HVAC marketing Sydney: booked quotes by region, not one citywide ad

Why is HVAC marketing in Sydney different from other cities?

Sydney is two climates and two housing markets in one city. The west gets far more hot days and is mostly detached houses. The coast is milder and has far more apartments. One citywide ad with one offer wastes money in both halves. We plan every campaign by region, suburb and system type.

The Bureau of Meteorology numbers make the point better than we can. Penrith Lakes averages 30.8°C in January and 71.2 days a year at 30°C or more. Sydney's Observatory Hill, over its 1859 to 2020 record, averaged 26.0°C in January and 15.2 days a year at 30°C or more. That is roughly four and a half times the hot days, about 50 km apart.

Housing splits the same way. In the 2021 Census, 55.8% of occupied dwellings across Greater Sydney were separate houses and 30.7% were flats or apartments. In Camden it was 92.5% houses and 1.0% apartments. In the Inner West it was 28.8% houses and 42.4% apartments. A ducted installer and an apartment split installer are not in the same business, even on the same postcode map.

How hot does each part of Sydney get?

The further you go from the coast, the hotter the summer. BOM stations in the west average about 30°C in January and log 55 to 71 days a year at 30°C or more. Coastal stations sit around 26°C to 27°C and log about 15 to 25 such days. That gap drives when people buy and what they buy.

Source: Bureau of Meteorology climate statistics, all years of record, linked below. Different stations cover different years, so treat the table as a comparison of places, not a trend.

What this means for an installer: in the west, cooling is a need, the season is longer, and a heatwave week fills a diary on its own. On the coast, more of the work is comfort, replacement and reverse cycle heating, and the ads have to do more of the persuading.

Which Sydney regions do we cover, and what sells in each?

We split Greater Sydney into seven territories. Each has its own page, its own suburb list and its own ad plan. The table below is our planning view of each one. The housing column uses 2021 Census figures where we opened the ABS page. The ducted versus split column is a tendency, not a measured share.

"Open" means we do not have an HVAC client there yet. We take one HVAC client per service line per area. First come.

How would we run Meta and Google ads for a Sydney installer?

We run both, by region, not by city. Meta creates demand from homeowners thinking about ducted before they search. Google Search catches people searching now, especially breakdowns in a heatwave. Both target the suburbs your vans reach, lead with ducted, replacement and whole-home systems, and send people to a page for their suburb.

A few rules we follow in every Sydney region:

• Radius from the depot, not the map. If your vans live in Kellyville, we do not pay to reach Cronulla. Travel time kills margin on a quote.
• Offer by housing type, ducted first. New-estate ducted in the growth suburbs. Replacement of 15 to 20 year old ducted in established suburbs. Multi-head where ceilings or roof space rule out ducting. We never advertise single-room splits.
• Search by suburb and system. Google Search bids on ducted and replacement searches in your suburbs, "ducted air conditioning Kellyville" rather than "cheap split system", plus breakdown searches when a hot week hits. How we build it is on our Google Ads for HVAC page.
• Heat triggers budget. The default split of the $4,000 minimum is Meta $2,500 and Google $1,500. From December to February we flip it, Google $2,500 and Meta $1,500, because people search when systems break. Off-peak it is Meta-heavy with the Off-Peak Fill module. Our month by month Sydney calendar lays this out.
• Qualify before it reaches you. Six questions: property, system, install or repair, urgency, budget, ownership. Renters get filtered, and a single-split enquiry never routes to Priority.

The whole chain from ad to diary is the HVAC Profit Machine. A booked quote is a qualified homeowner booked in for an in-home quote, in your diary, with a time. That is what we count.

What does it cost to get booked quotes in Sydney?

Our fee is $3,000 a month plus GST. In the first 90 days you pay $4,500 on signing and $4,500 once you have won 3 jobs from quotes we booked, or at day 60, whichever comes first. You pay Meta and Google directly, minimum $4,000 a month combined. The numbers below are planning assumptions.

Pay half to start. You only pay the other half once you've won 3 jobs from quotes we booked. After the first 90 days it is month to month with 30 days notice. We have no Sydney client data yet, so we replace these assumptions with your real numbers within the first month.

On your numbers, about two ducted jobs a month covers everything you'd spend with us, fee and ads. Anything past that is yours. We plan for the third job to land inside 60 days even if cost per enquiry runs 30% worse than planned. That is a plan, not a guarantee.

A 3 to 4 bedroom ducted install in Sydney is $10,500 to $16,500 as a planning range, with $2,300 to $4,800 gross profit per job. Exclusive, pre-qualified quotes close at 30 to 40% on our planning numbers, which puts a booked ducted quote at about $800 to $1,800 of expected gross profit. The full breakdown is on our pricing page.

How does the NSW ESS discount help Sydney installers?

The NSW Energy Savings Scheme gives eligible households an upfront discount on the quote, indicatively up to $550 for a new 6kW system and up to $560 for replacing an old unit with a 6kW split. It has no closing date. For ads, it is a real, dated reason to act that is not a price cut.

It works hardest in the older suburbs, where a lot of homes still run tired wall units and first-generation ducted. It is weaker as the lead offer on large new-build ducted jobs, where the discount is small against a five-figure quote. We explain how installers put it in ads in our ESS guide for installers.

What do Sydney homeowners search for before they call?

Sydney homeowners search by system and suburb: ducted air conditioning plus their suburb, aircon installer near me, split system installation, ducted air con replacement. Searches jump in the days before and during a heatwave. We have not pulled keyword volumes for this page, so we will not quote any.

That is why we run both channels. Google Search catches people who have already decided, or whose system just died, and we only bid on the ducted, replacement and breakdown searches, not single-room splits. Meta reaches the homeowner in a hot four-bedroom house in Glenmore Park or Oran Park a fortnight before they search. For ducted work, you want to be in both conversations.

What we can and cannot tell you about Sydney

We are two brothers, Sam and Alan, working out of Surry Hills. We have no clients yet, so this page has no case studies and no local results. What it does have is the maths, the published price, the climate and census numbers we opened ourselves, and the plan we would run in your region. When we have client diaries, we will publish dated case studies.