meta and $1,500 on Google, flipped in Sydney's December to February peak, with the same qualifier and 60-second reply behind each.
- [Ducted air conditioning marketing: how to sell $10,000+ jobs online](https://scaletheory.com.au/blog/ducted-air-conditioning-marketing/): Ducted air conditioning marketing works when it treats the job as a considered purchase. Reach homeowners in the right suburbs before they search on Meta, catch them on Google Search when they do, show a price anchor, brands, zoning and your own crews, lead with a useful offer such as a free in-home heat-load assessment, qualify every enquiry, and make the booked in-home quote the goal. Then follow up on days 1, 3 and 7.
- [What is a booked quote? HVAC marketing terms explained](https://scaletheory.com.au/blog/hvac-marketing-glossary/): A booked quote is a qualified homeowner booked in for an in-home quote, in your diary, with a time. It is not a lead, which is just a name and a number. The difference is qualification and a booking. That is why we report cost per booked quote: total monthly cost, fee plus ad spend, divided by the number of booked quotes. It tells you what it costs to get in front of a real buyer.
- [Victoria gas phase out and air conditioning: what the 2027 changes mean for HVAC businesses](https://scaletheory.com.au/blog/victoria-2027-electrification-hvac/): From 1 January 2027 new Victorian homes must be built all-electric. From 1 March 2027 a rental provider whose heating breaks and cannot be repaired must replace it with an efficient reverse cycle air conditioner in the main living area, and owner-occupiers must replace broken gas hot water with electric. Owner-occupiers do not have to replace gas space heating. The HVAC opportunity is landlords, plus a choice-led pitch to homeowners using the VEU discount.
- [Sydney HVAC marketing calendar: what to run month by month](https://scaletheory.com.au/blog/sydney-hvac-marketing-calendar/): In Sydney, book ducted installs in spring (September to November), manage breakdowns and lead times in summer (December to February), sell replacements in autumn (March to May), and switch to reverse cycle heating and service in winter (June to August). Push spend in spring and autumn, hold the minimum from December to February and in July, weight Google Search in peak summer and Meta the rest of the year, and let your install lead time override the calendar.
- [Speed to lead: why a 60-second reply books more HVAC quotes](https://scaletheory.com.au/blog/hvac-speed-to-lead/): Speed to lead is the time between a homeowner submitting an enquiry and your first contact. For HVAC we aim for an SMS in your business name inside 60 seconds and a call straight after, handled by an AI receptionist with a VA behind it, then a site visit booked into your diary with the qualifier answers attached. A fast reply catches the homeowner while they are still thinking about air con, before they ring the next installer.
- [Meta instant forms vs landing pages for aircon leads](https://scaletheory.com.au/blog/meta-instant-forms-vs-landing-pages/): For ducted and multi-head air conditioning, a suburb landing page with a six-question qualifier usually costs more per lead but less per booked quote than a Meta instant form, because the form pre-fills contact details and makes enquiring almost effortless. Instant forms are fine for simpler offers like servicing and repairs, especially the higher intent form type with multiple choice questions. Judge both on cost per booked quote, never cost per lead.
- [How to qualify air conditioning leads: the six questions that matter](https://scaletheory.com.au/blog/qualify-air-conditioning-leads/): To qualify HVAC leads, ask six one-tap questions before the name and mobile: property type, what system they want, new install or replacement or repair, when they want it done, rough budget and whether they own the property. Score the answers, then route each enquiry to one of six paths: priority, standard, nurture, disqualify, commercial or repair. Only priority and standard get a call chase, and a single split never routes to priority.
- [How to choose an HVAC marketing agency in Australia: 12 questions to ask](https://scaletheory.com.au/blog/choose-hvac-marketing-agency/): Before hiring an HVAC marketing agency, ask who owns the ad account and data, what number they report, whether pricing is published, the minimum term, whether you get your area exclusively, who answers the leads, to see a real report, for dated and checkable case studies, what happens if it does not work, the setup fee, whether they only do HVAC, and who actually runs your account. Vague answers to any of these are a warning.
- [How much should an air conditioning business spend on marketing?](https://scaletheory.com.au/blog/hvac-marketing-budget/): Set an HVAC marketing budget backwards from the jobs you want. Decide how many ducted jobs a month you need, divide by your close rate to get booked quotes, then multiply by your cost per booked quote. Using our planning assumptions, 4 ducted jobs a month needs 10 to 13 booked quotes, which is roughly $4,000 of combined Meta and Google Search spend plus management.
- [How much do HVAC leads cost in Australia? (2026)](https://scaletheory.com.au/blog/hvac-leads-cost-australia/): There is no honest single price for HVAC leads in Australia, because a lead is not the thing you are buying. What matters is cost per booked quote: total spend divided by qualified homeowners booked into your diary. Our planning assumption across Meta and Google Search is $100 to $130 per enquiry, about $320 in ad spend per booked quote and about $550 all-in with our fee.
- [HVAC quote follow-up: the day 1, 3 and 7 SMS sequence](https://scaletheory.com.au/blog/hvac-quote-follow-up/): Good HVAC quote follow up is three short SMS messages in the installer's name: a thank you on day 1, answers to the usual questions on day 3 and a note about install timing on day 7. The texts stop the moment the quote is marked won or lost. After day 7 you get a task to call on day 10, then quiet quotes move to a slower nurture sequence over 90 days.
- [HVAC lead sources in Australia, ranked by cost per booked quote (2026)](https://scaletheory.com.au/blog/hvac-lead-sources/): The best HVAC lead sources are the ones with the lowest cost per booked quote that you control. Your own customer base and referrals are cheapest but cannot be switched on. Google Business Profile compounds slowly. Meta ads with a qualifier suit ducted work. Google Search ads suit repairs. Shared marketplaces start fast but give you the least control. Google Local Services Ads are not offered in Australia.
- [HVAC Facebook ad examples: what aircon ads that book quotes have in common](https://scaletheory.com.au/blog/hvac-facebook-ad-examples/): HVAC Facebook ads that book quotes share four things: one real offer, one price anchor, real photos of your own vans and crew, and a landing page that qualifies before anyone calls. Nine ad types cover most aircon installers: the ESS discount, a free heat-load assessment, an install-by date, owner to camera, crew on the job, before and after, zoning, winter heating and service.

## Optional
- [Full text of core pages](https://scaletheory.com.au/llms-full.txt)
- [About the founders](https://scaletheory.com.au/about/)
- [Book a 15-minute audit](https://scaletheory.com.au/book-an-audit/)